Projects & Platforms I’ve Helped Shape
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I’m a Principal Product & Platform Architect with 17 years of experience in designing, developing, and leading digital products across SaaS, cloud infrastructure, enterprise services, and data-centric platforms.
My professional journey began in 2008 at Avagostar, where I designed and implemented one of the telecom industry’s first comprehensive operational support systems (BSS). It was here that I developed a deep understanding of systems architecture and digital transformation—shaping my perspective from the outset to align user experience, business needs, and technology in complex real-world environments.
In 2014, I founded DPR (Data Pardazan Rastin), a product-driven agency focused on launching software startups and platform-based solutions. At its peak, DPR grew into a 60+ person cross-functional team spanning development, design, content, support, and marketing. Over 7 years, we delivered more than 40 large-scale projects across healthcare, education, media, and e-commerce. My role extended beyond executive management to hands-on involvement in product strategy, system architecture, team leadership, and high-level technology decisions.
In 2016, I launched Buddies—an automation-first, data-informed performance marketing agency—designed to deliver scalable, trackable solutions rather than traditional campaign execution. Buddies became a playground for my experimentation with digital service architecture, automation, and product-led service design.
During this period, I also designed and launched Dayan—a lightweight, cloud-native SaaS product for employee attendance management tailored for SMBs. Dayan allowed me to apply the full lifecycle of product development: from needs discovery and UX design to implementation, launch, and growth. It was a distilled version of everything I had learned about building lean, user-centric platforms.
In 2022, I joined Asiatech Cloud as Head of Product for cloud services. I led the end-to-end design and rollout of infrastructure products including IaaS, CDN, DNS, WAF, Object Storage, and Marketplace. I was responsible for product planning, technical architecture, go-to-market execution, and continuous optimization—working closely with engineering, infrastructure, and design teams under my leadership. My experience played a key role in reducing time-to-market and improving service adoption.
Following my tenure at Asiatech, I transitioned into an independent consulting role focused on high-impact product and platform architecture. Today, I partner with organizations—startups and enterprises alike—that need strategic clarity and executional precision to bring complex platforms to life.
My expertise lies at the intersection of product design, cross-functional leadership, and enterprise-scale technology decisions. I specialize in building products that are not just usable and elegant, but also measurable, maintainable, and scalable. Whether it’s designing modular systems, enabling digital ecosystems, or translating business goals into resilient architectures—this is where I thrive.
My current focus is on building future-ready platforms that blend data, experience, and systems thinking. Whether through consulting, collaboration, or full-cycle product design, my mission is to create sustainable, scalable, and impactful solutions for the digital world.
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A look into the pivotal experiences that have shaped my work in product design, systems architecture, and cross-functional team leadership.
After concluding my formal engagement with Asiatech Cloud in early 2023, I chose to redefine my professional trajectory by stepping into an independent leadership role—focusing on high-impact projects that demand a deep understanding of product, infrastructure, user experience, and operational reality.
In this capacity, I work with organizations across various industries and stages—from startups to enterprise environments—where digital platforms need to be designed, aligned, scaled, or transformed.
My Role
As a Principal Product & Platform Architect, I contribute at the intersection of technology, product, and business. My work spans:
In many projects, I’m involved from the earliest stages—discovering needs, designing scalable architectures, documenting flows, analyzing markets, and even shaping product growth strategies.
What Defines My Approach
I don’t approach problems from a purely technical or product perspective. I aim to design holistic solutions that are:
Architecturally sound,
Operationally sustainable,
Experience-driven, and
Business-aligned.
This means balancing long-term platform viability with immediate user and market needs—while maintaining agility and clarity in execution.
Building My Personal Brand
This role has also been a platform to grow my personal brand as a multi-dimensional, independent technology leader—someone who combines system thinking, product mindset, and business acumen to guide complex projects from idea to real-world delivery.
It’s a position rooted not only in technical expertise, but in strategic thinking, human collaboration, and adaptive leadership—especially in high-complexity environments.
Looking Ahead
I’m always open to collaborating with teams and organizations that are committed to building meaningful products—whether through strategic consulting or hands-on execution. I bring clarity, depth, and long-term thinking to projects that value quality, creativity, and sustainable growth.
In 2022, I joined Asiatech Cloud to lead the design and development of a comprehensive suite of infrastructure services—including IaaS, CDN, DNS, Object Storage, WAF, Cloud Firewall, Marketplace, and more. My mission was to bring product architecture, platform thinking, and organizational transformation into a technically complex yet product-fragmented environment. This role marked a pivotal moment in my career: the chance to consolidate years of experience in system architecture, product leadership, and cross-functional execution at scale.
Full Product Lifecycle Ownership
My role was end-to-end. I was responsible for:
Technical & Architectural Leadership
One of the defining aspects of my approach was deep technical immersion before design. For each service—from CDN and WAF to DNS and Object Storage—I studied the architecture, protocols, usage patterns, and constraints.
Only after gaining technical clarity did I move into experience and interface design. This allowed me to:
Additionally, I oversaw the development team directly, managing frontend and backend engineers, ensuring the technical roadmap, sprint goals, and product direction stayed synchronized. I remained deeply involved in sprint reviews, backlog grooming, and architectural decision-making.
UX, Brand, and Content Leadership
I led the product experience team, including UX/UI designers, content strategists, and graphic designers. Together, we shaped:
The interface design process was always driven by product architecture—not aesthetic trends. I closely supervised each iteration to maintain clarity, scalability, and task-oriented logic.
Organizational Transformation
When I joined, the company had no formal product organization. I stepped in to:
Strategic Product Design (Service-Level Highlights)
Some of these products launched during my tenure, others shaped the strategic roadmap for future development.
Strategic Reflection
This role was far more than technical execution. I served as a product architect, system strategist, and organizational enabler—translating complex infrastructure services into usable, scalable, and meaningful digital products.
Asiatech Cloud became a canvas for me to operationalize everything I had learned in earlier ventures: building cross-disciplinary teams, designing product-centric infrastructure, and aligning business, technology, and experience under one roadmap.
It didn’t just mark a chapter—it was a milestone that set the foundation for my future focus on platform leadership, product system design, and enterprise transformation.
In 2016, recognizing a growing gap in the digital marketing landscape—where most services were limited to visuals and ads without meaningful data, structure, or measurable outcomes—I launched Buddies, a performance-driven, technology-first marketing agency. Buddies was not just a marketing firm; it was a system-oriented, automation-based operational platform. Every key process—from campaign design and resource allocation to real-time monitoring and optimization—was managed through in-house automation systems. This approach reduced human error, accelerated decision-making, and introduced operational transparency across all levels.
Our services extended far beyond campaign execution. Buddies offered end-to-end digital marketing solutions including:
Website design and development
Social media management
Market research
Content strategy
Digital content production
Branding and visual identity design
Each service was built to be analyzable, customized, and measurable, addressing the full spectrum of digital marketing needs for modern businesses.
Performance-Driven, Data-Informed Approach
Buddies was grounded in performance marketing. We shifted focus from mere execution to measurable outcomes—reducing CAC, increasing ROI, and achieving concrete business goals.
For every campaign, we defined custom KPIs, structured execution around real-time data, and continuously optimized based on performance metrics. Our expert advisors in marketing and data analytics ensured that delivery remained consistent, reliable, and outcome-focused across the board.
Product Thinking at the Core
From day one, Buddies was built with a product thinking mindset. As the founder and technical product lead, I was responsible for:
Product architecture and information design
Workflow design and user experience strategy
Core infrastructure development and system scalability
Key internal tools—including campaign automation engines, reporting systems, customer dashboards, and monitoring tools—were designed and partially developed by me and my team.
While UI/UX design was led by specialists, I actively directed the process to ensure alignment with the product architecture and user journey.
My core philosophy behind Buddies was to combine deep technical expertise with a sharp understanding of market needs. Marketing, in this vision, was not just a service—it was a scalable, repeatable, and analyzable product, structured with a plug-and-play mindset that could adapt to each brand’s unique context.
Outcomes & Exit
Within a short span, Buddies became a trusted name in data-driven marketing and established long-term partnerships with companies like Asiatech and SafroVaYek.
In 2022, following a strategic shift in my professional focus, the operational team and Buddies’ product assets were transferred, marking the end of my direct involvement in the company.
In 2016, I founded Dayan, a cloud-native, mobile-first platform designed to simplify employee attendance management for small businesses—eliminating the need for expensive hardware or complex enterprise software. As the founder and product architect, I was fully responsible for the product lifecycle—from market research and problem discovery to system design, technical architecture, and go-to-market execution. Dayan enabled employees to clock in and out using their mobile phones, while managers could instantly monitor reports and team activity in real-time.
Designed with a focus on simplicity, automation, and scalability, Dayan provided a lightweight yet powerful HR digitization solution tailored specifically for small and medium-sized businesses (SMBs).
Key Achievements
Defined product strategy and UX design based on interviews with SMB managers
Designed a modular, scalable architecture with real-time data processing capabilities
Led UI/UX design with a mobile-first, ease-of-use mindset
Developed core features including smart clock-in/out, geofencing, leave management, and reporting tools
Built a management dashboard with access control, multi-org settings, and advanced reporting
Launched user onboarding, support, and continuous improvement processes based on user feedback
Implemented multi-tenant architecture to support customization and diverse customer needs
More than just a technical project, Dayan became a real-world sandbox for building, testing, and iterating in a SaaS environment. Every feature was designed or refined based on actual user behavior and feedback. This hands-on experience shaped my long-term thinking around product design, simple yet powerful architecture, and user-centric prioritization.
Although I stepped away from Dayan’s active development in 2022, the platform remains operational and continues to serve its customers—built on the infrastructure and design I originally created.
In 2015, I founded Dadeh Pardazan Rastin (DPR) with a clear mission: to design, build, and launch software startups and product-oriented digital solutions across diverse domains. DPR emerged as an agile, cross-functional environment for creating digital platforms in healthcare, education, media, commerce, and cloud infrastructure. At its peak, DPR operated with a multidisciplinary team of over 60 professionals—including software engineers, UX designers, content strategists, support staff, and marketers—working simultaneously on multiple digital products. As Founder and CEO, I was responsible not only for technical leadership and product design, but also for executive management, HR planning, budgeting, team structuring, and stakeholder engagement.
Over seven years, DPR successfully launched projects across IT, healthcare, education, media, commerce, and social services. We established long-term strategic partnerships—and in some cases co-development initiatives—with leading organizations such as Asiatech, Ghasadak Samaneh, Hashure, Medirip, Cloud.ir, Kalazio, bufeh, and Bilito.
Our portfolio included projects in digital marketplaces, medical appointment platforms, video streaming services, cloud solutions, digital libraries, charity platforms, and barter infrastructure systems.
My Role as Product Leader
As the lead product architect, I was responsible for:
I worked closely with design, development, and data teams in agile, outcome-driven environments to instill a build-measure-learn loop within each product. My decision-making was data-informed and outcome-oriented. For each initiative, I defined KPIs, crafted product roadmaps based on value, feasibility, and user feedback, and ensured alignment with business objectives.
Every product at DPR was designed with product thinking, scalable architecture, and measurable, repeatable, and growth-oriented structures—solutions built not only for current needs, but also for future scalability and adaptability.
My Role as Technical Architect
As the company’s technical lead, I oversaw system architecture design, technology stack selection, development team guidance, and engineering standards. Each architectural decision was driven by scalability, resilience, security, and maintainability. I tailored the technical design of each platform to its performance requirements and operational constraints.
In addition to architectural design, I remained hands-on in areas such as database modeling, core module development, internal automation, reporting, and monitoring tool implementation.
All codebases were governed by strict processes for code review, refactoring, and documentation. I also defined CI/CD pipelines, managed technical risk, and led internal knowledge transfer.
My goal was to shape engineering teams that were autonomous, accountable, and quality-driven—teams that not only built products but could also scale, maintain, and optimize them over time.
Organizational and Strategic Leadership
Leading DPR was not just about managing a 60-person team—it was about architecting a product-driven ecosystem. I designed technical and operational foundations, guided interdisciplinary teams, and faced real-world challenges at an organizational scale.
Beyond technical and managerial duties, I was deeply involved in legal and business operations—handling partnership contracts, intellectual property, accounting processes, and regulatory compliance.
This experience profoundly shaped my approach to product development, systems architecture, and team leadership—elevating my role from executor to strategist, designer, and decision-maker.
In 2022, after a mutual decision with the board, DPR’s operations were officially closed. Yet for me, DPR was never just a company. It was a lived experience in leadership, structure, product creation, problem-solving, and professional growth.
The foundation laid at DPR continues to influence my work in building digital businesses, designing scalable systems, and leading cross-functional teams. It remains one of the most transformative chapters of my professional journey.
In 2008, as wireless internet was rapidly expanding across Tehran, Avagostar emerged as one of the city’s leading providers—serving thousands of active users with over 70 staff and dozens of interdepartmental workflows that demanded high coordination. Within this complex environment, I was entrusted with identifying operational bottlenecks and designing software solutions to streamline, unify, and scale internal processes. This led to the architecture and development of a full-fledged Business Support System (BSS) platform that not only became the operational and technical backbone of the organization but also transformed its managerial approach.
The platform was built from scratch through a thorough analysis of departmental needs and working scenarios. It evolved into a true end-to-end system managing the entire service lifecycle—from feasibility checks to sales, installation, activation, authentication, renewal, support, billing, and direct integration with physical infrastructure.
Key Contributions & Achievements:
This experience marked the beginning of my journey into building products that don’t just function—but reshape how organizations think and operate. The BSS platform became far more than a tool: it evolved into a strategic enabler of transparency, decision-making, and scalability. It stood as an early model of digital transformation that later informed and inspired my work at higher levels of responsibility.
The system remained in uninterrupted operation until Avagostar’s final days and served as the organization’s primary service execution platform.
What types of teams I resonate with, what I believe in, and how I stay ahead in my craft.
I thrive in environments where complexity, scale, and strategic thinking intersect. The types of teams I collaborate best with include:
In a world of accelerating change, I believe that architecture is not just about structure—it’s a platform for adaptability and long-term growth.
Systems must be scalable, observable, and AI-ready—but also learnable and responsive to continuous change. True architecture bridges product vision, technical integrity, and business evolution.
I’m a continuous learner—deeply committed to staying current with modern architectural patterns, team practices, and product design.
A quick overview of the key figures that reflect years of hands-on experience, collaboration, and real-world problem solving.
Impactful projects delivered with national or international reach
Years of experience in product architecture and leadership
Cross-functional teams directly led by me
Over 2,400 hours of expert consulting across product, technology, and system architecture.
My strength lies in designing data-driven, scalable, and intelligent architectures—not just for today, but for the evolving needs of your product. I deliver solutions with strong technical foundations that accelerate decision-making and enable long-term digital transformation.
With hands-on experience in building products from zero to scale, a deep understanding of data flows and operations, and a proven ability to align cross-functional teams, I bring structure, velocity, and quality—together.
I don’t see cloud architecture as just infrastructure. I treat it as the foundation for measurable, adaptable, and growth-ready platforms. For me, SaaS development isn’t just about writing code—it’s about designing systems that can learn, evolve, and deliver ongoing value.