I’m Anna Movafegh, a multidisciplinary UX & product designer with 10+ years of experience turning complex customer needs into clear, useful and engaging digital experiences. I blend UX research and user-centered design with strong visual craft and a commercial mindset—so what we design isn’t just usable, but also meaningful for the people using it and valuable for the business behind it. I’ve worked across discovery, concept development, iteration and delivery, using interviews, surveys, journey mapping, wireframes and Figma prototypes to move from ambiguous problem spaces to practical solutions. Alongside UX, I also bring brand and customer experience expertise from international collaboration—helping shape consistent customer-facing communication and digital touchpoints from strategy through execution.…

Anna Movafegh

I’m Anna Movafegh, a multidisciplinary UX & product designer with 10+ years of experience turning complex customer needs into clear, useful and engaging digital experiences. I blend UX research and user-centered design with strong visual craft and a commercial mindset—so what we design isn’t just usable, but also meaningful for the people using it and valuable for the business behind it. I’ve worked across discovery, concept development, iteration and delivery, using interviews, surveys, journey mapping, wireframes and Figma prototypes to move from ambiguous problem spaces to practical solutions. Alongside UX, I also bring brand and customer experience expertise from international collaboration—helping shape consistent customer-facing communication and digital touchpoints from strategy through execution.…

Available to hire

I’m Anna Movafegh, a multidisciplinary UX & product designer with 10+ years of experience turning complex customer needs into clear, useful and engaging digital experiences. I blend UX research and user-centered design with strong visual craft and a commercial mindset—so what we design isn’t just usable, but also meaningful for the people using it and valuable for the business behind it.

I’ve worked across discovery, concept development, iteration and delivery, using interviews, surveys, journey mapping, wireframes and Figma prototypes to move from ambiguous problem spaces to practical solutions. Alongside UX, I also bring brand and customer experience expertise from international collaboration—helping shape consistent customer-facing communication and digital touchpoints from strategy through execution.

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Language

English
Fluent
Swedish
Fluent
Persian
Fluent

Work Experience

UX Researcher / Experience Designer (Academic & Applied Projects) at Södertörn University
January 1, 2020 - January 1, 2024
Plan and conduct qualitative and quantitative UX research using interviews, surveys, thematic analysis and synthesis. Map user needs and customer journeys, and translate insights into user flows, wireframes and interactive Figma prototypes. Evaluate concepts and usability iteratively, presenting findings and design rationale from both user and stakeholder perspectives. Work through ambiguous problem spaces, from discovery and problem framing to practical digital experience solutions.
Co-CEO (Business Development, Marketing & Customer Experience) at AMAS Global Group
January 1, 2020 - Present
Co-lead business development, marketing, and customer experience activities for international audiences. Develop customer-facing communication, digital content and visual materials while maintaining a consistent brand experience. Translate customer feedback, stakeholder needs and business objectives into clearer customer journeys, service improvements and communication. Coordinate projects and relationships across clients, partners and collaborators in multiple markets, balancing customer and commercial priorities. Contribute to strategy and hands-on execution from early ideas and discovery through communication, design and delivery.
Co-CEO | Customer Experience, Business Operations & Growth at AMAS Global Group
January 1, 2020 - Present
 Work across customer experience, business development, marketing and operations in an international consultancy environment, combining customer needs with commercial priorities.  Map and improve customer-facing journeys by identifying recurring questions, friction points and information gaps across service interactions.  Coordinate stakeholders and communication across business activities, helping ensure information moves clearly between customers, internal priorities and service delivery.  Translate complex services and requirements into clearer customer-facing information, digital communication and structured experiences.  Use direct customer feedback and recurring behavioral patterns as inputs for service and communication improvements. Customer Service Manager & HR Coordinator - Red Globe AB, Sweden | 2018-2019  Managed customer service and internal coordination, resolving customer issues and identifying recurring feedback that could improve service processes.
Content & Digital Marketing Designer / UX Experience Manager at AMAS Global Group
January 1, 2020 - January 1, 2023
Conducted UX research to understand the needs and preferences of the target audience, utilized insights to inform design decisions. Analyzed user feedback and performance data to implement iterative improvements, enhancing usability and overall satisfaction. Applied responsive design principles to ensure optimal performance across devices. Collaborated cross-functionally with developers, marketers, and other stakeholders to ensure accurate implementation and alignment with the brand identity. Developed and maintained design guidelines and standards for consistency across digital platforms. Designed user interfaces across the web and Instagram, enhancing the brand’s digital presence. Supported B2B sales and marketing by designing conversion-focused digital assets and optimizing user journeys to generate qualified leads.
Customer Service Manager & HR Coordinator at Red Globe AB
January 1, 2018 - December 31, 2019
Manage customer service activities and coordinate internal operations while collecting recurring customer feedback to improve processes and communication. Support onboarding and day-to-day HR administration, maintaining a customer-focused working environment and contributing to clearer, more efficient internal coordination.
Customer Service Manager at Red Globe AB
January 1, 2018 - December 31, 2019
Provided exceptional customer service across phone, email and live chat; addressed inquiries and resolved issues to ensure positive client experiences. Managed social media accounts (Instagram, website, Telegram), created and scheduled content to address service-related issues. Developed and executed social media advertising campaigns to boost brand awareness and engagement. Monitored metrics and generated reports to guide marketing decisions. Engaged with followers by responding promptly, building community and relationships. Collaborated cross-functionally with marketing and design teams to create visuals and content aligned with marketing goals.
Freelance Branding, Graphic & Digital Designer
January 1, 2014 - December 31, 2018
Create brand identities, websites, marketing collateral and social media graphics for international clients. Work from client discovery and concept development through feedback, refinement and final delivery. Apply typography, layout, visual hierarchy and brand consistency across print and digital formats.

Education

Master's degree in User Experience and Interaction Media Design at Södertörn University, Sweden
January 1, 2021 - December 31, 2023
Professional Design Visual Communication Degree at Malaysia
January 1, 2011 - December 31, 2013
Digital Marketing at HubSpot, Self-education
January 1, 2024 - January 6, 2026
Master’s program in User Experience and Interaction Media Design at Södertörn University, Sweden
January 1, 2021 - December 31, 2023
Professional Design Visual Communication Degree at Malaysia
January 1, 2011 - December 31, 2013
Digital Marketing at HubSpot
January 1, 2024 - January 6, 2026
Digital Marketing at HubSpot
January 1, 2024 - April 15, 2026
Elements of AI at University of Helsinki
January 1, 2022 - January 1, 2022
Master’s in User Experience and Interaction Media Design at Södertörn University
January 1, 2021 - January 1, 2023
Professional Design - Visual Communication at Malaysia
January 1, 2011 - January 1, 2013
Master’s in User Experience and Interaction Media Design at Södertörn University, Sweden
January 1, 2021 - January 1, 2023
Elements of AI at Helsinki University
January 1, 2022 - January 1, 2022
Digital Marketing at HubSpot
January 1, 2024 - January 1, 2024
Professional Design Visual Communication Degree at Malaysia
January 1, 2011 - January 1, 2013
Master's - User Experience, Interactive and Media Design at Södertörn University
January 1, 2021 - January 1, 2023
Bachelor's - User Experience in Interactive Media Design at Södertörn University
January 11, 2030 - September 7, 2026

Qualifications

HubSpot Digital Marketing Certificate
January 1, 2024 - January 6, 2026
HubSpot Digital Marketing Certification
January 1, 2024 - January 6, 2026
Thesis: Enhancing refugee empowerment through a website to find job opportunities
January 1, 2024 - April 15, 2026
Award: Outstanding Business Advisor and Marketing Excellence of the Year, International Award Cyprus
January 1, 2025 - April 15, 2026

Industry Experience

Media & Entertainment, Software & Internet, Professional Services, Education, Travel & Hospitality, Retail, Other, Non-Profit Organization
    UX Researcher / Experience Designer - Academic & Applied Projects

    • Planned and conducted qualitative and quantitative UX research using interviews, surveys, thematic analysis and synthesis.
    • Mapped user needs and customer journeys and translated insights into concepts, user flows, wireframes and interactive Figma prototypes.
    • Evaluated concepts and usability iteratively, presenting findings and design rationale from both user and stakeholder perspectives.
    • Worked with ambiguous problem spaces and moved from discovery and problem framing toward practical digital experience solutions.
    Career Bridge - Employment Platform Concept | UX Research & Product Concept
    • Conducted mixed-method research including a survey of 68 participants and semi-structured interviews with job seekers, refugees and employers.
    • Identified barriers around language, documentation, trust, cultural differences and job-specific requirements.
    • Translated findings into a digital platform concept supporting job discovery, learning, CV guidance, interview preparation and document management.