Product design · Leadership · Design systems

I turn complex products into coherent experiences.

I'm Boback. For 25 years, I've designed digital products for mobile, web and connected TV, often leading the work as well as doing it.

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Selected work

Systems that ship.

A selection of work across mobile apps and streaming platforms.

AVIS Budget Group · 2019-2020

One system.
Multiple brands.

I redesigned the AVIS mobile app and built a shared component system that the team then used for Budget.

Pinnacle Pet Group mobile application screens

Pinnacle Pet Group · 2022-2023

A pet insurance app for routine care and emergencies.

I led the product design, worked with the research team and tested prototypes that covered routine care as well as emergencies.

Warner Bros. Discovery products across television, desktop and mobile

Warner Bros. Discovery · 2016-2018

One streaming platform for several international brands.

I led design across mobile, web and TV. Shared components gave each brand its own look without rebuilding the product each time.

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How I work

Hands-on craft.
Leadership at scale.

I can set the direction, work through the detail with a team and stay close to the build until the product is ready to ship.

Start with the problem

Product, research and business teams need to agree on the problem before anyone settles on an answer.

Prototype early

Journeys and prototypes give the team something useful to test while changes are still cheap.

Design for what comes next

The systems I build can handle new features, brands and platforms without becoming a mess.

Work with developers

Staying involved through the build helps engineering and design solve problems together before launch.

View current CV

Working together

What colleagues say.

“Boback’s design direction was pivotal for our OTT white-label solutions, and his mentorship greatly enriched our UI/UX team.”

Luísa MateusPrincipal Product Manager, DAZN Group

“Always solutions-focused and bringing great design ideas to the table. Everyone really enjoyed working with Boback.”

Sam DuckettHead of Business Development, ORB X

Beyond product

I make music too.

I've always been fascinated by synthesisers and electronic music. Gaiawave is where that obsession goes: two albums inspired by the sounds and artwork of the 1980s. I also design apparel and print work.

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Start a conversation

Have a complex product?
Let's make it clear.

I'm available for product design leadership, design systems work and hands-on design projects.

Get in touch

Selected companies