Customer experience and product development
I build products and customer experiences that people want to use and organizations can scale with confidence, grounded in customer insights.
Throughout my career, I have built internal products that transform customer, market, and business data into actionable insights. As both the product owner of these systems and a strategic product and customer insights leader, I have used those insights to identify opportunities, shape product strategy and roadmaps, define new products and services, and drive measurable business outcomes.
Quantified outcomes that connect customer understanding to business performance
Turning customer needs, business goals, and technology opportunities into products and services.
Foundational robot programming concept and innovative software features developed from concept to delivery.
Digital products and services launched to improve customer engagement, support, and decision-making.
AI product opportunities identified, validated, and translated into business cases and concept designs.
Building internal products that enable better product and business decisions.
Customer, market, and business data points consolidated into a searchable knowledge platform.
Actionable insights generated to support product strategy, innovation, and business decisions.
Growth in adoption of insight products and decision-making frameworks across the organization.
Making customer experience measurable and actionable.
Customer touchpoints measured across the complete customer journey.
Proprietary model connecting customer experience improvements to repurchase behavior and business outcomes.
Customer satisfaction improved through systematic experience measurement and service improvements.
Applying AI, data, and customer intelligence to improve decision-making.
Built an AI-powered platform enabling employees to access customer insights through natural language conversations.
Strategic AI opportunity areas defined with estimated business impact and implementation pathways.
I use customer data, research, and behavioral insights to drive product decisions, experience improvements, and measurable business impact.
Product Management
- Shape product concepts, service experiences, and AI-enabled capabilities
- Product prioritization, validation, and decision-making
- Build customer-centered foundations for scalable product development
Strategic Customer Insights
- Translate customer behavior and feedback into strategic direction
- Connect customer understanding directly to roadmap and investment decisions
- Identify unmet needs, friction points, and growth opportunities
Customer Satisfaction and Loyalty
- Measuring customer experience and customer touchpoints experience
- Connect customer experience to business outcomes
- Quantify the impact of customer experience on business performance
Innovation & Future Opportunities
- Conduct behavioral, market, and trend research
- Explore AI capabilities and emerging customer expectations
- Support future-focused product and strategic initiatives
Scalable systems that connect customer understanding to measurable outcomes
Polaris: Strategic Insights Operating System
Built and owned the adoption of a scalable insight ecosystem connecting customer research to strategy, product development, and innovation.
Customer Experience Measurement System
Built a system that continuously measures customer experience across 33 main touchpoints, monitoring customer loyalty and the impact of new business strategic initiatives.
Product Design
Built foundations for software, service, and AI-enabled product experiences.
AI Strategy & Product Innovation
Owned AI product initiatives end-to-end, from discovery and business case to funding, delivery, and adoption.
Market Intelligence: Today & Tomorrow
I drive the understanding of the market, current needs and future understanding, to keep the business competitive today and prepare for tomorrow, informing company strategy.
Deliverables that bridge strategy and execution
Market & User Research
Market and User Research
Quantitative and qualitative research across markets and user segments
Actionable Customer Insights
Synthesized findings translated into clear strategic direction
Customer Journey Maps
End-to-end experience visualizations across touchpoints
Behavioral Archetypes
Research-driven customer segments and behavior patterns
Product Strategy & Roadmap
Customer Experience Strategy & Roadmap
Experience vision connected to measurable milestones and priorities
Incubation & Continuous Evaluation
Frameworks for testing new concepts and iterating on live experiences
Metrics & KPIs
Measurement systems linking experience quality to business outcomes
I work at the intersection of customer understanding, product development, experience strategy, and innovation, combining research, operational thinking, and measurable execution to help teams build products people actually want.
I have an opportunity mindset rather than an obstacle mindset. I naturally look for possibilities, improvements, and ways forward. I am energized by challenges and motivated by the opportunity to make things better. Where others see blockers, I see starting points.
I am drawn to complexity, not because I enjoy making things complicated, but because I enjoy finding clarity within it. I like exploring different perspectives, connecting seemingly unrelated dots, and uncovering insights that help people see things differently.
I care deeply about understanding before judging, listening before deciding, and learning before acting. At my best, I help bring clarity, direction, and meaning to situations that feel uncertain or overwhelming motivated by the possibility of leaving things a little better than I found them.
Reduce uncertainty
Replace assumptions with evidence.
Connect insights to decisions
Bridge understanding and execution.
Balance strategy and execution
Rigor without clarity wastes resources.
Build systems, not isolated studies
Scalable infrastructure compounds over time.
10+ Years of Experience
Dipa and Kvinfo
Freelance Designer
Aalborg University
Research Assistant, Design & Media
Tivoli Design Dept.
Experience Designer
Eywasystems
UX and UI Designer
Universal Robots
UX Designer
Universal Robots
Senior UX Designer
Universal Robots
Lead Customer Experience Insights & User Research
Education & Certifications
Laurea Specialistica (Master), Industrial Design
2008 - 2012Politecnico di Milano
Learned how to cope with complex systems of products and services, and capability of strategic vision. Skills in engineering and an understanding of the technological aspects and the planning, to the definition of the project in strategic and administrative terms.
System Organisation and Industrialisation of Services, Innovation and Design Thinking
2014Ålborg Universitet
Using Design Thinking in accelerating innovation to help create better solutions for the challenges facing modern businesses. Learning how to use design thinking creative methods and tools to be a successful innovator, to divine the future and deliver solutions that confer competitive advantage.
Artificial Intelligence (AI): Implication for Business Strategy
MIT Sloan School of Management
UX Management: Strategy and Tactics
IxDF - The Interaction Design Foundation
Advanced Google Analytics
Google Analytics
Conducting Usability Testing
IxDF - The Interaction Design Foundation
What colleagues say
Esben Østergaard
Founder of Universal Robots
"I worked together with Azadeh in several innovation projects at Universal Robots. I know her for doing great and innovative work on finding new concepts for making human-robot collaboration available to non-programmers. She really can think out of the box, and is good at illustrating her ideas."
Ralph Brorsen
Principal Innovation Researcher, AI
"She has an impressive ability to think in abstract terms and to focus on the underlying ideas in the work, which has been particularly helpful in our collaboration. Azadeh has a strong drive and knows where she wants to go - while at the same time being very conscious of when she needs to look at things from a different perspective."
Allan Syndergaard
Product Design Leader
"Azadeh is a highly dedicated and detail-driven professional with a strong sense of quality. She does not cut corners. She is thorough, reliable and consistently follows work through to a high standard. She is also a strong collaborator bringing constructive sparring and thoughtful perspectives that consistently improved the outcome."
Let's connect.
I'd love to hear about the challenges and opportunities you're working on, exchange perspectives, and see if there's a way I can help.
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