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Case Studies

How the work actually happened.

Context, problem, process, solution and impact — written the way I think: business first, user always.

Case Studies

Yourhero.me — Building a professional storytelling platform — How I founded and designed a platform that helps professionals turn their work experience into structured portfolios, case studies and personal brand stories.

Problem
The main challenge was helping professionals communicate the depth and value of their work without forcing them to design a website from scratch or write everything from a blank page.
Role
Founder, Product Strategy, UX/UI, Product Vision, Go-to-Market
Impact
Yourhero created a clear product direction for helping professionals turn experience into structured stories, public profiles and case studies. It established the foundation for a platform that can support personal branding, professional proof, opportunity generation and future discovery features.
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BDG Operations — From scattered workflows to a connected education operations system — How I helped Business Development Group structure CRM workflows, internal tools, reporting and AI-assisted product operations for a growing education business.

Problem
Before the redesign, several parts of the workflow were disconnected. Leads came from different channels, follow-ups depended heavily on manual reminders, reporting required extra coordination, and teams did not always have one shared view of what was happening.
Role
COO, Product Lead, UX Strategy, AI-assisted product development
Impact
The system gave BDG's teams a shared, legible way to manage leads, follow-ups and course operations — replacing scattered manual coordination with one connected structure. It also left BDG with a reusable product foundation: the same pipeline logic, automation patterns and AI-assisted tooling can extend to new programs and teams as the education business grows.
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Highway Fintech Products — Designing scalable UX for BaaS and banking platforms — How I led design work across core banking, mobile banking, digital lending, design systems and brand communication for a fintech product company.

Problem
The main challenge was designing for complex fintech products while keeping both the product experience and the brand experience consistent.
Role
Design Team Lead, Senior Product Designer, UX Strategy, Design Systems
Impact
The work improved product consistency, design scalability and product communication across Highway's fintech ecosystem. It helped create a stronger design foundation for banking products, BaaS workflows, digital lending experiences and brand communication.
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Imaci.am - Designing an education discovery platform for Armenia — How I founded and designed a platform to help parents and learners discover, compare and choose educational opportunities in one place.

Problem
The main challenge was not only listing educational places. The real product challenge was creating a clear discovery and comparison experience for users with different needs: parents looking for schools or kindergartens, learners looking for courses, families looking for kids' places, and people searching for tutors or events.
Role
Founder, Product Designer, Product Strategy, UX/UI, Information Architecture
Impact
Imaci.am created the foundation for a centralized education discovery platform in Armenia. It clarified how educational opportunities could be structured, searched and compared in one place, and established a product direction for building trust between learners, parents and education providers.
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Regal Home — Designing a multilingual real estate platform — How I designed and helped build a real estate product with property discovery, project pages, map-based search, multilingual content and admin workflows.

Problem
The main challenge was designing a real estate product that could support property discovery, trust-building and internal operations without becoming too complex.
Role
Product Designer, UX/UI, Product Strategy, AI-assisted product development
Impact
Regal Home created a stronger digital foundation for presenting properties, managing real estate content and connecting interested users with the business team. The product brought public discovery and internal management into one platform, making the real estate experience more structured, scalable and easier to maintain.
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Mimo Bike — Designing a multi-product mobility and charging app — How I helped evolve Mimo from bike and scooter sharing into a multi-product app for mobility, phone charging, EV charging and CarPlay experiences.

Problem
The main product challenge was designing a single app that could support multiple product categories without making the experience confusing.
Role
Freelance Product Designer, UX/UI, Product Strategy, Mobile UX
Impact
The work helped Mimo evolve from a bike and scooter sharing app into a broader multi-product mobility and charging platform. The redesigned product structure made it easier to support new services, create product-specific flows and give users faster access to nearby mobility and charging options.
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