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Koonj Imdad

UI/UX Designer · I SaaS · Healthcare · Ecommerce

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Islamabad, Pakistan

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Islamabad, Pakistan

Cover image for Daniel Lay Event Services —
Website

Daniel Lay Event Services — Website Redesign Simplifying a Complex Service Offering for a Full-Service UK Event Company Overview Daniel Lay Event Services — a full-service event management and hire company based in the UK, offering party planning, corporate event management, wedding planning, DJ packages, event production, and an extensive catalogue of hire products including lighting, AV equipment, furniture, dance floors, staging, props, and themed decor. MY ROLE UX Designer & Visual Designer — responsible for audit, strategy, and full redesign of the website. PLATFORM Web (desktop & mobile responsive) The Problem Daniel Lay Event Services operates across a wide and complex product and service landscape — spanning 17+ hire categories, 8 core services, 20+ event themes, and multiple event types. While the breadth of their offering is a genuine strength, the existing website struggled to translate this into a clear, navigable experience for potential clients. Visitors arriving with a specific need — say, lighting hire for a corporate event — faced a navigation system that required them to understand the company's internal structure before they could find what they were looking for. Meanwhile, visitors who were less certain of their needs had no guided entry point to help them explore. Key Issues Identified – Overwhelming navigation with four distinct top-level categories (Products, Services, Themes, Event Type), each containing long sub-menus — creating decision paralysis before a user even reaches a product page. – No clear primary call-to-action. With so many entry points and categories, users lacked a clear sense of where to start or what the recommended next step was. – The distinction between 'Products', 'Services', 'Themes', and 'Event Type' was not intuitive to a general audience. A user planning a birthday party may not instinctively know which category to begin with. – Homepage did not establish a clear value proposition or positioning. It was unclear at a glance what scale of events Daniel Lay serves — private parties, weddings, corporate events, or all three — and what sets them apart. – Duplicate and overlapping navigation paths (e.g. 'Garden Party' appeared under both Themes and Event Type) created confusion and undermined trust in the site structure. – No obvious trust signals on the homepage — no client count, years of experience, testimonials, or notable events managed were surfaced prominently. – The sheer volume of offerings risked making the company appear unfocused, rather than showcasing the genuine expertise behind each service area. – Mobile experience was not optimised for a catalogue of this scale, making it especially difficult to browse hire products on smaller screens. The Solution The redesign focused on bringing order to complexity. With a catalogue this large, the challenge was not just aesthetic — it was fundamentally about information architecture, user orientation, and guiding people efficiently from arrival to enquiry. Navigation & Information Architecture The navigation was restructured around how users actually think about events — not around internal product categories. A user-centred taxonomy was proposed: starting from event type or occasion (wedding, corporate, birthday, etc.), then surfacing relevant services, themes, and hire items contextually. This reduces the cognitive load of the mega-menu and guides users naturally toward relevant content. Duplicate navigation paths (such as Garden Party appearing in two categories) were consolidated, and clear labels were introduced to distinguish hire products from planning services. Homepage Redesign The homepage was restructured to lead with a clear, confident statement of what Daniel Lay does and who they serve — covering the full spectrum from private parties to corporate events and weddings. A guided 'What are you planning?' entry point was introduced to segment users early and route them to the most relevant section of the site. A featured highlights section was designed to surface the most popular or high-margin services — party packages, DJ hire, themed events — without requiring users to dig through menus. Trust & Credibility A dedicated section was designed for the homepage to establish authority — featuring the number of events managed, years in business, service area coverage (London, Kent, Surrey), and customer testimonials. This content was present on the site but not strategically positioned to build confidence early in the user journey. Product & Hire Catalogue The hire product section was redesigned with better filtering and visual hierarchy, making it easier to browse a large catalogue on both desktop and mobile. Category pages were given clearer intros to help users understand what's included before drilling down into individual products. Clear Calls-to-Action A consistent enquiry/quote CTA was introduced throughout the site — on the homepage, category pages, and individual product pages — replacing the fragmented experience where different pages prompted different (or no) actions. The primary action was simplified to 'Get a Quote' to reflect the nature of the business, which requires custom pricing for most bookings. Mobile Experience The navigation and catalogue were redesigned with mobile-first principles, ensuring that the large product library remained accessible and browsable on smaller screens. A collapsible, accordion-style mobile menu replaced the deep nested structure. Outcome The redesigned website presents Daniel Lay Event Services as a capable, trustworthy company with the range to handle any event, without overwhelming or confusing the visitor. The cleaner architecture reduces friction for all user types, whether they arrive with a specific item in mind or a vague event brief. Design Improvements – Navigation restructured around user intent (event type) rather than internal product taxonomy. – Duplicate navigation paths removed and category labels clarified. – Homepage now leads with a clear value proposition and a guided entry point for new visitors. – Trust signals — experience, coverage, testimonials — prominently surfaced above the fold. – Consistent 'Get a Quote' CTA introduced across all key pages. – Product catalogue redesigned for improved browsability with filtering and clearer category pages. – Mobile navigation replaced with a collapsible, user-friendly structure suited to a large catalogue. REFLECTION Daniel Lay presented a different kind of design challenge to a typical service business. The problem was not a lack of content — it was an abundance of it. This project reinforced that for complex, multi-service businesses, information architecture and content strategy are as important as visual design. A beautiful interface on top of a confusing structure will still lose users. Getting the structure right first was the foundation on which everything else was built.

Cover image for UX & Visual Design Overhaul for London Salon Website Redesign

Belle Cour Beauty — Website Redesign A UX & Visual Design Overhaul for a London Beauty Salon Brand Overview CLIENT Belle Cour Beauty — a boutique beauty salon group based in London, with a location in Victoria/Pimlico offering services including nail treatments, facials, eyelash extensions, eyebrow threading, waxing, massage, and laser hair removal. MY ROLE UX Designer & Visual Designer — responsible for audit, strategy, and full redesign of the website. PLATFORM Web (desktop & mobile responsive) The Problem Belle Cour Beauty's existing website struggled to reflect the premium, personalised experience the brand delivers in person. Despite offering a broad and well-curated menu of beauty services across a central London location, the digital presence fell short of converting visitors into bookings. Key Issues Identified Cluttered navigation with an overly deep menu hierarchy — services were buried under multiple dropdown levels, making it difficult for users to find what they were looking for quickly. Weak visual hierarchy and an inconsistent aesthetic that did not communicate the brand's upscale positioning or build trust with first-time visitors. The homepage lacked a clear value proposition. The tagline 'Your satisfaction is our achievement' offered little differentiation or emotional resonance. Critical information — such as location, hours, and booking options — was scattered and not immediately visible, creating friction at the most important decision point. The booking call-to-action was present but not prominent or well-integrated into the user journey. The site did not effectively communicate the salon's credentials, team expertise, or the personalised nature of their service — key trust signals for a beauty brand. Mobile experience was not optimised, despite the majority of local search traffic arriving via mobile devices. The Solution The redesign focused on three core pillars: clarity, trust, and conversion. Every decision was made to reduce friction, communicate brand quality, and guide users toward booking. Navigation & Information Architecture The deep, multi-level dropdown navigation was restructured into a flatter, more intuitive hierarchy. Services were reorganised into clearly labelled categories so users could reach any treatment page in two clicks or fewer. A persistent booking button was introduced in the navigation bar on all pages. Visual Identity & Tone The visual language was elevated to match the salon's in-person experience — a refined, editorial aesthetic using a calm neutral palette, clean typography, and intentional white space. Photography guidelines and image treatments were standardised to create consistency across service pages. Homepage Redesign The homepage was restructured around a clear narrative flow: hero section with a compelling headline and immediate booking CTA, followed by service highlights, a trust-building section featuring credentials and testimonials, and a location module with practical visit information. The hero copy was rewritten to lead with outcome and emotion rather than a generic statement. Trust & Credibility Dedicated sections were designed to surface the salon's expertise — therapist qualifications, years of experience, and customer reviews. This content previously existed but was not strategically placed or visually prioritised. Booking Flow The booking experience was streamlined. The CTA was made persistent and consistent throughout the site — in the header, within service pages, and at natural decision points — reducing the number of steps between interest and action. Mobile Optimisation The layout was rebuilt with a mobile-first approach, ensuring that key information (hours, location, booking) and primary CTAs were immediately accessible on small screens without scrolling. Outcome The redesigned website presents Belle Cour Beauty as a credible, premium salon brand that is easy to navigate and easy to book. The cleaner structure reduces cognitive load for first-time visitors, while the stronger visual identity builds confidence and encourages return visits. Design Improvements Navigation depth reduced from 4 levels to 2, improving discoverability of all service pages. Booking CTA made persistent and visible across all pages and screen sizes. Homepage restructured around a clear user journey from awareness to conversion. Visual consistency established across service pages, improving brand cohesion. Trust signals — reviews, qualifications, personalisation messaging — surfaced prominently. Mobile layout redesigned for thumb-friendly navigation and instant access to key information.

Real Estate CRM Design

Cover image for Medical SaaS Software
From GP referral

Medical SaaS Software From GP referral to treatment to billing — one system, no duplication. AI Scribe and Healthmail integration. Used by consultants across Ireland who are tired of paying for three tools that don't talk to each other.