I’m Hourieh Qodratnama, an Experience Designer, with a double degree in software engineering and interior design and the experience of working in both sectors.

As an engineer-designer with a human-centric mind, the experience of working with cross-functional teams led me to learn how much I enjoy observing and listening in order to understand user behavior and the hows and whys. I have decided to continue my path as an experience designer to take this information in to the meaningful design.

At the moment I am developing my personal project which is a platform to give the possibility of finding a working desk for new generation of remote employees in post-Covid in my home country considering Its special cultural terms. And I am open for a full time position as experience designer.


There’s a classic Einstein quote that goes something like “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.” facing the start phase of design, I like to start by solely focusing on the problem, because without a really good idea of what your users actual need, it’s easy to solve the wrong problem! It can be tough to spend some time really getting to the bottom of things, but it’s even worse to do it months later when devs are coding, and technical writers are documenting, and marketers are getting ready to sell.

A good product is the result of identifying a real problem, understanding the people behind that need, and then solving that problem as simply and holistically as possible.

It’s all about who will use the product, and how the product will fit into their lives. Identifying requires good research! Good design research has to be empathetic. Raw data can tell you where an opportunity is or where there’s a problem, but you can’t rely on numbers to tell you how to fix a problem or how to build a product that your users love. That’s why there’s a human in the mix and often, the problem that’s presented by your users is only a symptom of a larger need.

Research might challenge the conventional wisdom about a project and even help to find the solution that the user didn’t even know they wanted. I specifically like to do personal interviews to get as close to the source as possible.

Once I feel like I really understand the problem on an intimate level, then I start ideating. Then, after ideation and developing the primary prototype, I’ll go back to real users to test the idea. Iteration is everything in product development. The goal is to win the long game by consistently making your putts. I could get a lot further in a lot less time with a cycle of build-test-build-test-repeat to get crucial customer feedback sooner, rather than plan-plan-plan-build. The fact is, the cost of being agile is pretty minimal.

Last but not the least, It’s my job as designers to synthesize the data into something meaningful. Good design is the result of an extensive research, development, and testing.