Curio
Doubling Subscription Conversions on Curio’s Landing Screen
The challenge: Only 2% of new users converted to paid subscribers - a poor conversion rate that made customer acquisition costs unsustainable.
The solution: We designed a new landing screen experience that immediately demonstrated Curio's value as premium audio journalism. The design focused on removing friction while showcasing editorial excellence through the content.
The outcome: Subscription conversion rates doubled to 4%, generating significant additional revenue.
Principal Product Designer
Majid Al Futtaim
Grand Loyalty Unification
The problem: Customers across the Middle East were juggling multiple loyalty programs from Majid Al Futtaim's shopping malls, hotels, and entertainment venues - creating a fragmented experience that reduced engagement and limited cross-brand discovery.
The solution: We designed a unified 0-1 loyalty platform that consolidated 13+ programs across the region into a single, intuitive mobile experience. The design emphasised seamless point management, personalised offers, and shared experiences with family and friends.
The outcome: Successfully launched across multiple markets, creating the region's first comprehensive retail loyalty ecosystem and establishing a new standard for integrated customer experiences.
Experience Designer
Curio
The Audio Episode Discovery Saga
The problem: Curio's episode landing pages were a chaotic mess, some had no content whatsoever, others showed minimal information, and none effectively showcased the platform's premium audio journalism or breadth of content. New users had no way to understand Curio's quality or value.
The solution: We redesigned the episode detail pages from scratch, leveraging lessons from the landing page redesign. The pages highlighted premium content, showcased Curio's editorial range, and included free listening previews so users could experience the quality firsthand before subscribing.
The outcome: I left Curio before the results
Principal Product Designer
Lyst
Increasing Engagement by 40% on Lyst’s Discovery Screen
The problem: Lyst's home discovery screen wasn't effectively engaging users or helping them find fashion items that matched their personal style. Low engagement meant users weren't discovering the breadth of fashion available across thousands of brands.
The solution: We redesigned the home discovery experience to create a more personalised and engaging experience. The new design emphasised an improved visual hierarchy by removing horizontal scrolls, redesigned components and smarter recommendation algorithms to help users discover items that truly resonated with their taste.
The outcome: Home engagement increased by 40% and purchases improved by 20%, transforming the app's discovery experience into a powerful driver of both user satisfaction and business growth.
Principal Product Designer
