{"roots":["0:3"],"nodeById":{"1:286":{"id":"1:286","assetId":"VariableCollectionId:1:286","type":"VARIABLE_COLLECTION","name":"Variable collection","defaultModeId":"1:0","modes":[{"modeId":"1:0","name":"Mode 1"}]},"1:287":{"id":"1:287","type":"VARIABLE","assetId":"VariableID:1:287","name":"Primary","resolvedType":"COLOR","variableCollectionId":"VariableCollectionId:1:286","codeSyntax":{},"valuesByMode":{"1:0":{"r":0.928748488426208,"g":0.125076159834862,"b":0.901959419250488,"a":1.0}}},"245:2569":{"type":"COMPONENT_SET","id":"245:2569","name":"about me content paragraph","absoluteBoundingBox":{"x":-2236.0,"y":10182.0,"width":660.0,"height":4648.0},"isolatedAbsoluteRenderBounds":{"x":-2236.0,"y":10182.0,"width":660.0,"height":4648.0},"relativeTransform":[[1.0,0.0,-2236.0],[0.0,1.0,10182.0]],"size":{"x":660.0,"y":4648.0},"fills":[],"strokeAlign":"INSIDE","strokeDashes":[10.0,5.0],"strokes":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.541176497936249,"g":0.219607844948769,"b":0.960784316062927,"a":1.0},"visible":true,"opacity":1.0}],"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"children":["245:2568","245:2570"],"componentPropertyDefinitions":{"Visibility":{"type":"VARIANT","defaultValue":"Collapsed","variantOptions":["Collapsed","Expanded","Corporate"]}}},"245:2571":{"type":"TEXT","id":"245:2571","name":"My journey into design started earlier than I realised. When I was a child, my father bought me my first computer, an Amstrad. The next day, he came home to find I had taken it apart, removed the internal motor and used it to power the propeller on one of my Lego Technic planes. It moved, it worked, and from that moment my father probably thought, “Great, I’ve just spent all this money on a computer and he’s turned it into an aircraft.” But that moment said a lot about who I was becoming. I was curious. I wanted to understand how things worked. I liked taking complex things apart and rebuilding them into something more useful, more interesting and more human. Growing up in a Persian family, education mattered. A lot. Degrees on the wall were almost a family wall of fame. I spent my teenage years pushing myself academically, attending Harrow School and later completing postgraduate study at King’s College London. With a background in computer science, I initially moved into banking, but design was always there in the background. My father ran one of the most successful printing companies in the world, and while other kids spent weekends playing games, I was surrounded by artworkers, print designers, graphic designers and craftspeople producing work at the highest standard. That environment shaped my eye for detail, typography, composition and visual discipline. It was where my love for design really began. After university, I joined Barclays as a banker. Two years later, my manager told me something I didn’t expect: “This isn’t for you.” Headquarters in Canary Wharf had asked for me to support the design of what would become one of the world’s first major retail banking apps. I moved into the digital team, started writing code, and quickly realised that my real strength was not just technology. It was people, design and solving problems in a way that made products feel simple. That experience became a turning point. The successful launch of the Barclays app opened the door to working with major global brands, helping them design better digital products, platforms and customer experiences. Since then, I’ve worked across banking, technology, insurance, energy, media, public sector and consumer products, always with the same mindset: simplify complexity, design with purpose and create experiences that feel effortless to use. I describe myself as a perfectionist, although I’ll admit that perfectionism has probably challenged me as much as it has helped me. It has pushed me to become a better designer, an author in the UX field, a speaker, and the creator of my own UX methodology, Early Stakeholder Pair Design, a collaborative approach focused on working closely with stakeholders and subject matter experts to shape early product direction through sketching, workshops and rapid wireframing. My work is driven by a simple belief: great UX does not happen in isolation. It happens through collaboration, honest conversations, deep understanding and the courage to challenge assumptions before they become expensive mistakes. This portfolio brings together some of the brands, products and digital experiences I’ve helped shape over the years. Some were complex enterprise platforms. Some were customer-facing apps used by millions. All of them were opportunities to make something clearer, simpler and better. If you’re interested in working together, hiring me for a project, inviting me to speak, or discussing a permanent role, I’d recommend starting with my design philosophy. It will give you a clearer sense of how I think, how I work and whether I’m the right fit for what you’re trying to build. And if you have feedback on my portfolio or my work, I’m always open to a conversation. Good design is never 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journey into design started earlier than I realised.\n\nWhen I was a child, my father bought me my first computer, an Amstrad. The next day, he came home to find I had taken it apart, removed the internal motor and used it to power the propeller on one of my Lego Technic planes. It moved, it worked, and from that moment my father probably thought, “Great, I’ve just spent all this money on a computer and he’s turned it into an aircraft.”\n\nBut that moment said a lot about who I was becoming. I was curious. I wanted to understand how things worked. I liked taking complex things apart and rebuilding them into something more useful, more interesting and more human.\n\nGrowing up in a Persian family, education mattered. A lot. Degrees on the wall were almost a family wall of fame. I spent my teenage years pushing myself academically, attending Harrow School and later completing postgraduate study at King’s College London. With a background in computer science, I initially moved into banking, but design was always there in the background.\n\nMy father ran one of the most successful printing companies in the world, and while other kids spent weekends playing games, I was surrounded by artworkers, print designers, graphic designers and craftspeople producing work at the highest standard. That environment shaped my eye for detail, typography, composition and visual discipline. It was where my love for design really began.\n\nAfter university, I joined Barclays as a banker. Two years later, my manager told me something I didn’t expect: “This isn’t for you.” Headquarters in Canary Wharf had asked for me to support the design of what would become one of the world’s first major retail banking apps. I moved into the digital team, started writing code, and quickly realised that my real strength was not just technology. It was people, design and solving problems in a way that made products feel simple.\n\nThat experience became a turning point. The successful launch of the Barclays app opened the door to working with major global brands, helping them design better digital products, platforms and customer experiences. Since then, I’ve worked across banking, technology, insurance, energy, media, public sector and consumer products, always with the same mindset: simplify complexity, design with purpose and create experiences that feel effortless to use.\n\nI describe myself as a perfectionist, although I’ll admit that perfectionism has probably challenged me as much as it has helped me. It has pushed me to become a better designer, an author in the UX field, a speaker, and the creator of my own UX methodology, Early Stakeholder Pair Design, a collaborative approach focused on working closely with stakeholders and subject matter experts to shape early product direction through sketching, workshops and rapid wireframing.\n\nMy work is driven by a simple belief: great UX does not happen in isolation. It happens through collaboration, honest conversations, deep understanding and the courage to challenge assumptions before they become expensive mistakes.\n\nThis portfolio brings together some of the brands, products and digital experiences I’ve helped shape over the years. Some were complex enterprise platforms. Some were customer-facing apps used by millions. All of them were opportunities to make something clearer, simpler and better.\n\nIf you’re interested in working together, hiring me for a project, inviting me to speak, or discussing a permanent role, I’d recommend starting with my design philosophy. It will give you a clearer sense of how I think, how I work and whether I’m the right fit for what you’re trying to build.\n\nAnd if you have feedback on my portfolio or my work, I’m always open to a conversation. 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