Ayat, wearing a navy headscarf and glasses, leaning on a stack of books, smiling at the camera in a room with a bookshelf and a potted plant in the background.

Hi, I’m Ayat.

I am a UX researcher and designer with 5 years of academic and professional experience. I have collaborated with startups and non-profits across various fields, including fintech, mental wellness, and digital accessibility. My strengths include conducting insightful user interviews and facilitating ideation sessions to drive meaningful, human-centric solutions. Nice to meet you :)!

Featured Projects

Planny

An AI-powered organizer app addressing the unique challenges faced by busy working moms; User interviews directly inspired features like the smart personal assistant and collaboration with family members.

A woman in business attire sitting at a desk with a laptop, holding a young child on her lap, while looking at her phone, with potted plants, papers, a glass of tea, and a window in the background.
See Case Study

Erewhon

A comprehensive accessibility evaluation of the grocery retailer's online shopping experience for users of assistive technology; This reveals critical issues that hinder them from making informed purchase decisions and checking out.

An elderly man with white hair and a beard shopping online on his laptop while holding a yellow credit card, surrounded by fresh vegetables like lettuce, broccoli, cauliflower, tomatoes, and red bell peppers in a bright kitchen.
See Accessibility Study

UXimize

A web-based app that empowers UX professionals by generating essential deliverables (personas, user journeys, etc.) with AI, freeing them to focus on core design tasks; I document the app's design journey, explaining the rationale behind key decisions.

Laptop displaying the UXimize website with a promotional message, a blue AI-themed graphic, and options to log in or start a free trial, with a yellow sticky note on the top right corner of the screen.
See Project

More Projects

User Testing

  • A woman in a yellow shirt smiling while holding a black high-heeled shoe, sitting on a sofa with a box of shoes in front of her.

    Zappos

    I conducted unmoderated task-based usability testing on the Zappos website with five participants to measure the intuitiveness of the site’s design and how well the interface supports the findability of content related to five common tasks including browsing, adding to cart, and checking return policy. I used a combination of first click, clickstream, time on task, and task success were utilised as the key performance indicator.

    See User Testing report
  • A woman sitting on a couch looking at her smartphone, displaying news articles on the screen.

    SmartNews App

    I conducted moderated usability testing of the SmartNews app with twelve first-time users. They performed the tasks of downloading the app, creating an account, and customizing their feed. In spite of a perfect success rate across all tasks (12 out of 12), a self-reported positive experience (8 out of 12 participants), and a good retention intent (5 likely, 5 unlikely due to lack of interest in news & 2 not sure), click rate and observational data consistently revealed some friction points in the experience.

    See User Testing Report
  • Woman working on mobile app design sketches on paper, displayed on glass window blinds in a bright office.

    GAP A/B Testing Plan

    I developed an A/B testing proposal plan for two alternative designs for the current return CTA on the GAP website, including a rationale for the redesign. I provided the formula needed to calculate a tester’s sample size that would yield statistically significant results, and employed time on task before a user clicks the CTA as the success metric.

    See Testing Plan

More work coming soon…