1. Art and Diseño

Sepideh Razazzadeh
User Experience Architect
email: [email protected]
twitter: @sepi_R
skype: sepideh.razaz
telephone: +44 752 1333 959
“I’m a ux designer by experience & qualification. I have studied and
worked in London for the past few years, which gave me great chances
to meet & learn from legends in HCI and contribute in startups.
I used to be on the robotic dark side; just coding to make the best
product without considering users (a.k.a humans) until I started
to get to know HCI...”
Education
Work Experience
Activities
MSc Human Centred Systems
City University London 2012 - 2013
UX Architect
World Information Architecture Day 2014
Cognition & Technologies
Data Visualisation
Creativity in Design
Design Consultancy Agency
speaker
Founder and head of UX
“Information Architecture & Mental Models”
UX Designer
UXPA UK
Freelance
Evaluating Interactive Systems
Working on different projects from web to mobile application
Inclusive Design
Web Developer & Designer
Requirements Engineering
Information Architecture
Research Methods & Professional Issues
Practices & Theories in Interaction Design
BSc Business Information Technology
London Metropolitan University 2009 - 2012
Project Management
Logic & Problem Solving
Post Implementation Issues
E-Business
founder and event manager
Developing website using WordPress as CMS
Persian society in London
Digital Marketer
Digital Shoreditch
100Body
SEO, Competitive analysis, Social marketing, email campaign
Freelance web developer
Database Manager
London
PersianMet
Guerilla Galleries
Web Developer
member & paper reviewer
event assistant
London, 2013
London Weekend Hiking
member and organising assistant for
Englands suburbs hiking trips
Core Print & Packaging
Telemarketing database manager
E-Commerce
Hardware & Software Architecture
Advanced Database Programming
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
Research
Study
Strategy
Engineering Requirements
Information Architecture
Blueprint
Prototyping
Low fid
High fid
Evaluation
Feedback
Redesign
Deployment
User Experience Designer
tel: +44 752 1333 959
[email protected]
Market Research; competitive analysis
While working at 100body I was in charge of conducting market research
on the toiletries and grooming products in order to assess the strengths and
weaknesses of competitors against users’ needs.
techniques: Keywords research, competitors online presence, online survey,
brand analysis
tools: Euromonitor, wordTracker, MS Excel
Ethnographic studies; Field Research
Designing a multimedia handheld guide for V&A museum in London, my
colleagues and I did the in-field research in 7 different museums in London,
studying users behaviour and having a rough idea about the specifications of
the users in order to help building personas & scenarios.
techniques: interview, questionnaire, observation
tools: pen & paper, camera, voice recorder, consent forms, pre-planned questions
Strategy; multidiciplinary team, goals & objectives
In the process of designing the location-based social application; TookTook, the
team memebers were coming from different expertise background. Finance, Graphic designer and developer. The decisions were being made as a team and the goals &
objectives were set based on the market research, users analysis and stakeholders
needs.
techniques: social skills, management & leadership skills, team working spirit,
project plan
tools: online/in-person meetings, MS Project
British Museum 2012- field studies
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
Research
Study
Strategy
User Experience Designer
tel: +44 752 1333 959
[email protected]
Modelling, Acquiring & validating, Managing Requirements
Gathering testable user & system requirements within socio-technical systems.
I have applied preliminary requirements engineering for an executive car parking
mobile application in west London.
Engineering Requirements This stage is mainly being used in complex systems designing and development
Information Architecture
process. Using requirements engineering techniques, methods and principals
helps for better design decision making and it would needs structured walkthroughs,
scenarios and storyboards.
The results would be Quality and Functional requirements that each has measurable
Prototyping
fit criteria and satisfactional arguments.
Low fid
High fid
Evaluation
Feedback
Redesign
Deployment
techniques; REVEAL method, use case, scenario walkthrough process,
film storyboarding, i* modelling, context modelling, strategic dependency,...
tools: VOLERE shell, ART-SCENE scenario presenter, REDEPEND, MS Visio
Mental Model, User Flow, Wireframe, User Journey
Making mental models would be somehow same as writing use-case driven
specifications but less detailed. I use it mainly for having structuring information.
I produce mental models based on my user researches. Choice of terminology,
sitemap, navigation and clarity of direction are based on the cognitive intent of the
user which will be considered in mental model designing process.
I have built user flow diagram which is similar to user journey design in most cases,
and wireframes that are the system or service blue print.
Since I have specific interest in designing multi and/or cross channel user journeys,
therefore I’d use the method that can demonstrates all qualitative and quantitative
data included.
techniques: Empathy, Pervasive IA, System thinking, service design,
multichannel design, storyboarding, card sorting
tools: pen & paper, Axure, Balsamiq, Mindjet, draw.io, toondoo
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
User Experience Designer
tel: +44 752 1333 959
[email protected]
Engineering Requirements
Exec-Parking app i* Dependency model
Exec-Parking app i* Strategic model
storyboard based on researches and personas
VOLERE shell, Requirements specifications, fit criterion, satisfaction arguments
Personas based on user research
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
User Experience Designer
tel: +44 752 1333 959
[email protected]
Information Architecture
entity model
User Flow
Wireframes for London eating
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
Research
Study
Strategy
Engineering Requirements
Information Architecture
Blueprint
User Experience Designer
tel: +44 752 1333 959
[email protected]
Rapid prototyping (low-fidelity)
I have created low-fid prototypes in order to get the first feedbacks from users
by evaluating and benchmark the information architecture and content structure.
techniques: designing the critical and main tasks
tools: pen, paper, cutter, participant
Interactive Prototyping (high fidelity)
Prototyping
Low fid
High fid
Evaluation
Feedback
Redesign
Before development and for the last evaluation and redesign solutions, the high-fid
prototypes will be made. I use these prototypes in order to present it to stakeholders
for last suggestions and changes.
Paper prototype for multimedia guide of museum
techniques: user interface design
tools: Axure, Indigo, Balsamiq, HTML, CSS, jQuery, JavaScript, Adobe flash, Photoshop
Deployment
Interactive prototype (Indigo software)
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
Research
Study
Strategy
User Experience Designer
tel: +44 752 1333 959
[email protected]
Evaluating Interactive Systems & Reporting Usability
In design Process: evaluating the prototypes in order to get feedbacks before
development stage.
Engineering Requirements
Information Architecture
Blueprint
For An Existing Product: I have been a facilitator for evaluating NikeID website,
recruiting users and setting up the usability lab, preparing questionnaires,
tasks and goals And finally analysing the gathered qualitative and quantitative
data and reporting a report with all the data and redesign solution according to
Prototyping
Low fid
High fid
problems detected.
Expert review: I have chosen this technique for evaluating a cruise holiday booking
website for elderly users choosing empathic method besides heuristics evaluation.
this case it was being used for accessibility evaluation whereas I have used this
Evaluation
Feedback
Redesign
technique for evaluating a system before user testing or in some cases that the
issues looks frequent and against design standards.
Evaluating for Accebility: evaluation for less abled users according to the standards
of 2010 Equality Act (legislation.gov.uk)
Deployment
techniques: think-a-loud, diary taking, in controlled environment, task-based, goal-based
pre/post questionnaire, interview, Query-based evaluation, A/B testing
tools: Skype (for remote usability), heatmap, eyetracker, tobii, camcorder
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html
Sepideh Razazzadeh
Research
Study
Strategy
Engineering Requirements
Information Architecture
Blueprint
User Experience Designer
tel: +44 752 1333 959
[email protected]
Developing Websites
I have built websites using different languages and CMS frameworks.
languages: HTML, CSS, jQuery, JavaScript, PHP, MySQL, ASP,Python,
Drupal, Wordpress, Joomla
tools: Adobe DreamWeaver, Front-End, Notepad++, GitHub
Developing Software
Prototyping
Low fid
High fid
Evaluation
Feedback
Redesign
Programming sofrwares using visual studio for university projects.
languages: Visual basic
tools: Visual studio
Developing Mobile Application
developing mobile application using Adobe Flash and ActionScript3 for iPhone
languages: Android, ActionScript3
tools: Adobe Flash Builder, Flex
Deployment
Coding on Arduino
Using Processing coding Arduino and Lego projects out of interest during free time
techniques: Internet of Things, Ubiquitous Computing, Smart homes, Lego Projects
tools: Processing, Lego, Arduino, wires, etc.
Data Visualisation
Visualising interactive data by sketching, designing and coding them. Only jobs done
so far were fo university projects. The data was from Guardian Datablog.
language: Processing, D3.js
tools: pen & paper, photoshop, illustrator, Processing
Please consider environment and make an origami after reading this portfolio
http://en.origami-club.com/index.html