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Parnia Sebti is a project and account manager at Refact, coordinating teams, clients, timelines, and delivery across the studio’s work. She helps keep projects organized from planning through execution, making sure communication stays clear and priorities stay aligned. Her role connects client needs with the internal team’s workflow, helping turn requirements, feedback, and moving parts into structured delivery. At Refact, Parnia also contributes to shaping the internal tools and processes the team uses to manage projects more effectively and keep work moving with clarity.
You won’t find most website redesigns have failed on account of an unattractive new look. No, they fail because the team made the mistake of treating a business issue as one of style. They put a designer to work before they knew what the site was supposed to do, gave their blessing to a homepage […]
You will not find many UX audits that have failed on account of the reviewer’s oversight. More often they fail because the report is delivered as a PDF, receives some accolades in a meeting and then does absolutely nothing to alter course. The team goes on with shipping and the friction remains. Put it off […]
You will not find most teams bleeding money on bad code. They are more likely to lose it on a product that was put in motion before anyone could agree on what the problem was in the first place. The scenario is always the same: an idea is given the green light, some screens are […]
You won’t find the root of most product failures in engineering. They have their origins months before that, in a strong opinion being taken for evidence. The Standish Group’s 2024 CHAOS report (see the Atlassian overview of product discovery) has software project success running at some 31 per cent. About half are up against it […]
You will find that the majority of published website redesign checklists read like a creative brief: put in a new layout, give the hero some life, modernize the type and launch. It is that sort of framing which drives up the cost of a redesign. And for what? The 2026 WebAIM Million report has the […]
If you look at the CB Insights figures that get quoted in founder circles, 42% of startup failures in 2025 are put down to “no market need.” Don’t mistake this for products that couldn’t scale. These are things that ought not to have been built in the first place. Hardly ever is it a matter […]
Most website redesigns do not fail at launch. They fail in the first three weeks of planning, when nobody decides what problem the new site has to solve. The team picks a designer, debates fonts, argues over the homepage hero, and ships a prettier site that converts at the same rate, ranks slightly worse, and […]
You will not find the product design process in most blogs to be anything but clean. Research, ideate, prototype, test and ship. But go inside a company and you will see the one that is actually in play is far more of a mess. Sales has already put its name on a feature and design […]
You probably have this problem right now. You can explain your product idea clearly to a customer, investor, or friend. Then you sit down with a designer or developer, and everything gets fuzzy. You know what should change in the market. You know the pain. But turning that into something a team can actually build […]
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