Curiosity has always been the thread running through my work. When I encounter something I don't understand, my instinct is to keep asking questions until I can see how everything connects. The deeper I understand the system, the clearer the design becomes.
I'm a first-generation Iranian-American, and I've lived everywhere from North Dakota to Minnesota to New York City. Every place had its own culture, pace, and way of thinking. Moving between them taught me to stay curious instead of assuming I already understood how people thought or what they needed. That's still how I approach design. Before I try to improve something, I want to understand why it works the way it does.
I'm drawn to people who are excited about what's next. Founders experimenting with new ideas. Engineers pushing the boundaries of what's possible with AI. Researchers exploring new ways of solving old problems. I like working with teams that see new technology as something to explore rather than something to fear. The tools will keep changing, but I'm most interested in figuring out how they can help people create better experiences for the people using them.
Craft matters to me because the best design rarely feels designed. When something feels effortless, it's usually because someone spent an enormous amount of time making difficult decisions look obvious. I enjoy analyzing products and websites to understand why they feel intuitive, how design creates value, and the thinking behind experiences that people genuinely enjoy using.
Outside of work, I'm passionate about wellness and the outdoors. Hiking, yoga, swimming, and spending time in nature are some of my favorite ways to recharge.
Curious about what guides my work? Open the notebook on the desktop.
™ and © 2020–2026 Parinaz Kassemi. All rights reserved.
