promotional site for
more targeted messaging
promotional site for
more targeted messaging
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.
Fin-Tech
Promotional Site
Production
Timeline
Timeline
1 Week (9/2024)
1 Week (9/2024)
My role
My role
Sr. Product Designer
Sr. Product Designer
Team
Team
3
3
The story behind
The story behind
The story behind
The Spark That Started It All
The Spark That Started It All
The Spark That Started It All
How did it began?
How did it began?
In my first month at Buildnow—now rebranded as Aajil—our Product Lead, Abdullah Alshahri, approached me with a quick but high-impact challenge: to redesign our existing promotional site. The current website wasn’t doing the product justice. It lacked clarity, structure, and emotional connection, and struggled to convert visitors into leads. From our very first conversation, it was clear that this wasn’t just a design task—it was a strategic opportunity to reposition how we talk about Buildnow, who we’re for, and what we enable. The goal was to create a modern, conversion-driven site that could clearly communicate our value to contractors, traders, and potential partners across the Saudi market.
In my first month at Buildnow—now rebranded as Aajil—our Product Lead, Abdullah Alshahri, approached me with a quick but high-impact challenge: to redesign our existing promotional site. The current website wasn’t doing the product justice. It lacked clarity, structure, and emotional connection, and struggled to convert visitors into leads. From our very first conversation, it was clear that this wasn’t just a design task—it was a strategic opportunity to reposition how we talk about Buildnow, who we’re for, and what we enable. The goal was to create a modern, conversion-driven site that could clearly communicate our value to contractors, traders, and potential partners across the Saudi market.
Redesign for Clarity
Redesign for Clarity
The old site felt outdated, unclear, and disconnected from the product’s real value. Messaging was generic, visuals lacked credibility, and the user journey didn’t support conversion.
My challenge was to redesign it from the ground up—reworking the structure, reinventing a targeted copy, and crafting a trust-worth design direction that could speak directly to our audience and drive real engagement.
The old site felt outdated, unclear, and disconnected from the product’s real value. Messaging was generic, visuals lacked credibility, and the user journey didn’t support conversion.
My challenge was to redesign it from the ground up—reworking the structure, reinventing a targeted copy, and crafting a trust-worth design direction that could speak directly to our audience and drive real engagement.
How did it began?
In my first month at Buildnow—now rebranded as Aajil—our Product Lead, Abdullah Alshahri, approached me with a quick but high-impact challenge: to redesign our existing promotional site. The current website wasn’t doing the product justice. It lacked clarity, structure, and emotional connection, and struggled to convert visitors into leads. From our very first conversation, it was clear that this wasn’t just a design task—it was a strategic opportunity to reposition how we talk about Buildnow, who we’re for, and what we enable. The goal was to create a modern, conversion-driven site that could clearly communicate our value to contractors, traders, and potential partners across the Saudi market.
Redesign for Clarity
The old site felt outdated, unclear, and disconnected from the product’s real value. Messaging was generic, visuals lacked credibility, and the user journey didn’t support conversion.
My challenge was to redesign it from the ground up—reworking the structure, reinventing a targeted copy, and crafting a trust-worth design direction that could speak directly to our audience and drive real engagement.
Project summary
Project summary
Project summary
A brief snapshot of the problem, challenge, and solution
From challenge to impact:
A focused look at the problem, process, solution, and results.
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.
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.
Execution Process
Execution 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.
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!
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.
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
100%
100%
Higher Conversion
Higher Conversion
(First week of Dec 24 > half of Nov's total leads)
111%
111%
Higher Engagement Time
Higher Engagement Time
Higher Engagement Time
11.75%
11.75%
Lower Friction Signals
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 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.
Running focused A/B tests on key design elements—like button placement, form layout, and CTAs—to optimize for conversion and engagement using Optibase.
Input Type Test
Input Type Test
Testing dropdowns vs. segmented chips on key financial fields.
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.
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.
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.
Input Type Test
Testing dropdowns vs. segmented chips on key financial fields.
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.
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.
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.
Learnings
Learnings
Learnings
Reflections, takeaways, and what I’d do differently.
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 deepened my ability to translate business positioning into product storytelling—especially in a complex, B2B fintech space like Saudi Arabia’s. I learned to balance marketing goals with UX clarity, apply Arabic-first content thinking, and design for trust and conversion across diverse user types.
This project deepened my ability to translate business positioning into product storytelling—especially in a complex, B2B fintech space like Saudi Arabia’s. I learned to balance marketing goals with UX clarity, apply Arabic-first content thinking, and design for trust and conversion across diverse user types.
What went well?
What went well?
What went well?
We clarified our audience, restructured the site around real JTBDs, and aligned messaging, visuals, and interaction toward measurable goals. The end result was faster engagement, clearer communication, and stronger lead performance—all delivered within tight timelines.
We clarified our audience, restructured the site around real JTBDs, and aligned messaging, visuals, and interaction toward measurable goals. The end result was faster engagement, clearer communication, and stronger lead performance—all delivered within tight timelines.
What could be improved?
What could be improved?
What could be improved?
With more time, I would’ve deepened visual feeding, explored stronger benchmarks, and refined the structure for a more engaging and polished design. The foundation was solid, but the visual storytelling could’ve gone further.
With more time, I would’ve deepened visual feeding, explored stronger benchmarks, and refined the structure for a more engaging and polished design. The foundation was solid, but the visual storytelling could’ve gone further.
Keep Exploring
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.
Lets Talk!
Send me a message describe what is in your mind, I'll get back to you ASAP. See you soon!
Lets Talk!
Send me a message describe what is in your mind, I'll get back to you ASAP. See you soon!
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 if you’re building something meaningful.
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 if you’re building something meaningful.
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 if you’re building something meaningful.
