Redesigning KHAN&CO. -Turning Behavioral Data Into a Multi-Platform Ecosystem & Conversion-Ready Growth

A comprehensive, 12-month, data-led redesign of the Gulf abaya brand—rebuilding the web storefront, mobile application, admin dashboard, and scaling retention systems around real user behavior instead of assumptions.

Overview

KHAN&CO.’s existing digital ecosystem was generating significant organic traffic, but its core metrics were bottlenecked by a leaky conversion funnel, outdated UI structures, and a lack of scalable retention loops. This project went far beyond a surface-level reskin. We executed a full-scale redesign and structural overhaul encompassing the web storefront, mobile application, and internal admin dashboard. Furthermore, we capitalized on the core strengths of the legacy setup while introducing robust loyalty and affiliate systems to tackle structural retention gaps, aligning every design decision with real behavioral data from Microsoft Clarity

Role

Product Design Lead — owned end-to-end UX strategy, information architecture, multi-platform UI design (Web, App, Dashboard), and directed daily engineering handoffs.

Team

1 Product Designer (lead), 1 Product Owner, 3 Developers

Timeline

12 months · May 2025 – May 2026

Context

KHAN&CO. is a premier Gulf-based abaya and modest-wear e-commerce brand. Over several years of organic growth, features were layered onto a legacy structure that was never evaluated against modern shopping habits. The business had high traffic and strong revenue at stake, but lacked a unified, data-backed architecture across its web platform, mobile app, and backend management.

Problem

A rigorous three-week behavioral audit using Microsoft Clarity across the entire customer journey surfaced the real cost of an unexamined digital ecosystem:

Quantitative: Low conversion despite high traffic, high user friction across key journeys, frequent technical/checkout errors, and declining customer retention.
Qualitative: Weak CTA visibility, overly complex multi-step checkouts, confusing cart and variant-selection experiences, and slow media loading times causing immediate drop-offs.

Solution

Homepage & Web Discovery: Rebuilt to surface products and active offers immediately, eliminating extra category-browsing clicks. The homepage now proves relevance within seconds for mobile-first users.
Mobile App & Navigation: Designed a dedicated mobile application experience alongside elevated web navigation, placing search and cart in persistent, thumb-reachable positions with explicit, action-driven CTAs.
Streamlined Checkout & Cart: Consolidated checkout into fewer, logically grouped screens (delivery details, then payment). Rebuilt the quantity stepper as a standalone component and isolated the coupon field with clear success/error states to eliminate the highest-concentration error point.

Product Page & Fast Media: Redesigned the product page to surface decision-critical details (pricing, variants, availability, trust signals) above the fold. Optimized media loading architecture and asset compression to slash loading times and ensure zero layout shifts.
Admin Dashboard: Designed a streamlined, intuitive internal control panel empowering the team to manage inventory, track analytics, and oversee operations effortlessly.
Retention & Growth Engines: Integrated a fully customized Loyalty Points Program and an Affiliate Marketing Module directly into the customer lifecycle to secure long-term, non-seasonal retention.

Challenges

Navigating a 12-month massive multi-platform overhaul introduced complex engineering and operational challenges:

Frictionless Purchasing & Trust Building: Redesigning core flows to drastically smooth out the purchasing journey while systematically reinforcing customer trust at every micro-interaction.
Zero-Downtime Live Migration: Ensuring that rolling out updates to the active live site and new platforms did not disrupt existing operations, traffic, or ongoing transactions.
Performance & Media Optimization: Tackling heavy media assets to ensure lightning-fast rendering and display across mobile devices without introducing load-time delays.
Complex Variant Data Syncing: The color/variant selection system required deep collaboration with the 3 developers over the course of a year, keeping the new UI in strict sync with legacy database constraints without breaking active live listings.

Seamless Developer Handoff: Every UX decision transitioned smoothly from a Clarity insight, to a Figma prototype, to a brief review with the Product Owner, and straight into structured developer specs.

Outcome

The numbers above 0.92% conversion, a 39% quick-back rate, 53,806 JavaScript errors represent the measured baseline this redesign was built to move, and became the project’s success criteria: every decision targeted one of these numbers directly, not the visual style for its own sake.

By treating design as a business driver rather than a stylistic exercise, the redesign directly targeted the quantified baseline metrics—transforming KHAN&CO. from a high-traffic, low-converting storefront into a high-performance, multi-platform digital ecosystem built for sustainable regional scale.