Designing systems that
bridge complex
architecture and human-scale utility.

Hello there, I’m Negin, a product designer who thrives in complex spaces where the problem isn’t always obvious. I blend systems thinking, product and service design, and hands-on craft to uncover foundational challenges, align teams around a clear direction, and turn ambiguity into simple, thoughtful experiences that work for both people and the business.

Selected work

META · DESIGN LEAD
Reimagining Meta Developer Platform
Led the multi-year transformation of Meta's developer ecosystem, unifying core workflows and developer tools across Threads, Instagram, Messenger, WhatsApp, Ads, and Marketing.
Strategic Alignment: Cross-functional leadership across multiple orgs to establish a single, cohesive developer platform.Impact: Modernized legacy architecture, unified 10+ fragmented developer experiences, and laid the scalable foundation for future API and tool investments.
65%
increased access rate
24%
DECREASED TIME TO 1ST API CALL
20%
accelerated time to go-live
40%
increased app revenue
META · PRODUCT DESIGNER
Pioneering AI-Powered Performance Reviews
Self-initiated, designed, and deployed a zero-to-one AI-powered review assistant to streamline performance reviews, reduce preparation overhead, and elevate review quality across Product Design, Content Design, and UX Research.
Productivity Acceleration: Built tailored prompt models and UI workflows anchored in specific design performance rubrics, boosting reflection clarity while significantly cutting time-to-completion.Impact: Gained executive buy-in from Central Performance leadership to expand the tool's architecture and incorporate its capabilities into the core company-wide performance system for non-design roles.
68%
POTENTIAL TIME SAVED
92%
ORGANIC ADOPTION IN INITIAL ROLLOUT
META · DESIGN LEAD (ALSO INTERIM PM)
Decoupling Enterprise Identity
Architected Meta's enterprise identity ecosystem, transitioning business users from personal Facebook logins to dedicated, enterprise-managed accounts.
Cross-Functional Leadership: Stepped in as Interim Product Manager alongside x-org Principal Designer to drive strategy, alignment, and roadmap execution.Impact: Eliminated personal account friction while drastically improving security, enterprise compliance, and system scalability.
70%
Fewer registration email failures
0%
migration regression
BESTBUY · SENIOR UX DESIGNER
Establishing Omnichannel Fulfillment
Formulated and executed a cross-channel fulfillment framework to rapidly launch a seamless Buy Online, Pick Up In-Store (BOPIS) solution.
Ecosystem Integration: Synchronized customer-facing digital touchpoints with backend inventory systems and real-world store logistics.Impact: Delivered a highly optimized, contact-free pickup channel during COVID that protected revenue and maximized customer convenience.
4.7x
ACCELERATED ORDER PROCESSING
35%
BOOSTING ORDER PICKUP
BESTBUY · SENIOR UX DESIGNER
Centralizing Mobile Carrier Pricing
Built a comparison and pricing ecosystem to eliminate critical retail operational bottlenecks and streamlined mobile device activations.
Workflow Automation: Replaced error-prone manual calculations with an automated digital engine for store associates and online shoppers.Impact: Unified carrier data across physical stores and digital platforms to drive measurable conversion gains and associate efficiency.

13M
ANNUALIZED REVENUE
8%
CONVERSION LIFT
SAP · UX DESIGNER
Blending Content & Commerce
Created the end-to-end design strategy for SAP Jam Communities, a native shopping environment that connects social interaction with e-commerce transactions.
Product Innovation: Reimagined the pre-purchase journey by embedding real-time community insights directly alongside transactional product catalogs.Impact: Designed a flexible, enterprise-grade framework that enabled brands to build authentic customer communities and drive organic sales.
35%
INCREASE IN PRODUCT DISCUSSIONS
18%
UPLIFT IN ADD-TO-CART CONVERSIONS

Mindset & Philosophy

Systemic Simplicity

Solve the root cause, never just the symptom.

Business Intentionality

Align every design decision with a business outcome.

Radical Transparency

Foster open communication and psychological safety across teams.

Built for the Future

Design for where the platform needs to scale tomorrow.

About

I’m a product designer with 15+ years of experience spanning brand and product at companies large and small.

Platform & Systems Architect

Highly technical in nature, I specialize in architecting complex, high-scale platforms and digital ecosystems, balancing technical trade-offs with human-centric utility.

Strategic Business Visionary

I lead products from vision and discovery through to delivery—translating ambiguity into compelling narratives that align executive stakeholders and drive measurable business impact.

Cross-Team Leader

I thrive in complex environments, building deep cross-functional partnerships across product, engineering, and leadership to navigate high-stakes alignment.