Abdulaziz Abu Dhair
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E-commerce · Conversion Redesign

AL'ARD Making a beautiful story easy to buy

Role
UX/UI Designer
Platform
Responsive web — storefronts for the US, Europe & Saudi Arabia
Tools
Figma
The redesigned AL'ARD homepage: a sticky header with search and categories above a hero for Palestinian olive oil.

01 — Overview & role

Heritage food, sold across three regions

AL'ARD sells Palestinian olive oil and artisan foods — heritage products tied closely to Palestinian identity — across regional storefronts for the US, Europe and Saudi Arabia.

My role: UX/UI designer responsible for the redesign across phases — homepage, product page, and a full collection and IA restructure across all three storefronts, on desktop and mobile.

02 — The problem

A beautiful story — that was hard to buy

  • Pop-up overload. Homepages cluttered with stacked pop-ups competing for attention.
  • Buried navigation. Key categories hidden inside a desktop side menu.
  • Below the fold. Product image, price and size options all sat below the fold.
  • SEO debt. Audits across the three regional sites flagged structural issues.

The brief: a conversion-focused redesign that makes shopping effortless on desktop and mobile — without diluting the brand's Palestinian heritage identity.

  1. AuditUX pain points & SEO findings
  2. RestructureCatalog & IA around how people shop
  3. DesignDesktop + mobile screens
  4. PrototypeInteractive Figma prototype
  5. TestSessions with target users

03 — Key decision · Information architecture

Organised around how customers shop — not how inventory is stored

Nine navigation collections cover what people come for, while merchandising collections give seasonal and budget-led ways in.

Navigation collections

  • Palestinian Olive Oil
  • Gift Boxes & Bundles
  • Palestinian Pantry
  • Za'atar, Herbs & Spices
  • Kufiya & Heritage
  • Nabulsi Soap
  • Pickles & Table Olives
  • Support Palestinian Farmers
  • Customer Favorites

Merchandising collections

  • Palestinian Breakfast Essentials
  • Gifts under $30
  • New Harvest
AL'ARD All Products page with category, price and size filters beside a grid of olive oils and gift boxes.
All Products — filters by category, price and size.

04 — Key decision · Navigation

Every category, one click away — from any scroll position

  • Sticky headerPrimary navigation moved out of the side menu into a header that stays with the shopper.
  • Mega menu by intentShop by need, by size or by type — the way people actually decide.
  • Merchandising tileSeasonal hooks like "First Press of the Season" live right inside the menu.
  • Search-first headerA wide search bar with helpful prompts: olive oil, za'atar, gift boxes.
The Palestinian Olive Oil mega menu, organised by need, size and type, with a First Press of the Season promotion.

05 — Key decision · Homepage

A calmer homepage that sells

  • Minimized pop-upsOne clear message at a time instead of stacked overlays.
  • More products above the foldBest sellers surface in the very first scroll.
  • "Compare the Gifts"Guides buyers by budget and occasion — Mini, Pantry, Olive Oil, Premium.
Best Sellers row with olive oil, za'atar and tahini, each with size options and add to cart.
Best sellers, above the fold.
Shop by Collection grid: olive oil, gift boxes, za'atar and spices, pantry, kufiya and heritage.
Shop by collection — grouped by how people cook, gift and gather.
Compare the Gifts module showing Mini, Pantry, Olive Oil and Premium gift tiers side by side.
Compare the Gifts — pick by budget & occasion.

06 — Key decision · Product page

The product page, rebuilt around the fold

Olive oil product page with gallery, Halal and Harvest tags, rating, per-ml pricing, size cards, subscribe and save, and trust badges — all above the fold.
  • Gallery above the foldHero image and thumbnails visible without scrolling.
  • Title, rating & proofHalal and Harvest tags, rating and "300+ bought" up top.
  • Per-unit pricingPrice per ml makes the bulk discount self-evident.
  • Size variants as cardsEvery size shows its own price and saving.
  • Subscribe & SaveOne-time or recurring delivery in a single step.
  • Persistent trust badgesAuthentic Palestinian origin + free-shipping threshold.

07 — Conversion & order value

Patterns for more — and bigger — orders

Subscribe & Save, bundles, reviews, a collapsible FAQ, related products, a build-your-own box and a free-shipping progress bar.

Frequently bought together: tahini paste and Medjool dates with a 10% bundle discount.
Frequently bought together.
Cart drawer showing a free-shipping progress bar and loyalty points.
Cart drawer — free-shipping progress & loyalty points.
Build Your Own Box: choose five to ten items, with a box summary that unlocks a discount at five.
Build Your Own Box — the discount unlocks at five items.
Customer reviews tab with a rating breakdown and trust seals.
Reviews preview with rating breakdown & trust seals.

08 — Gifting & B2B

A dedicated path for gifting — and for business

  • Gift tiersBy budget & occasion, compared side by side.
  • Add-onsKufiya, dates, Nabulsi soap, tree sponsorship, gift card.
  • B2BCorporate & bulk gifting with custom branding and multi-address shipping.
Palestinian Gift Boxes collection page hero with a boxed olive oil and pantry set.
Corporate and bulk gifting banner: Gift Palestine, at scale.
Corporate & bulk gifting — "Gift Palestine, at scale."

09 — Visual language

A visual language rooted in the land

Built from the AL'ARD brand guidelines, with the secondary palette used sparingly.

Colour

  • Olive Leaf#A2B52D
  • Grove Green#56632C
  • Harvest Gold#CEB04B
  • Black#000000

Typography

  • AaBegumDisplay & headlines
  • AaFrutiger NeueUI & body
  • أرضNoto Kufi ArabicArabic
Product card component with a Harvest 2026 tag, size chips, price and add to cart button.

10 — Desktop & mobile

One system — fully responsive, desktop to mobile

Every section was designed in desktop (1512) and mobile (393) variants — from the header and mega menu to filters and the footer.

Mobile homepage hero.
Home
Mobile drill-down navigation menu.
Drill-down menu
Mobile filters presented as a bottom sheet.
Filters as a bottom sheet

11 — Outcome

Validated before a line of code — now live

Before development, I built an interactive prototype and tested it with users from the target segments. The sessions showed clear improvement over the old experience — and the redesigned storefront is now live at alardproducts.com.

  • Faster navigation
  • Quicker product discovery
  • Less confusion around fit

Reflection

Reconciling priorities that don't naturally agree

A conversion redesign isn't just a visual refresh. Business goals, real usability for a wide audience, SEO requirements across three regional sites, and what the dev stack could support all pulled in different directions — most of the work was making sure no single priority won at the expense of the others, while keeping the brand's Palestinian heritage front and centre.

“He understands the direction well, is responsive to feedback, and has been helping translate our ideas into a clearer and more user-friendly website experience.”

Ahmad AlNimr — Digital Marketing Manager, AL'ARD

What people say

A few words from the people I've had the pleasure of working with.

  • “Abdulaziz has shown a high level of professionalism accompanied by a deep understanding of his domain. I strongly believe he is a capable designer able to deliver high-quality products.”

    Tareq MaayahCEO, EXALT Technologies

  • “The Crpton dashboard reached a new level of quality thanks to Abdulaziz's UX/UI expertise. His thoughtful design decisions greatly enhanced the overall user experience.”

    Alaa Al-NajjarFounder, Crpton

  • “Abdulaziz is not just a UI/UX designer; he has a unique ability to turn ideas into elegant, intuitive, and meaningful digital experiences. His work stands out through its attention to detail, creative thinking, and deep understanding of how users interact with products. Simply put, Abdulaziz designs experiences that people don’t just use — they remember.”

    Tareq NassifFounder, RIS Enterprise Solutions

  • “Based on my long-term experience working with him, I can truly say that his creative touches are always flawless and well-crafted. He is highly professional, exceptionally cooperative, and has never fallen short at any stage. He is deeply knowledgeable in his field and attuned to the latest design trends. I highly recommend working with him.”

    Omrie Abu MadiFounder, VBooking

  • “Great UX/UI design and wireframing. He provided multiple prototypes in Figma and delivered high-fidelity designs for our tablet app, creating the best possible user experience. I highly recommend hiring him and would definitely work with Abdulaziz again.”

    Ameed J.Founder, ZenRaise

  • “Abdulaziz has been doing a great job so far on the UI/UX work for our new website. He understands the direction well, is responsive to feedback, and has been helping translate our ideas into a clearer and more user-friendly website experience. His work shows good attention to structure, visual flow, and overall usability, and we appreciate the progress made so far. Looking forward to seeing the project continue to develop.”

    Ahmad AlNimrDigital Marketing Manager, AL'ARD