UX Research and Service Design at the Intersection of Human Behaviour, Technology, and Complex Organisations
Where user insight meets business strategy
I'm Aïcha, a UX researcher and service designer who turns messy, human complexity into clear, actionable insight. From social networks to energy distribution and banking, I work with teams to uncover what really matters to the people on the other end of the product or service.
Selected Work
Case Studies
A look at how I've partnered with organisations to research, synthesise, and design for real customer needs.
Meta
Trust & Usability of Third-Party App Installers
As the Digital Markets Act reshaped app distribution, would consumers trust and know how to use alternative app stores?
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Schneider Electric
Understanding VIP Customers Across Markets
What do VIP panel-builder customers in Bulgaria, Lebanon, and the UK actually need — and how does culture shape that?
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Job Search Platform (anonymous)
Self-Identifying Diversity in Job Search
Would jobseekers in the US, France, and Germany want to self-identify their race, gender, or orientation to employers?
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Enedis
Reimagining Power Outage Communication
How can France's largest electricity distributor better inform and reassure customers during outages?
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Major French Bank (anonymous)
Redefining Customer Tiers & Experience
How can a major bank rebuild its customer experience strategy around clearly defined, meaningful tiers?
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Goethe Institut
AI Translation Bias
How can a tool help literary translators catch racial and gender bias hidden in AI-assisted translation?
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