When I joined Buildnow (now Aajil), I stepped into something that looked polished on the surface — yet underneath, it wasn’t doing its job. The promotional site lacked clarity, connection, and direction. Visitors bounced; leads were meager.

My Product Lead, Abdullah, challenged me: redesign the site in just one week. It wasn’t about visual flair. It was about strategy, messaging, and measurable impact. 

I started by auditing the existing site — content, structure, visuals — and identified where it spoke in vague terms and where it failed to earn trust. Then I built a new foundation:

Reworked structure so each audience (contractors, suppliers, partners) sees their path.

Crafted sharper, localized copy (Arabic-first) that makes “why us” obvious.

Realigned visuals and interactions to support lead generation, clarity, and credibility.

We ran A/B tests on key elements (form layout, CTA placement, dropdowns vs segmented controls) to fine-tune friction points. One insight: the classic dropdown outperformed segmented controls by 7.7% because it reduced visual load.

In just the first week, conversions jumped to 100%+ of November’s total leads. Engagement rose ~11.75%. Friction signals (rage clicks, instant bounces) dropped.

Beyond metrics, this project taught me how to translate business narrative into product experience — especially in B2B fintech, where trust, clarity, and localization matter deeply. It sharpened my ability to design for purpose, not just polish.