Hi, it's me

I'm Elmira, a product designer who is properly obsessed with UX. I care about the reasoning behind a screen as much as the pixels on it, and every decision has to answer to something real: an objective, a constraint, a result I can point to afterwards.

It started at Digitalks Technologies, designing UX and UI for commercial products. That's where I learned, the way you only can on the job, how a decision in Figma becomes a decision a real user has to live with, and where "why does this screen exist?" became the first question I ask.

Then came a year at Code Academy, mentoring the next wave of designers and helping them turn coursework into portfolios that could actually get them hired. Watching someone go from a folder of school projects to an offer letter never gets old, and explaining a decision clearly enough for a stranger to say yes turned out to be a skill I use every day.

At PASHA Insurance I was the only product designer for close to two years, rebuilding how people experience insurance on their phones and on the web. I owned research, systems and delivery across iOS, Android and web, from first sketch to what shipped. Nobody opens an insurance app for fun, so the job was never decoration. It was giving people something to hold onto: what they're covered for, what it will cost, whether a claim is moving or stuck. It's the same instinct that makes people check their banking app twice in a morning. Give them real visibility into something that affects their money and their safety, and they come back because it feels like something they can trust.

My MSc in Entrepreneurship and Innovation at Sussex changed how I make decisions. Good product choices are much easier once you understand why the business needs to still be standing next year, not just at the end of the sprint.

Most of the good work in this field is invisible. Nobody thanks you for a form with three questions instead of eight, but they do come back. I want people to hit that small, quiet moment where something just makes sense, and I do my best work when I'm handed something new and have to figure it out fast.