Led design on a luxury DTC commerce platform in Dubai for 2 years. Full redesign of the shopping flow, checkout, and post-purchase experience. Ten A/B experiments across 1M sessions. Conversion work alone moved the revenue number 67% YoY.
I joined a luxury DTC brand in Dubai as design lead, embedded for two years. The category was crowded. The previous site treated luxury like a marketing category (overbuilt, over-animated, slow). Conversion had plateaued for four consecutive quarters.
Mobile was 68% of traffic but converted at 40% below desktop. DesignOps was ad-hoc: five designers, no shared system, every PDP hand-built. The brief was simple. Move the revenue number without moving the marketing spend.
I stripped the site back to editorial typography, full-bleed product imagery, and a checkout you could complete in 4 taps. No parallax, no intro animations, no modal takeovers. The win wasn't a prettier website. It was a sharper product.
I A/B tested the entire funnel over 6 months. Every page, every component, every copy block. Winners shipped. Losers got buried. That discipline, repeated ten times, is what moved the revenue number.
I ran an experimentation program over six months. PDP layout, checkout flow, financing messaging, trust-signal placement, hero imagery. Every test was instrumented. Every winner shipped. The -14% cart-abandonment result came from a checkout teardown that eliminated the forced account-creation step.
I built the design system. Wrote the hiring rubric. Interviewed 80+ candidates. Grew the team from five generalists to twelve specialists across product, brand, motion, and DesignOps. eNPS hit 82 on exit, the highest score across the company's functions.
Two years embedded. 10 A/B experiments shipped. 1M+ sessions analyzed. +67% revenue YoY, +21% checkout conversion, -14% cart abandonment. One design team, scaled from five to twelve, running the program end to end.
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