Ayat, wearing glasses and a navy blue headscarf, is smiling and resting her chin on a stack of books in an indoor setting with a blurred bookshelf in the background.

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 :)!

Hi, I’m Ayat.

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 glasses and a blue blazer is sitting at a desk holding a toddler on her lap. The woman is looking at her phone, and the toddler is smiling, holding a pen. The desk has a laptop, some papers, and potted plants, with 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 gray hair and beard, wearing a light blue shirt, holding a yellow credit card while looking at his laptop in a kitchen with vegetables and a bottle of oil on the counter.
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 screen displaying the UXimize webpage with a headline, image of AI technology, and buttons for log in and free trial, with sticky note that says 'Documenting a Product Design Journey' in top-right corner.
See Project

More Projects

User Testing

  • A woman in a yellow shirt with a yellow bow in her hair holding a black high-heeled shoe, inspecting it while sitting on a light-colored sofa in a bright room with a potted plant nearby.

    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 UserTesting report
  • A woman wearing glasses and a white sweater sitting on a gray couch, looking at her smartphone, which displays a news app. The background shows a blurred room with a small white table, a blue mug, and a shelf with decorative items.

    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 wireframe screens and app design sketches in an 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…