Experience overview
General Experience
Ticketing B2B2C: completely redesigned, simple like a messenger
- Old system was cluttered and hard to follow up on
- Rebuilt as a familiar messenger-style interface
- Reply, status, pin, tag, and message-origin in one menu
- Clear status badges show progress at a glance
Same redesign, brought to desktop in light & dark
- Extended the messenger redesign to a full desktop layout
- Ticket list, filters (assignee, shop, status), conversation pane
- Added dark mode for agents on long shifts
- Same visual language as mobile, nothing to relearn
Where it started: the old version, before any design system
- No design system, inconsistent spacing and generic icons
- No clear hierarchy, hard to scan quickly
- Ticket list gave little context at a glance
- Baseline used to measure the redesign's impact
Torob Guarantee: landing page & management panel
- Trust badge for vetted, financially-backed sellers
- Consumer: mobile page explaining the guarantee + money-back promise
- Seller: panel to submit and track guarantee documents
- Step tracker shows sellers what's left to activate
Enhanced onboarding: new registration flow
- No effective way for offline-only shops to register before
- Redesigned end to end: clearer entry, website/no-website choice, shorter path
- +81.7% increase in offline shop sign-ups
- ~1,290 new users/week, 2,000,000+ products added
Offline stores panel: designed from scratch (B2B)
- Built for shops with no online sales website
- Designed with CEO, PMs, and design lead, still evolving
- Usability testing and field interviews in Tehran markets
- 70k+ stores registered in year one, 2M+ products, ~1,290 new stores/week
Role & scope
I owned UX/UI direction across major journeys: search and comparison flows, merchant panel interactions, trust cues, and cross-platform consistency for app and web experiences.
Key highlights
Collaboration
I worked in tight loops with product managers, engineers, and stakeholders to turn ambiguous requirements into shippable interaction models, balancing user needs with technical and business constraints.
Growth at Torob
Torob shaped my product thinking at scale: stronger prioritization under constraints, better alignment rituals, and deeper expertise in designing for high-frequency, high-intent commerce behavior.
