Ahla Asim

UX Researcher & Illustrator | Championing Human-First Design for Social Impact

Based in: Lahore, PakistanCurrently: Qualitative Researcher (Caregiver Wellbeing System Design), CareforExperience: 4 years

Hire me

UX Researcher and Illustrator with a background in ethnographic research and QA testing. Expert at bridging the gap between technical rigor (SUS scores, manual/automated testing) and deep human empathy. Passionate about using visual storytelling and qualitative insights to advocate for marginalized users and informal networks, particularly in social impact and healthcare spaces.

Experience

Qualitative Researcher (Caregiver Wellbeing System Design)

CareforworkJan 2025 – Present

Summary

Conducts deep-dive qualitative research to understand caregiver fatigue and systemic challenges. Translates thematic patterns into actionable design requirements for technology-based support systems.

What I did

  • Conducted 20 in-depth semi-structured interviews with caregivers to examine emotional, physical, and systemic sources of caregiver fatigue
  • Performed Thematic Analysis to identify key patterns informing user needs and intervention design
  • Translated qualitative insights into early design requirements for a technology-based caregiver support system

Results

  • Pivoted the system design from a functional utility to a mental-health focused support application after identifying emotional fatigue as the primary caregiver pain point.
  • Synthesized 20 in-depth interviews into actionable design requirements aimed at alleviating daily cognitive and emotional burdens for caregivers.

Free Lance Illustrator

Behancefreelance2025 – Present

Summary

Delivers custom illustrations and visual assets for international clients, focusing on branding and digital content. Manages the end-to-end creative process from conceptualization to final revisions.

What I did

  • Created custom illustrations and visual assets for international clients across branding, social media, and digital content
  • Translated client concepts into polished visual designs through iterative feedback and revisions
  • Managed projects independently, meeting deadlines while maintaining consistent quality

Digital Advertising Animator

Midnight Walleye MadnessworkJan 2025 – Dec 2025

Summary

Produced dynamic digital advertising animations using the Adobe Creative Suite. Managed the full creative workflow from asset design to final motion graphics production.

What I did

  • Designed and produced a dynamic digital advertising animation using Adobe After Effects, Illustrator, and Photoshop
  • Created vector assets, motion graphics, and composited visual effects to enhance brand storytelling and audience engagement
  • Managed the full creative workflow from concept development and asset design to animation and final export
Adobe After EffectsAdobe IllustratorAdobe Photoshop

Skills

Technical

FigmaFigma
Qualitative Research
Usability evaluation
Adobe Photoshop
Thematic Analysis
Adobe Illustrator
Scenario-based tests
SUS score analysis
Motion graphics
Video editing
Ethnographic research
Adobe Suite
Capcut
Manual Black Box testing
Adobe After Effects
Pearson correlation analysis
Canva
MERN stack
Selenium

Areas of expertise

Swimming
Ukelele
Sketching
Painting

Languages

English
Urdu

Projects

Visual Advocacy: The Pointy Side of Reform

academic
A conceptual artwork and research piece depicting the struggle of informal workers in Lahore's Naulakha Bazaar. Used the metaphor of 'pointy needles' on concrete to illustrate how urban reform policies, while appearing harmless from a distance, inflict systemic injury on those they displace. Based on ethnographic interviews with local shopkeepers regarding survival in informal economies.
IllustrationEthnographic ResearchVisual Storytelling

Education

BSc

Lahore University of Management Sciences (LUMS)Computer Science

A-levels

Beaconhouse College Program (BCP)

Q&A

In Ahla’s own words.

How does your ethnographic background influence your design approach?

It makes me critically evaluate development projects. I focus on whether we are just restoring physical structures or actually caring for the lives and histories of the people involved. I view informal sectors with immense respect for the passion and network-building that goes into them, and I aim to design systems that respect these existing human connections.

How do you use art to enhance your research findings?

I believe art can bridge the gap between data and empathy. For example, in my research on Lahore's anti-homeless architecture, I created an illustration of a man trapped by needles that appeared rounded from above but were sharp at the point of contact. This visually communicated a shopkeeper's insight that 'reform' often looks harmless to policymakers but feels like an injury to those on the ground. It turns a research finding into a visceral experience.

How do you approach a new design challenge in a complex field like healthcare?

I start with the people. I believe the best solutions come from deep, personal empathy, so I begin by interviewing those directly affected by the issue. Their stories and pain points dictate the research direction and the eventual design requirements, ensuring the final product solves a real-world problem.

How do you approach designing for chronic healthcare conditions?

I focus on the psychological impact, specifically self-efficacy and confidence. Managing a condition like sciatica isn't just about physical treatment; it's about how the patient feels empowered to navigate their daily life. I start by interviewing those affected to uncover the 'unseen' emotional burdens and then design systems that restore their sense of agency.

How does your ethnographic background influence your approach to UX and design?

I believe true development must honor the human history and informal networks that already exist. Whether I'm redesigning a digital payment flow or researching urban architecture, my goal is to ensure the system supports the actual lives of its users rather than forcing them into a rigid, 'formal' mold. My ethnographic background allows me to see the 'invisible' users and advocate for their needs.

What drives the work

Motivations

  • Social Impact
  • Human-Centric Design Advocacy
  • Healthcare Innovation
  • Visual Storytelling

Objectives

  • To leverage UX research, ethnographic insights, and visual storytelling to design systems that drive social impact, particularly in healthcare and urban development.

Principles

  • Empathy
  • Critical Thinking
  • Human Dignity
Hire AhlaReach out about a role, a contract or a conversation.For recruiters

Ahla's twin is AI, it can make mistakes.