She always welcomes new career adventures in product design
About
A data-driven product designer with over 2 years of experience in insurance and telehealth digital products. Through an engineering background and a problem-solving mindset as a designer, I am passionate about inclusive design and gamification. I aim to create innovative solutions that improve public services and urban spaces, fostering human connection in the digital era.
Projects
In this case study, I explained the process of optimizing the design of a landing page, which was completed in six days. The optimization journey began with feedback from the Vice President and continued with consultations and feedback from the design lead and UX researcher on the design team. It culminated with guerrilla testing among colleagues and final discussions with the product manager and senior product designer. This case study narrates the six-day story of this process.
This case study covers the design of a landing page promoting an online visit service for female users. Advertised on a forum-based website for women (called Nini site) to discuss various topics with each other. As a product designer at Doctor Saina, this was my first project. In the following sections, I am going to share the design process with the aide of double diamond framework, challenges I faced, and lessons I learned.
Not only I tried to present the details of my design process in order to help juniors get to know the theories in practice, I added some creativity in my assumptions.
I also added my learning lessons in order to enlightening my fellow designers, especially those in their first steps of digital product design as their profession.
I believe hiring design challenges are excellent opportunities to test my practical design knowledge and time management skills. With limited time, I can't follow an extended process, nor do I have access to real business data. Instead, I rely on assumptions grounded in my experiences working with data, marketing, and product teams.
My goal is to share my experience with fellow designers.
Writing
Most of my growth as a designer happened when I joined a cohesive design team led by an experienced design lead. Before that, I spent a year working as a junior designer without direct guidance from a senior or design lead. If there’s one key lesson I can share, it’s this: being part of a well-structured design team can significantly accelerate your learning as a new designer.
Many of you reading this may be junior designers or recent graduates looking for roles. When applying, prioritize companies with established design teams, ideally those with a design lead or manager. Otherwise, you may end up as the sole designer with limited support for learning. In such cases, put extra effort into arranging mentorship sessions — something I struggled to do in my first two product design roles.
In this article, I’m excited to share insights from my journey, hoping they’ll be valuable as you step into your own product design role.
Never forget to inject real feeling into your landing page. It must communicate with your audience to convert potential customers into clients; otherwise, they’ll drop it,” Ehsan, the design lead, advised me during our second review session on landing page design. He introduced me to a storytelling framework called Storyframe by Fabricio Teixeira.
“As frequent users of digital products, how often has a landing page left a lasting impression on you?” Ehsan asked. I knew the answer: very rarely.
He explained that many landing pages lack consistency and fail to convince because they don’t have a story behind them.
Without a meaningful connection, the audience is unlikely to trust or engage with the content.
As designers, we often jump straight from the problem to interface design, sometimes skipping crucial human communication. Ehsan emphasized the importance of humanized communication in landing page design, which is why he recommended the “Storyframing method”.
Work Experience
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Involved in redesigning the doctor suggestion feature; conversion rate increased from 8% to 41% within 2 months.
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Involved in the mental health micro-service to design a landing page; 29% lead conversion rate on average within 3 months of its activity.
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Engaged in redesigning the doctors’ listing; increased conversion from 5% to 10% within 6 months.
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Designed landing pages; 17%< conversion rates < 24% depending on the project.
Skills used frequently: User Experience (UX), Agile Methodologies, Mind Mapping, Brainstorming, Knowledge Sharing, Landing Page Optimization, Landing Pages, User Interface Design, User Interface Prototyping, Customer Journey Mapping, Wireframing, Information Architecture, User flow, Presentation Skills, Communication
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Conducted research on current end-users’ pains in the insurance industry
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Designed the customer’s journey map in order to improve experience
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Discovered bugs and bad experiences over the current website
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Redesigned the current website; the new design not yet launched
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Engaged in designing an admin panel for expert staff in Insurance
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Conducted research on figuring out users’ pains & challenges
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Analyzed and gathered results from user research
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Conducted interviews with over 10 users
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Benchmarked on time & task management digital platforms
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Reviewed daily tasks with the team based on Agile methodology