Hi, I’m Ayat Elamrawy, a UX designer and researcher in Los Angeles.
I help organizations plan and build accessible websites, apps, and brands that work for everyone.
My process isn’t a fixed pipeline. Sometimes it’s research straight to build; sometimes it’s making sure an existing experience includes everyone. Either way, I design for lasting relationships, not just quick conversions.
Lately, AI has become part of my workflow. I let it speed up research, partner in strategy, and generate ideas and screens, but I stay the guide and decision-maker. It’s a partnership that is constantly evolving, just like the design process itself.
Featured Projects
AI-Integrated Workflow | Design Log | Self-initiated
CRISP
A design log of how I work with AI, with grocery delivery as the test case
Product Strategy | Emotional Design | Experience Design
Washington Post: Brand Nostalgia as a Path to Future Loyalty
Today’s KidsPost reader, tomorrow’s Post subscriber
Accessibility Audit | E-Commerce | Inclusive Design
Uncovering Silent Barriers at Erewhon
Dismantling digital exclusion and resolving friction to create an inclusive experience
Usability Testing
ZAPPOS
Task success ranged from 60% to 100%, depending on whether navigation matched expectations.
The lowest score came from adding a gift card to cart (3 of 5) — the feature was buried under "Collections" and even search didn't help. Tasks with a clear navigation path, like finding the return policy (4 of 5) and signing up for promos (5 of 5), succeeded far more consistently.
SMARTNEWS APP
All 12 participants customized their feed, but 0 did it the way the design intended.
After tapping "Go to My Feed," participants expected to see the topics they'd just selected, but landed on generic top news instead. Their actual selections were hidden under a separate "Following" tab that all 12 failed to discover on their own.