Google Certified UX Design Professional

Conversion-focused product designer

Designing high-conversion fintech experiences

I help startups reduce churn and increase revenue through research-driven UX design.

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Selected work

Featured case studies

A quieter product, a clearer path, a system teams can actually ship.

EcoMove 2026 mobility platform — simulated multi-modal city navigation
Civic Mobility & UX Research

EcoMove 2026 — FIFA World Cup Host-City Mobility Platform

A real-time mobility OS for the world's biggest tournament: live ops dashboard and eco-aware routing, built to scale across all 16 host cities.

−47% time to gate
−81% per-trip spend
1.8 kg CO₂e cut per trip

Problem

Match-day arrivals overwhelm every channel at once. Pre-built dashboards can't keep up with swings between quiet hours and kickoff peaks.

Action

Shipped a unified system in days: token-based design language, two fully working screens, and a live prototype built end-to-end.

Result

Fans see the greenest route first, with driving kept in the mix for transparency. Each conversion saves real time and real emissions.

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High-Speed Rail & Passenger Well-Being — mobile app and cityscape
UX Research · Survey Design · Survey Clarity

High-Speed Rail & Passenger Well-Being — Master’s Thesis Project

A master’s thesis concept that translates academic well-being research into a clear, low-effort survey and companion app for high-speed rail passengers.

1 survey flow clear, quick, easy to complete
2 research areas well-being & survey clarity
3 design goals clarity, less effort, being heard

Problem

Traditional surveys are long and unclear, so respondents drop out — and the passengers who need to be heard most are usually the first to leave. The result is weaker research and a service that never learns from its worst trips.

Action

Translate academic well-being research into a short, natural survey flow, paired with a companion app that lets passengers log how they feel at any point during the journey.

Result

An end-to-end survey concept and companion app built for higher completion, more honest answers, and a feedback loop where passengers genuinely feel heard.

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BeanScene Premium Coffee Pre-order App — mobile phone with latte art
Mobile App UX & Conversion Design

BeanScene — Premium Coffee Pre-order App

A research-led pre-order and pay-ahead experience for speciality coffee. Browse, customise and pay on the way to the café so the drink is ready the moment you walk in.

Order ahead skip the queue entirely
100% completion 10 of 10 usability tasks
Research-driven every decision traceable

Problem

Speciality coffee rituals were breaking under queue pressure — long lines, noisy counters and rushed customisation made the morning coffee run stressful instead of satisfying.

Action

Mapped the end-to-end journey, built personas from real frustrations, then ran a moderated remote usability study on a low-fi Figma prototype with 5 regular coffee buyers.

Result

A pre-order and pay-ahead flow that hits 100% task completion and 80% first-attempt success, with every screen-level change traceable to a documented usability insight.

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Method

How the work gets done

A quiet, repeatable process. Research first, pixels second, metrics always.

01

Discover

Interviews, analytics, and the real drop-off story.

02

Define

Jobs-to-be-done, flows, and the conversion thesis.

03

Design

Systems, prototypes, and decisions you can ship.

04

Validate

Usability tests, accessibility, and iteration loops.

05

Measure

Completion, time-on-task, and revenue impact.

Engineer by training, designer by craft.

With a Google UX certification, I turn complex workflows into revenue-generating, accessible products. My focus is conversion — every pixel, every flow has to move the needle.

I specialize in fintech, health, and e-commerce, where a small UX improvement can mean millions in retained revenue.

Let's work together

Research & Strategy

User Research & PersonasUsability TestingData-informed Design

Design & Prototyping

WireframingAdvanced FigmaVisual & Interaction

Systems & Development

Design TokensWCAG AccessibilityDesign-to-dev Handoff

Experience

Resume

A concise profile — read it on its own page, or save as PDF from the browser.

Melika Soleimani

Product Designer & UX Researcher. Fintech, health, and e-commerce.

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Contact

Let's connect

Have a product in motion, or one that should convert better? Write a note.

Get in touch

Open to discussing product design, collaborations, and focused conversion work.

CONTACT@MELIKASOLEIMANI.COM
Milan, Italy
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