Aida is available for hire
Hire AidaAida Rezaei
Verified Expert in Design
Designer
Location
San Francisco, CA, United States
Toptal Member Since
March 2, 2019
Aida has eight years of experience designing end-to-end experiences for complex applications. She has expertise in research, UX/UI design, design systems, working with engineering and product managers, user testing, creating user journeys, information architecture, etc. Aida honed her skills by working with Fortune 500 companies and startups in fintech, utility systems, biotech, and hi-fi audio. Recently, she led the 0-1 design and growth of two fintech software products at Figure.
Work Experience
Director of Product Design
2021 - 2022
Figure
- Worked as Acting Head of Product Design for six months after the Head of Design’s departure. Led and managed a team of seven product designers across seven pods. Achieved multiple successful product and feature launches in partnership with cross functional collaborators.
- Conducted end-to-end product design including UX, UI, design systems, research, usability studies, user journeys, data visualization, data synthesis, design strategy, and more.
- Set a benchmark for my team on quality UX/UI, research, and design systems practices by establishing various design operations frameworks, hands-on design and coaching, and frequent feedback and work-share meetings.
- Grew the design team by hiring four top designers. Created an end-to-end design recruitment process working with internal and external recruiters. Created design career coaching frameworks and up-leveled direct reports.
- Led the revamp of Figure Marketplace, gaining a 2.7X increase in user accounts to 5,000+ AIs and 4X amount of capital raised on the platform.
Technologies: Figma, FullStory, Notion, Airtable
Lead Product Designer
2020 - 2021
Figure
- Led the design of two complex multi-dashboard financial software products from 0-1 and beyond. Products include Figure Equity Solutions and Marketplace.
- Designed 200+ workflows and features. Shepherded research, user studies, UX/UI design, prototyping, and design systems implementations.
- Increased cross-functional teams output by identifying and solving for systematic gaps and blind spots apparent in startup environments. Simplified complex multi-user workflows to deliver intuitive and end-to-end customer-focused experiences.
- Raised $4.7 billion and managed an ecosystem. 100+ clients signed to the MVP at 18 months of post-project start. Internal cap table migration at eight months of post-project start.
Technologies: Figma, FullStory, Notion, Airtable
Senior Product Designer
2019 - 2020
Figure
- Designed mortgage and home equity loan products under the Figure lending vertical.
- Led discovery, research, UX/UI design, design strategy, testing, and development handoffs.
- Led the 0-1 design of Figure Equity Management, a capitalization table and equity management tool used by early to mid-stage startups that helps shareholders track and manage ownership of company stock.
Technologies: Figma, Notion, Jira
User Experience Design Consultant
2017 - 2018
Tantalus Systems
- Led the redesign of a digital web and analytics platform, contributing to a 16% increase in customer base, equating to 350,000 additional devices managed using the platform across North America, The Caribbean Basin, and Central America.
- Increased user ability to make smarter business decisions through drastically improving product workflow, leveraging granular data and providing actionable insights to the right utility personnel at the right time.
- Brought the company up to speed with today's design standards leveraging modern design methodologies and practices in user experience and interface design as well as research.
- Increased team productivity by executing a new workflow for quick design feedback to developers within the agile model.
- Restructured and reorganized complex sets of data from meter readings of utility devices such as gas, electricity, and water, and implemented the new data groupings inside a new software architecture with a focus on training and visual cues.
Technologies: Adobe InDesign, Adobe Photoshop, Adobe Illustrator, InVision, Sketch
Co-founder
2015 - 2017
Serene Audio Inc.
- Led the industrial and user experience design of a full product from ideation to design for manufacturing, leveraging design thinking methodologies and user research to inform the product design as well as its manufacturing and marketing strategy.
- Elevated the company's overall impact through leveraging effective networks and strategies in marketing, social media, design improvements, research, and user insights, while building a solid network of advisors.
- Increased the company's social media presence by establishing new social channels, introducing a consistent and meaningful social media strategy, improving the company's website, and creating impactful collateral for blog posts and social media outlets.
- Boosted the company's influence by developing an end-to-end brand guideline, covering many aspects such as brand personality, tone and voice, manifesto, and visual guide.
- Designed new products from concept to research, sketching, prototypes, 3D modeling, design for manufacturing, outsourcing, and conducted factory visits in China for production.
Technologies: SOLIDWORKS, Adobe InDesign, Adobe Photoshop, InVision, Adobe Illustrator
User Experience Designer
2014 - 2015
AKQA
- Contributed to the creation of world-class campaigns and interactive experiences (digital and physical) for Fortune 500 brands such as Nike Jordan, Activision (Call of Duty, Destiny), Levi's, Google Glass, and more.
- Conducted qualitative and quantitative user research, audits and analysis, planned strategy, created user journeys, ecosystem diagrams, and wireframes using Illustrator, Indesign, Sketch, and InVision.
- Designed unique experiences for web and mobile campaigns, product releases, and retail engagement leveraging research, strategy, and design methodologies.
- Contributed with UX insights and ideas to cross-functioning teams of visual designers, developers, project managers, and more.
- Effectively communicated ideas and designs by giving presentations directly to high-level Fortune 500 clients, putting a focus on storytelling.
Technologies: Adobe InDesign, Adobe Photoshop, Adobe Illustrator, InVision, Sketch
Education
2010 - 2014
Bachelor's Degree in Industrial Design
Emily Carr University of Art + Design - Vancouver, British Columbia
2013 - 2013
Exchange Term During Progress towards a Bachelor's Degree in Industrial Design
Lund University - Lund, Sweden
Certifications
APRIL 2021 - PRESENT
Executive Leadership
Stanford Graduate School of Business
Experience
Tools
Collaboration That Works
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