​Ajayi Feyikemi Mabel, known online as simplypheyie, is a Lead Product Designer at BrainDAO, the organization behind IQ.wiki. ^{[1] [2]} She has a background as a biochemist and has transitioned into a career in UI/UX design. ^[2]​

Career

Ajayi Feyikemi is the Lead Product Designer at BrainDAO and also works as a UX Designer for its product, IQ.wiki. ^{[1] [2]} Her previous experience includes roles in UX design at Zuri Chat and participation in the HNG Internship. Feyikemi holds a background as a biochemist prior to her career in design. ^[2]​

Design Projects

On the Figma community platform, Feyikemi (as Mabel) shared a UI/UX design file for a "Handyman Marketplace" application. The project was created as an entry for a design challenge and aimed to create an easy-to-use platform for finding, booking, and reviewing home service professionals. The design includes features such as customer and handyman dashboards, a service discovery flow, a support and ticketing system, and a feedback mechanism. ^[3]​

Online Activity and Publications

Feyikemi maintains an active online presence across several platforms where she shares her professional work, writes articles, and posts reviews. Her online handle is typically simplypheyie. ^[2] Her interests include fiction, music, and naps, which are reflected in her writing and reviews. ^[1]​

Medium Articles

Under the handle @Simplypheyie, Feyikemi has published several articles and responses on Medium. In a March 2022 article published in the "Bootcamp" publication, she wrote about the differences between Web 2.0 and Web 3.0. She has also written literary commentary, such as a review and analysis of Sally Rooney's novel Conversations with Friends. ^[1]​

In November 2025, she responded to an article titled "The Hidden Cost of Building a Career in Africa" by Alex Oyebade, stating, "We indeed need transparency in Nigeria. It will help a lot of people and raise value for employees." ^[1]​

Book Reviews

On the book review platform The StoryGraph, Feyikemi has reviewed several books. She gave a 4-star rating to The Black Witch by Laurie Forest, praising its handling of themes like colonialism and racism, which she felt "mirrors the real world so well." She described the book as an "enjoyable read" despite finding the protagonist's initial naivete "infuriating". ^[4]​

She also reviewed The Rebel King by Kennedy Ryan, rating it 3.5 out of 5 stars. In her review, she noted a tonal shift from the first book in the series, describing it as "more of a billionaire romance with crime and politics sprinkled in." Despite this, she found it a "good read" and "had fun with it." ^[5]​