Available to hire
I’m Babak Haghighi, a Principal Product Designer and team lead with over 10 years of experience shaping product design strategies across e-commerce, food delivery, VOD, and travel tech. I love building scalable design systems, rapid prototyping, and turning user insights into elegant, data-informed design decisions. I lead cross-functional teams in Agile environments and aim to foster a culture of UI/UX excellence while driving business impact.
Throughout my career, I’ve led end-to-end UI/UX efforts for multiple platforms and products, from a major refactor at Fidibo to the development of innovative TV-web interfaces for IMA, and a global travel-content marketplace at Xpertell. I’m passionate about emerging tech like AI-driven design, and I thrive on collaboration, mentoring teams, and delivering user-centered experiences that scale.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Advanced
Persian
Fluent
Work Experience
Principal Product Designer at Xpertell
December 1, 2023 - PresentLed product research and design for a global travel-content marketplace, focusing on user journey optimization and monetization strategies. Built and scaled a design system to unify UI and accelerate development.
Principal Product Designer at IMA
November 1, 2025 - September 28, 2025Single-handedly designed the complete UI/UX for a new Video-On-Demand platform across web, mobile, and an innovative TV-web interface. Implemented the 'TV-web' feature enabling browsing and streaming on non-Android smart TV browsers. Conducted usability tests with 30 users across 3 age segments, achieving a 96% success feedback rate.
Product Design Lead at Fidibo (Digikala Group Subsidiary)
November 1, 2023 - September 28, 2025Led UI/UX across Iran's leading e-book and audiobook platform, partnering with CTO, CEO, and PMs to audit designs and modify flows. Initiated a subscription feature with in-depth user analysis, prototypes, and usability testing, increasing conversions by 20%. Led major design system scaling and platform modernization.
Product Design Lead at iiVentures (Chilivery, NetBarg, Tik8)
July 1, 2019 - September 28, 2025Led product design across three pioneering e-commerce startups, aligning UX strategy across brands and fostering a high-performance design culture. Bridged communication gaps between design and engineering, and led end-to-end redesigns of Tik8 and NetBarg, plus the initial Chilivery app launch.
Graphic Designer at Romac Media
January 1, 2015 - September 28, 2025Designed websites, multimedia campaigns, and branding assets for clients across multiple industries.
Principal Product Designer at Xpertell
December 1, 2023 - PresentLed product research and design for a global travel-content marketplace, focusing on user journey optimization and monetization strategies. Built and scaled a design system to unify UI and speed development.
Principal Product Designer at IMA
November 1, 2025 - September 28, 2025Single-handedly designed the complete UI/UX for a new Video-On-Demand (VOD) platform across web, mobile, and an innovative TV-web interface. Conceived and implemented the TV-web feature enabling content browsing and streaming on non-Android smart TV browsers. Conducted usability tests with 30 users across 3 age segments, achieving a 96% success feedback rate, and used insights to validate design effectiveness.
Product Design Lead at Fidibo (Digikala Group Subsidiary)
November 1, 2023 - September 28, 2025Led UI/UX for Iran's leading e-book and audiobook platform across 5 platforms; partnered with CTO, CEO, and PM to audit designs and modify flows; initiated a crucial subscription feature with in-depth user analysis, prototypes, and usability testing (8 users) that increased conversions by 20%; led a major product refactor and redesign, and built a scalable design system.
Product Design Lead at iiVentures (Chilivery, NetBarg, Tik8)
July 1, 2019 - September 28, 2025Led product design across three pioneering e-commerce startups; addressed critical design-engineering communication gaps; directed end-to-end redesign of Tik8 and NetBarg, and initial design/launch of Chilivery apps, delivering UI/UX improvements and faster ordering.
Graphic Designer at Romac Media
January 1, 2015 - September 28, 2025Designed websites, multimedia campaigns, and branding assets for clients across multiple industries.
Principal Product Designer at Xpertell
December 1, 2023 - PresentLed product research and design for a global travel-content marketplace, focusing on user journey optimization and monetization strategies; built and scaled a design system to unify UI and speed development.
Principal Product Designer at IMA
November 1, 2025 - September 28, 2025Single-handedly designed the complete UI/UX for a new Video-On-Demand (VOD) platform across web, mobile, and a TV-web interface; introduced the TV-web feature enabling browsing via mobile/web and streaming to non-Android smart TV browsers; conducted usability tests with 30 users across 3 age segments to validate effectiveness.
Product Design Lead at Fidibo (Digikala Group Subsidiary)
November 1, 2023 - September 28, 2025Led UI/UX across 5 platforms; partnered with CTO, CEO, and PMs to audit existing designs and modify flows and journeys; initiated a subscription feature with in-depth user analysis, prototypes, and usability testing (8 users) increasing conversions by 20%; led a major product refactor and the design-system modernization.
Product Design Lead at iiVentures (Chilivery, NetBarg, Tik8)
July 1, 2019 - September 28, 2025Led product design across three e-commerce startups; identified and resolved critical communication gaps between design and engineering; directed end-to-end redesign of Tik8 and NetBarg, and the initial design and launch of Chilivery apps, driving significant UI/UX improvements and faster ordering.
Graphic Designer at Romac Media
January 1, 2015 - September 28, 2025Designed websites, multimedia campaigns, and branding assets for clients across multiple industries.
Education
Master of Business Administration at University of Tehran
January 11, 2030 - September 28, 2025Bachelor’s Degree in IT Engineering at Tehran Municipal ICT Org.
January 1, 2009 - January 1, 2011Grammar Design & Composition at Ghobad Shiva Design Institute
January 1, 2011 - January 1, 2013Master of Business Administration at University of Tehran, Tehran, Iran
January 11, 2030 - September 28, 2025Bachelor’s Degree in IT Engineering at Tehran Municipal ICT Org., Tehran, Iran
January 1, 2009 - January 1, 2011Grammar Design & Composition at Ghobad Shiva Design Institute, Tehran, Iran
January 1, 2011 - January 1, 2013Bachelor’s Degree in IT Engineering at Tehran Municipal ICT Org.
January 1, 2009 - January 1, 2011Grammar Design & Composition at Ghobad Shiva Design Institute
January 1, 2011 - January 1, 2013Master of Business Administration at University of Tehran
January 11, 2030 - September 28, 2025Qualifications
The AI -Driven Product Design
January 1, 2025 - September 28, 2025Design Thinking: How to Use Creative Problem-Solving for Better Design
January 1, 2025 - September 28, 2025AI -Driven Product Design
January 1, 2025 - September 28, 2025Design Thinking: How to Use Creative Problem-Solving for Better Design
January 1, 2025 - September 28, 2025The AI-Driven Product Design
January 1, 2025 - September 28, 2025Design Thinking: How to Use Creative Problem-Solving for Better Design
January 1, 2025 - September 28, 2025Industry Experience
Travel & Hospitality, Media & Entertainment, Software & Internet, Retail, Professional Services
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