About Me

I’m Farzin Pezeshgi, a Senior Product Designer and Design Engineer based in Glasgow, UK. I combine product strategy, UX research, design systems, and hands-on front-end implementation to create scalable digital products across fintech, insurance, education, retail, and AI-powered experiences.

Product design beyond the handoff

I have 10+ years of experience designing mobile apps, web platforms, SaaS products, marketplaces, financial services, and AI-assisted product experiences. My work sits at the intersection of product design, user research, design systems, and front-end development.

I started as a UI/UX designer and grew into senior product design, design leadership, and founder-level product ownership. Along the way, I have led design teams, built design systems, improved conversion rates, conducted user research, mentored designers, and shipped products used by millions of people.

What makes my profile different is that I do not stop at design handoff. I can work closely with engineers, understand technical constraints, create production-aware designs, and implement interfaces using Flutter, HTML, CSS, JavaScript, and React.

How I create value

Product Design

I design user-centred mobile and web experiences, from discovery and problem framing to user flows, wireframes, prototypes, usability testing, and polished UI.

Design Systems

I create scalable design systems with reusable components, documentation, usage guidelines, and design-to-development workflows that improve consistency and delivery speed.

Design Engineering

I bridge design and engineering by building coded prototypes and front-end experiences using Flutter, HTML, CSS, JavaScript, React, Git, and AI-assisted development workflows.

Product Leadership

I help teams define product goals, structure design processes, mentor designers, improve collaboration, and connect design decisions to business outcomes.

Career highlights

10+

years

Product design, UX, design systems, and digital product delivery.

20M+

users

Digital products reached across fintech, insurance, education, messaging, and platform ecosystems.

250+

components

Scalable design-system components created and managed across complex multi-product platforms.

3k+

participants

Research and validation through surveys, interviews, usability tests, and pilot activities.

faster

Design-to-development workflow through clearer systems, documentation, handoff, and implementation alignment.

21–50%+

uplift

Business-critical journeys across complex product and growth experiences.

My journey

My career began in visual and interface design, where I learned the value of clarity, usability, and craft. Over time, I moved deeper into UX, product thinking, research, and systems-level design.

At Weblite, I worked as an early-stage product designer on a large Persian-language education and communication platform with 1M+ users and 50K+ daily active users. I designed a messenger system, multiple built-in services, platform flows, and a design system that helped the product scale.

At Azki, I worked on core insurance and financial products, first as a Senior Product Designer and later as Design Team Lead. I designed and managed a 100+ component design system supporting 5 product ventures, led research across multiple product lines, managed a 5-person design team, and contributed to measurable improvements in conversion, sign-up/sign-in flows, and homepage product discovery.

At Moment Sport, I helped build the product design function, hired and onboarded designers, created a structured design process, worked with C-level leadership, improved campaign conversion by 50%+, and led design system creation to make implementation faster and clearer.

Most recently, as co-founder of Recommence, I designed and built Shoppermo, an AI-powered fashion retail product. I took the product from concept to a complete iOS app released on the Apple App Store, using Flutter for the app, HTML/CSS/JavaScript for the website, and React with AI-assisted coding for an early dashboard.

How I work

Start with the problem

I begin by understanding the user, the business goal, the product context, and the constraints. I use research, data, interviews, surveys, usability tests, and competitive analysis to define the right problem before designing solutions.

Make complexity usable

Many of my projects involve complex domains such as insurance, fintech, product discovery, education platforms, and AI-powered experiences. My role is to simplify complexity without removing important details.

Design for systems, not only screens

I think beyond individual interfaces. I create reusable patterns, components, documentation, and design rules so products can scale with less friction and more consistency.

Collaborate closely with engineering

Because I understand front-end implementation, I can design with technical feasibility in mind, communicate better with engineers, reduce handoff problems, and move faster from prototype to shipped product.

Smarter workflows with AI

I use AI across research synthesis, ideation, UX writing, product documentation, design critique, prototyping, front-end development, debugging, and workflow automation. For me, AI is not a shortcut; it is a way to think faster, test more options, and improve delivery quality.

Technical capability

I am primarily a Senior Product Designer, but I also have hands-on implementation experience. I have built mobile app interfaces with Flutter, created websites with HTML, CSS, and JavaScript, worked with React through AI-assisted coding workflows, used Git, and published an app to the Apple App Store.

This helps me work effectively in product teams because I understand both design quality and development reality. I can create better handoffs, build realistic prototypes, identify implementation risks earlier, and support teams that need someone who can move between design and front-end execution.

Flutter

Building cross-platform mobile app interfaces and production-ready product experiences.

Dart

Writing structured Flutter app logic, UI components, and front-end functionality.

HTML & CSS

Building cross-platform mobile app interfaces and production-ready product experiences.

JavaScript

Writing structured Flutter app logic, UI components, and front-end functionality.

React

Creating component-based web dashboards and product interfaces, including AI-assisted implementation.

Git

Managing version control, code changes, collaboration, and structured development workflows.

Outside work

Outside product work, I am interested in video games, music, walking, teaching, technology, football, AI tools, and creative problem solving. I also enjoy mentoring designers and helping people grow from basic UX knowledge into stronger product thinking.My background as a founder, instructor, senior designer, and hands-on builder has shaped how I work: practical, curious, structured, and focused on real outcomes.