Experience across early-stage startups and enterprise environments — aligning product, engineering, and business goals in high-ambiguity contexts.
I build products that create impact and drive growth.
+100 Happy clients
I don’t just design interfaces — I help build products from the inside out.
With 10+ years across startups and enterprise, I’ve shaped brands, unlocked growth, and built scalable systems grounded in measurable business impact.
Product
Experience
Brand
Product Architecture
Designing clarity in complex products
I step into ambiguity and turn it into structure — aligning product, engineering, and business goals to build solutions that scale without losing focus.
Architecture Review
Decision Map – Checkout Flow Restructure
- Identified friction at payment confirmation
- Reduced cognitive load by 32%
- Consolidated 4 states into 2
- Aligned business logic with user intent
PRODUCT STRATEGY
Turning ambiguity into product direction
I work at the intersection of user needs, business constraints, and technical realities — helping teams prioritize what matters, define clear roadmaps, and move from scattered ideas to focused execution.
Great products don’t emerge from noise. They’re shaped by deliberate decisions.
Overview
+4 new
23 insights
16 Key Events
5 General
2 External
LEADERSHIP & EXECUTION
From ideas to shipped outcomes
I’ve built and mentored design teams, partnered closely with engineering, and helped organizations move from early concepts to scalable releases.
Because impact isn’t measured in polished mockups — it’s measured in what ships, scales, and lasts.
• Founder Perspective
• Zero → One Builder
• Built to Scale
Impact that goes beyond design
From clarifying complexity to improving core metrics — my work connects product thinking with measurable business outcomes.
Lenna Hoffman
We’re growing, but something feels off.
Users start strong… then we lose them.
Users start strong… then we lose them.
Soroush
Let’s slow down and look at where the friction actually begins.
Sometimes it’s not a feature problem! it’s a clarity problem.
Sometimes it’s not a feature problem! it’s a clarity problem.
Lenna Hoffman
So you’re saying we shouldn’t just add more?
Trusted in complex product environments
+
12
Zero-to-One Launches
Led product and design direction from concept to live environments — with multiple revenue-generating products still operating today.
+83
%
Conversion Uplift
Optimized high-friction product journeys to significantly improve user decision-making and measurable business performance.
Case Study
Eco IWM was scaling — but without alignment across product, users, and operations. By restructuring core journeys and decision flows, we transformed fragmentation into measurable growth.
The result was a measurable uplift in conversion, stronger user engagement, and a product team operating with renewed clarity.
Meysam Hasan
CEO at Eco IWM
Trusted by the teams and leaders I’ve built with
Shortened excerpts from real LinkedIn recommendations
“Soroush consistently elevated the way we approached digital products. His strategic thinking, user-centered mindset, and attention to detail significantly strengthened our product direction.”
Meysam Hassanzadeh
CEO, Eco Waste Management Solutions
“Soroush brings clarity to complex problems. His combination of product insight, innovation, and strong collaboration made a tangible impact on our team and product.”
Amin Khosravi
CTO & Co-Founder
“Soroush’s impact goes beyond design. He understands business, product strategy, and can operate at a product manager level when needed.
Navid Ebrahimi
Executive Manager, Dayan Group
“His analytical thinking and deep product understanding consistently led to better decisions and stronger design outcomes.”
Mostafa Shena
Product Manager
“Soroush doesn’t jump to solutions. He examines problems from multiple angles and drives decisions grounded in logic and user value.”
Mohammad Reza SoltaniKia
Product Owner, PingoTrip
“Soroush combines precision, creativity, and strong collaboration in a way that consistently elevates product quality. His attention to detail and thoughtful problem-solving make him a reliable and impactful product designer.”
Amir Mohammad Hosseini
Product Designer, PingoTrip
“Soroush has a rare ability to translate business goals into meaningful product experiences.”
Mostafa Rafiee
VP of Business Development
“Soroush has a strong grasp of customer insights and product vision. His involvement consistently strengthens business growth and sharpens the strategic direction of a product.”
Mehran Talebi
Customer Success Manager
“Soroush brings a rare combination of design depth, UX writing precision, and product thinking. His ability to elevate both experience and structure makes him a valuable asset to any innovative team.”
Mostafa Zargar
Product Designer, Aparat
“He combines strong design principles with effective team leadership, ensuring consistency and alignment across projects.”
Amirmohammad Mohammadzadeh
CEO, Mobonews
“What I appreciate most about him is his character. He’s supportive, open-minded, and genuinely cares about the people he works with. He creates a positive environment where ideas can grow and collaboration feels easy.”
Alireza Moghaddam
Software Engineer, PingoTrip
“found him as a person who has excellent expertise as well as deep knowledge of business solutions. Proactive, ambitious, dedicated, and broad-minded perfectionist.”
Omid K. Rad
Product Designer
Questions worth asking
What differentiates you from other senior designers?
I don’t optimize for aesthetics alone. I focus on product clarity, business impact, and technical feasibility — ensuring design decisions translate into measurable outcomes, not just polished interfaces.
What kind of companies do you work best with?
I work best with early-stage startups and product-driven teams navigating complexity — whether defining a new product from zero or restructuring an existing one to scale. I thrive in environments where product, business, and engineering need alignment.
How do you measure impact?
I align design decisions with measurable product outcomes — whether that’s conversion uplift, retention improvement, churn reduction, or operational efficiency. Design, to me, only works when it moves real metrics.
How do you approach complex or ambiguous problems?
I slow the problem down before speeding up the solution. I focus on identifying friction points, aligning stakeholders, and turning ambiguity into structured decisions that are measurable and scalable.
Have you led teams or built design systems?
Yes. I’ve built multiple design systems adopted by cross-functional teams and contributed to launching 12+ zero-to-one products. I value clarity, consistency, and creating environments where teams can perform at their best.
Are you open to relocation or remote collaboration?
Yes — I’m open to remote, hybrid, and relocation opportunities, particularly in product-driven tech environments.
Get in touch
Let’s build products that actually move the needle.
Open to ambitious teams shaping the future of digital products.