Hello,

I’m Aidah, a UX researcher and I’m passionate about applying concepts from cognitive psychology to design.

Currently open for work. Take a look around and make yourself at home.


Featured Projects

If you prefer, here is a link to my portfolio presentation


 Recent blog posts

  • COVID-19: The Psychology Behind Panic Buying

    Unless you have been living under a rock, I’m sure you have seen all the news about panic buying due to the novel coronavirus, COVID-19. Our social media timelines have been bombarded with images of empty supermarket shelves and people fighting over toilet paper.

  • The Neuroscience of Love

    What is love? I am sure most of us have experienced some type of love in our lives and can describe how it makes us feel. But what exactly are the mechanisms of love and what makes us behave the way we do? As it is Valentine’s, let’s delve into the neuroscience of love.

  • Current State of Brain-Computer Interfaces

    Seeing the hype surrounding “mind-reading technology” that came out of last month’s Consumer Electronics Show; made me think back to my undergraduate dissertation project, where I discussed the potential of brain-computer interfaces in prosthetics and to treat spinal cord injuries.