Selected Work

A curated selection of eCommerce projects I’ve led or shaped through strategy, UX direction, and platform decisions.

Selected Work

These projects reflect my role in shaping direction, structure, and user experience — not just aesthetics. Each engagement was guided by discovery, clarity, and long-term performance, with full execution delivered through the studio.

Emirates Store

UX-led eCommerce Transformation

Complex product catalog streamlined into a global buying experience

Goals
The primary goal was to modernize a legacy retail experience into a cohesive, user-friendly eCommerce platform that could support a diverse product catalog and a global customer base. The focus was on improving discoverability, simplifying navigation, and creating a buying experience that reflected the premium nature of the Emirates brand while remaining scalable and operationally sound.

Outcomes
The result was a streamlined, UX-led eCommerce experience designed to reduce friction across browsing and purchasing. By clarifying information architecture and aligning the user journey with customer intent, the platform was positioned for improved usability, stronger engagement, and long-term growth across international markets.

EARL Home

UX-led eCommerce Transformation

Fragmented shopping experience → cohesive, conversion-focused storefront

Goals
EARL Home needed to evolve from a visually driven but inconsistent shopping experience into a clearer, more structured eCommerce journey that supported both brand storytelling and product discovery. The goal was to simplify navigation, improve product clarity, and create a user experience that felt refined, trustworthy, and easy to move through across devices.

Outcomes
The redesigned experience brought structure and intent to the storefront, aligning content, layout, and user flows around how customers actually browse and buy home products. By reducing friction and improving clarity at key decision points, the site was positioned to support stronger engagement, improved conversion confidence, and a more scalable foundation for future growth.

ZippyBack™

Product Strategy & eCommerce UX

Concept-stage product → scalable, trust-led eCommerce experience

Urban Woodcraft

Digital Commerce Transformation

Brochure website → full-scale eCommerce business

Goals
Urban Woodcraft needed to move beyond a brochure-style website that relied on manual inquiries and offline sales processes. The goal was to transition the business into a true eCommerce operation that could support custom furniture sales, streamline quoting and ordering, and provide customers with a clear, confident buying experience for high-consideration products.

Outcomes
The transformation resulted in a fully functional eCommerce platform that supported online sales at scale while maintaining the brand’s craftsmanship-driven positioning. By restructuring the customer journey and aligning the platform with how buyers evaluate and purchase custom furniture, the business was positioned for sustained online growth and operational efficiency.

ZippyBelts™

Product Positioning & eCommerce UX

Early-stage product concept → structured, conversion-ready storefront

Goals
ZippyBelts™ required an eCommerce experience that could clearly communicate a new product concept while establishing trust and differentiation in a competitive accessories market. The goal was to translate the product’s functional value into a clear, intuitive buying experience that supported brand credibility and reduced friction for first-time customers.

Outcomes
The resulting storefront focused on clarity, product understanding, and streamlined decision-making. By structuring the experience around user intent and simplifying the path to purchase, the platform was positioned to support early traction, brand recognition, and scalable growth as the product line evolves.

Neurabody

Global eCommerce UX & Localization Strategy

Single-market experience → localized, international-ready platform

Goals
Neurabody required an eCommerce experience capable of supporting international growth while maintaining clarity and usability across regions. The goal was to design a platform that could handle multi-currency pricing and multilingual content without fragmenting the user experience, ensuring customers in different markets could navigate, understand, and purchase with confidence.

Outcomes
The resulting platform was structured to support localized experiences while preserving a consistent global brand and UX framework. By integrating currency and language localization into the core user journey, the site was positioned to reduce friction for international customers, support regional expansion, and scale efficiently across markets without duplicating effort or compromising usability.

A Professional Experience from Start to Finish
eXcelebrate were highly professional, attentive to our needs, and delivered a clean, modern site that exceeded expectations. I’d gladly recommend them to anyone looking for reliable and creative web development support.