About Me
Sepideh Mehraban
UX Designer · Copenhagen 2200 · INFJ-T
I am a UX designer who loves solving problems and creating easy, delightful experiences for people. I love the process of turning an idea into a product that makes people smile.
My personality type means I love making a positive impact on the world — which is why I enjoy working directly with users. I care deeply about the people I design for.
Before UX, I worked as a customer service specialist — acting as a link between businesses and customers. That experience taught me a lesson I carry into every project: always focus on what users actually need, not on assumptions. It also sharpened my ability to listen closely, understand complex needs, and solve problems under pressure.
While I enjoy every part of UX, I am most passionate about interaction design and information architecture. When I'm not designing, I like reading novels, writing short stories, and listening to podcasts — so if you're looking for me, you may find me there.
Thanks for stopping by! Feel free to connect with me:
Background Overview
Parfums Christian Dior
Supply Chain & Customer Service Assistant
Hafez Tile & Ceramic Co
Supply Chain Analyst
Roskilde University
MSc Business Administration & Leadership
ReDI School Copenhagen
UX Design Program
NexaLand
UX Design System Project
Shomal University
BSc Business Administration
My background blends business strategy, systems thinking, and real-world problem-solving. Studying business taught me how to align design with organisational goals, while my supply chain and customer service roles strengthened my empathy, attention to detail, and understanding of how operational pain points affect people.
My UX training then helped me translate these insights into human-centred design decisions that balance user needs with business efficiency.
Let's Connect
Based in Copenhagen. Open to full-time UX/UI positions, internships, and freelance projects.
I bring business thinking, user empathy, and a thorough design process.
Copenhagen, Denmark · LinkedIn
UX / UI Designer
A problem-solving character who loves humans and wants to make them smile.
Case Study 01
Vera (as a UX | UI Designer)
Case Study 02
YouSee (as a UX Designer)
Case Study 03
Lapisk — as a UX/UI Designer
Case Study · YouSee
Redesigning the billing experience in Mit YouSee.
YouSee's customer support was overwhelmed with billing-related calls. I redesigned the in-app billing experience using AI to help users understand their charges without needing to contact support.
Duration
5 Weeks
Team
Solo project
Role
End‑to‑End UX
Tools
Figma · Google Forms · Claude
YouSee, a major Danish telecom provider, was receiving a high volume of customer support calls. They challenged us to redesign the Mit YouSee app using AI-powered self-service to reduce call volume and help users resolve issues on their own.
Research shows that: User Pain Points
Unclear billing explanation
Users don't understand extra charges → confusion → loss of trust
Generic digital support
Chatbots give repetitive, irrelevant answers → frustration → low confidence
Unreachable human support
Long waiting times → users give up → negative brand perception
Project Goals
1. Clarity
Transparent billing details
Clear language
Visual hierarchy
2. Trust
Personalized AI explanations
Empathetic tone
3. Confidence
Proactive notifications
Self-service options
My 5-week design sprint consisted of 4 phases:
Note: there is no doubt that iteration is necessary during all phases
← swipe to see full diagram
01
Research
Deliverables
02
Planning
Deliverables
03
Design
Deliverables
04
Testing
Deliverables
Before conducting user interviews, I performed a heuristic evaluation of the Mit YouSee app to identify the main usability issues and gain a better understanding of what to focus on during user research.
The website's design and content were outdated, and I noticed several usability problems that affected clarity and transparency.
| # | Step | Focus | Heuristic & finding | What can I do? |
|---|---|---|---|---|
| 1 | Identify the flow | The "Regning 38" label with no context | Match between system and real world — uses internal numbering like "Regning 38" instead of showing the billing period or total amount upfront. | Replace bill numbers with clear billing periods and show the total amount directly on the card. |
| 2 | Evaluate feedback | The "Ikke betalt" badge | Visibility of system status — says "not paid" but gives no amount, no due date context, and no breakdown of what the bill contains. | Show the amount owed and a brief summary of charges next to the status badge. |
| 3 | Check error prevention | "Betal nu" and "Vis" buttons | Error prevention — "Betal nu" (pay now) is prominent, but users can pay without understanding the charges. No "Explain this charge" option exists. | Add an "Explain this charge" button that triggers an AI assistant to break down the bill before payment. |
| 4 | Assess help | No in-context help or AI explanation | Help and documentation — there is no contextual help on the billing page. The only option is to leave and contact support. | Integrate an AI assistant directly on the billing page that reads the user's data and explains charges in plain language. |
22 respondents · Mobile operator users in Denmark · Pre-interview survey
I created this survey to validate my assumptions about user frustrations and behaviors before starting interviews.
My goal was to understand how people actually interact with their mobile operator's app and what triggers their need for support.
Question 1
What do you most often use your mobile operator's app for?
Multiple answers allowed · 22 respondents
How it helped me
When I saw that billing and data usage were the top actions, it confirmed that billing clarity should be a core focus in my redesign.
Question 2
Have you ever contacted your mobile operator's customer support?
22 respondents
Yes · 18
No · 4
How it helped me
The fact that 82% had contacted support showed me that support frustrations are widespread — which later informed the "Generic Chatbot" and "Long Wait" visuals.
Question 3
What was the main reason you contacted support?
Of the 18 who contacted support
How it helped me
When 50% said billing issues, it validated my decision to create the "Confusing Bill" visual and focus on simplifying invoices.
Question 4
How was your experience with the support?
Of the 18 who contacted support
How it helped me
Seeing that 77% had a negative experience helped me shape the emotional tone of the project — frustration, waiting, and lack of clarity.
Question 5
Would you trust an AI assistant in the app to help with your issue?
22 respondents
How it helped me
The 73% openness to AI gave me confidence to design an AI billing assistant as a realistic and desirable solution.
I wanted to understand different types of user behaviour, so I interviewed:
Mobile-service users
3 people
People who prefer calling
2 peopleRather than sticking to strict, predefined questions, I let the discussions flow so participants could share their real experiences and frustrations.
From this research, I gained a clearer understanding of what users value in a mobile operator — the elements that make the service feel trustworthy, transparent, and effortless to use.
So I identified four elements that users value the most — and I reflected these directly in the Bill page and the AI support flow, where the pain actually happens.
Clear billing
Helps users understand charges and avoid confusion
Self-service tools
Allow users to solve issues independently without calling support
Fast support response
Reduces waiting frustration and builds trust
Transparency
Communicates honesty and reliability in every interaction
I analyzed 4 Danish mobile operators' apps, examining their billing features, support channels, and AI capabilities. This helped me identify a clear gap in the market and confirm which features would meaningfully differentiate the Mit YouSee experience.
| Feature | Telenor | Telia | 3 (Tre) | CBB |
|---|---|---|---|---|
| Bill breakdown | Itemised by service, moderate clarity | Grouped by category, moderate detail | Basic summary, limited detail | Simple and clear — few services, few charges |
| AI chatbot | Rule-based bot, no account data access | FAQ-based bot, no personalization | Basic chatbot, redirects to phone support | No chatbot — email/web form only |
| Billing explanation | None | None | None | None |
| Self-service billing | View & pay only | View & pay only | View & pay only | View & pay only |
| Proactive notifications | Usage alerts + payment reminders | Usage alerts + payment | Payment reminders only | Minimal |
"No Danish mobile operator offers an AI assistant that can read the user's personal billing data, explain specific charges, and escalate to human support — all within one seamless in-app flow."
No operator explains billing
Every app lets you view and pay — but none help you understand what you're paying for. This is the gap my design fills.
AI chatbots are generic everywhere
No Danish operator uses AI that can read your personal account data and give specific answers. My design introduces a context-aware AI assistant.
Support still means waiting
Even operators with decent apps force users to call or wait for chat. My design keeps users in the app with AI + human escalation built in.
Based on the insights I gathered, I developed a persona to guide my design decisions and keep the user's goals and frustrations at the center of the process.
Persona
Anna Madsen
34 years old · Office worker · Copenhagen
Situation
Anna is a 34-year-old office worker living in Copenhagen. She manages her mobile and internet subscriptions herself and prefers solving problems digitally — as long as the tools actually work. She values clarity, transparency, and quick solutions because she doesn't have time to sit in support queues.
Goals
Understand her bills clearly without needing to call support
Solve issues quickly through digital tools
Get explanations that are specific to her situation
Avoid long wait times or visiting physical stores
Feel confident that the information she receives is correct
Frustrations
Unexpected charges with no explanation ("others")
Chatbots that give generic answers
Customer support queues that take an hour with no response
Being sent back and forth between chatbot → phone → store
Digital tools that cannot handle personal or unique cases
Feeling like the system doesn't understand her situation
I created low‑fidelity wireframes to outline the page layouts and shape the overall design direction.
I tested two early design directions to understand how users emotionally responded to AI assistance in a billing context. Both iterations were rejected — not because of functionality, but because of tone.
In this section, you can check out the complete final prototype.
View Mobile Figma Prototype| Insight | What This Taught Me |
|---|---|
| Clarity builds trust | Users stay calm when information is simple, structured, and human. |
| AI needs transparency | People want to know what AI reads and why before they accept help. |
| Emotions matter | Billing confusion is emotional — tone and pacing change the whole experience. |
| Small UI choices reduce stress | Tags, icons, and short blocks make complex info feel manageable. |
| Users want control | Giving options (AI, human support, next steps) increases confidence. |
| Next Step | Why It Matters |
|---|---|
| Test with more users | Validate if the explanation flow reduces anxiety across different personas. |
| Refine the consent step | Explore lighter, faster ways to communicate data transparency. |
| Expand to other billing issues | Apply the same clarity model to disputes, refunds, and plan changes. |
Case Study · Lapisk
Redesigning product discovery and selection for LAPISK’s e-commerce website.
I redesigned LAPISK to help visitors explore categories and stones, understand material options, and find the information needed to choose a product.
View desktop Figma prototypeDuration
1 week
Team
Solo project
Role
UX/UI Design · Visual Direction · Shopify Implementation
Tools
Shopify · Liquid · HTML/CSS · ChatGPT, Claude, Copilot
Key problems identified
Reviewing the previous homepage highlighted four opportunities to improve product discovery and visual communication.
Products lacked clear information
The product pages didn’t give visitors enough information about the products.
Inconsistent product visuals
Each product used a different photo style, which made browsing and comparing difficult.
Weak content hierarchy
Important information wasn’t easy to spot or follow.
Catalogue-led discovery
The homepage felt like a big product list without clear guidance.
Project Goals
1. Discovery
Provide clear starting points for browsing.
2. Selection
Create a clear, unified product layout that makes key information easy to find and understand at a glance.
3. Consistency
Use a unified visual system that keeps imagery consistent and applies a clear hierarchy across all pages.
Note: there is no doubt that iteration was necessary during all phases
01
Discover
Deliverables
02
Define
Deliverables
03
Develop
Deliverables
04
Deliver
Deliverables
I reviewed the previous homepage for issues in readability, navigation, and product organisation. This evaluation informed the homepage redesign; the collection and product-detail pages extend the design focus into comparison and selection.
Hero readability
Aesthetic and minimalist design: Text lacked contrast against the hero image.
Effect: The main message was difficult to read.
Decision: Improved contrast, spacing, and image composition.
Button consistency
Consistency and standards: Primary buttons used different colors.
Effect: The main action was difficult to recognize.
Decision: Used one consistent black style for primary buttons.
Content hierarchy
Consistency and standards: Text styles varied in size, capitalization, and emphasis.
Effect: Important and secondary content were difficult to distinguish.
Decision: Created consistent text styles and clearer relationships.
Homepage hierarchy
Aesthetic and minimalist design: Products appeared before clear category and material entry points.
Effect: Visitors had limited guidance for narrowing their exploration.
Decision: Brought product categories forward and added routes into stone collections.
Sold-out product
Visibility of system status: The availability label was easy to overlook.
Effect: Visitors could select an unavailable featured product.
Decision: Made availability clearer and prioritized available products.
Collection discovery
Recognition rather than recall: Categories appeared after eight individual products.
Effect: Product types were not immediately visible.
Decision: Introduced curated design lines earlier.
Button consistency
Consistency and standards: Primary buttons used different colors.
Effect: The main action was difficult to recognize.
Decision: Used one consistent black style for primary buttons.
Product organization
Flexibility and efficiency of use: Product organization was applied inconsistently.
Effect: Exploring related products required more effort.
Decision: Organized discovery by function, design line, and material.
Footer usability
Recognition rather than recall: Footer content was small and spread across separate areas.
Effect: Supporting information was difficult to scan.
Decision: Grouped footer content with clearer labels and spacing.
A review of five stone and interior-design websites, focusing on how visitors find products, explore materials, and access information before choosing.
Website observations · September 2026 · Brand names open homepages. Each explanation links to its example.
Takeaway for LAPISK
Provide clear category and stone entry points, then bring material information, images, and practical details together to support selection. These are design opportunities drawn from the review, rather than tested usability outcomes.
This illustrative persona captures assumptions about browsing and selection needs to guide the design. These assumptions would need validation with prospective customers.
Persona
Clara Nielsen
Age 38 · Interior Stylist · Copenhagen, Denmark
Situation
Clara is interested in interior design and handcrafted objects. She prefers natural materials and distinctive pieces over mass-produced decoration. She takes time to understand an object's material, craftsmanship, and character before purchasing it.
Goals
Discover distinctive interior objects
Understand the available stone materials
Learn how the objects are made
Explore products without feeling overwhelmed
See how objects complement an interior
Understand what makes each piece unique
Frustrations
Product grids with few ways to narrow a selection
Unclear or missing material information
Craftsmanship that is not clearly communicated
Too many products presented at once
Inconsistent or unclear photography
Products presented without enough context
Clara is selecting a stone object for an interior project. She browses by category, explores stone options, and reviews photographs and practical details before choosing a piece.
01
Recognising a need
Looking for the right object
02
Exploring products
Browsing by product type
03
Comparing materials
Exploring marble, onyx, and travertine
04
Checking details
Reviewing product and delivery information
05
Making a decision
Choosing with confidence
I ran card sorting with 14 participants to understand their mental model of Lapisk.dk’s content.
The results guided the site’s navigation and page hierarchy.
The new structure was checked against competitor sites and user mental models, confirming that the final IA aligns with user expectations.
I started with low-fidelity wireframes for the home, collection and product pages to settle the structure before working on the visual design. Reviewing them showed where the layout hid the products or left the stone type unclear, so I revised each page before moving to the final design.
This case study focuses on the desktop homepage, collection page, and product detail page, through stone selection and Add to cart. Cart and checkout are outside the design scope.
View desktop Figma prototypeThis project showed me how brand expression can support product discovery: categories provide a starting point, stone information helps visitors understand differences, and photographs and practical details support selection. A refined visual direction works best when it also makes the next step clear.
Test the full discovery and selection flow with prospective customers
Check whether visitors can find a category and narrow by stone
Evaluate whether material labels clearly distinguish stone variants
Test gallery navigation and the clarity of stone selection
Improve accessibility and keyboard navigation
Evaluate image performance and loading speed
Check whether visitors can find dimensions, care, and delivery details before choosing
Case Study · Vera Leather
VERA is a premium Nordic leather brand offering handcrafted shoes, bags, and accessories designed for quality and lasting style.
Its value proposition centres on personalization and aftercare, offering custom colours, buckles, laces, engraved initials, repair services, and digital product passports.
I created Vera, a Nordic-inspired luxury brand, to explore how clarity and simplicity work together to create a more trustworthy shopping experience.
Duration
2 Months
Team
Solo project
Role
End‑to‑End UX
Tools
Figma · Zoom · Canva · Balsamiq · Maze · Claude · Gemini · Copilot
Early research outlined a stakeholder aiming for a clean, premium experience where clarity and simplicity guide every interaction.
Potential challenges to explore through user research
Unclear Product Photos
Unclear photos can make customers hesitate to buy.
No Styling Help
Customers may struggle to find products that match.
Unclear Repair Information
Customers may not know how to maintain or repair their products.
Size and Fit
Choosing the right shoe size and fit online can be difficult.
Material Information
Customers want to know where the leather comes from and how it is sourced.
Product Longevity
Customers need guidance on caring for and repairing their products.
1. Clarity
Faster browsing
Accurate visuals
Clear product info
2. Guidance
Matching suggestions
Personalization steps
3. Confidence
Repair info
Transparent options
My 2 months design sprint consisted of 4 phases:
Note: there is no doubt that iteration is necessary during all phases
← swipe to see full diagram
→ Deliver
01
Research
Deliverables
02
Planning
Deliverables
03
Design
Deliverables
04
Testing
Deliverables
My first step in solving the problem was to research what makes fashion feel luxurious and to understand my target users' needs.
The study began with two phases:
User interviews to learn from different types of shoppers.
Competitive analysis to see how other brands approach similar challenges.
I wanted to figure out the following:
How to understand and respond to the needs of luxury‑fashion enthusiasts.
How to help them build a long‑lasting relationship with the brand.
so I interviewed:
Luxury‑fashion enthusiasts
12 people
People who believe spending a lot on luxury brands is unnecessary
6 peopleI asked more open-ended questions, allowing for a discussion with the interviewees rather than a straightforward question-and-answer format.
I organized interview findings into themes to better understand users' needs and pain points.
I reviewed five premium brands and identified two useful ideas from each.
Louis Vuitton
Show personalisation visually
Let customers see their custom choices before buying.
Keep the experience consistent
Maintain the same premium feel across the whole website.
Flattered
Make filtering simple
Help customers quickly filter products by size and colour.
Show size information nearby
Place clear size and fit details next to the size options.
Bottega Veneta
Use visuals to show quality
Use clean layouts and strong images to highlight product details.
Keep the focus on the product
Remove unnecessary elements that could distract customers.
Mulberry
Explain aftercare clearly
Make care and repair information easy to find.
Be clear about sustainability
Explain the materials used and how to care for them.
COS
Make navigation simple
Use clear menus to help customers find what they need.
Keep content easy to read
Use readable text and short explanations.
To define clear design tasks and stay focused on the users' needs throughout the project, I developed a persona based on the insights I gathered during my research. The persona helped me translate my findings into a concrete representation of the user's goals, and frustrations.
Archetype
Quality-Driven Minimalist
User Persona
"I don't want a closet full of things; I want a few pieces that are made perfectly and look effortless."
Kristina is a 32-year-old creative project manager in Copenhagen who values "quiet luxury." She invests in timeless, high-quality pieces that reflect her refined taste and professional confidence.
Goals & Frustrations
User Storyboard
01. The Need: Searching for Uniqueness
Kristina is at home, looking at her wardrobe. She values "quiet luxury" and wants a high-quality leather piece that feels truly hers.
Standard online stores feel cluttered and mass-produced. She seeks a connection that most digital experiences fail to provide.
Emotion: Frustrated & Bored
02. Discovery: First Impressions on Laptop
Kristina opens the Vera website on her laptop. The large screen allows the high-fidelity imagery to stand out.
She is immediately struck by the generous white space and the clean, intuitive layout. The stress of cluttered browsing vanishes.
Emotion: Interested & Calm
03. Interaction: Discovering Personalisation
Kristina finds boots that resonate with her style. She notices a "Personalize" feature that allows her to make them uniquely hers.
Emotion: Empowered
04. Interaction: Customising the Product
The customization flow is minimal and user-friendly. She feels a sense of trust in the brand's clear and premium guidance.
Emotion: Confident & Trusting
05. The Result: A Piece Just For Kristina
Kristina completes her purchase on her laptop. She isn't just buying another boot; she has created a personalized extension of herself.
The seamless experience has built lasting trust. She closes her laptop feeling satisfied and loyal to the Vera brand.
Emotion: Satisfied & Loyal
Kristina's Boot Purchase Journey
Based on my persona and scenario, I mapped the complete user flow for Kristina's journey — from her first landing on the Vera website through to a confirmed order. Each step was designed to reduce friction, build trust, and guide the user naturally toward a satisfying, personalised purchase.
I translated research findings and project requirements into initial design responses, explored through wireframes which went through a couple of rounds of iteration before the final content was developed.
For designing high-fidelity interfaces, I defined a design system consisting of colors, fonts, and dimensions of elements that should be consistent on all screens.
MoodBoard
Style Tile and Design System
I compared two homepage directions during usability testing to understand how moving imagery affected users’ attention.
Original direction
Users were consistently distracted by the moving imagery.
Refined direction
Selected for further development based on participants’ feedback.
Moving imagery competed for users’ attention. The feedback pointed toward a calmer homepage direction.
I chose Variant B and carried its static hero image into the next iteration.
Method: qualitative comparison of two design variants during usability sessions.
10 participants • 3 core tasks • Desktop prototype
Find a flat Chestnut Brown shoe in size 39, under 8,900 DKK, and add it to the cart.
Can users find and apply multiple filters without guidance?
Users struggled to locate the filter.
Hidden placement slowed the task.
Moved Filter to the left and Sort by to the right.
Find Vera items that match the chosen boots in color or material.
Can users discover and understand the “Finish the Style” section without guidance?
Users quickly noticed the “Finish the Style” section.
Matching items were found without extra searching.
Placed relevant products directly below the main item.
Personalize a chosen product by changing its material, hardware, thread, or engraving.
Can users discover and complete personalization without guidance?
All options appeared at once, leaving users unsure where to begin.
Introduced a guided step-by-step process.
Small previews made materials and engravings difficult to compare.
Enlarged previews for clearer visual comparison.
The Apply button interrupted the flow; users expected instant updates.
Removed Apply and updated the product preview instantly.
What Users Said
"With the first look at the home page, I got the luxury spirit."
— Participant 3
"That looks and feels like a real website, and I like the picture you chose. I'm really interested in buying."
— Participant 7
"The filtering was really easy once I found it. I could narrow down exactly what I wanted by size, colour, and heel height without any frustration."
— Participant 1
"The 'Finish The Style' section is such a nice touch. I immediately found accessories that matched my boots — it felt very curated and premium."
— Participant 5
"Website flow is smooth and clear, and I like it."
— Participant 9
"The step-by-step customization made it so easy. I didn't feel overwhelmed at all — each choice was clear and I could really picture the final product."
— Participant 6
Take a look at my final high-fidelity Designs, complete with colors and images!
In this section, you can check out the complete final prototype.
(Note: All images are sourced from Google, except the ones featuring the Vera logo.)
Designing this website from scratch taught me how important it is to stay connected to users' needs throughout the entire process. My first student project showed me that the best way to maintain this understanding is by documenting every research insight and returning to it continuously as the design evolves.
I also discovered that I genuinely enjoy interaction design — shaping how users move through a product and how each step feels. This is an area I'm excited to continue developing in future projects.
Moving forward, I want to focus on making the website more accessible, ensuring that every user regardless of ability can navigate the experience comfortably and confidently. Improving accessibility will make the product more inclusive and ultimately more user‑friendly.
Designing the "About Vera" section to communicate the brand story, values, craftsmanship, and mission in an engaging and trustworthy way. This would help users connect emotionally with the brand and understand what makes it unique.
