Fatemeh Ziaee Portfolio

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Fatemeh Ziaee Portfolio

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Contact

Fatemeh Ziaee Portfolio

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Contact

EcoRun

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Case

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Study

As the world becomes more conscious, we seek meaningful ways to stay active, connect with others, and minimize our environmental impact. EcoRun turns every step into a contribution to purpose, awareness, and a global movement.

Persona

Helena Fischer

32, Cologne, Germany
Digital Marketing Specialist

Lifestyle: Active, nature-lover, tech-savvy

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Understanding the Opportunity

Despite the increasing popularity of fitness apps, I observed a gap in platforms that combined physical activity with a clear environmental purpose.
 Most apps focus on performance and tracking — not on why users run or how they feel about the impact they create. I initiated this project to explore a different perspective: Can we design a platform that makes running feel meaningful beyond fitness metrics?

Our goal: Create a seamless and inspiring digital experience where users can: ▸ Effortlessly join virtual runs
▸ Track their eco-impact with intuitive feedback
▸ Feel part of a purpose-driven community
▸ Stay engaged through mindful, minimal user flows

Discover

Discover

Define

Define

Ideate

Ideate

Deliver & Test

Deliver & Test

Archin Image
Archin Image

Understanding the Opportunity

Despite the increasing popularity of fitness apps, I observed a gap in platforms that combined physical activity with a clear environmental purpose.
 Most apps focus on performance and tracking — not on why users run or how they feel about the impact they create. I initiated this project to explore a different perspective: Can we design a platform that makes running feel meaningful beyond fitness metrics?

Our goal: Create a seamless and inspiring digital experience where users can: ▸ Effortlessly join virtual runs
▸ Track their eco-impact with intuitive feedback
▸ Feel part of a purpose-driven community
▸ Stay engaged through mindful, minimal user flows

Effortlessly join virtual runs

Track their eco-impact with intuitive feedback

Feel part of a purpose-driven community

Stay engaged through mindful, minimal user flows

Discover

Discover

Ideate

Ideate

Define

Define

Deliver & Test

Deliver & Test

Archin Image
Archin Image

Creation & Deliverables

The branding phase was rooted in simplicity with intention. We created a minimal yet distinctive logomarks that subtly referenced drafting symbols and spatial structure. The logotype used custom letterforms to communicate precision and uniqueness, while the visual systems incorporated grid layouts, white space, and neutral tones to reflect their architectural philosophy.

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)

Collectibles: Physical vs. Digital


  • 47.1% somewhat prefer both physical & digital

  • 29.4% clearly prefer physical

  • Physical tokens still hold strong emotional value

  • Growing openness to digital or hybrid solutions

EcoRun’s Positive Impact


  • 70.6% strongly believe EcoRun can benefit the planet

  • 17.6% believe it has a positive impact

  • 11.8% remain neutral

Persona
Persona
Persona

Helena

Helena


Lifestyle: Active, nature-lover, tech-savvy


Lifestyle: Active, nature-lover, tech-savvy

Goals

▸Maintain a consistent and enjoyable running routine
▸Stay healthy while contributing to environmental causes
▸Feel connected to a like-minded community
▸Discover events and tools aligned with her eco-values

▸Maintain a consistent and enjoyable running routine
▸Stay healthy while contributing to environmental causes
▸Feel connected to a like-minded community
▸Discover events and tools aligned with her eco-values

▸Maintain a consistent and enjoyable running routine
▸Stay healthy while contributing to environmental causes
▸Feel connected to a like-minded community
▸Discover events and tools aligned with her eco-values

Pain Points

▸Loses motivation when running alone over time
▸Finds most running apps too data-focused and impersonal
▸Struggles with apps that have complex registration or cluttered navigation
▸Feels disconnected when the activity lacks deeper meaning

▸Loses motivation when running alone over time
▸Finds most running apps too data-focused and impersonal
▸Struggles with apps that have complex registration or cluttered navigation
▸Feels disconnected when the activity lacks deeper meaning

▸Loses motivation when running alone over time
▸Finds most running apps too data-focused and impersonal
▸Struggles with apps that have complex registration or cluttered navigation
▸Feels disconnected when the activity lacks deeper meaning

(Project)

Next Project

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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