Case studies framed around decisions and outcomes.
Selected work · 2023–2026
B2B
Cyclomedia
·
Senior Product Designer
·
2025
Street Smart X
Elevation Tool Redesign, Making Terrain Analysis Intuitive and Actionable
I led the redesign of the Elevation Tool, improving its discoverability, visual clarity, and ability to interpret terrain data for use cases like flood analysis and road design.
30% Improved task succession
50+ User Interviews
Used by ~3,500 enterprise users across DOT, GIS and infrastructure teams in EU + US
B2B
Cyclomedia
·
Senior Product Designer
·
2025
Cross-Section Tool Redesign
Simplified a power-user feature so junior engineers could complete infrastructure analysis without training.
↓ ~25% drop-off
Adopted by infrastructure & GIS teams in 4 countries
B2B
KPN
·
Lead Product Designer (Freelance)
·
2022
KPN Flex & Boost — Redesigning a Rule-Heavy Benefits Platform
Employees were abandoning a complex, form-based benefits system they couldn't navigate. I redesigned it into a guided, step-by-step experience that makes the next action always obvious.
↑ 18%Task completion
20+ users Tested
Platform used by KPN's ~20k employees across NL benefits programme
0→1
Tea Saar
·
Lead Product Designer
·
2018-2021
Tea Saar — A Two-Sided Marketplace for Independent Sellers
Designed and co-founded a two-sided marketplace connecting non-technical herbal tea sellers with customers, inspired by the traditional Iranian bazaar (Raaste) system. Led the product from concept to launched product, focusing on simplifying onboarding, enabling direct-from-producer selling, and building trust through traceability and storytelling.
30% ↓ Onboarding time
65% Onboarding completion rate
200+ sellers onboarded
200+ sellers, Later Acquired by Keshmoon.com
B2C
0→1
FinGuru
·
Product Designer
·
2022
FinGuru - A Fintech Responsive Website & App Design
Led the design of an early-stage fintech concept, taking it from idea to MVP to validate assumptions around personal finance behavior and user engagement through simple tracking and gamified feedback.
20+ Users tested
3 Core assumption validated
© 2026 Maryam Mehrizi · Senior Product Designer · Rotterdam