Hi, I'm Sima!

👋🏼

I'm a UX/UI designer with a passion for creative marketing. I design with strategy, tell stories with purpose, and solve real problems.
Oh and I'm superfast  :)

Available
🔎
Research & Feedback
Research is at the baseline of my process and continues throughout.  I dive deep into the problem space - gathering context, mapping user needs, and exploring potential directions using both generative and evaluative methods. Along the way, I run usability tests, synthesize feedback, and track post-launch performance to understand what’s working and what needs to evolve.
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Deep User Empathy
I design with lived experience in mind - creating accessible, inclusive products that reflect a real understanding of underrepresented users. I pay close attention to legal accessibility standards such as WCAG and AODA, as well as the grey areas where thoughtful choices can make digital products better for everyone. I actively listen, ask questions to unpack complex problems, and stay open to new perspectives that challenge assumptions and improve the way we build.
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Strategic UX Thinking
By grounding each choice in data, I align design decisions with both business goals and user needs.
I actively contribute to discovery sessions and often initiate key questions that help define problem spaces and clarify goals. My process combines design tools like user flows, journey maps, and wireframes, with a focus on how interaction, visuals, and behaviour drive intuitive, impactful design.
UX research
Icons
Prototype
Wireframe
Ecommerce
User flows
Mobile apps
UX research
Icons
Prototype
Wireframe
Ecommerce
User flows
Mobile apps
READ SELECT CASE STUDIES
CASE STUDY #1

Site Navigation Optimization

Restructured Swissker’s menu, improving clarity, access, and conversions through UX thinking.

UX Strategy
User Research
Information Architecture
E-commerce UX
CASE STUDY #2

Web Accessibility Standards

Redesigning e-commerce store to ensure it follows Web Content Accessibility Guidelines (WCAG).

wcag Review
Accessibility Audit
Usability Testing
Product Development
Design Philosophy
  • 🤝
    Collaborative

Co-creating from day one. I communicate clearly with developers, marketers, and creatives - bringing ideas to life across disciplines while keeping the user at the center. I involve the team early and often to understand needs, ideate solutions, and gather feedback.

  • 🧠
    Curious

Always asking why. I approach every project with curiosity to uncover hidden insights & make new discoveries to get to the bottom of the problem. I continue to examine & iterate my design asking what if...

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    Documented & Organized

Documenting everything. I keep files, flows, and decisions clearly documented and consistently organized, so teammates and future designers can can navigate, understand, and build on the work with ease.

Product Designer,
Problem Solver,
Storyteller.

With a background in creative arts and music education, I bring a unique perspective to my work. Teaching music taught me how to break down complex ideas, listen deeply, and approach with empathy - skills I now apply to building thoughtful, accessible digital experiences that feel intuitive and engaging. I care about (obsessed with) creating visually appealing designs that don’t just function well but feel welcoming, especially for those often left out. Over the years, I’ve developed a genuine interest in e-commerce and creative marketing - both as a user and a designer, being a chronically online shopper also helps! (Let’s just say I know what makes a great checkout experience... and what causes cart abandonment.)
Outside of work, you’ll find me painting, exploring social media, or spending time with friends.

My digital toolbox

Webflow
Shopify
Figma
Miro
Google suite
Adobe Creative Suite
Notion
Agile
Monday
Adobe Premiere  Pro
Final Cut
Photoshop
InDesign
Canva
Icons
Logos
Shopify
Branding
Ecommerce
Photoshoot
UX research
User flows
Wireframe
Prototype
Responsive designs
Product photography
Brand guides
Money well spent...
A pleasure to collaborate with
An outstanding work ethic
Remarkable talent for design
She's got a keen eye for detail
Money well spent...
  • ⭐️⭐️⭐️⭐️⭐️
"Her easygoing nature made her a pleasure to collaborate with, fostering a productive and enjoyable working environment. Sima consistently displayed an outstanding work ethic, coupled with a remarkable talent for design"
Veronica Bringi | Product Designer
  • ⭐️⭐️⭐️⭐️⭐️
"Sima's technical skills are matched only by her compassionate nature and unwavering commitment to the project. Not only was Sima proficient in her role, but her punctuality and reliability were also remarkable"
Ramin Azodi | Host at Kenaresh Podcast

Contact

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