PRODUCT STRATEGY · EXPERIENCE DESIGN · SYSTEMS THINKING

Make the complex
feel clear.

I help product teams diagnose experience friction, structure complex journeys, and turn product decisions into designs that are ready to build.

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✳ Systems thinking. Human judgment.Tehran · Working globally
SYSTEMS OVER SILOSFIG. 01 / PRODUCT VALUE
Connected product value systemSignals feed product decisions, and strategy, experience, execution, and learning form a connected loop. PRODUCT CLARITY 01 / FRAMEStrategy 02 / INFORMEvidence 03 / DESIGNExperience 04 / BUILDDelivery 05 / LEARNOutcomes CONNECTED DECISIONS • ITERATIVE DELIVERY
Signal → Decision → Experience → Value↻
✳ From ambiguity to action
SCROLL TO EXPLORE
01 — 05
SELECTED PRODUCT EXPERIENCE
fidibo.iiVenturesIMAKarnamehXpertell
01 / WAYS I CAN HELP

A focused approach to hard problems.

Focused engagements built around a specific challenge. We start with available evidence and finish with clear decisions and usable deliverables.

SERVICE BLUEPRINT / 01 PROCESS VIEW

Diagnose before you redesign.

Map the experience and evidence before investing in solutions. Identify what's happening, why it matters, and what to test next.

INPUT SIGNALS
TANGIBLE OUTPUT

Scope and methods adapt to your team, constraints, and available evidence.
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02 / SELECTED WORK

Product thinking, made tangible.

Selected examples of the problems, decisions, and systems behind products I have helped design, lead, or build.

WebInBox storefront homepage, matching the case-study opening visual
01 / SAAS & COMMERCE
SAAS · COMMERCE · PRODUCT BUILDING

WebInBox

Built and launched a multi-tenant storefront builder connecting merchant administration with responsive customer shopping flows.

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Original Fidibo case-study cover with reading and audio product screens
02 / CONTENT & SUBSCRIPTIONS
ECOSYSTEM · RESEARCH · DESIGN LEADERSHIP

Fidibo

Led research and experience redesign across digital reading, audio, and subscriptions, including a 218-response survey and modular design-system work.

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Original Xpertell case-study cover with two travel marketplace screens
03 / MARKETPLACE & TRAVEL
MARKETPLACE · STRATEGY · DESIGN SYSTEM

Xpertell

Co-founded a travel marketplace and shaped its product direction, discovery, creator monetization journeys, and scalable experience foundations.

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03 / THE APPROACH

Methodical in thinking.
Practical in doing.

Systems thinking without process for its own sake. Connect evidence, people, and constraints so teams can make better decisions and move work forward.

01
⌕

Understand the system

Understand goals, users, signals, team dependencies, and the constraints around the work.

02
◇

Frame what matters

Distinguish observed problems from assumptions and define the most useful question to solve.

03
⊞

Design a path forward

Turn a clear problem into journey maps, working models, prototypes, or scoped next steps.

04
↻

Validate & evolve

Test assumptions where possible, review results, and refine the proposed direction.

DESIGN × STRATEGY × SYSTEMSBABAK HAGHIGHI / 2026
STRATEGIC THINKING / HANDS-ON EXECUTION
04 / THE PERSON BEHIND THE WORK

Think in systems.
Design for people.

I'm Babak Haghighi, a product design and strategy leader working across discovery, complex UX, design systems, and cross-functional product delivery.

I have led design at Fidibo and iiVentures, guided product direction at IMA, and built WebInBox from definition to launch. My approach connects user needs, business realities, and the details required to bring a product to life.

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05 / START A CONVERSATION

Something complex
on your mind?

Have a product challenge to solve, or a design and strategy leadership role to fill? Share a little context and let's see if there's a fit.

Discuss a project Discuss a role
Or email directly: babak.haghighi2@gmail.com