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.
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.
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.
More Projects
User Testing
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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.
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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.
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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.