About me:

Snapp.ir, the Middle East’s largest ride-hailing and super app in Iran, provides transportation, food delivery, and other services to over 40 million users, with 5 million daily rides.

• Led a team of 7 researchers at 12 verticals on B2C and B2B sides with a unified approach to deliver stakeholder requests with the same quality.
• Conducted faster researches around 50% by optimizing processes, using AI and creating templates.
• Created monthly UXR reports highlighting user insights and delivered projects to increase UXR awareness, resulting in 2X more readers and questions about research reports.
• Developed and implemented a UXR team health metric dashboard to analyze team changes.
• Led the creation of a centralized, searchable repository for UXR projects as a part of researchOps, this repository facilitates knowledge sharing and streamlines research processes, improving overall research efficiency.
• Democratization of user research by creating research guidelines makes it accessible for everyone and coaches them to conduct successful research.

• Led and managed the execution of over 50 cross-functional research projects, utilizing a mix of qualitative (interviews, usability testing) and quantitative methods (surveys) to gather deep user insights by tools such as questionpro, Usertesting.
• Presented research findings and actionable recommendations, influencing stakeholders' decisions for the entire application redesign.
• Led an accessibility study using industry-standard methods to identify key usability challenges for visually impaired and deaf users, enhancing accessibility across Snapp's products.
• Mentored junior researchers, providing comprehensive feedback at all stages of their research projects, which significantly improved their research skills and ensured high-quality deliverables.
• Led research efforts by mixed method approach to identify and prioritize user pain points related to cancellation penalties. This resulted in an 74% reduction in passenger complaints, aligning with a key company objective.

Baly.iq is the same as Snapp but for Iraq. Alongside my primary role at Snapp, I worked part-time with Baly from its early stages, as both companies are backed by Rocket Internet and share the same investors.

• Conducted unmoderated remote usability tests to identify design issues for Arabian users, resulting in a 10% decrease in time to submit an order.
• Executed mixed-method research, including quantitative usability testing, A/B testing, surveys, to optimize location search on the map, improving efficiency and user satisfaction

MrBilit is an Iranian meta-search engine with 200K daily visitors for booking buses, trains, and flights.

• Owned and delivered a unified product roadmap, aligning product, design, and engineering to streamline vision-to-delivery launched redesigned web and mobile experiences within six months and increased ticket bookings by 20%.
• Reduced rework cycles by implementing structured between design and engineering teams sync rituals and feasibility reviews.

• Discovered landing pages' main problem by data reviewing usability testing, resulting in a viewer drop rate from 50% to 20%.
• Explored search result page problems by Hotjar video recorded reviewing usability testing, resulting in a buying ticket conversion rate from 1% to 2.2% (120% increase).
• Improved ticket card structure by card sorting interview, which reduced buying flow from 10 minutes to 8 minutes.

AirplaneTicket.ir is an Iranian platform specializing in booking domestic and international flights.

• Optimized website sales funnel with a 30% conversion increase within 3 months by reviewing GA data, user behavior tracking, and A/B testing.
• Educated team members on UX research methods and the importance of incorporating user-centered design into the development process.

An online location based news reader app that helped users to get access to their city news.

• During this time, I gained hands-on experience in Android coding and UI creation.
• I developed business plans, crafted pitch decks, and managed diverse teams to achieve strategic goals and grew the app to 5,000 downloads in the first year.

The first grocery market in Iran

• During this time, I became familiar with startup fundamentals, such as creating MVPs, discovering user problems, and building empathy with them. These insights led to the creation of an e-commerce website that achieved 200 orders in its first six months.