About

Designing with purpose and precision.

I'm Paria Kia, a Senior Product Designer and UX Director based in the UK with over 12 years of experience designing digital products, leading UX strategy, and creating user-centered experiences for global brands and high-growth product teams.

I specialize in product design, UX strategy, design systems, and customer experience across e-commerce, enterprise software, and consumer applications. My approach combines user research, business strategy, and data-informed design to simplify complex problems, improve usability, and deliver measurable outcomes for both users and organizations.

12+ Years experience

60+ Projects delivered

25+ Global brands

Expertise

Deep expertise across the full design spectrum.

UX Research & Strategy

Transforming user research, customer insights, and business objectives into product strategy, UX roadmaps, and evidence-based design decisions.

Product Design & UI

Designing intuitive, accessible digital products for web and mobile, from concept to high-fidelity interfaces that balance user needs with business goals.

E-commerce & Conversion Optimisation

Improving online shopping experiences through UX, Conversion Rate Optimisation (CRO), and Shopify Plus expertise, with particular experience in luxury and premium retail.

Design Systems

Building scalable design systems, component libraries, and governance frameworks that improve consistency, collaboration, and delivery across teams.

Product Leadership

Leading product design teams, mentoring designers, and partnering with engineering and product stakeholders to embed user-centred design throughout the product lifecycle.

Accessibility & Inclusive Design

Creating WCAG-compliant, inclusive digital experiences that are usable, accessible, and effective for people with diverse abilities and needs.

My Design Philosophy

Good design is good business.

I believe great product design is one of the highest-return investments a business can make. Effective UX design doesn't just improve usability — it reduces development costs, increases conversion rates, strengthens brand trust, and creates digital products that customers genuinely enjoy using.

Over the past 12+ years, I've applied this approach across more than 60 digital products for global brands and growing businesses, combining UX research, product strategy, interaction design, and design systems to solve complex business challenges through user-centred design.

◎

Clarity over Complexity

The best digital experiences feel effortless. Every design decision should simplify complexity, improve usability, and help users achieve their goals with confidence.

◈

Evidence over Assumption

Strong product design is built on user research, analytics, usability testing, and continuous learning — not personal opinion. Data and customer insight should inform every meaningful design decision.

◻

Details Create Quality

Exceptional user experiences are shaped by thoughtful interaction design, accessibility, visual hierarchy, micro-interactions, and the small details that make products intuitive, reliable, and memorable.

◇

Collaboration Drives Better Products

The strongest products are created by cross-functional teams. I work closely with product managers, engineers, researchers, and stakeholders to align user needs with business objectives and deliver measurable product outcomes.

Tools & Methods

Working with the best tools for the job.

◈

Figma

◇

Maze

◻

Hotjar

◎

UserTesting

◈

Miro

⬡

Notion

◉

Shopify Plus

◊

GA4

◉

Amplitude

✦

AI Tools

Paria is one of those rare designers who can operate at every level — from high-level strategy to pixel-perfect execution. She has a natural ability to synthesise complex information and translate it into clear, elegant design decisions.

Sarah Thompson

VP Product, Black Sheep Coffee