About Me.
Hi again!
I'm Fereshteh (Feri) Samavi
Trilingual Experience designer and CX/Service Design Consultant based in Tokyo, Japan.
My work revolves around designing user-centered, meaningful products and services that not only solve business challenges but also positively impact people's lives.
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Active member of Interaction Design Foundation (IxDF) for 3 years and completion of 20+ certificates and masterclasses
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Active member of Coursera for 3 years and completion of 7 certificates
My Skills
Quantitative Research
Creating structured surveys to gather quantitative insights on user preferences and behaviors.
Qualitative Research
Conducting in-depth interviews to extract qualitative insights and uncover hidden needs.
Research Analysis
Analyzing qualitative and quantitative data to identify patterns and insights aligned with business objectives and key performance indicators (KPIs)
Persona Creation
Developing detailed user personas based on research to represent key user segments.
Mapping the User Experience & Service Ecosystem
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User Journey Mapping: Visualizing the entire user experience, and identifying pain points and opportunities.
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Service Blueprint Creation: Mapping both front stage (user interactions) and backstage (internal processes, systems, and stakeholders) to improve service delivery.
Ideation and Workshop Facilitation
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Internal workshops with the team to align on vision, strategy, and design solutions.
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External workshops with clients and stakeholders to understand business objectives and user needs.
Bringing Ideas to life
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Designing IA: Structuring content and navigation to enhance usability and accessibility.
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Wire-framing: Creating UX wireframes that define layout, interactions, and structure.
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Managing UI Designers: Overseeing the UI team to ensure alignment with UX and business objectives.
Testing
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User Testing & MVP Validation: Conducting usability tests on prototypes and live products.
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Analyzing Test Results: Identifying key usability issues and making iterative improvements.
Measuring & Optimization
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Setting & Tracking KPIs: Defining measurable success metrics to track the impact of design decisions.
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Defining the North Star Metric (NSM): Establishing a core metric that drives sustainable growth and user engagement.
My Journey to Design
For years, I worked in trading and logistics, and I loved it. The fast-paced environment, problem-solving, and global connections kept me engaged. But when the world slowed down during the COVID era, I found myself reflecting on a deeper questions:
" What is the purpose of my life? "
That’s when I turned to Ikigai, a Japanese concept that helps people discover their purpose by finding the intersection of what they love, what they’re good at, what the world needs, and what they can be paid for. Through this process, I realized that what I am doing in my everyday life: problem-solving, watching people's behavior, empathizing, and searching for meaning is all about design.
Once I found my Ikigai, I went all in. I started reading books, watching YouTube tutorials, and taking online courses, absorbing everything I could about UX, service design, and customer experience. And the more I learned, the more I fell in love with design.Now, I have a genuine passion for my work! Helping businesses create user-centered, strategic, and impactful experiences that serve both people and the planet. But my journey doesn’t stop here. I’m still eager to learn, grow, and explore new challenges because the more I experience, the more I can create meaningful designs that truly make a difference. Looking back, I’m grateful for the path that led me here, and I’m excited for all the experiences and designs yet to come.
From UX/UI to
PdM, CX & Service Design
I started my journey as a UX/UI consultant, diving deep into user interface design and user experience principles. It was an exciting phase of learning and growth, but over time, I began to feel that something was missing...
UX/UI alone wasn’t enough to fully solve the challenges my clients were facing.
As I worked with more companies and explored different aspects of design, I realized that the core issue for many businesses especially in Japan wasn’t just about refining the interface. The real challenge was how to create a product that delivers value, how to release it in a way that users immediately understand and want to engage with, and how to grow a user base sustainably, without relying on discounts, coupons, or promotions.
This realization pushed me to dig deeper, and that’s when I discovered Service Design, a holistic approach that goes beyond just the digital interface to consider the entire ecosystem of a product or service.
By adopting this broader perspective, I started to propose solutions that addressed the bigger picture, helping businesses not only improve their UX/UI but also rethink their product strategy, market positioning, and long-term growth.And the best part? It worked. This new approach helped my clients see their challenges from a new perspective and create more impactful, user-centered solutions.
Design is constantly evolving, and I’m always eager to explore new frontiers. Lately, I’ve been deeply curious about Designing with AI and for AI-powered products, understanding how HCD applies to this rapidly growing field.
To expand my expertise, I’m actively learning about
Human X AI Interaction, drawing insights from online courses, certification programs, industry meetups, books, and podcasts. I believe that staying ahead in this space requires continuous learning and hands-on exploration, and I’m excited to absorb as much as possible.
One of my greatest influences in this journey is Don Norman. His books and approach to design deeply resonate with me, reinforcing my belief that technology should serve people, not the other way around. As AI becomes increasingly integrated into our daily lives, I’m passionate about ensuring that its design remains intuitive, ethical, and truly human-centered.
This is just the beginning. There’s always more to learn, and I can’t wait to see where this journey takes me next!
What's Next?
When I’m Not into Design…
I love to spend time in nature, experience new activities, people, cultures, and foods.
In everyday life, you can probably find me working out, practicing yoga, hiking in nature, camping, or traveling to new places. I'm deeply drawn to the outdoors, and I find that spending time in nature often inspires my design work.
I’m also fascinated by music, art, philosophy, psychology, and human behavior, which naturally influences how I approach my work in design.
Another passion of mine is exploring sustainability in design. Finding ways to reduce environmental impact while still creating products and services that serve people effectively. It’s a challenge I’m constantly exploring, and I’m always eager to collaborate with businesses that value sustainability.
