Product Minded UX leader | Mixed-Methods Researcher
I’m a UX Researcher with 8 years of experience across the MENA region.
Currently, I’m the Head of User Research at Snapp (Iran’s Uber, with 40M users). I lead a team of 6 researchers across three products (Super App, Driver App, and Passenger App) and two business lines (B2B and B2C), helping product teams make confident, data-informed decisions—fast and effectively—in the age of AI.
I report to the CPO and the Design Director. Previously, I worked as a Senior Researcher across the Passenger, Driver, and B2B domains.
8+ years in UX Research (MENA)
6 researchers led across 3 products + B2B/B2C
163 ADPList mentoring sessions | 10 countries | 35 five-star reviews
Teaching program: 2 cycles, 56 hours, ~30 students/cycle, 5.7/6 satisfaction
My mindset is to create impact on business strategy, product decisions, and design decisions through research insights—not just to share research results.
My process generally starts with:
Understanding the current situation and aligning on research questions and expectations
Mapping what is known vs. unknown (what we still need to learn)
Prioritizing unknowns based on goals and constraints
Selecting the most suitable methods to achieve the desired outcomes
Mixed Method Research:
With strong experience in both qualitative and quantitative research—and hands-on work with data (running queries, cleaning, and manipulating datasets)—I choose methods based on project needs, constraints, and expected outcomes so research leads to real decisions.
Stakeholder Management
I involve key stakeholders throughout the research process—from planning to reviewing results—so insights translate into product and design outcomes.
Since 2010, I’ve also worked in different roles (product manager, developer, UX designer, and startup founder), which helps me understand stakeholder needs and evaluate projects from their perspectives.
Planning and Budgeting
There’s no single way to run a project—it depends on constraints, budget, user context, expected outputs, and team skills. I make decisions based on these factors to control costs and maximize the value of research.
Mentoring and Coaching
With 8+ years in UX, I’ve mentored researchers, designers, and product managers, helping them better understand users and run research in a consistent, high-quality way.
Outside of my work :
Based on my experience in research and mentoring, I designed a UX Research program to help product managers and UX designers think about research and run it in a structured way.
The program has run for two cycles, with an average of 30 students per cycle, 56 hours of instruction, and a 5.7/6 satisfaction rating.
During my career as a UX specialist, I made many mistakes while learning—and it was hard to find someone to guide me. That’s why I started mentoring sessions to support the community.
I run mentoring sessions in two ways:
Free (ADPList): 163 sessions with mentees from 10 countries and 35 five-star reviews
Paid (1:1): Focused on real workplace challenges; 10 mentees across 50 sessions
To increase UX awareness in the market, I created the UX Research community and Telegram channel UserInsight, with 1.5K active users.
Members connect, share experiences, ask questions, and support each other.
Speaker at UX Shiraz 2025 , Democratizing Research in Organizations.
I spoke at UX Shiraz, Iran’s largest UX conference, to an audience of 300 on “Democratizing Research in Organizations” (2025).