*Available for new opportunities and relocations*
Shadi Ostovan — aka “Flow Woman”
ABOUT
"Good UI makes you think less. Great UI thinks for you."
User empathy is at the core of my design philosophy. I focus on understanding the people who use a product, their needs, and their pain points, then translate those insights into intuitive, human-centered experiences.
My approach blends user research, wireframing, high-fidelity UI, and usability testing with strong collaboration across product managers, engineers, and stakeholders. AI is also part of my toolkit: I use ChatGPT to refine UX copy and accelerate ideation, Figma AI to speed up prototyping and exploration, and Midjourney to shape visual direction and moodboards. Together with my expertise in Figma and Adobe Creative Suite, and experience in prototyping, design systems, and accessibility, I deliver designs that are not only successful in the market but also make a positive impact on people’s lives.
Every project is an opportunity to turn complexity into clarity, creating interfaces that feel effortless while bringing measurable value to both people and businesses.
SELECTED PROJECTS
MindMate Mobile App
AI-powered support for real emotional struggles
Born from real-life experiences with anxiety, burnout, and feeling lost, MindMate is a mobile app designed to help people feel better, without judgment or complexity. Unlike generic wellness apps, MindMate blends mood tracking, personalized self-care, and a virtual companion to offer emotional support that actually feels human. From yoga routines to voice journaling to AI-powered check-ins, every touchpoint is crafted to make mental wellness feel intuitive, daily, and doable.
Trendish Mobile App
AI-powered styling made personal, inclusive, and mood-friendly
Trendish is more than a fashion app, it’s a confidence booster. Designed for anyone who's ever felt unsure about their style, body, or outfit choices, Trendish uses AI to turn fashion into a tool for self-expression. From mood-based outfit ideas to personalized style quizzes and smart virtual try-ons, this app empowers people to look and feel like their best selves, without second-guessing. It blends fashion, tech, and emotional design into one fresh, accessible mobile experience.
Properly Website Redesign
Redesigning a SaaS homepage to convert short-term rental pros into qualified leads
Properly’s old homepage was confusing and conversion-poor. I led a full SaaS-focused redesign to clarify the value proposition, refocus user attention, and drive more leads. Through competitor audits, UX strategy, and a CTA-first layout, I transformed the site into a clean, trustworthy experience that speaks to property managers and owners. The new design includes real product visuals, sticky nav, mobile optimization, and messaging aligned with real user goals. While not yet live, it’s been delivered to engineers, ready to convert.
What I Bring to Your Team
Strategic design, clean UI, and smart product thinking—backed by real business impact.
UX Strategy & Architecture
I uncover hidden user needs and align business goals through competitive benchmarking, IA planning, and user flows. I also explore how AI can elevate the product experience from the ground up.
UI Design & Prototyping
From wireframes to high-fidelity mockups in Figma, I craft thoughtful mobile and web interfaces that are clean, human-centered, and conversion-focused—enhanced by smart AI features where relevant.
Usability Testing
I run A/B tests, build interactive prototypes, and lead usability testing to identify friction, test hypotheses, and improve UX clarity—ensuring the final product is as intuitive as it is impactful.