Feridoon Malekzadeh

About

I lead with clarity. I mentor with purpose. And I build for impact. As a design executive with 20+ years across B2C, B2B, SaaS, and startups, I specialize in leading design orgs through complexity and scale. My career spans VP-level roles at Smartsheet and AT&T, hands-on strategy for startups like Serve Robotics, and advisory positions for companies like Amplitude and ServiceNow. I’ve built high-performance teams and architected product experiences that drive revenue, retention, and real business outcomes. Today, my work sits at the intersection of AI, product design, and organizational leadership. I advise companies like Amplitide and ServiceNow on how to scale design in the age of AI — balancing automation with human ingenuity, and building teams that are not just efficient, but extraordinary. I've launched successful AI agents, scaled teams to 150+, led platform transformations, and helped companies de-risk design investments by aligning people, process, and platform. I’m here to build vision, unlock scale, and lead teams that ship transformational products. Let’s design the future together — intelligently, intentionally, and with craft. #OpenToWork #DesignExecutive #AIProductStrategy #ProductLeadership #VPofDesign #UXStrategy #ScaleDesign #HumanCenteredAI #DigitalTransformation #AIDrivenDesign #DesignLeadership #Innovation #PromptEngineer #ChatGPT #AIDesign

Experience

• AI Product Leader, UX Strategist & Designer (Full-Time, Part-Time, Fractional) · Feridoon “Doon” Malekzadeh09-01-2022

  Currently seeking new, full-time opportunities. Open to travel. Consulting startups (e.g. Serve Robotics), growth-stage companies (e.g. Amplitude), and enterprises (e.g. ServiceNow) on net-new strategic initiatives, iterative product fixes, hiring design talent, finding/briefing/managing external agencies, building/scaling design capabilities, and designing for AI. ServiceNow: Leading the strategy to define the role of AI and Agentic AI solutions for ITSM platform, ServiceNow. Providing trend research/analysis, defining guidelines, and designing reference solutions to provide product and design teams direction to ensure holistic and useful AI experiences. MAGICAL GPTs: Created and published a series of successful (+60k users) chatGPT-based custom AI GPTs for job seekers, management, and education.

• My latest AI side-hustle... · Feridoon “Doon” Malekzadeh01-01-2025

  Building PathPilot, your AI-enabled career copilot — smart, personalized support for your first, current, or next job.

• Vice President of Experience Design · Smartsheet08-01-2020 – 08-01-2022

  Led a team of 50+ talented UX designers, researchers, usability experts, content strategists, copy writers, prototypers and more to help Smartsheet become the enterprise SaaS platform of choice for Collaborative Work Management (CWM).

• AVP of Digital Design · AT&T06-01-2019 – 07-01-2020

  Led a team of 150 talented UX designers, researchers, usability experts, content strategists, copy writers, videographers, and prototypers working on AT&T’s e-commerce platforms for web (att.com) and mobile.

• Head of Design · Helm04-01-2017 – 06-01-2019

  Designed complete, end-to-end experience and all collateral for ground-breaking personal data security product in 18 months. Defined product market fit and product design strategy. Drove branding, industrial design, packaging design and UX/UI design. Developed marketing assets, social media assets, created all materials for reviewer program. Provided strategic design direction, refined feature roadmap, and defined, designed and delivered all elements of iOS and Android mobile applications (wireframes, prototypes, copy, visual design) along with supporting collateral.

Education

• UC IrvineBachelor of Arts - BA, Humanities/Humanistic Studies
• SAE Institute GermanyUX Design Certificate Program, Digital Media, Front-end coding, Digital Communication and Media/Multimedia

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