“Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.”
‍- Steve Jobs

Hi, I’m Ayla. I'm skeptical about what is and am determined to look at all objects/experiences with a new perspective. I got into design to create memorable, happy experiences.

Aside from all this I live to travel (28 countries and counting), I dig noisy music, abstract art, and I care deeply about equality.

I'm based between Scottsdale and Dubai, but originally from Damascus, Syria.

Thanks for stopping by.

SENIOR UX Lead, Wix.com

Focused on E-commerce sales channels. Building experiences that allow users to sell their products on Amazon, eBay, Google Shopping, Facebook, etc.
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- Building new experiences and determining which features/products we can build to increase company GPV
- Leading talks for our UX team around how to optimize their design process on Figma and utilize components
- Assisting the Product Manager in determining scope and project phasing
- Working across teams and departments to create a cohesive flow for cross-functional flows.
- Designing and managing the build of the new inventory management app that was taken from another team and given to our team by upper management due to our reputation of efficiency
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SENIOR UX Lead, American Express

Working on personal credit card applications and increasing conversion.
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- Utilizing style guides to update the phone channel to the latest design system.
- Communicating with stakeholders to understand and manage limitations or opportunities.
- Designing various UX experiences and defending decisions with research and expertise.
- Exploring areas of improvement within application efficiency, pend reduction, and completion.
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UX Lead, Massage Envy

Heading the UX updates and redesign of internal and consumer facing websites and apps.

- Improving existing experiences based on the business's core needs while integrating new products and functions.
- Tracking user interactions and discrepencies between in-store and online.
- Integrating new Ecommerce functionality.
- Building out user journeys, wireframes, and reusable UI assets.
- Worked on ADA compliance updates to site.
- Conducted on onsite user testing and surveys.
- Analyzed user trends and patterns to reduce pain-points and optimize user experience.
Programs used: Illustrator, Photoshop, Sketch, Zeplin, Webflow, and Invision.

UX manager, inhype

Access Influence (now known as InHype) is a start up Influencer Marketplace that was founded in 2016. I was a part of the founding team and managed the operations and platform creation.

- Managed an internal team of designers and provided daily feedback
- Developed a 5 year business plan and meeting with investors
- Managed the design process using commercial, contractual, program/time awareness and technical expertise
- Designed the UX and UI of the platform
- Ensured the design process recognizes current legislation, standards and codes of practice where appropriate.
- Ensured design information is of the right quality and kept pace with project timescales
- Structured and organized the company as it developed and more employees joined
- Project Managed the development process from start to finish
- Managed the social media accounts for the company

ux designer, access digital

Access Digital is a start up Digital Media Agency that was founded in 2015. Its primary focus is social media management, but not limited to.

- Managed the design process using commercial, contractual, program/time awareness and technical expertise
- Supported, understanding and advising the client as to the requirements and obligations in the development of a design
- Ensured the design process recognizes current legislation, standards and codes of practice where appropriate.
- Ensured design information is of the right quality and kept pace with project timescales
- Structured and organized the company as it developed and more employees join