About me

I’m Firuza Aliyeva, a Product Designer based in Baku, Azerbaijan, currently designing digital banking and payment experiences at PASHA Bank.

Over the past several years, I’ve worked across both established companies and early-stage startups, including PASHA Bank, UniNow, Turina Tech, Halen, Share a Chair, as well as startup and independent products such as MOODRA, Bakuwe, Dr Sensa, and Ecofin.

My experience covers the full product design process — from research and problem definition to user flows, information architecture, prototyping, visual design, usability testing, and design systems. I’ve worked on products across fintech, SaaS, health, lifestyle, self-discovery, and digital services, which has helped me become comfortable moving between complex enterprise systems and fast-moving startup environments.

Having worked with products and teams across Europe, Asia, and North America, I bring a global perspective to how I approach user needs, business challenges, and digital experiences. I’m especially drawn to products where design can simplify complexity, improve usability, and create meaningful value for both users and businesses.

Alongside my work at PASHA Bank, I continue to contribute to 0→1 startup products and side projects, exploring new ideas from early concept and product strategy through to user experience and visual direction.

My approach combines product thinking, UX research, strong visual design, and technical understanding to turn complex problems into clear, intuitive, and purposeful experiences.