UX / Product Designer · App Orchid

I take complicated systems and design them into something clear.

Product and service design, grounded in the business logic underneath both.

Show all UX designers with service design skills where fear of complexity is not present. Now building AI-driven products at App Orchid.

Rukaiya Vohra smiling, seated outside a cafe
Research · Interaction · Service Blueprints · Prototyping · Business Analytics · Systems Thinking · Clarity · Research · Interaction · Service Blueprints · Prototyping · Business Analytics · Systems Thinking · Clarity ·

I'm a Service Designer turned UX/Product Designer with a Master's in Service Design from SCAD and 3+ years translating complex user needs, organizational structures, and system logic into intuitive interfaces, service blueprints, and measurable product outcomes.

App Orchid · Oct 2024 – Present · Remote Partnered with 6+ enterprise clients to translate their needs into AI-driven tool workflows and backend logic. Designed 25 custom apps for Fidelity and built Contract AI's UI from the ground up. Increased UI production speed to roughly half a day per design and cut AI-assisted theme generation time from a full day to about an hour.

BMW North America x SCAD Pro · Mar 2024 – May 2024 · Savannah, GA Led research within a 20-person, multidisciplinary team spanning 10 countries to develop an Innovation Strategy Blueprint for BMW Americas. Presented high-fidelity prototypes directly to BMW senior leadership and secured buy-in to advance to the next project phase.

Kunal Logistics · Jul 2022 – Oct 2022 · Mumbai, India Appointed to lead a cross-functional team of 8, owning timelines and stakeholder expectations for an internal software consolidation initiative. Designed a single consolidated platform unifying 2 disparate systems and 3 offline processes, cutting response time by a full business day.

UX Research & Strategy

  • User interviews
  • Usability testing
  • Heuristic evaluation
  • Journey & service blueprinting

Product & Interaction Design

  • Wireframing & prototyping
  • High-fidelity mockups
  • Design systems & UI libraries
  • Responsive design & WCAG

AI & Data-Driven Design

  • AI-driven tool design
  • Workflow & backend logic mapping
  • Dashboard & data viz QA
  • Business Model Canvas

Collaboration & Leadership

  • Cross-functional & Agile teams
  • Client & executive presentations
  • Team leadership
  • Stakeholder alignment

Four projects, grouped by the kind of problem they solved.

Product & UI Design

Service Design

More projects coming soon.

What's next, plus an open invitation to help shape it.

A Chatham Area Transit hybrid bus stopped in downtown Savannah
Self-Initiated In Progress

Chatham Area Transit

Self-initiated research & redesign

Chatham Area Transit is Savannah's public bus service. Its current digital experience makes it hard for riders to understand routes, plan trips, and access real-time information — this redesign focuses on clarity, ease of navigation, and accessibility.

Got an idea worth researching?

Suggest a UX research question, a UI/UX project, or a service design problem you'd want me to dig into next.

Sent straight to me — no email app needed.

The stuff people usually wonder about before reaching out — AI included.

You could design with AI, and I could design with AI — but the results would look nothing alike. I spent 6 years studying the fundamentals of design, so I use AI as a tool, not a master. Left on its own, AI tends to average out every design it's seen. With real design fundamentals behind it, you get something better than average.

I use AI to quickly generate mockups of my ideas. Not every idea makes the cut, so it's not worth spending an hour hand-crafting each one — AI lets me explore more directions fast, then invest real time into the ones that are actually worth pursuing.

I bring creativity only a human mind can offer — connecting uncommon dots that AI, trained on existing patterns, simply won't reach.

I'm looking for a full-time role, though I'm open to starting with a short internship of a few months if that's a better fit for how a team wants to bring me on.

Every project has its own process, but here's roughly how it goes in my current product development role: I get a brief from the project manager, and I ask a lot of questions upfront to really understand the reasoning behind the request — not just the ask itself. From there, I move into Figma and build using our design system, always creating a few options rather than one — it's much easier to compare and decide than to sit with a single design and try to pinpoint what's not working. Then we have a review call, and based on feedback I either iterate or hand it off to engineering for development.

Working at a startup means wearing multiple hats — my work spans UI/UX design, QA, research, business problem-solving, and sometimes even a bit of coding.

It depends on scope — small briefs can be turned around in a day, while larger projects run 2–3 months depending on the requirements.

Figma — from early wireframes to polished, developer-ready screens.

Let's design something clear, together.

Open to freelance and full-time UX & service design work.