Discover Iran on Foot — Curated Walking Routes and Local Stories

Peeyade was started with a simple belief: the best way to actually know a city is to walk it. The platform pairs curated walking routes across Iran with the stories, history and small details that turn a stroll through a neighborhood into a real experience — sitting somewhere between a travel guide and a local magazine. When the team came to us in 2018, the idea was strong but the product still needed shape. There were routes worth sharing, writers worth publishing, and an audience of curious explorers, but no clear way to turn all of that into a coherent experience online. Peeyade needed a foundation that could behave like a magazine for casual readers, a navigation tool for active walkers, and a workspace for the contributors writing new routes. Webrokh joined Peeyade as a service design and consulting partner. We spent time understanding how the team wanted to publish, how readers actually chose what to read or walk next, and how a route should feel different from a regular article. From there, we shaped the information architecture, content model and key user journeys — leaving Peeyade with a structure flexible enough to grow with new cities, new contributors and new ways of telling Iran's stories on foot.