Dyson
Malmesbury, UK · Apr 2022 – PresentSenior Product Experience Designer, HMI
Dec 2024 – Present- Shape the end-to-end machine experience for Environmental Care, Hair Care and Beauty: product flows, machine behaviour, out-of-box experience and on-board graphics.
- Work at the heart of Dyson’s innovation team in New Product Innovation (NPI), defining future Environmental Care and Beauty experiences.
- Designed the HMI for five products in Dyson’s new HushJet™ and Find+Follow™ lines, from concept to launch.
- Worked on Dyson’s HMI design system for screen products across Home and Beauty, from its start.
- Build AI-made, working prototypes daily with Figma Make, Figma MCP and GitHub Copilot for user testing and reviews with the C-suite and James Dyson.
- UI animations for Floor Care (Singapore team) and Hair Care: user guidance, maintenance flows and product UI.
- Line manager to a designer; mentoring graduate designers and Dyson Institute students since joining.
- Principal icon contributor at Dyson across all categories, physical and digital; go-to for icon and UI ideas across the team.
Senior Product Experience Designer, Design Systems
Aug 2022 – Dec 2024- Worked on the MyDyson™ design system (80 core components, iOS, Android and WeChat), adopted by 39 teams across the UK, Poland, Singapore and Malaysia.
- Components used 187K+ times a year, cutting development time by 40%; 70% of Environmental Care and Robotics design runs on it.
- App reached 2.4M active users at 4.5★, with its UI praised by MKBHD, Mashable, TechRadar and Yanko Design.
Senior User Interface Designer
Apr 2022 – Aug 2022- Designed the in-app experience for two future Environmental Care products, defining how users control the machines from the app.
Vancouver, Remote · Nov 2020 – Feb 2022 AI-based apps for fast, low-cost assessment of cell culture growth in life-science research.
Product Design Lead (part-time)
- Led design of an AI cell-analysis app that helped secure $1M angel investment and a $750K CIHR grant.
- Cut analysis time from 24 hours to under 5 minutes and experiment costs by up to 90%; now used by universities in the UK, US, Canada, Denmark and Italy.
- Delivered a working high-fidelity prototype in 6 weeks, working directly with the CEO and CTO on market fit.
- Built a flexible design system that scales across international research labs and settings.
Snapp
Tehran · Nov 2019 – Mar 2022Ride-hailing super app with 2M daily rides and 40M+ users.
Senior Product Designer, Design Systems
May 2021 – Mar 2022- Restructured and redesigned the Snapp super app and its home screen for 3M+ daily active users: +20% engagement, +12% CTR per service, +30% key feature adoption and +1.2% group GMV.
- Established and ran Snapp’s design system, aligning 4+ ventures with Android, iOS and front-end teams, and led the team’s migration from Sketch to Figma.
- Designed the Credit Service so passengers pay without topping up a wallet: +8% rides, 53% adoption and wider basket variety.
- Redesigned the driver digital sign-up web app around usability and clearer navigation, enabling sign-up in under one minute.
- Mentored junior designers, interviewed candidates and led design sprints for 6+ cross-functional teams, including driver services and fintech.
Product Designer
Nov 2019 – May 2021- Designed the driver Performance Report, giving drivers data-driven insight into performance and fuel use; defined strategy and information architecture with stakeholders.
- Designed the Snapp Ventures, Snapp Corporate and Digital Sign-up landing pages with the design director, PMs and engineers.
Authin
Tehran · Mar 2018 – Nov 2019Enterprise Identity as a Service.
Product Designer
- Defined the visual language and UI kit for web and mobile, partnered with engineering on implementation, and produced product videos and keynotes.
Earlier roles
Sadad Informatics · Product Designer, mobile redesign grew users 600K → 2M
Mar 2017 – Mar 2018TapFood · Product Designer, sole designer from strategy to brand
Oct 2016 – May 2017Freelance · UI/UX and brand identity for varied clients
May 2015 – Oct 2016
