With a passion for design, Allstar Liyana Ramli shares the ins and outs of creating a seamless user experience for one of AirAsia’s new businesses, IKHLAS.com. The platform provides Muslim communities around the world with unparalleled access to faith-based practices. Come along as we put Liyana in the Hot Seat.

1. You know the drill; let’s start with three fun facts about you!

• I’m a Sarawakian baby (what’s up, Kuching) but I spent my early days in Johor.

• Spotify is my holy grail. Plugging in in the morning helps to get my creative juices flowing.

• Coffee lover, for sure. I used to be a barista at Starbucks and I’m a proud certified coffee master. The best part? I’ve tasted all the Starbucks beans.

2. What does a UX Designer do?

I guess you could say that we’re somewhat similar to Digital Architects, infusing convenience and accessibility into websites and apps for their audience.

While Digital Architects focus on the bigger picture, we dive into the details. This is where I come in as a UX Designer; I work my magic by crafting visual elements such as colour schemes, typography, and layout, tailoring them to user preferences and company values.

Sure, it’s great to look at a website or app that’s aesthetically pleasing, but it’s equally crucial for it to be functional and user-friendly. So, it’s up to us UX Designers to strike the balance between practicality and visual appeal.

3. How do you typically conduct research to optimise user experience?

A lot goes into the design process! It’s important that we have a clear grasp of what the users are looking for.

To understand their wants and needs, I usually conduct one-on-one user interviews; it’s like getting an inside scoop on their experience with our platform. Here’s where it gets technical – it’s crucial to identify the similarities and differences we have with our competitors.

This way, it allows me to gain qualitative and quantitative insights into the users’ goals and preferences, industry standards, and also potential areas for differentiation – we try to be unique!

4. What do you keep in mind when designing for IKHLAS.com’s Muslim audience?

Perspectives. It’s so important to put myself in the user’s shoes. After all, I’m designing a platform for our users, not for myself. There are many ways to go about this – it could be through the tone of language we use to the elements themselves. It’s vital to keep in mind that what we display and practice aligns with the Muslim audience.

5. What kickstarted your interest in UX design?

Initially, as a student studying Software Engineering, I thought I had to be a developer or programmer. My lecturer, Dr. Masitah actually told me otherwise! She introduced me to Human Computer Interaction (HCI).

Essentially, HCI observes the way in which humans interact with computers, enabling us to create designs based on user preferences. This gave me a deeper insight into creating art in digital form and I began collaborating with people, discussing their concerns and providing solutions for them.

6. What’s a challenging project you’ve done that pushed your skills to the max?

I recall one particular project from my first job that required me to design and develop a system. Fresh out of university, I was still relatively new to the field and had so much to learn.

The project involved user research, design, and learning a new programming language. So, I just took all the knowledge I acquired during my degree and went with it. Looking back, it was a great experience and it really helped me build my confidence and I’ve expanded my knowledge since then.

7. As a UX Designer, if you had the chance to introduce or debut a new feature in AirAsia, what would you bring to the table?

In an era where AI is rapidly developing, I’d propose a smart travel buddy in AirAsia’s app! It would collect patterns based on your past travel choices and give you personalised recommendations such as: your most compatible seat, favourite meals, and even activities at your destination. Overtime, the AI would gain a better understanding of your preferences.

8. Before we wrap up, what’s a must-have for UX Designers?

I’m pretty sure other UX Designers would agree when I say that our laptop is our lifeline. My Macbook Pro is a game-changer with its high-resolution display. This makes my work so much easier, especially when crafting visuals and designs. The sharpness and vibrancy of the display helps me envision the product’s look with precise colours.

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