Designing a Conversion-Focused Fashion E-Commerce Experience
Client
Ghada Shop
Year
2024
Ghada Shop
Elevating a Local E-Commerce Brand into a Scalable Digital Storefront
Live website →
Overview
Ghada Shop is a fashion-focused e-commerce brand targeting modern shoppers in the UAE and the wider MENA region. The goal was to transform the brand’s online presence into a high-converting, mobile-optimized shopping experience that balances visual identity with business performance.
I led the product design end-to-end, from UX strategy and information architecture to UI design, branding alignment, and implementation oversight.
Year: 2025
Scope: UX/UI Design, E-commerce Strategy, Shopify Implementation, Branding Alignment
The Challenge
While the brand had strong product potential, the digital experience was limiting growth.
Key issues:
Unclear product hierarchy and category structure
Weak visual hierarchy affecting product discoverability
Mobile experience not optimized for conversion
Checkout friction and inconsistent trust signals
Limited differentiation in a saturated fashion e-commerce market
The core challenge wasn’t “make it look better.”
It was: build a scalable digital commerce foundation that increases conversion while reinforcing brand identity.
Strategy & Product Thinking
Instead of jumping into visuals, I reframed the project around three pillars:
Clarity drives conversion
Mobile-first is not optional in MENA markets
Brand trust must be engineered, not assumed
I approached the redesign as a product optimization exercise, not just a UI refresh.
Information Architecture & UX Improvements
1. Simplified Navigation Structure
Reorganized product categories for faster scanning
Reduced cognitive load in mega menus
Improved filtering logic for mobile users
2. Product Page Optimization
Clearer visual hierarchy (price, CTA, size selection)
Enhanced product imagery placement
Structured content blocks for benefits and details
Reduced friction in variant selection
3. Checkout Flow Optimization
Minimized steps
Clear progress indicators
Stronger trust signals (returns, delivery, payment clarity)
Improved mobile tap zones
4. Mobile-First Redesign
Given the UAE and MENA purchasing behavior, mobile performance was treated as the primary platform.
Optimized layout spacing
Faster loading perception
Cleaner CTA placement
Thumb-friendly navigation
Visual Direction
The visual system was refined to reflect a modern, premium fashion identity:
Strong typography hierarchy
Neutral palette with strategic contrast
Structured layout with breathing space
Consistent component system across templates
The design language supports brand perception while staying performance-driven.
Business Impact
While exact numbers remain confidential, the measurable outcomes included:
Improved product engagement
Reduced checkout drop-off
Stronger brand clarity
Increased user session depth
Higher perceived brand trust
More importantly, the platform became scalable — allowing future campaigns, product expansions, and content growth without redesigning the system.
What This Project Demonstrates
This project reflects my approach to product design:
I design for business outcomes, not decoration
I optimize for user behavior, not aesthetics alone
I structure digital experiences to scale
I treat e-commerce as a product system, not a template
Reflection
In competitive markets like the UAE and MENA, differentiation doesn’t come from visuals alone.
It comes from clarity, speed, trust, and intentional UX decisions.
Ghada Shop became more than a website.
It became a structured digital commerce engine.
Scope of Work
