Ayesha Khan
UX Designer · Stockholm
PROFILE
Designer focused on inclusive interfaces. 6+ years across e-commerce, fintech, and edtech in EU and APAC. I lead user research, build cross-cultural design systems, and ship products that work for everyone — from first-time smartphone users in rural Pakistan to power users in Stockholm.
EXPERIENCE
Lead UX Designer
2022 — Present
Daraz · Karachi, Pakistan (Remote from Stockholm)
- Redesigned the checkout flow across 4 markets — cart abandonment dropped 22% in three months.
- Built the Daraz design system (Lotus) — now used by 60+ designers across South Asia.
- Led user research with 200+ first-time mobile commerce users in Pakistan and Bangladesh.
- Mentored a team of 4 designers; 2 promoted to senior within 18 months.
Senior UX Designer
2019 — 2022
Easypaisa · Karachi, Pakistan
- Designed the bills-and-utilities flow used by 8M+ active users monthly.
- Owned the merchant onboarding redesign — onboarding completion rate up 31%.
- Co-authored Easypaisa's first accessibility guidelines.
UX Designer
2018 — 2019
Independent · Karachi, Pakistan
- Designed for early-stage startups across edtech and health-tech.
- Wrote a Urdu-language UX blog read by 12K designers in Pakistan and India.
EDUCATION
NUST (National University of Sciences and Technology)
2014 — 2018
BS Communication Design · Islamabad, Pakistan
Final-year project: Inclusive UI patterns for low-literacy users.
Hyper Island
2021 — 2021
Service Design Intensive · Stockholm, Sweden
SKILLS
PROJECTS
Daraz Lotus Design System
Multi-market design system supporting RTL languages and low-bandwidth contexts. Adopted by 60+ designers.
Easypaisa Bills Redesign
Reduced average task time from 47 to 18 seconds for utility bill payments. Used by 8M+ users.
LANGUAGES
AWARDS
- Awwwards · Honorable Mention · Awwwards2023
- Adobe Design Achievement Award · Adobe2021
CERTIFICATIONS
- NN/g UX Certification · Nielsen Norman Group2022
- IBM Enterprise Design Thinking · IBM2020
INTERESTS
South Asian textile design · Urdu poetry · Cycling · Open-source typography