Experience

Senior UX Researcher
Dec 2021-Present | Nutrien Ag Solutions

Defined and Executed UX Strategy:

• Played a pivotal role in defining Nutrien's UX strategy for digital platforms, including the retail website and sustainability platform, collaborating closely with cross-functional teams and leadership.

• Coordinated with teams and leadership to define and measure KPIs and success metrics for initiatives, ensuring alignment with strategic objectives.

• Analyzed user attitudes and behaviors through a range of qualitative and quantitative research methods, delivering actionable

Led Cross-Department Collaboration:

• Facilitated collaborative workshops with digital, marketing, science, and adoption teams, including service blueprints, journey maps, and assumption mapping to align strategies and foster inclusivity in implementation, while representing the digital team in cross-departmental efforts to promote unity.

Guided Process Improvement and Research Ops Efforts:

• Formulated and implemented recruitment strategies for the digital team, managed participant pools, and standardized invitation templates to streamline research operations, working with the legal team to ensure compliance and protection of sensitive user data.

• Enhanced the research repository for improved accessibility and content findability, empowering team members to undertake consistent and strategic research efforts.

UX Researcher
June 2019-Dec 2021| Nutrien Ag Solutions

Directed User Experience Research Projects for the Nutrien sustainability platform, Agrible:

• Executed comprehensive competitive analysis to identify strategic opportunities.

• Facilitated user interviews and workshops to ensure team alignment with project goals.

• Partnered with cross-functional teams to unify efforts and drive user-centric solutions.

• Evaluated and refined user experience through rounds of concept tests, usability tests, and cognitive walkthroughs.

• Implemented participant research panel of 500+ individuals, facilitating in-depth segmentations and refining sustainability research projects to drive actionable insights and inform strategic decision-making.

Advised and Conducted Research for Trio Teams:

• Held regular research office hours to address team research needs.

• Mentored PWDR on research best practices to enhance team capabilities.

• Initiated card sorting, tree testing, and field visits to gather user insights.

• Held company-wide research report-out sessions to foster understanding and empathy.

Directed research projects for Nutrien Financials:

• Validated financial offerings via in-depth interviews and field visits, as well as launched surveys to gather quantitative data and prioritize roadmap initiatives.

UX Research, Design, and Strategy Consultant
April 2019-June 2019 | <div>ersity

Strategic Collaboration for Recruitment Startup:

• Administered discovery research to refine value proposition, market positioning, and onboarding processes.

• Developed wireframes and tested feasibility with engineers to ensure alignment with user needs.

Creative Director
Aug 2016-Dec 2018 | Adventure Solutions

Directed Design and Engineering Team:

• Led research, ideation, execution, and operationalization of innovative products and projects in ninja, aerial, climbing, parkour, zipline, and physical therapy fields.

• Managed talent recruitment, prioritized assignments, and ensured adherence to timelines.

Guided Client Relationships and Engagements:

• Facilitated project kick-offs with the client to align on goals and expectations.

• Coordinated ongoing communication with the client regarding design progress, capturing feedback and bringing the vision to world.

Promoted Cross-Department Collaboration:

• Coordinated with marketing and sales teams to align design strategies with market trends and user needs.

• Collaborated closely with fabrication teams to improve production efficiency and quality.

• Teamed up with operations and purchasing to streamline handoffs and specifications.

• Maintained a design repository for easy access and findability, reducing errors and promoting design consistency.

• Engaged in trade shows to showcase innovative products and foster industry partnerships.

Product Designer and Design Researcher
Jan 2016-Aug 2016 | Adventure Solutions

• Crafted Ninja Warrior and other obstacle elements and courses, tailoring designs to optimize space, budget, and target customer engagement.

• Influenced research and development of new products, aligning with market trends, company vision, and customer segments.

• Spearheaded multiple projects for a diverse clientele, navigating tight timelines and deliverables within an agency setting.

• Enhanced the retail website content, ensuring alignment with brand messaging and user experience.

• Streamlined design operation workflows, improving efficiency and collaboration across teams.

Product Design Consultant
2015-2019 | Holoma Inc.

Engaged in End-to-End Product Development Lifecycle with Diverse Clients:

• Explored and uncovered the opportunity space, aligning with client objectives, via in-depth design research

• Conceptualized and delivered innovative design concepts, leveraging 3D modeling, rendering, and fabrication drawings.

• Confirmed products resonated with clients' brand identities while maintaining manufacturability and cost-effectiveness.

Digital Lab Technician
2015 | Savannah College of Art and Design

• Collaborated with students and faculty to rapidly prototype and present their work, utilizing 3D printing, laser cutting, and large-format printing processes.

• Provided assistance in creating 3D-friendly and laser cut-friendly files and operated the lab machines.

Project Manager
2015 | Reebok - SCAD sponsored project

• Led a project to repurpose material scraps into new products, managing the process from ideation to final delivery.

• Gathered sales insights by visiting Reebok stores in New York and interviewing staff.

Product Designer
2013 | Fossil® - SCAD sponsored project

• Designed innovative watch concepts and contributed to Fossil's spring collection, aligning with the brand's identity and user preferences.

• Ensured design feasibility and cost-effectiveness for production.

Savannah College of Art & Design (SCAD) 2015 | Master of Arts, Industrial Design

University of Art, Tehran
2010 | Bachelor of Arts, Industrial Design