Aequus · UX/UI studio

If bad UX is a bug, I’m the patch 🛠️

I audit interfaces, build design systems and wire AI into real workflows. Then I measure what changed.

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Read the UX Vault

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Interface architectureDesign systemsAI engineeringUX lawsInterface architectureDesign systemsAI engineeringUX lawsInterface architectureDesign systemsAI engineeringUX lawsInterface architectureDesign systemsAI engineeringUX laws

Section 02 / Capabilities

Three disciplines, one system.

Discuss a project

01 · Audit

Interface audits

Every screen checked against the UX laws. Each finding ranked by impact, with its fix.

Hick’s LawHigh

14 choices in the main menu

02 · AI

AI pipelines

Models wired into real workflows: sorting, routing, drafting. Measured in seconds saved.

Sample runtriage.py

03 · System

Design systems

Tokens, components and states, identical in Figma and in code, published in one step.

Section 03 / Manifesto

Most interfaces are designed on taste: a trendier gradient, a bolder button, a redesign every two years.

I design on evidence, not on taste.

Every decision traces back to a UX law, a measure or a test. What helps nobody understand or act is removed.

20 UX laws documented
WCAG 2.1 AA
Figma = code

Sample study · Checkout

12 participants

Usability test, before and after the redesign

Before
After

Task success
92%
Before 58 %+34 pts
Time on task
34s
Before 71 s−37 s
Errors per task
0.6
Before 2.4−1.8

Section 04 / Method

Four steps, each one measured. 📏

The same method on every project, whatever its size. Each step ends with a deliverable your team keeps.

01
Audit
Map the friction before touching a pixel: heuristics, analytics, user tests.
DeliverableFindings ranked by impact
02
Architecture
Rebuild the flows and the information structure, then validate them in wireframes.
DeliverableUser flows · wireframes
03
System
Turn the decisions into tokens and components, the same names in Figma and in code.
DeliverableDesign system · documentation
04
Measure
Ship, then measure what changed: task success, load time, accessibility level.
DeliverableBefore / after report

Section 05 / UX Vault

Latest from UX Vault 📚

View all

4 October 2026
Jakob’s Law: why every big app puts its menu at the bottom
Revolut, Airbnb, Uber: the same menu, in the same place. Not a lack of ideas: your users spend their time in other apps, and they arrive at yours with their habits.

Section 06 / Series

20 UX laws, one per episode. 🎬

Watch the reels

Each law gets a reel, then an article in the UX Vault: the rule, a real interface, and what to change. 0 / 20 published

Category 01 / 04
Fundamentals
The laws every interface rests on.
0 / 5 published
- Jakob’s LawUsers spend most of their time on other sites: meet their habits.
- Hick’s LawMore choices, slower decisions: cut and group the options.Soon
- Fitts’s LawBig and close targets are reached faster.Soon
- Von Restorff EffectThe one thing that differs is the one thing remembered.Soon
- Zeigarnik EffectUnfinished tasks stick in mind: show progress, invite the return.Soon
Category 02 / 04
Time & perception
How waiting, pacing and memory shape the experience.
0 / 5 published
- Doherty ThresholdUnder 400 ms, the system feels like a conversation.Soon
- Tesler’s LawComplexity never disappears, someone carries it: let it be you.Soon
- Parkinson’s LawWork fills the time available: give it tight, visible limits.Soon
- Peak-End RulePeople judge the peak and the end, not the average.Soon
- Response TimeEvery wait needs a signal, before patience runs out.Soon
Category 03 / 04
Visual hierarchy
How the eye groups, orders and remembers what it sees.
0 / 5 published
- Miller’s LawWorking memory holds about seven items: chunk the rest.Soon
- Law of ProximityWhat sits together reads together.Soon
- Law of SimilarityWhat looks alike is read as the same kind of thing.Soon
- Serial Position EffectFirst and last are remembered best: put the essentials there.Soon
- Aesthetic-Usability EffectWhat looks good is forgiven more: beauty buys patience.Soon
Category 04 / 04
Biases & dark patterns
The mental shortcuts interfaces exploit, for better or worse.
0 / 5 published
- Anchoring EffectThe first number sets the scale for every next one.Soon
- Loss AversionLosing hurts about twice as much as winning pleases.Soon
- Scarcity EffectRare feels valuable, until the pressure feels fake.Soon
- Sunk Cost FallacyThe more invested, the harder it is to walk away.Soon
- Postel’s LawBe liberal in what you accept, strict in what you send.Soon

Section 07 / Work

Featured Work 🗂️

All work

Case 01 · Coming soon
UX/UI · 2026
Interface audit
Case 02 · Coming soon
UX/UI · 2026
Design system
Case 03 · Coming soon
UX/UI · 2026
AI pipeline

Section 08 / About

Hi, I’m Ayoub 👋

Lead product & UX/UI designer

Lead product and UX/UI designer in a French FoodTech startup: 22 web and mobile modules used every day by restaurant chains. Before that, the UX of an open-banking app and four years of freelance product and brand design. Trained as a state engineer in data science, I prototype in React and measure what I design.

I design in Figma and Photoshop, animate in After Effects and Lottie, cut the reels in Premiere Pro, build with Claude Code and ship with Jira.