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I'm Sepideh Razazzadeh
\\ How to pronounce my name?
First name:
'Sepideh' [seˈpiːde] is a Persian (Farsi) name that is commonly given to girls. It means "dawn" or "the break of day," symbolizing new beginnings, hope, and light.
Seh: The first syllable sounds like "seh," with a short 'e' as in "set."
Pee: The second syllable is pronounced "pee," with a long 'e' as in "see."
Deh: The final syllable sounds like "deh," with a short 'e' as in "bed."
Family name:
'Razazzadeh' [ræˈzɑːzˌzɑːˌde] has two parts: Razaz + Zadeh
Razaz means 'rice miller' which is a job or the process of removing the husk and bran layers from rice grains, has been an essential part of rice cultivation for thousands of years.
Zadeh is a Persian suffix that means born of. (So the name 'Anderson' would be translated as Anderzadeh in Persian.)
The first syllable sounds like "rah," with an 'a' as in "cat."
The second syllable sounds like "zāz," with an 'a' as in "father."
The third syllable sounds like "zā," with an 'a' as in "talk."
The final syllable sounds like "deh," with a short 'e' as in "bed."
Sepster UG has worked on various projects spanning different industries, including health-tech, sustainability, fintech, insur-tech, micro-mobility, and mapping/geo-location technology. Our goal is to integrate data analysis and science into UX research and design, with a core value of employing multidisciplinary research methods to understand users' behavior, needs, and preferences. We utilize quantitative methodologies such as surveys, heat-maps, and search query analysis, combined with qualitative usability testing, user interviews, and card sorting, to deliver customized reports to companies' design teams, marketing departments, and product managers to create the best products and services.
Sepster UG was officially registered in Berlin, Germany, in June 2020 and ceased operations as an UG in March 2024.
I have been working in the UX field since studying MSc in Human-Centred System Design at City University London in 2013. Following three years of experience on various projects in Tehran and London (remotely) as a UX Designer, Researcher, and Consultant, I pursued further education in Data Science to deepen my knowledge of descriptive and predictive analysis within the UX research and design process.
Upon studying MSc in Big Data Analytics at IESEG, France, in May 2017, I relocated to Berlin and began working at a real estate firm as a data analyst, focusing on developing a price predictive model for the German commercial real estate market.
In 2018, I joined Coya AG (Luko) as the first UX hire, where I devised a strategy to establish a process for insurance product discovery. Through weekly design sprints encompassing research, ideation, prototyping, usability testing, and insights reporting, I collaborated with stakeholders to incorporate user perspectives into insurance product offerings. Before the launch of any insurance product, extensive user research, including interviews, surveys, and usability testing sessions with wireframes and prototypes, was conducted.
In September 2018, I co-founded DIDOTZ GmbH, specializing in Technical SEO+UX solutions through data extraction and analysis. Working with prominent clients such as Pexels, I collaborated closely with developers and SEO experts to manage projects involving building data lakes on the cloud and analyzing big data to provide content strategy, information architecture, and UX redesign solutions tailored to user behaviors and search queries.
Sepster UG was established solely by me in Berlin in June 2020, offering UX research and design solutions until its dissolution in March 2024. However, my services continue to be available. Currently, I am employed full-time at HERE Technologies as a UX Manager and am enthusiastic about dedicating my free time to working as a consultant and designer on your projects.