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My Portfolio

In the last ten years, I have done several projects in the field of market research and consumer insight, which I have included a few of them here.
The rental robot service project (Barcelona's UX master's final project) is from idea design to product prototype, which I have tried to show the most important parts of.



At customer Touch points

This customer/market research project is based on fifteen thousand questionnaires conducted by me and five other supervisors over a six-month period. All steps of data sorting, analysis and report preparation have been done by myself. The main parts of the report have been translated into English. Employer trade names and logos have been removed or changed due to non-disclosure agreements.


This project contains inter connected websites for selling products in 3D designing industry. I used Nielsen's 10 Usability Heuristics to get the job done and also used extension to speed up the pace and to make reports for one of the webpages.

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My final project at Barcelona Technology School had a challenging beginning. We needed to define a clear goal and identify a real issue that we could creatively solve. However, we faced a significant constraints: I couldn't be physically present in Barcelona, so my teammate Juan and I had to collaborate online for almost 6 months.

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Conduct a 15,000 Questionnaires survey, 12,000 Questionnaires were found eligible for analysis

September 2021- National brand coverage 

#2 Usability Heuristics Evaluation

In this project I used Nielsen Heuristics, also in some parts, I have asked the purpose of the way of expressing a proposition and if I have been able to, I have also presented my suggestion.
It should be noted that my lack of familiarity with the literature required in the 3D design industry has made some suggestions unnecessary.  

#3 Rental Robot Service



68 Completed Survey

Zipped file


Figma File

First step (ideating)​

At the initial stage of our project, we knew we wanted to explore robotics as the main theme. Using the "crazy 8" technique, we brainstormed various industries where robots could be applied, focusing mainly on people's daily lives. We considered areas like caring robots in private and public spaces, smart city applications in public spaces, as well as industrial robots and Domotics robots for private spaces.

After analyzing the diverse topics in robotics, we found that ideas revolving around caring robots, smart city solutions, industrial robots, and Domotics robots were particularly intriguing. To proceed, we decided to conduct in-depth studies and gather relevant metrics in these areas to narrow down our focus and converge on a specific idea for the next stage of our project.

What question we asked?

​We started with these questions:

  • What is happening in real world?​

  • What is current situation?​

  • Do we need to focus on industrial robots?​

  • Or do we need to focus on robots in public spaces?​

  • Or robots in private spaces?​

It was obvious to put our focus on in-house robots but value number of caring robots was close to Domotics. We decided to put our efforts to consider caring robots features as a plus value and see if we can add caring feature to in-house use robots if we could.

Interview with Amir
First interview

Second Step (Interview)


Can we improve UX aspect of home assistance devices?

Well, It turned out that the answer is negative!

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By now we already know to focus on in-house processes, we need to know what is happening in our target user's home normally?

So we decided to understand the user flow of AI assistant which known as Home Assistant or Smart Speakers and ask people about their experience of having Amazon Alexa or Google Home smart speakers.

  • We Interviewed 5 people in four different continents.

  • People with busy schedule, always in hurray

  • Tech-savvy individuals or those who want to look smart

  • Lazy people who always searching to reduce wasted time by using technology

  • People who own smart speakers or have enough experience using them

  • How we found them? By asking friends, family and colleagues to help us recruit people match with our profile

Key outcome:​

  • Smart speakers are not smart enough to follow up a conversation, main usage are for alarm clock, reminders and playing music.

  • Users wish those smart devices could take burden from their shoulder, help them to do their jobs faster, more efficient and more effective and  finally help them be more productive.

  • They have bought a smart speaker to live a little smarter, focus more on the more important issues of life.



As soon as we realized that enhancing the smart speaker experience was far beyond our capabilities, we began to continue our research with different types of users. Now we understand that there are many opportunities in houses and we need to talk about them with households users.

House Chores (Interview)


We wanted to know what are the main flows of house keeping. Then to understand which chores are painful and which are enjoyable. How long they normally doing those chores and if they use second hand.

We interviewed with two household women and a remote worker man.

Key Outcome:

Cooking is not as painful as washing dishes, doing laundries and cleaning.

Our audiences spend more than an hour per day doing chores.

Most painful chores so far was: cleaning house, cleaning bathroom, organizing stuff, beside mopping and dusting which is included in cleaning.

We decided to conduct a survey to understand if different cultures have different routines or not and at what chores we can focus more to build our value proposition on that.

House Chores Survey


How can we help busy individuals to achieve their goals? to be more productive and also have more free time to do whatever they want?

To answer this question we tried to realize how people do their house chores and how they manage it normally, which activities are painful and which are not.

  • We planned a survey in English, Spanish and Persian to To find as many people as we can. 

  • Who: people who can afford having a vacuum cleaner, or use cleaning companies, online cleaning service or have a permanent servant.

  • What: Time spend for doing chores, painful tasks, enjoyable tasks and how they do them.

Key outcome:

  • Most time-consuming house chores are cleaning (vacuum and mop mostly), cooking, washing dishes, washing clothes, dusting, organizing and cleaning bathroom

  • The most enjoyable chore is cooking

  • Most painful chores are vacuuming, mopping, dusting, organizing and cleaning bathroom

  • Our participant spent 1-2 hours a day doing house chores

  • House chores are mainly done by home owners, other ways of doing the chores are using cleaning companies, online services and using auto vacuum cleaners

Conclusion: using robot to help users doing their chores looks reasonable. But how can we put such pioneer idea in front of users and expect them to find it useful, desirable and effective.

Fourth Step (interview)


Who wants a robot?
how can make them use our service?

  • So far we learnt how much having free time is important for majority of our audience.

  • Also doing repetitive tasks every day is mandatory for most.

  • Beside cooking most of house chores considered as boring, unpleasant and meaningless.

Distribution of our interviewee

We have found that increasing free time by reducing the burden of responsibility on users can be extremely welcomed.
Therefore, the supply of robots, which are of course in the testing phase mainly and will be released to the market in the future, can play a significant role in reducing the concern of our target audience.
On the other hand, we are not a robot manufacturer, but maybe we can be a robot supply platform. By providing a wide variety of robots available in the market, increase the access of consumers to home service robots.

  • In this step we wanted to know how user could become aware of using robot as a service or as a product and what are their expectations?

  • After being aware how users going forward and which step is next move?

  • How user expect to obtain the product, online or physically?

  • Which feature of robot is more important, which features are not necessary and so on?

  • How product should be delivered to user?

What are users’ preferences of visuals and functionalities of robot?

Key outcome:

  • Price sense: user expectation of a robot price is far different from reality. Users expect the price of a housekeeper robot to be in the range of 10K Euro, while robots that have the ability and intelligence to do housework are estimated to be much more expensive than the mentioned number.

  • As we already aware of from prior researches: Users prefer to not to think of doing chores anymore. We called this preference as a “Dream Situation”

  • Word of mouth from a familiar face has more powerful motivation to use this product compared to other channels like social media, newsletter update, direct email and environmental ads. This means we need to keep the initial customers extremely satisfied and go beyond their initial expectations.

  • Users prefer that the robot knows its tasks and performs all the expected tasks by scanning the environment and identifying obstacles from the moment it is turned on.

  • From the user's point of view, the robot should be able to do more. Cleaning the car, filling the gas tank, taking care of children and the elderly, taking the pets out, shopping and entertaining people.

  • Most of participant want the robot to be autonomous, comes, finishes the tasks and leaves the house.

  • They wanted to access to robots features and be able to compare them easily.

  • They expected the rental robots to be covered by insurance and also have a plan for compensation in case of damage.

  • Platform should accept different payment methods.



It seems that buying such robots is not very feasible, although the desire of users to use such robots is strongly confirmed, but there is a need to provide people with access to such an experience in another way.

How about we rent robots instead of buying them?


Keep your free time for good


To see the empathy map, customer journey, user story and the value proposition canvas, click on download button

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