I grow design organization that untangle complex ecosystems to build innovative, human-centered products.
I'm currently the head of design for business transformation programs across Google corporate functions. I led the five year roadmap for a procurment transformation program that consolidated dozens of fragmented tools into a connected platform and enabled +$1B in annual savings. Afterwards, I partenred with Google Marketing to reimagine how we manage end to end campaign lifecycles through emerging AI capabilities. I established global multi-disciplinary teams, and defined the vision and strategy for both programs.
Rezi
Previously, I was the head of product and design at Rezi – a dual-sided real estate rental marketplace. I planned and designed the MVP that got us into Y-Combinator (batch w 17), then helped scale the startup and mature its operations while building the product management and design departments.
ClassPass
At ClassPass, I built the first product design team, started a research practice, and helped structure the embeded cross-functional teams alongside product and engineering leadership. My main focus was influencing subscribers' booking patterns and studios' spot allocation to maximize inventory utilization and improving our unit economics.
Various agencies
I spent the first half of my career focused on craft. I started at small design shops in Tehran and founded a boutique agency by 2008. After moving to the States in 2011, I worked with agencies like Razorfish, AKQA, and Gin Lane for clients ranging from early startups to fortune 500 companies including Mercedes, Motorola, Microsoft, J.P.Morgan, and Beats.