With over a decade of experience spanning web, mobile, and product design, I've had the privilege of shaping digital experiences for some of the world's most recognised brands. But my journey didn't start in UX it started in code.

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I came up as a web developer during the early days of the internet, designing and building for large companies when the web was still finding its feet. When the mobile revolution arrived, I didn't watch from the sidelines I jumped in, broadened my skills, and never looked back. That hybrid background, part developer, part designer, part strategist, gives me a perspective that's hard to fake: I understand what's being built, not just how it should look.

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I believe beautiful design isn't decoration - it's clarity.

My philosophy is simple: when a space is clean and considered, everything is easier to find, easier to use, easier to understand. Think of it like a tidy home when everything is in its place, you're not wasting energy searching, you're just living. I bring that same thinking to every product I touch.

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My personas start at home.

Literally. When I'm defining who I'm designing for, I start with my family. My parents not the most tech-savvy people in the world are my first test. If they can use it intuitively and confidently, I know we're onto something. Real people with real limitations are far more useful than fictional archetypes dreamed up in a workshop.

I've seen what great looks like. I've also seen what failure looks like.

After years of working with famous brands and high-profile applications, I started noticing patterns not just in what makes products succeed, but in how companies, teams, and individuals consistently get in their own way. That frustration turned into a book: The Art of UX Failure, an honest, experience-led exploration of where UX goes wrong and why.

Beyond the screen.

I'm Iranian-British, and I speak Persian, Turkish, Azeri, and English which means I've spent a lifetime code-switching between cultures, perspectives, and ways of seeing the world. That fluency shows up in my work. I can walk into any room, with any team, from any background, and find common ground fast. Building the right team and defining a sharp UX strategy is, genuinely, my superpower.

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When I'm not designing, I'm probably in my home studio producing music or playing piano, in the kitchen cooking something ambitious, or eating something even better. Gordon Ramsay is a personal hero the standards, the craft, the passion. I get it.

I'm driven by the freedom to create beautiful, meaningful experiences. If you're looking for someone who can lead with vision, bring people together, and deliver work that actually works let's talk.