Fatemeh Ziaee Portfolio

logo-image

Contact

Fatemeh Ziaee Portfolio

logo-image

Contact

Fatemeh Ziaee Portfolio

logo-image

Contact

Real-World

Hero Image

UX/UI

Hero Image

Experience

benuta is a leading European eCommerce brand specializing in rugs and home accessories.

Persona

Helena Fischer

32, Cologne, Germany
Digital Marketing Specialist

Lifestyle: Active, nature-lover, tech-savvy

hero-image
hero-image

✦ Redesigned Modules & UX Optimization Projects

User-centered improvements across benuta.de from module testing to content implementation ▸Testing and implementation of redesigned modules in collaboration with agency and dev teams ▸UX feedback on usability, clarity, and layout optimization ▸Visual + content preparation for each module launch ▸Contribution to homepage, navigation, filter section, category pages, and more

My contribution focused on analyzing the structure of the previous webshop, identifying UX inconsistencies, and preparing a modular breakdown to support the redesign. After the agency proposed the new concept, I reviewed and tested the modules before implementation, and finalized the visual and content structure in Contentful.

✦ Creator Economy Quiz/Concept & UX

✦ Creator Economy Quiz/Concept & UX

As part of our influencer marketing strategy, I led the design and implementation of an interactive Typeform experience for potential collaborators. The goal was to create a lightweight, professional, and user-friendly onboarding flow tailored for the social media team. Online Form → 🔗 Click to view My Role: Concept development and flowchart creation / UX writing and question logic / CI-compliant theme & layout customization / Domain & technical validation of personalized links / Iterative improvement through stakeholder feedback This internal tool helped streamline outreach and gave the social media team a scalable, professional solution to handle influencer requests.

As part of our influencer marketing strategy, I led the design and implementation of an interactive Typeform experience for potential collaborators. The goal was to create a lightweight, professional, and user-friendly onboarding flow tailored for the social media team. Online Form → 🔗 Click to view My Role: Concept development and flowchart creation / UX writing and question logic / CI-compliant theme & layout customization / Domain & technical validation of personalized links / Iterative improvement through stakeholder feedback This internal tool helped streamline outreach and gave the social media team a scalable, professional solution to handle influencer requests.

Discover

Discover

Define

Define

Ideate

Ideate

Deliver & Test

Deliver & Test

✦ Redesigned Modules & UX Optimization Projects

User-centered improvements across benuta.de from module testing to content implementation ▸Testing and implementation of redesigned modules in collaboration with agency and dev teams ▸UX feedback on usability, clarity, and layout optimization ▸Visual + content preparation for each module launch ▸Contribution to homepage, navigation, filter section, category pages, and more

My contribution focused on analyzing the structure of the previous webshop, identifying UX inconsistencies, and preparing a modular breakdown to support the redesign. After the agency proposed the new concept, I reviewed and tested the modules before implementation, and finalized the visual and content structure in Contentful.

Discover

Discover

Ideate

Ideate

Define

Define

Deliver & Test

Deliver & Test

✦ Intranet Redesign

UX/UI Concept & Implementation I led the full redesign of benuta’s internal intranet from concept development and content structure to final implementation.
The goal was to improve content accessibility for HR and internal teams while delivering a clean, intuitive, and brand-aligned experience. Despite the technical limitations of Google Sites (used by company requirement), I created a scalable layout and navigation system tailored to internal workflows.

Problem → Concept → Execution

Problem → Concept → Execution

Key Problems

▸Outdated and inconsistent layout
▸Fragmented structure & hard-to-find info
▸Low engagement and poor usability
▸Difficult content management for HR

My Solution

▸Introduced a new concept & name: benuta connect
▸Conducted card sorting & content audits
▸Built a scalable structure with intuitive navigation
▸Designed personalized team sections and clear page templates
▸Applied consistent visual style aligned with benuta’s brand

Highlights

▸Hero banner + friendly landing
▸Simplified navigation (teams, HR, news, feedback)
▸Clear calendar structure and ▸Core Values section
▸Fun addition: The Paw Office (for culture and engagement)

Information Architecture Redesign

I ran a collaborative card sorting session with the HR team to reorganize the intranet’s homepage and navigation, helping define clearer categories and priorities based on real user input.

Old Structure ________ New Structure

Screens

Key interface moments from benuta connect: first landing, hero stage, and navigation logic. From a flat, disconnected page to a structured, engaging platform, redesigned to connect, inform, and reflect benuta's internal culture.

✦ Creator Economy Quiz/Concept & UX

As part of our influencer marketing strategy, I led the design and implementation of an interactive Typeform experience for potential collaborators. The goal was to create a lightweight, professional, and user-friendly onboarding flow tailored for the social media team. Online Form → 🔗 Click to view My Role: Concept development and flowchart creation / UX writing and question logic / CI-compliant theme & layout customization / Domain & technical validation of personalized links / Iterative improvement through stakeholder feedback This internal tool helped streamline outreach and gave the social media team a scalable, professional solution to handle influencer requests.

✦ Campaign & Branding

✦ Campaign & Branding

Performance-Driven Campaigns & Brand Activation Seasonal Campaigns (Sales & Inspo) Performance-Driven Campaigns & Brand Activation A collection of campaigns and seasonal projects I led or contributed to as the main designer, combining UX thinking, branded visuals, and content strategy. These included Flash Sales, newsletter design, and theme-based activations such as Valentine’s Day, Women’s Day, Mother’s Day, and Pride Month.

One of the last campaigns (Stroke Awareness) had strong emotional storytelling and brand alignment, but was left out to keep this selection concise. Roles included: ▸ Visual concept & responsive design for campaigns ▸ Newsletter strategy & layout based on segmentation ▸ Close collaboration with photo/content/performance teams

Performance-Driven Campaigns & Brand Activation Seasonal Campaigns (Sales & Inspo) Performance-Driven Campaigns & Brand Activation A collection of campaigns and seasonal projects I led or contributed to as the main designer, combining UX thinking, branded visuals, and content strategy. These included Flash Sales, newsletter design, and theme-based activations such as Valentine’s Day, Women’s Day, Mother’s Day, and Pride Month.

One of the last campaigns (Stroke Awareness) had strong emotional storytelling and brand alignment, but was left out to keep this selection concise. Roles included: ▸ Visual concept & responsive design for campaigns ▸ Newsletter strategy & layout based on segmentation ▸ Close collaboration with photo/content/performance teams

Some newsletter visual concepts and designs led by me for campaigns

✦ Recent Campaign (Pride Month Hero & Visual Design)

✦ Recent Campaign (Pride Month Hero & Visual Design)

Led concept, content, and visual direction for benuta’s Pride Month celebration. Designed hero banners (desktop & mobile) highlighting colorful rugs as Pride colors. Coordinated campaign visuals across platforms (Figma, Dotdigital, Contentful).

(Project)

Next Project

bg-image

At benuta, I worked cross-functionally with Performance marketing, tech, and content teams to plan, test, and implement new modules and platform improvements.
I was involved in multiple areas of our e-commerce product, from UX audits and concept design to testing and visual execution — delivering user-centered updates at scale.

02

/ 03

benuta

cover-image

Year

2023-Present

Role

UX/U Designer

Focus areas:

Testing and implementing redesigned modules

Improving filters, navigation, and category experiences

Collaborating on internal tools like the intranet

Supporting visual consistency and customer journey flow

noise
bg-image

At benuta, I worked cross-functionally with Performance marketing, tech, and content teams to plan, test, and implement new modules and platform improvements.
I was involved in multiple areas of our e-commerce product, from UX audits and concept design to testing and visual execution — delivering user-centered updates at scale.

02

/ 03

benuta

cover-image

Year

2023-Present

Role

UX/U Designer

Focus areas:

Testing and implementing redesigned modules

Improving filters, navigation, and category experiences

Collaborating on internal tools like the intranet

Supporting visual consistency and customer journey flow

noise
bg-image

At benuta, I worked cross-functionally with Performance marketing, tech, and content teams to plan, test, and implement new modules and platform improvements.
I was involved in multiple areas of our e-commerce product, from UX audits and concept design to testing and visual execution — delivering user-centered updates at scale.

02

/ 03

benuta

cover-image

Year

2023-Present

Role

UX/U Designer

Focus areas:

Testing and implementing redesigned modules

Improving filters, navigation, and category experiences

Collaborating on internal tools like the intranet

Supporting visual consistency and customer journey flow

noise