Ayesha Chughtai

AI Transformation & Experience Design Leader, turning complex tech into human-centric solutions

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Blueprint / e& Recruitment + Onboarding

I developed a service blueprint focused on Etisalat's recruitment and onboarding processes, connecting each step of the new employee journey to key concepts we identified along the way. This gave teams visibility into exactly what tools, systems, and support were needed to strengthen these early stages of the employee experience and helped them spot opportunities and plan resources accordingly.

Frameworks / e& Technology Framework

As the designer, I created this framework to show how Etisalat Digital could bring its enabling technology to life through use-case digital concepts, all streamlined into a single cohesive solution for the client. It gave stakeholders a clear line from raw capability to practical application, making the technology's value easy to see and act on.

UI/UX / Responsible AI Platform

I designed the internal UI for our newly launched responsible AI framework, giving employees a clear, step-by-step process to calculate scores and see exactly where their AI use cases sit on our risk scale. What used to be a scattered, manual judgment call became a guided, consistent experience anyone in the organization could follow. I built the design in Figma, optimised for embedding directly into our internal Microsoft SharePoint site using Microsoft Power Apps. This turned a complex governance process into a simple tool that made responsible AI practical, not just policy.

Journey Maps / e& Employee Lifecycle

I created a complete employee journey map in the same workshop as the employee mindsets. This gave HR teams visibility into the full employee experience, including parts they don't usually touch. For example, the hiring team explored training, and the rewards team explored onboarding. This cross-functional view helped teams spot problems and generate ideas outside their usual scope, turning the map into a genuine team effort.

Blueprint / Govt Contact Center

My team and I created this content together, and I led the design, building a service blueprint to help us understand and improve the contact centre experience, essentially a detailed map of everything that happens when a customer reaches out for help. We traced each step of their journey, from the moment they decide to contact the centre until their issue is resolved, revealing both where customers were struggling and what was happening behind the scenes to support each interaction. Laying it all out visually made it easy to spot opportunities to make the process smoother and more efficient for both customers and staff.

Employer Branding / Great Place to Work® Campaign

I worked with my team on a campaign to strengthen our employee value proposition and employer brand in one go, showcasing real employees' quotes on why they enjoy working at e&, with diversity and authenticity reflected throughout the photography. We promoted the campaign internally to support our Great Place to Work certification, and externally on LinkedIn, including launching the company's LinkedIn Life tab for the first time, giving people an authentic look at what it's like to work here.

Personas/Mindsets / Student Tutoring Platform

Our team created personas for teachers, students, and parents, the three main user groups on the platform. This was important because each group had very different needs, goals, and ways of interacting with the platform, a teacher managing multiple classes has little in common with a student trying to stay motivated or a parent tracking progress from the sidelines. Having distinct personas for each meant we could design decisions that genuinely served all three, rather than defaulting to a one size fits all experience.

UI/UX / Telemedicine App

I designed the UI/UX for American Hospital Dubai's telemedicine mobile app, enabling remote patient consultations in collaboration with Etisalat Digital. Built during COVID-19 to make healthcare more accessible, the app included video calls, payment integration, SMS alerts, and EMR system connectivity. The result was round-the-clock doctor availability that improved patient care and safety while meeting a sharp rise in demand for remote medical services across the UAE.

Journey Maps / Student Tutoring Platform

I worked with my team on this project, leading the design of comprehensive journey maps for the three main user groups on a tutoring platform: teachers, students, and parents. By mapping out each group's interactions, emotions, and touchpoints throughout their experience, we identified key opportunities for improvement and innovation. This visual representation helped stakeholders understand user needs and guided decisions on how to optimise the platform's design and functionality.

Personas/Mindsets / e& Recruitment

My team created personas to represent potential candidates joining the organisation, built for an HR training exercise. Each persona included assessment scores, candidate history, and key traits, giving trainees realistic hypothetical scenarios to practise making hiring decisions.

Personas/Mindsets / Govt Contact Center

Rather than presenting personas as standalone profiles, I designed a persona map that brought everything into a single view: the personas themselves, their types of inquiries, what matters to them, their pain points, and the opportunities each revealed. This format made it easy for stakeholders to see the full picture at a glance, connecting each persona to what they need and where we could act.

UI/UX / Zaytuna Companions App

Zaytuna College, the first accredited Muslim liberal arts college in the United States, needed a refreshed Companions app to better serve the members supporting its mission. As the designer on this project, I partnered with their team to redesign the user flow, consolidating a range of services into one clear, intuitive interface. The result: a simpler experience that guides members naturally toward sign-up and donations.

Employer Branding / Great Place to Work® Video

What's it really like to work somewhere? The best way to answer that is through real people, in their own words. My team and I brought this to life as a video montage, weaving together clips sent in by employees with interviews we filmed across the organization, capturing honest, unscripted moments of what the workplace actually feels like from the inside.

UI/UX / Govt Healthcare

For the MeHub portal, I designed a prototype of the UI with various screens and interactions, giving stakeholders a clear, hands on sense of how the platform would look and feel before development began.

Personas/Mindsets / e& Employees

As the design lead, I created a set of employee mindsets for a design sprint I ran with the entire HR team, giving the group a shared way to empathize with current employees and understand their pain points and motivations. Mindsets were key here because how an employee perceives their job and what motivates them shifts throughout their time at the company, so a single "employee persona" wasn't enough. These mindsets became a practical tool the HR team used to improve processes across the employee lifecycle, from onboarding through learning and development, performance management, and offboarding.