Dr. M Danyal.

Brand Experience & Website Design Lead

Abe House • Freelance

May 2025 - Present • 1 yr 3 mos

At Abe House, the objective was not simply to build a website, but to translate emotion, atmosphere, and lifestyle into a digital experience. The brand wanted its customers to feel the essence of the clothing before purchasing — a sense of vintage charm, countryside calm, and an escape from fast-paced urban life. I worked closely with the brand to deeply understand this vision and transformed it into a cohesive digital experience through intentional design, layout decisions, and storytelling. Every element of the website — from typography and spacing to imagery flow and user navigation — was crafted to evoke a cottage-inspired, timeless, and slow-living aesthetic that aligned with the brand’s identity. My role involved end-to-end website design and experience building, ensuring that the visual language supported emotional connection while still maintaining clarity, usability, and conversion readiness. The final result was a website the client was genuinely proud of — one that authentically represents the brand’s soul and confidently communicates its value to the right audience. The project stands as an example of how brand experience, design psychology, and strategic layout can work together to create not just a store, but a destination that resonates with customers on a deeper level.

CRO Specialist

Kizo Kicks • Freelance

Feb 2025 - Present • 1 yr 6 mos

At Kizo Kicks, I work closely with the brand owner to systematically improve conversion rates and revenue performance. My core contribution has been identifying and fixing conversion bottlenecks across the customer journey, with a strong focus on checkout flow optimization and custom checkout experiences. I played a key role in designing and implementing custom checkout structures, reducing friction points and improving completion rates, which resulted in measurable revenue growth. My work involved analyzing user behavior, optimizing funnel drop-offs, and restructuring conversion paths to align with buyer intent. I continue to work closely with the brand on an ongoing basis, ensuring sustained performance improvements and iterative CRO enhancements as the brand scales.

Ecommerce Experience & Brand Structuring Lead

Nourias • Freelance

May 2024 - Sep 2025 • 1 yr 4 mos

Nourias began as a promising skincare startup targeting the middle-east consumer market, where trust, clarity, and ease of use are critical to conversion. The primary objective was to transform a retailer-style setup into a structured, branded ecommerce experience that felt professional, credible, and effortless to navigate. I led the translation of the brand’s product range into a clean, brand-aligned website architecture, focusing heavily on navigation clarity, logical collection structuring, and friction-free browsing. Special attention was given to reducing cognitive load for users by ensuring that every category, collection, and product pathway was intuitive and purposeful, leaving no room for confusion or missed steps in the shopping journey. My work emphasized creating an easy-to-go shopping experience, where customers could move from discovery to checkout with confidence and minimal resistance. By combining brand consistency with usability-first design, the final website delivered a smooth, accessible experience that aligned perfectly with the expectations of a mature skincare audience.