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 story behind
The Spark That Started It All
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The old site felt outdated and disconnected from the product’s real value—generic messaging, weak visuals, and a poor user journey that hurt conversions.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The old site felt outdated and disconnected from the product’s real value—generic messaging, weak visuals, and a poor user journey that hurt conversions.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.
Problem to be solved
Problem to be solved
Problem to be solved
The old site lacked clarity, focus, and a sense of relevance. It failed to communicate value, connect with key audiences, or support conversion, hurting both credibility and growth.
Process
Process
Process
I started by auditing the UI, UX, and content to identify gaps across usability, structure, and messaging. Given the audience, I prioritized an Arabic-first copy approach. I mapped out the core JTBDs for each section, defined the brand’s tone and visual direction, and pulled insights from 20+ relevant benchmarks to inspire positioning and design strategy.
Problem Solved!
Problem Solved!
Problem Solved!
The new site was redesigned to target key business segments in the Saudi construction and fintech space—contractors, suppliers, and partners. I focused on localized messaging, clear value articulation, and structured user flows that support lead generation, trust-building, and sales enablement.
Numbers speaks
Numbers speaks
Numbers speaks
100%
100%
100%
less time to log expenses
less time to log expenses
less time to log expenses
111%
111%
111%
Less manual fin. team work
Less manual fin. team work
Less manual fin. team work
11.75%
11.75%
11.75%
Lower 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
Running focused A/B tests on key design elements—like button placement, form layout, and CTAs—to optimize for conversion and engagement using Optibase.
Running focused A/B tests on key design elements—like button placement, form layout, and CTAs—to optimize for conversion and engagement 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 reduce friction and improve form completion. While segmented inputs show all options up front (reducing clicks), they risk higher cognitive load. The A/B test ran via Optibase on a total of 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 reduce friction and improve form completion. While segmented inputs show all options up front (reducing clicks), they risk higher cognitive load. The A/B test ran via Optibase on a total of 2,340 users, split 50/50.
Hypothesis
Hypothesis
Hypothesis
We assumed that segmented controls would speed up form completion by removing extra steps (tap → scroll → select) and make the interaction feel more immediate—resulting in a higher conversion rate.
We assumed that segmented controls would speed up form completion by removing extra steps (tap → scroll → select) and make the interaction feel more immediate—resulting in a higher conversion rate.
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?
Throughout this project, I kept sharpening my visual design skills—especially around answering one key question: how do you create visuals that are convincing enough for different personas to sign up and give it a try? I also developed my ability to articulate design decisions through ongoing discussions with Ahmed, which proved incredibly valuable in future freelance projects.
Throughout this project, I kept sharpening my visual design skills—especially around answering one key question: how do you create visuals that are convincing enough for different personas to sign up and give it a try? I also developed my ability to articulate design decisions through ongoing discussions with Ahmed, which proved incredibly valuable in future freelance projects.
Throughout this project, I kept sharpening my visual design skills—especially around answering one key question: how do you create visuals that are convincing enough for different personas to sign up and give it a try? I also developed my ability to articulate design decisions through ongoing discussions with Ahmed, which proved incredibly valuable in future freelance projects.
What went well?
What went well?
What went well?
I created custom illustrations and animations to bring a sense of uniqueness that aligned with the brand’s identity and vision. The business brainstorming sessions with Ahmed were also a key; they helped shape the right design direction and ensured every layout and visual element targeted its right value.
I created custom illustrations and animations to bring a sense of uniqueness that aligned with the brand’s identity and vision. The business brainstorming sessions with Ahmed were also a key; they helped shape the right design direction and ensured every layout and visual element targeted its right value.
I created custom illustrations and animations to bring a sense of uniqueness that aligned with the brand’s identity and vision. The business brainstorming sessions with Ahmed were also a key; they helped shape the right design direction and ensured every layout and visual element targeted its right value.
What could be improved?
What could be improved?
What could be improved?
The final design still has room for improvement—especially in color distribution and illustration quality. Looking back, the initial project framing could’ve been more structured and accurate. And personally, I could’ve benefited from more patience during the revision and iteration process.
The final design still has room for improvement—especially in color distribution and illustration quality. Looking back, the initial project framing could’ve been more structured and accurate. And personally, I could’ve benefited from more patience during the revision and iteration process.
The final design still has room for improvement—especially in color distribution and illustration quality. Looking back, the initial project framing could’ve been more structured and accurate. And personally, I could’ve benefited from more patience during the revision and iteration process.
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 collaborate with ambitious teams and founders around the world to craft digital experiences that connect, engage, and drive real impact.
Let’s Talk!
Let's Connect
I collaborate with ambitious teams and founders around the world to craft digital experiences that connect, engage, and drive real impact.
Let’s Talk!
Let's Connect
I collaborate with ambitious teams and founders around the world to craft digital experiences that connect, engage, and drive real impact.
Let’s Talk!