آنی زر
ANYZAR
GoldTech Omnichannel Platform
0→1 multi-channel platform modernizing gold trading with real-time pricing across mobile, web, and kiosks.
Product LeadPMDesign0→1
- 100g Day 1 Sales
- 35% Conversion ↑
- 15min Onboarding
👋 Hello, I am Asal Esmaeeli
Product Lead, Product Manager & Product Designer
I build products from 0→1, architecting experiences that scale across platforms and transform industries. Specialized in GoldTech, Banking, FinTech, SasS and AI first Products with +8 years experience.
About Me
Strategic Vision
I define product vision and multi-channel roadmaps, overseeing the entire product lifecycle from concept to public launch.
User-Centric Design
I create intuitive experiences through detailed user research, prototyping, and iterative testing across all touchpoints.
Omnichannel Excellence
I architect seamless experiences across mobile, web, and physical touchpoints, ensuring consistency and scalability.
Skills Matrix
A comprehensive toolkit for building products that users love and businesses need
Product Strategy
- 0→1 Product Creation
- Feature Architecture
- Product Roadmapping
- KPI Definition
- Market Research
Product Management
- PRD Writing
- User Stories
- Sprint Planning
- Stakeholder Management
- Agile Methodologies
UX/UI Design
- User Flows
- Wireframing
- High-Fidelity UI
- Prototyping
- Design Systems
Technical Skills
- API Integration
- System Architecture
- Platform Development
- Real-time Systems
User Research
- User Interviews
- Usability Testing
- A/B Testing
- Analytics
- Customer Insights
Launch & Growth
- Go-to-Market Strategy
- Launch Execution
- Growth Metrics
- Team Leadership
- Cross-functional Collaboration
Work Experience
A journey through product design and management, spanning AI, banking, fintech, and gaming
CatchUp AI
Lead Product Designer & Product Manager
Nov 2024 - Present
San Francisco, Remote
CurrentLed end-to-end design and product strategy for an AI-powered performance management platform. Designed and shipped ReviewNow AI, MERIT socre an AI-driven performance review workflow, boosting adoption by 40%.
Key Highlights:
- Built the CatchUp AI Dashboard, website, and application, delivering admin panels, reports, and engagement insights
- Developed a Slack Standalone version, enabling one-on-one automation, recognition sharing, and AI-powered nudges
- Conceived and designed Aira (Manager Buddy AI Feature) – an avatar-based AI assistant for managers, built from scratch
- Collaborated cross-functionally with engineering and ML teams to align business goals with product design
- Executed growth & product experiments using Apollo, Heygen, and Google Analytics to optimize adoption
Middle East Bank
Lead Product Designer (Mobile Banking & ATM)
Feb 2024 - Present
Tehran
CurrentRedesigned the mobile banking app adding E-cheque ,NFC Peyment ,Virtual Gift CARD, achieving a 40% increase in NPS. Designed ATM interfaces with improved usability and accessibility for a diverse customer base.
Key Highlights:
- Built a scalable design system across digital products
- Led research, usability testing, and A/B experiments to reduce friction in onboarding and navigation
- Managed the design team and aligned design strategy with business goals
- Mentored a team of 20+ designers, guiding career advancement and skill development
GSS International PJSC
Senior Product Designer & Product Manager
Mar 2021 - Feb 2024
Tehran/Dubai
Managed design and product development for SaaS-based gold tech services and banking platforms. Directed end-to-end design of digital banking services, including ATM interfaces, banking kiosks, and robotic banking solutions.
Key Highlights:
- Conducted comprehensive UX research, prototyping, and usability testing to align financial products with customer needs
- Led a team of 3+ designers to create innovative fintech solutions for B2B banking clients
- Oversaw corporate website redesign, improving user engagement and conversions
Ahuan (Tejarat Bank)
UI/UX Designer
Sep 2018 - Mar 2021
Tehran
Key UX/UI Designer at Ahuan Company in the tourism sector, responsible for user-centric designs for booking platforms and apps.
Key Highlights:
- Collaborated on stakeholder needs and design research to create iterative improvements
- Ensured design integrity and seamless collaboration with development teams
- Led UX testing and rapid prototyping for high-impact features
Awall Ludo
Product Designer
May 2025- Jul 2025
Dubai (Remote)
CurrentLed the full redesign of Awall's Ludo game app, focusing on creating a modern, engaging user experience for casual players and improving the multiplayer flow.
Key Highlights:
- Reimagined the UI/UX flow to create a more engaging and modern user experience
- Applied game design principles to balance fun, accessibility, and user engagement
- Collaborated remotely with the Dubai-based product and engineering team
8+ years of experience in Product Design & Management
Featured Case Studies
Explore how I've led products from concept to launch across different industries
Middle East Bank
Mobile Banking Design System (DS 1.0)
Enterprise design system for mobile banking with 50+ components, tokens, and banking-specific patterns supporting RTL/FA across iOS and Android
Product Designer (Design System Owner)UX Lead
- 50+ Components
- 40% Faster Builds
- RTL Support
Catch Up AI
Merit Score Digital Resume
AI-powered performance analytics for engineering teams with fair, explainable merit scoring and a portable digital resume.
Product LeadPMDesignAI/ML0→1
- Portable
- Verified
- Multi-signal AI
Catch Up AI
Manager Buddy AI + Slack App
Slack-native AI assistant for managers with precision praise and weekly team health insights.
Product LeadPMDesignSlack0→1
- Slack-first
- Weekly Summaries
- Precision Praise
Ludo Dubai
Multiplayer Mobile Game UX
Real-time multiplayer game with Dubai-themed premium design and seamless turn-based mechanics.
Product DesignGame UXReal-time
- 2-4 Players
- <10s Start
- Premium Theme
Catch Up AI
0→1 Product Build
Built an AI copilot for managers: verified reputation, review automation, recognition loops, and Slack-native workflows.
Product LeadPMDesign0→1 Build
- AI Product
- SaaS Dashboard
- Slack App
Middleeast bank
Receipts UX/UI Redesign
Redesigned transaction receipts for clarity, trust, and shareable celebration moments with occasion templates.
UX LeadMobile BankingShare UX
- 3-sec Scannable
- Occasion Templates
- Trust-first
Other Projects
Selected product work across banking, omnichannel platforms, kiosks, and fintech infrastructure
Neobank UI Kit
Created and published a Neobank UI Kit and scalable design system in Figma, including foundations, component library, and banking templates designed for fast product building and consistent UI.
Design SystemUI KitFigma
Bank Melli — Airport Exit Fee Payment (Kiosk)
Implemented an airport kiosk experience for paying government exit fees, optimized for speed, low stress, and high trust in time-sensitive travel scenarios.
KioskGovernment ServicesUX
Bank Melli — Omni-Channel Digital Gift Cards + EVA API
Designed an omni-channel digital gift card service across Bank Melli devices and App60, and defined APIs for Elva to distribute the service through external partner channels.
Omni-channelGift CardsAPI
Middle East Bank — Receipt Redesign + Occasion Receipts
Redesigned transaction receipts for clarity and trust, and introduced "occasion receipts" to turn money transfers into a personalized, shareable gifting experience.
Mobile BankingUXFeature Design
Middle East Bank — Digital Gift Card Issuance & Receiving
Designed end-to-end flows for issuing and receiving digital gift cards inside the mobile banking app, with a strong focus on security, simplicity, and gifting use cases.
Mobile BankingPaymentsUX
Middle East Bank — NFC Payments (Kahroba)
Designed the NFC payment experience end-to-end — from activation to payment execution and retry/error handling — prioritizing user control and trust at the moment of payment.
NFCPaymentsUX
Middle East Bank — Digital Check Services (Chakad / Central Bank)
Designed digital check flows (issuance, transfer, status, tracking) aligned with Central Bank regulations and real user scenarios.
Regulated UXBankingFlows
Gold Retail Stand Showcase + "Alpha" Gold Robot Experience
Designed a premium retail showcase and gold purchase experience for in-store digital stands and the Alpha robot—blending digital convenience with high-trust UX for high-value purchases.
GoldTechRetailKiosk/Robot
Secure Banking Gateway Platform — Product & Contracts
Managed product delivery for a secure banking gateway platform, including partner negotiations, service contracts, team coordination, and implementation of services across banking applications.
FinTech InfrastructureContractsProduct
AANYZAR Gold & Jewelry Exhibition Launch
Built and launched AANYZAR from 0→1 as an omnichannel GoldTech platform (web + app + kiosk). Led multi-team execution across product, design, and marketing—and delivered a successful public launch at the Gold & Jewelry Exhibition with 100g+ gold sold.
GoldTechProduct LeadLaunch
Zarmava — Gold Marketplace & Store Builder (Product Design)
Designed UX/UI for a gold marketplace and merchant store-builder, including product structure, seller pages, and a transparent purchase experience with gold pricing logic.
MarketplaceGoldTechProduct Design
Some of My Designs
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Tools & Technologies
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FigmaN
NotionW
WebflowJ
JiraT
TrelloG
GitHubS
SlackA
AI ToolsServices
If you need help improving your product, UX, or AI experience - here is how I can support you.
Product Consulting
I help you clarify the core problem, define priorities, and build a clear plan for growth.
Get StartedUX/UI Design
I design key product flows and screens to reduce drop-off and make decisions easier for users.
Get StartedAI Product UX
If your product includes AI (chatbots, agents, recommendations), I help make it trustworthy, controllable, and easy to understand.
Get StartedProduct / UX Audit
I review your product and deliver a practical improvement plan: what is broken, why it happens, and what to fix first.
Get Started1:1 Mentoring
Personal sessions for Product/Design growth, interview prep, and improving your portfolio and case studies.
Get Started