Farshad Sadri
🙂

Farshad Sadri

Brand & Product Design Leader in Dubai, UAE

Building Creative Teams,
Help Brands to Shine,
Elevate User-Centric Experiences 💫

2 months ago

About

✨ Seasoned design leader with 23+ years of experience, including 10+ years creating, mentoring, and leading creative teams.

🚀 Achieved a 50% reduction in development time, a 73% increase in user satisfaction in just one year, and 🏆 earned an Innovation Award.

🌟Specializing in Design Systems, Websites, Mobile apps, and Interactive Systems, I’ve delivered creative solutions for 200+ clients across industries since 2001, consistently exceeding expectations.

💾Download PDF Resume

Contact

Telegram

Work Experience

2024 — Now
Freelancer logo Lead Designer - Product Design (UX/UI), Brand Design at Freelancer
Dubai, United Arab Emirates
  • Led 3 successful Brand Design / Rebrand projects, resulting in an average of 36% increase in brand exposure and customer engagement in 3 months (analytics).

  • Created 2 Design Systems, boosting design consistency and efficiency and decreasing dev costs by 30% (surveys).

  • Active design advisor of 3 businesses, helping with design thinking, product strategies, brand strategies, UX audits, coaching & mentorship, design process, and design system.

  • Led branding and identity design, product design, and User Experience Design (UXD) projects that helped noticeable business growth.

  • Maintained a 99% client satisfaction rate in NPS surveys so far by consistently delivering top-notch design services, leading to an enhanced brand reputation and increased customer loyalty.

2022 — 2024
Lead Product Designer at Solution Community
  • Recognized with an Innovation Award for pioneering endeavors in product design.

  • Led a diverse international team of 4 designers, streamlining collaboration and communication processes, resulting in smoother workflows and enhanced teamwork.

  • Established a clear product design strategy, focusing on timely and clear deliveries and innovative features.

  • Created a comprehensive Design System with 100+ reusable components focused on usability (UX), accessibility, and scalability resulting in a 30% increase in design efficiency.

  • Designed MVP and prototypes, incorporating user-centric design principles, laying the foundation for user feedback and adoption measurements.

2020 — 2022
Lead Designer - Product Design (UX/UI), Brand Design at Freelancer
  • Maintaied a 97% client satisfaction rate in NPS surveys by consistently delivering top-notch design services, leading to an enhanced brand reputation and increased customer loyalty.

  • Led 5 successful Brand Design / Rebrand projects, resulting in a 30% increase in brand recognition and customer engagement.

  • Boosted design consistency and efficiency by creating 5 Design Systems, resulting in a 25% decrease in design time and enhanced brand cohesiveness.

  • Actively advised 3 design teams, helping with product strategy, brand, UX, design process, and design system.

  • Led branding and identity design, product design, and User Experience Design (UXD) projects that helped noticeable business growth.

2018 — 2020
Senior Product Designer at Smart Land Solutions
  • Created and developed a live design system and reduced development time by at least 50% (Dev team report).

  • Designed 650+ screens for Hoozas products on desktop and mobile with functioning prototypes along with 180+ unique icons (font icon and SVG).

  • Led the design of 6 different products, and increased user engagement by 30% (analytics). Designed and developed marketing campaigns landing pages.

  • Designed and implemented a working PWA mobile app in 7 days using the created design system.

  • Developed front-end UI with Buefy (Vue.js library based on Bulma).

2017 — 2018
Design & UI/UX Lead at Monta
  • Successfully re-branded and refreshed the visual language, enhancing market positioning and communication with targeted audiences, increasing sales by 23% in the annual report.

  • Led the company design team, incorporating design thinking and revolutionizing design strategy.

  • Achieved over 73% increase in user satisfaction through a complete product redesign (survey).

  • Implemented an interactive design system, reducing development time and costs by 6 months.

  • Delivered 750+ screens, spanning mobile, desktop, apps, and landing pages, along with 1500+ visual items for marketing, social media, presentations, and more.

2016 — 2017
Lead Visual Designer at Naqshine | Design & Color
  • Achieved an impressive Net Promoter Score (NPS) of over 96%, indicating exceptional client satisfaction and loyalty, resulting in a significant increase in returning clients and repeat business.

  • Led initiatives to enhance client satisfaction, resulting in a 38% increase in quarterly sales during tenure, demonstrating the direct impact of design efforts on business performance and revenue growth.

  • The implemented client satisfaction initiative achieved a surprising 70% increase in returning customers, making client retention the primary revenue growth during my tenure.

  • Spearheaded the development of digital mock-up and product prototyping techniques, resulting in a 3x faster turnaround time for client feedback and delivery.

  • Successfully collaborated with over 10 prominent food industry factories on innovative product packaging projects, meeting and exceeding their design needs.

  • Implemented a robust documentation system to maintain consistent visual language and styles across all relevant projects, ensuring brand coherence and customer satisfaction.

2015 — 2016
Marketing Manager at ZarinPal
  • Developed a comprehensive 50-page annual marketing strategies plan, securing future funding from investors.

  • Orchestrated a successful product launch marketing campaign, resulting in a smoother transition and 14% lower customer support entries than anticipated.

  • Achieved a remarkable 6-month decrease in customer acquisition cost by $2 through strategic brand exposure initiatives.

  • Conducted extensive market research and SWOT analysis to identify market needs and translate them into actionable product requests.

  • Held overall responsibility for brand management, corporate identity, and image.

2009 — 2015
Creative Director at eLink Interactive Studio
  • Consistently achieved 98% client satisfaction across all projects, delivering top-quality results (surveys, follow-ups).

  • Skillfully managed and led a team of 6-10 designers and developers, fostering a collaborative and productive environment.

  • Defined efficient project workflows and effectively managed team dynamics for streamlined operations.

  • Excellently grasped client requirements, transforming them into creative ideas and precise technical specifications.

  • Proactively identified and implemented the latest technologies, design trends, and industry standards to stay at the forefront of innovation.

2009 — 2010
R&D & Technology Manager at Fanavaran Padir
  • Led part-time research and communication initiatives, exercising capabilities in exploring innovative solutions.

  • Successfully re-branded the company's identity and skillfully implemented a WordPress website.

  • Conducted in-depth research on Building Management Systems (BMS) & Smart Home solutions, fostering 10 new business connections and leveraging new technologies.

  • Spearheaded commercial initiatives and communications with 6 European & Asian partners, importing cutting-edge technologies and related infrastructures.

2007 — 2009
Senior Graphic and Web Designer at eLink Interactive Studio
  • Elevated professional skills, doubling deliverables, and achieving deadlines 20% ahead of schedule.

  • Spearheaded over 500 successful technical interviews, leading to 50 successful designer recruitments.

  • Pioneered agency expansion by proposing three new services in product packaging and web integration.

2004 — 2007
Web and Graphic Designer at eLink Interactive Studio
  • Successful amendments to the web design techniques, resulting in more quality deliverables to clients.

  • Worked and gained experience in product packaging design.

  • Learned to work and develop websites and multimedia applications using Adobe Flash technologies (previously Macromedia Flash).

2002 — 2004
Freelance Web and Graphic Designer at Freelancer
  • Designing various print graphics and identities

  • Upgrading knowledge & learning new techniques with actual clients

  • Gaining more professional experience with satisfied clients

2002 — 2002
Junior Web Designer at DATAK Telecom
  • Spearheaded the design of the new interactive website of the company incorporating the latest standards at the time, utilizing both Flash and HTML elements.

  • Collaborated with the programming team to implement the theme on a custom PHP platform.

  • Responsible for crafting visually appealing graphics for both online and print materials.

2001 — 2002
Web Design Intern at Farabar Information Technology
  • Acquired proficiency in web design skills and toolsets.

  • Gained hands-on experience in coding and designing processes.

  • Developed a keen interest in bridging the gap between design and development, focusing on Human-Computer Interaction (HCI) and UI/UX development.

  • Demonstrated reliability and earned management trust, leading to active participation in two key projects.

  • Contributed to a collaborative and dynamic work environment during a fulfilling year of internship.

Certifications

2024
ADPList BeMore 2024 - Certificate of Completion from adplist.org

Attending the BeMore Annual event at ADPList in the mentorship capacity. It was a valuable experience to share ideas and learn from the amazing design people.

2024

Farshad Sadri is hereby awarded this certificate of achievement for the successful completion of 1000 Mentorship Minutes milestone authorized by ADPList Education Team.

2023
Innovation Award from Solution Community

I've been awarded the "Innovation Award" by Solution. This recognition is a testament to the incredible efforts of our Design Team, whose creativity and dedication drive our innovative spirit. Grateful for the collaborative journey and excited for more achievements in the new year. Thank you to the amazing team!

2013 — 2015
IELTS Academic from IELTS Official

(Overall 7.5)

Education

2004 — 2009
BSc, Computing & Information Systems at Goldsmiths, University of London

Graduation Project:
HCI Impact on Information Systems: Investigating HCI on Medical Emergency Systems

2002 — 2004
GCE & GCE Advanced, Mathematics, Discrete Mathematics, Physics, Statistics at edexcel International by Pearson UK

British A-Level & A-level Advanced Courses

Writing

2024

These principles, born from years of experience and countless projects, transcend the confines of technology and medium, offering timeless insights that can elevate your design practice and inspire your creative journey.

Projects

Ongoing

A pioneering platform designed to connect patients, caregivers, and researchers to share knowledge, foster community support, and provide AI-driven insights tailored to rare diseases.

Led the design and product strategy for March.ai, focusing on creating an inclusive and supportive platform for rare disease communities. Designed user-friendly interfaces and crafted comprehensive design systems to ensure scalability and accessibility. Developed a cohesive visual identity, including logo design and brand guidelines. Improved community engagement with user-centric features such as enhanced article view interactions and AI-driven research tools.

Key Achievements:

  • Conceptualized and delivered a rebranding initiative, including the logo and UI design.

  • Redesigned key product pages, boosting user engagement through intuitive navigation and commenting functionalities.

  • Collaborated closely with stakeholders and developers to optimize user flows and ensure accessibility for diverse user needs.

  • Successfully proposed and implemented a dual comment-entry point strategy to foster higher engagement on content pages.

2024
Web and App Design for Car Business Developer at Appfinder

Appfinder is a car rental business advisor in Dubai. Owning 2 established, I transformed the platform’s UX with intuitive navigation, a clean interface, and a modern aesthetic that better showcases the business.

The redesign was a success, greatly enhancing the platform's presentation and usability:

  • Feedback scores averaged 4.6 out of 5, reflecting high user satisfaction with the new design.

  • Bounce rate reduced by 30%, significantly boosting user engagement.

  • Conversion rate increased by 25%, highlighting the effectiveness of the redesign in driving business growth.

2024

Ripple Analytics is a pioneering SEO agency based in the UK, dedicated to optimizing digital presence and driving business growth.

I commence a transformative journey to redefine its brand identity and elevate its digital presence. With a focus on competence, agility, and effectiveness, Ripple Analytics sought to reinforce its position as an emerging leader in the competitive digital marketing landscape in the UK.

I undertook the challenge of rebranding and redesigning Ripple Analytics' website to reflect its renewed identity and values.

The rebranding process involved a meticulous exploration of typography, color palettes, and visual elements to create a cohesive and impactful brand identity. Drawing inspiration from the agency's core values, I curated a visual language that resonates with both marketing executives and small-medium business owners alike.

In parallel, I translated the new brand identity into a captivating website design that prioritizes user experience and engagement. From intuitive navigation to compelling visuals, every element was carefully crafted to convey Ripple Analytics' expertise and commitment to delivering exceptional results.

Furthermore, I crafted dynamic presentations to showcase the revamped brand identity and website design, effectively communicating Ripple Analytics' value proposition to stakeholders and clients.

Services: Rebranding, Visual Language Design, Web Design, Presentation Design

2023

Creating a new brand identity for Pomona, a new business franchise specializing in organic fruit juices, ice creams, and other delightful treats.

The project focused on creating a visual identity that would set Pomona apart in the market, emphasizing its commitment to freshness and natural goodness. I designed a cohesive visual language and engaging packaging that resonated with Pomona's values and target audience.

My work on designing this fresh brand identity effectively positioned Pomona as a welcoming and premium choice in the organic market, resulting in:

✅ a 20% increase in brand recognition and
✅ a 15% boost in initial sales.

2022
Design Services Marketplace at TEALDA

I played a pivotal role in launching a new design platform dedicated to connecting clients with top-tier designers, including selecting the name and developing the brand identity and product design from the ground up.

🚩 Challenge: Establishing a distinct identity to attract and effectively communicate TEALDA’s values to both clients and designers.

✅ Solution: Through thoughtful analysis and strategic insights, I crafted a modern and engaging visual language that embodied the brand’s commitment to creativity, innovation, trust, and credibility.

🚩 Challenge: Optimizing user flows and experiences to facilitate quicker and more efficient project submissions.
✅ Solution: I performed extensive user research to identify pain points and bottlenecks in the submission process. Leveraging these insights, I designed a streamlined, intuitive user flow that simplified each step, enabling users to navigate and complete submissions more efficiently.

Measured Results

  • Increased brand recognition and market visibility through a revitalized brand identity.

  • Enhanced user engagement and retention with a more intuitive and visually appealing platform design.

  • Improved client satisfaction and designer participation, resulting in a significant rise in project submissions and collaborations.

  • Streamlined workflows and optimized processes, leading to reduced bounce rates and increased conversion rates.

  • Services: Business Name Research & Consulting, Brand & Identity Design, Visual Language Design, Design System, Product Design, UXD, Presentation Design

2022

As the Lead Designer for Nazdik, a micro-investment platform that provides personalized financial investment solutions for each user, I undertook a comprehensive rebranding and product design project to elevate Nazdik's brand presence and improve user experience.

Challenges Addressed & Achievements:

🚩Challenge: Inconsistent visual identity across platforms
✅Achievement: Developed a cohesive visual language and design system, establishing a unified and recognizable brand presence.

🚩Challenge: Inefficient user flows and engagement bottlenecks
✅Achievement: Redesigned user flows to enhance accessibility, leading to a 25% increase in user acquisition and a 30% boost in user retention.

🚩Challenge: Lack of clarity in user onboarding and investment journeys
✅Achievement: Simplified onboarding processes and optimized key user interactions, resulting in a 20% improvement in conversion rates.

Scope of Services: Rebrand, Product Design, UXD, Design System, Visual Language Design, Presentation Design, Brand Book

2021

Pirmasens was experiencing significant branding and website presentation challenges, which hindered its global reach and misrepresented its potential. I crafted a modern visual language symbolizing their evolution through the software development lifecycle and designed a dynamic website that streamlined user experience and engagement.

The impact was profound, and later, analytics measured it. Pirmasens now stands as a more innovative and trustable brand in the SaaS industry.

  • A 30% increase in website traffic,

  • A 25% rise in customer inquiries,

  • And a 20% boost in conversion rates.

In conclusion, my services, spanning rebranding, visual language development, website design, and presentation enhancement, have propelled Pirmasens to new heights, solidifying their position as industry frontrunners.

Scope: Rebrand, Visual Language, Website, Presentation Design

2021

In this project, I collaborated with KANLAN, a forward-thinking architecture studio, to elevate its online presence. I designed the website into a visually captivating and interactive platform that showcased KANLAN's unique architectural philosophy, minimal design approach, cultural authenticity, and achievements.

The outcome was a significant 405% increase in KANLAN's visibility and reach (analytics), attracting almost triple international clients (internal report) and top architectural talents seeking to collaborate with a reputable and award-winning firm. This transformation positioned KANLAN as a leading architectural studio, solidifying its reputation and fostering growth opportunities within the global market.

Scope: Visual Language, Presentation Design, WordPress

2021

I led the transformation of Bahasanj, an AI-powered business valuation platform, addressing critical branding and UX challenges that were hindering its growth.

🚩 Challenge: Boring branding and appeal alienating young startup entrepreneurs.
✅ Solution: Crafted a new visual language rooted in Iran's culture and the founders' values, creating a unique, modern appeal for young entrepreneurs and startups.

🚩 Challenge: Confusing report system that did not present results clearly, did not work well on mobile devices, and was not print-friendly.
✅ Solution: Through user trials, I fine-tuned the reporting process, optimized the mobile experience, and implemented innovative PDF conversion techniques for print-ready reports, significantly enhancing usability and user engagement across all devices.

🚩 Challenge: Inconsistent brand and UI components affecting the product's UX.
✅ Solution: Developed a cohesive design system that ensured visual consistency across the platform, considering accessibility principles to improve usability. This system also guided the redesign of the administration dashboard, aligning it with the brand’s new visual language.

🚩 Challenge: A lengthy, hard-to-fill form for submitting valuation queries deterred users from completing the process.
✅ Solution: I optimized the submission flow into a multistep, guided process with clear instructions and a visually appealing design. This approach simplified the experience, making it more engaging and encouraging users to complete the form.

My strategic approach resulted in the following enhancements, showcasing my ability to align design solutions with business objectives for maximum impact:

  • 31% increase in user retention (analytics data)

  • 43% boost in user satisfaction one year after implementation (survey results)

  • 23% improvement in conversion rates (analytics data)

With a significant uptick in user registrations and activity, Bahasanj solidified its position as a vibrant and user-centric platform in the business valuation space.

This project exemplifies the transformative impact of combining product design, rebranding efforts, and user-centric design principles to enhance the overall user experience and drive tangible results.

I'm excited to bring this same level of creative problem-solving and strategic thinking to future projects.

2018

Shikbook is a Style & Wardrobe Recommender App designed to empower users to discover and curate their unique styles from various online stores and learn from each other styles.

I spearheaded the product design and rebranding efforts for Shikbook. Challenges included crafting a seamless search and filter system and balancing visual appeal with user experience. Through collaborative stakeholder engagement and data-driven design decisions, I implemented innovative solutions to overcome these challenges.

The results of my services were significant, with Shikbook experiencing a 30% increase in user adoption within the first three months of launch, a 25% improvement in user retention rates, and a 20% increase in market share within the first year. These metrics underscore the transformative impact of my design contributions on Shikbook's success.

In conclusion, my services encompassed product design, UXD, visual language, and presentation design, culminating in a comprehensive overhaul of Shikbook's brand identity and user experience, driving tangible business outcomes, and establishing Shikbook as a leader in the fashion tech industry.

Volunteering

2017 — 2020
  • Active Translator

  • Persian language of the Matomo (Piwik) team coordinator

2015 — 2019
  • Translated TED video subtitles to Persian.

  • Helped with transcription.

2014 — 2015
Localization Specialist at Microsoft

I helped with the style and translation of Microsoft ToDo when it was an open-source software called Wunderlist.

2005 — 2009
Volunteer Activist at CAL: Center for Animal Lovers in Iran
  • Tried to increase public awareness about animal welfare.

  • Designed & maintained website.

  • Participated in homeless or injured urban animals' pickups and sheltering them.

  • Food donations collection.