YASAMAN HEYDARZADEH
Product Designer l Design Engineer
YASAMAN HEYDARZADEH
Product Designer l Design Engineer
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Experience
May 2023 - Present
Senior Product Design Specialist
Best Secret

Leading strategic, end-to-end design initiatives across multiple product areas to shape the full user journey and deliver impactful, user-centered solutions aligned with business goals.

  • Championing design strategies that influenced product direction and roadmaps through user-centric thinking, cross-functional collaboration, and iterative experimentation.
  • Leading the design of key user flows across web and native platforms—including Registration, Navigation, Search, Cart, and Checkout—to create seamless and goal-driven experiences.
  • Collaborating closely with the Design System team to ensure UI consistency, efficiency, and high quality across various product tribes and digital touchpoints.
  • Driving research-led design by conducting user studies, facilitating co-creation workshops, and implementing DesignOps practices to scale design impact and streamline team workflows.
July 2021 - May 2023
Product Design Team Lead
Coinhaven

Coinhaven was an all-in-one trading and exchange platform.

  • Building 3 new products (exchange platform, mobile app, and NFT marketplace) from the concept phase to MVP release.
  • leading a multicultural team including 6 designers and providing them continuous coaching and support.
  • Break down product features into actionable items and help define scope.
    • Monitor market and competitor trends and analyze customer feedback data.
Aug 2020 - July 2021
Senior Product Designer
Tejarat Shayan Inc.

Tejarat Shayan Trading System Company (Tejarat Bank subsidiary) provides modern SaaS financial and banking services such as SCF and EIPP for businesses and commercial enterprises in the B2B network.

  • Designed new products using the user-centered approach across the web and mobile platforms.
  • Translate the product vision into simple, delightful, and usable user interfaces, besides creating style guides and the design system.
Aug 2019 - Aug 2020
Product Design Consultant
HAMAVA Innovation Factory

Hamava is the first innovation hub in Tehran that provides an exclusive set of services and growth solutions to entrepreneurs, businesses, and start-ups.

  • Contributed with entrepreneurs and project managers in startup studio to find or develop great ideas, define success metrics, facilitate the design process and elevate their product’s user experience.
  • Generated a start-up acceleration funnel based on the startup development phases. It is a road map and an execution plan from the formation stage to growth.
  • Guided 5 start-ups in finding their product-solution fit, entering to acceleration program, and receiving seed money.
Jan 2016 - Jan 2019
Product UX/UI Designer
Freelancer

I have had the privilege of working with numerous companies across the globe, spanning various industries such as finance, blockchain, digital book library, B2B and B2C delivery, health, fitness, kids' entertainment, travel, e-commerce, and more. I have tackled a broad spectrum of design challenges, including user research, information architecture, interface design, and evaluation and testing, tailoring my approach to the specific needs of each project. I take great pride in my ability to adapt to new environments and produce exceptional work that exceeds expectations. For more details on my latest projects, please visit the portfolio tab

Jan 2010 - Dec 2015
Software Designer and Developer
EDIS

I was part of the EDIS team as a junior developer. For three years, my focus was on designing and developing engaging and intuitive user interfaces for educational simulators, which were utilized by prestigious universities and industries. It was a thrilling experience to work on projects that had a real-world impact on education and training.

During my tenure as a manager (last 3 years), I honed my leadership skills and managed several software projects with great success. One of my key accomplishments was leading a talented team of three developers to design and develop user interfaces for a range of products that were highly regarded by our clients. It was an exciting and fulfilling challenge to oversee the entire software development process, from conceptualization to delivery, while ensuring that our team's efforts aligned with the company's goals.

Education

Oct 2007 - Apr 2010
Master's degree
Computer Software Engineering

Top student - A+

Oct 2002 - Apr 2006
Bachelor's degree
Computer Software Engineering

Top student - A+

Languages

  • English - Professional working
  • German - Elementary
  • Persian - Native

Testimonials

Yasaman is a design professional who is equally proficient in both UI and UX. Her in-depth understanding of user behavior and product designing made her an incredibly efficacious Lead UI/UX Designer at Coinhaven. She effectively led a team of Product Designers from different timezones and fostered a friendly and supportive environment where each designer felt empowered and responsible. Under her leadership, the Design team was able to design the Coinhaven Website, Exchange Apps (both web and mobile apps) with complex features and complicated customer journeys, and other Internal Portals in quick Sprints. Her insights into Mobile App UI/UX designs were invaluable, that contributed a lot to improvising the user journeys of the MVP App. Therefore I can easily say she is one of the best in her field, and I’d strongly recommend her for any Lead Product Designer role.
Shujan Suntharalingam
Senior Product Manager at Fulfin
Yasaman is a detail oriented, herd-working and reliable colleague. She is capable of creating an impact with her intuitive and insightful design skills. She has demonstrated strong capabilities as an exceptionally talented designer who understands users, technology, design, and 'product'. Her product designs are clean and at the same time are manufacturable and she is highly adaptive of new environments, technologies and teams. Additionally, she is also a great leader to her team of designers always diving deep into the product requirements and enabling her teammates to build a wholistic understanding of the product. I have worked with her for a year and a half and I was impressed with her deep knowledge of all aspects of product design. She has been instrumental in delivering timely designs of multiple products from 0-1.
Vidhi Gupta
Senior Product Manager @Panion
Yasaman is an exceptionally talented and driven designer! We have worked closely together, collaborating on User Interface of the website as members of the same scrum team. Yasaman is extremely attentive, listens closely to all requirements and makes sure product goals are reached, but at the same time she is very creative and pushes the product forward from the user perspective. Yasaman's sharp eye for design and her understanding of user experience never ceased to amaze me! Yasaman is also an excellent team member and mentor to junior designers. She has an amazing work ethic, always goes above and beyond to make the best product. Yasaman is an invaluable asset to any team, her dedication to excellence is what makes her an incredible addition to any organisation!
Kseniia Berezina
Product Owner at Travelex
Yasaman was with eSafar.com as our UI/UX designer. She is very organized, creative and skilled. Her strength is in time management as she has never missed a deadline. She is flexible and a team player. I recommend Yasaman for product design and UI/UX design positions.
Farima Lari
Co-Founder at eSafar.com
I know Yasaman since 2008 when she was part of our Virtual Robot Team at MRL as a researcher and software engineer. She was a valuable member of the team and was always enthusiastic about learning and experiencing new things. I was so impressed by her super brave and adventurous decision about starting a new profession in user Experience and Graphic design 2 years ago. She was always passionate about design and creating artwork since I know her and finally, she takes it seriously. I was so inspired by her decision and action. Since last year she was working with us and some of our startups as a freelancer. Her creativity can bring a new perspective and fresh idea into the team and product. Overall, Yasaman can be an incredible addition to any team especially startups because she had the same spirit.
Omid AmirGhiasvand
Co-founder and director of RSYNTECH