Fiona Safari

Experience

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  Shider store

  Mar 2020 - Mar 2021

  Product Designer

  Drug Store Website- Conducted in-depth benchmarking analyses on more than 10 pharmaceutical websites with similar offerings, facilitating data-driven improvements.- Achieved a significant milestone by swiftly amassing over 300 active users within a mere 3 months post-launch, underscoring the platform's rapid user engagement and outreach success.- Conducted comprehensive user testing sessions involving more than 15 participants, refining user journey and enhancing the platform's ease of use.- Established a user feedback loop, resulting in a 25% reduction in support inquiries.- Conducted A/B tests, which boosted click-through rates by 10%. Show less

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  Alibaba Travels Co.

  Mar 2021 - Sept 2023

  UX Designer

  At Alibaba, I had the opportunity to work on domestic and international flight products used by over 20 million users. Each side came with its own challenges, and I collaborated across multiple cross-functional teams to ensure we designed seamless, intuitive experiences for all user journeys.Working at this scale meant being deeply data-informed. I partnered with researchers and analysts, blending qualitative methods like interviews, usability testing, and card sorting with quantitative tools such as Google Analytics and A/B testing. These insights led to impactful results, including increased conversion rates and a 50% drop in customer support calls.Designing within a right-to-left language environment also came with unique UX challenges. I worked with our design system to adapt global patterns to fit our users' needs while staying consistent and accessible.One of the highlights of my time there was launching an internal Design Academy. I wanted junior designers to get a clearer picture of what real product design work looks like—beyond the theory. With support from leadership, I created workshops and mentorship opportunities that helped emerging designers grow and gave our hiring team a clearer path to future talent. Show less

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  Handelsbanken

  Apr 2024 - now

  UX Designer

  When I joined Handelsbanken, my mission was to redesign a legacy mortgage system—an enterprise product full of complexity, outdated flows, and regulatory limitations. It was the kind of challenge I enjoy: messy, meaningful, and with real impact.From day one, I took full ownership of the UX side. That meant running discovery sessions, talking to users, testing ideas early, and constantly iterating based on what we learned. I worked closely with developers, QAs, product owners, and business analysts to not just “deliver designs,” but shape the product together. Some of the features we launched helped reduce processing time and solve pain points that had been slowing teams down.Outside of projects, I led workshops to help teams better understand our design process—everything from how we use Figma to how we approach problems and share insights. It helped bring us closer and build a culture where design could have a voice at the table.After a year, I felt ready for a fresh challenge and moved on to another product in the bank’s lending area. It’s a whole new space with different constraints and opportunities, but still grounded in what I love doing: solving real problems for real people. Show less