Promotional site for targeted messaging
Promotional site for targeted messaging
Promotional site for targeted messaging
How website redesign Doubled visitor Conversion in One Week
How website redesign Doubled visitor Conversion in One Week
How website redesign Doubled visitor Conversion in One Week
Redesigning Buildnow’s site to deliver sharper messaging, clearer value, and better conversion across its core audiences.
Redesigning Buildnow’s site to deliver sharper messaging, clearer value, and better conversion across its core audiences.
Redesigning Buildnow’s site to deliver sharper messaging, clearer value, and better conversion across its core audiences.
In partnership with:
My role
My role
Product designer
Timeline
Timeline
1 Week (9/2024)
Team
Team
3
The story behind
The Spark That Started It All
The story behind
The Spark That Started It All
How did it start?
In my first month at Buildnow—now Aajil—our Product Lead, Abdullah Alshahri, challenged me to redesign the promotional site. The old one lacked clarity, structure, and emotional pull, failing to convert visitors. This wasn’t just a redesign, it was a chance to redefine our message, audience, and value across the Saudi market.
In my first month at Buildnow—now Aajil—our Product Lead, Abdullah Alshahri, challenged me to redesign the promotional site. The old one lacked clarity, structure, and emotional pull, failing to convert visitors. This wasn’t just a redesign, it was a chance to redefine our message, audience, and value across the Saudi market.
How did it start?
In my first month at Buildnow—now Aajil—our Product Lead, Abdullah Alshahri, challenged me to redesign the promotional site. The old one lacked clarity, structure, and emotional pull, failing to convert visitors. This wasn’t just a redesign, it was a chance to redefine our message, audience, and value across the Saudi market.
Redesign for Clarity
The old site felt outdated and disconnected from the product’s real value—generic messaging, weak visuals, and a poor user journey that hurt conversions. My challenge was to rebuild it from scratch: restructure the flow, craft sharper copy, and design a credible, audience-driven experience that builds trust and drives action.
The old site felt outdated and disconnected from the product’s real value—generic messaging, weak visuals, and a poor user journey that hurt conversions. My challenge was to rebuild it from scratch: restructure the flow, craft sharper copy, and design a credible, audience-driven experience that builds trust and drives action.
Redesign for Clarity
The old site felt outdated and disconnected from the product’s real value—generic messaging, weak visuals, and a poor user journey that hurt conversions. My challenge was to rebuild it from scratch: restructure the flow, craft sharper copy, and design a credible, audience-driven experience that builds trust and drives action.
Project summary
Project summary
A focused look at the problem, process, solution, and results.
A focused look at the problem, process, solution, and results.
Business Problem
Business Problem
Business Problem
The old site was not failing because it lacked visuals. It was failing because visitors could not understand the offer quickly enough, recognize themselves in the message, or move into the request flow with confidence. The friction showed up as weak relevance, unclear value, and lost conversion momentum.
Process
Process
Process
I treated the redesign as a funnel problem, not a page refresh. I audited the UI, content, and conversion path, then mapped the job of each section: who it speaks to, what doubt it reduces, and what action it should support. The process combined Arabic-first messaging, benchmark analysis, clearer CTAs, and behavioral checks around form completion.
Design Decisions
Design Decisions
Design Decisions
The final direction made the product value easier to understand for contractors, suppliers, and partners. I tightened the hierarchy, clarified the offer, reduced decision noise around the request path, and used the A/B test learnings to keep the form interaction easier to scan and complete.
Product Metrics
Product Metrics
Product Metrics
100%
100%
100%
Increase in visitor conversion
Increase in visitor conversion
Increase in visitor conversion
11.75%
11.75%
11.75%
Fewer friction signals
(Dead, Rage clicks, and quick backs)
The new design
The new design
A clearer, sharper, and more focused experience—built to connect with the right audience and turn visits into real action.
A clearer, sharper, and more focused experience—built to connect with the right audience and turn visits into real action.
A/B Testing
A/B Testing
Testing the request flow, CTA hierarchy, and form interactions to understand which choices reduced friction and improved conversion using Optibase.
Testing the request flow, CTA hierarchy, and form interactions to understand which choices reduced friction and improved conversion using Optibase.
Overview
Overview
Overview
We tested two input types on the credit request form: dropdowns (Variant A) vs. segmented controls (Variant B) for the “revenue” and “requested amount” fields. The goal was to learn which pattern reduced hesitation and improved completion. While segmented controls showed all options upfront, they also increased visual load. The A/B test ran via Optibase with 2,340 users, split 50/50.
We tested two input types on the credit request form: dropdowns (Variant A) vs. segmented controls (Variant B) for the “revenue” and “requested amount” fields. The goal was to learn which pattern reduced hesitation and improved completion. While segmented controls showed all options upfront, they also increased visual load. The A/B test ran via Optibase with 2,340 users, split 50/50.
Hypothesis
Hypothesis
Hypothesis
We assumed segmented controls would improve completion by removing extra taps and making the form feel more immediate. The test challenged that assumption: fewer clicks did not mean lower cognitive load.
We assumed segmented controls would improve completion by removing extra taps and making the form feel more immediate. The test challenged that assumption: fewer clicks did not mean lower cognitive load.
Outcome
Outcome
Outcome
Variant A (dropdown) outperformed, showing a 7.7% uplift in overall conversion. While segmented controls reduced clicks, they introduced higher visual and cognitive load. The dropdown made the form feel easier to scan, leading to a better performance and higher conversion.
Variant A (dropdown) outperformed, showing a 7.7% uplift in overall conversion. While segmented controls reduced clicks, they introduced higher visual and cognitive load. The dropdown made the form feel easier to scan, leading to a better performance and higher conversion.
Learnings
Learnings
Reflections, takeaways, and what I’d do differently.
Reflections, takeaways, and what I’d do differently.
What did I learn?
What did I learn?
What did I learn?
This project reminded me that conversion is rarely solved by making a page look more polished. The bigger shift came from making the offer easier to understand, reducing doubt before the request flow, and treating each section as part of one funnel. The A/B test was especially useful because it challenged a simple assumption: fewer clicks do not always mean less effort.
This project reminded me that conversion is rarely solved by making a page look more polished. The bigger shift came from making the offer easier to understand, reducing doubt before the request flow, and treating each section as part of one funnel. The A/B test was especially useful because it challenged a simple assumption: fewer clicks do not always mean less effort.
This project reminded me that conversion is rarely solved by making a page look more polished. The bigger shift came from making the offer easier to understand, reducing doubt before the request flow, and treating each section as part of one funnel. The A/B test was especially useful because it challenged a simple assumption: fewer clicks do not always mean less effort.
What went well?
What went well?
What went well?
The strongest part was the speed of alignment. Product, business, and design decisions stayed close together, which helped the site move from unclear messaging to a sharper conversion path in one week. The localized Arabic-first copy, clearer audience segmentation, and focused CTA structure gave the redesign a business reason beyond the visual update.
The strongest part was the speed of alignment. Product, business, and design decisions stayed close together, which helped the site move from unclear messaging to a sharper conversion path in one week. The localized Arabic-first copy, clearer audience segmentation, and focused CTA structure gave the redesign a business reason beyond the visual update.
The strongest part was the speed of alignment. Product, business, and design decisions stayed close together, which helped the site move from unclear messaging to a sharper conversion path in one week. The localized Arabic-first copy, clearer audience segmentation, and focused CTA structure gave the redesign a business reason beyond the visual update.
What could be improved?
What could be improved?
What could be improved?
If I revisited it, I would define the measurement plan earlier: baseline funnel steps, event taxonomy, and post-launch review cadence. The test answered an important interaction question, but I would also run deeper experiments around CTA wording, section order, and form-entry intent to understand where users were still hesitating.
If I revisited it, I would define the measurement plan earlier: baseline funnel steps, event taxonomy, and post-launch review cadence. The test answered an important interaction question, but I would also run deeper experiments around CTA wording, section order, and form-entry intent to understand where users were still hesitating.
If I revisited it, I would define the measurement plan earlier: baseline funnel steps, event taxonomy, and post-launch review cadence. The test answered an important interaction question, but I would also run deeper experiments around CTA wording, section order, and form-entry intent to understand where users were still hesitating.
Keep Exploring
Keep Exploring
More projects, more perspective—see what else is shaping the way I design.
More projects, more perspective—see what else is shaping the way I design.
More projects, more perspective—see what else is shaping the way I design.
Let's Connect
I work with ambitious teams and founders to build digital products that are genuinely useful, and that grow with the business.
Let’s Talk!
Let's Connect
I work with ambitious teams and founders to build digital products that are genuinely useful, and that grow with the business.
Let’s Talk!