Surinder T. AI Product Designer
  • Dubai, UAE
  • For DTC founders and heads of eCommerce

Conversion is won on the product page. Not on the ad.

You pay for the traffic. Shoppers reach your store, on a phone, and leave. I find why, and rebuild the store around why they buy, in 3 to 4 weeks. Not a redesign: every change answers a reason they leave.

  • +67% YoY revenue, $1B+ DTC brand, product page led
  • +21% mobile checkout conversion, A/B tested
  • 30+ A/B tests, mostly on product pages

Store That Sells · from $15,000

30 minutes. No pitch. Nothing to pay before the proposal.Proposal within 48 hours of the call.

The page explained the mattress before it gave a reason to buy.

Product page

Puffy · product page Before: the live page After: my design

Puffy product page, my design after
After
Puffy product page, afterPuffy product page, before

  1. Proof before the pitch

    Awards and a 5-star rating open the page.

  2. Buy in 1 view

    Size, price and Add to cart sit together in the first screen.

  3. Risk removed at the button

    Money-back guarantee and the delivery date sit under Add to cart.

The same store, on a phone: the path to the order

  1. 1 · Product page
    Puffy mobile first screen: a 3-step guide starting with Choose Mattress, awards and rating above the product, my design
  2. 2 · Upgrade offer
    Puffy mobile free upgrade offer with a plain decline link, my design
  3. 3 · Add to cart
    Puffy mobile Add to cart with the free next-day delivery date under the button, my design
  4. 4 · Checkout
    Puffy mobile cart with the free upgrade applied, the step into checkout, my design

  1. 1 step at a time

    A numbered guide turns a long page into 3 short decisions.

  2. An honest no

    The upgrade has a plain decline link, not a guilt trip.

  3. Answer “when” at the button

    The delivery date sits right under Add to cart.

Most shoppers arrive on a phone, with 1 thumb and little patience.

Mobile

Ramsha Home, on a phone · Before: the live site · After: my designs

The first screen of the homepage

Home · before
Ramsha Home homepage on a phone, the live site
Home · after
Ramsha Home homepage on a phone, my design

Before: a sale banner and 1 button. Nothing says why to trust the store.

  1. Trust above the headline

    Certifications sit before the brand line.

  2. 2 clear actions

    Shop, or book a free home trial.

  3. Proof before the first scroll

    30+ years, free delivery, 10,000+ customers.

The path to the order

  1. Menu
    Ramsha Home menu on a phone, my design

    5 clear doors, search on top, the home trial 1 tap away.

  2. Browse
    Ramsha Home browse on a phone, my design

    Filters first. Price and delivery on every tile.

  3. Product page
    Ramsha Home product page on a phone, my design

    Price, delivery date and Add to cart in the first screen.

  4. Cart
    Ramsha Home cart on a phone, my design

    Savings, total and returns show before checkout.

Every page in the build is designed for the phone first.

1,400 shades and 7 colour systems, sold from 1 flat page.

Too much to choose

ARS Colours · product page Before: the live page After: my design

ARS Colours product page, my design after
After
ARS Colours product page, afterARS Colours product page, before

  1. The price tells the whole cost

    Courier and insurance free. Customs named as extra.

  2. Compare in 1 tap

    Switch system sits beside the price, not on another page.

  3. The add-on arrives at the right moment

    Offered at the moment of buying, not before.

How 1,400 shades stay findable

ARS Colours shade explorer: all 1,400 shades in one grid with a shade code search, my design
The ARS shade explorer on a phone, my design
ARS shade code anatomy: tray, row and column give every shade 1 code, my design

  1. See all 1,400 at once

    Every shade sits in one hue-ordered grid, not across 5 tray pages.

  2. Search by code

    Type a code like 4H-04 to jump straight to one shade.

  3. One code, one colour

    Tray, row and column fix every shade’s number for good.

Shipping and discounts were “calculated at checkout”. The cart gave no reason to continue.

Cart

Ramsha Home · cart Before: the live page After: my design

Ramsha Home cart, my design after
After
Ramsha Home cart, afterRamsha Home cart, before

  1. No surprises at checkout

    Savings, shipping and VAT show before the button.

  2. Stock on every item

    In stock, or the exact lead time.

  3. Trust under the button

    Payment options and 7-day returns, where the doubt happens.

Where stores leak

Brands spent 13.2% more on ads last year. Conversion fell 6.1%. These 4 moments lose the visit.

Source: Contentsquare, 2025 Digital Experience Benchmark, 6,000 websites

  • A product card under a spotlight on a plinth, shoppers walking away PRODUCT PAGE

    They land.
    They don’t buy.

    The page explains the product before it gives a reason to buy.

  • A receipt rising from a till, a shopper with a cart turning away CART AND CHECKOUT

    The total changes
    at the last step.

    Shipping and fees appear at checkout. So does the exit.

  • A hand holding a phone, a thumb near the buy button MOBILE

    1 thumb.
    Little patience.

    Most shoppers arrive on a phone. Most stores are designed on a desktop.

  • A plain dark storefront that lights up gold, a crest appears on the door, a shopper turns to walk in BRAND POSITIONING

    Looks like any store.
    Sells like one too.

    Positioning, branding and identity make a store feel premium. Without them, shoppers compare on price alone.

How I fix it

The same 5 steps on every store, from the first leak to the handover.

  1. ILLUSTRATIVE DATA

    funnel · mobile

    Product page 100% Add to cart 9% 91 of 100 leave here Checkout 5% Paid 2%
    Leak found

    session notes

    0:08 scrolls past the photo
    0:14 looks for a delivery date
    0:21 leaves

    STEP 01 · FIND

    Your data shows where they stop.
    I find the page that leaks most.

    1 page, picked by the numbers, not by taste.

    • Analytics
    • Session recordings
    • Funnel by device
    • 30-minute call
  2. USABILITY

    blocks found

    • Size guide behind a link
    • Add to cart below the fold
    • 23 form fields for 1 order
    Clear to buy

    the fix

    • Size guide opens in place
    • Button in the first screen
    • Guest checkout, fewer fields

    STEP 02 · CAN THEY BUY?

    Remove what blocks
    the purchase.

    Usability: the size guide, the button, the form.

    • Size guide in place
    • Button in the first screen
    • Fewer fields
    • HFI CUA
  3. PERSUASION · EMOTION · TRUST

    PET review

    • Persuasion Was AED 1,580. Now AED 1,240.
    • Emotion Ships in 1–2 days. No guessing.
    • Trust 7-day returns, said by the button.
    Placed on purpose

    product page · after

    Anatolia Hand-knotted wool rug

    AED 1,240 AED 1,580 Save 22%

    In stock · Ships in 1–2 days Add to cart · AED 1,240 7-day returns · free UAE delivery

    STEP 03 · WILL THEY BUY?

    Give a reason to buy.
    Then remove the fear.

    Persuasion, emotion and trust, placed on purpose.

    • Anchoring
    • Delivery date
    • Returns by the button
    • HFI CDPA
  4. PHONE FIRST

    product page · phone

    The Ramsha product page on a phone, my design
    Handover

    specs · for your developers

    price Inter 600 · 20/24
    button h 48 · radius 8 · full width
    delivery above the button
    returns under the button
    tap target 44pt minimum

    Front-end code

    STEP 04 · DESIGN

    1 fix, designed for
    the phone first.

    The front-end design, coded and ready for your developers.

    • Mobile first
    • Front-end code
    • Brand positioning
    • Week 3 to 4
  5. YOUR TEAM RUNS IT

    test plan

    number Add-to-cart rate, mobile
    method A/B test, 50/50 split
    or Usability test, 10 to 20 people
    win B beats A on the 1 number
    Test plan

    A/B test

    A Current page

    B The fix

    The result is yours to measure. The plan says what counts as a win.

    STEP 05 · TEST

    Your team tests it.
    You judge it by 1 number.

    An A/B test, or a usability test with 10 to 20 people. You see what lost, and why.

    • Test plan
    • 1 number
    • A/B test
    • Usability test

Built around your buyer.

Every page in the build answers a reason shoppers leave, in the order they meet it.

Typical vs designed

The same product page, read through the shopper’s mind. What they feel decides whether they buy.

Topic
A typical product page The shopper has to work it out
A page I design Built on buyer psychology
Clarity
Where do I look? Price, size and delivery are spread down the page.
Clear in 5 seconds Price, delivery date and Add to cart in 1 view.
Effort
Hunting for answers Size guide, shipping and returns sit behind links.
Answers in place Each question is answered where it comes up.
Emotion
Doubt No date and no total, so the shopper stops to think.
Anticipation “Arrives Thursday” lets them picture it at home.
Persuasion
No reason to act Every option has the same weight.
1 clear reason The saving and 1 clear default sit beside the button.
Trust
“Is this real?” Returns hide in the footer. 3 reviews, all 5 stars.
Proof at the doubt Rating, returns and safe payment sit by the button.
Checkout
A surprise Shipping and fees appear at the last step.
No surprises Total, VAT and delivery show before checkout.

The build fixes all of these, in the order that costs you most.

How it works

1 call. A proposal in 48 hours. Your store rebuilt in 3 to 4 weeks.

October 2026

Dubai · Mon to Fri

Book today. Call Mon 5 Oct. Your proposal by Wed 7 Oct.

4.98/5 from 300+ founders

Trusted by founders

The work, in the words of the people who paid for it.

Questions founders ask

Browse all answers →

No. A redesign changes how a store looks. This build changes why shoppers buy: every page answers a reason they leave, in the order they meet it. Only about 10 to 15% of A/B tests win, so each change ships with a test plan, and you see the ones that lose too.

Best fit: steady paid traffic, a store that looks like any other, and a developer or agency who can connect the backend. Not sure? The call tells you in 30 minutes.

Yes. The build is designed for your platform. Some checkout changes need Shopify Plus, and I check that before work starts.

Client numbers stay private. The designs are above, before and after. My own record: +67% YoY revenue at a $1B+ DTC brand, and +21% mobile checkout conversion, validated by A/B test.

I hand over the design and the front-end code, page by page. Your developer or Shopify agency connects the backend: products, payments and data.

Access to your analytics and your store, plus session recordings if you have them. And 1 review call a week.

50% after the call, once the scope and price are agreed in the proposal. 50% on handover, when the front-end design and code are yours.

You get a test plan with the numbers to judge the build by. Run it as an A/B test, or a usability test with 10 to 20 people. If a page does not win, you know why, and what to test next.

You can keep going monthly: $8,000 a month for 3 flows plus 1 measure week. Month to month, no minimum term.
Couldn’t find what you were looking for?
Email your question

Your traffic is already paid for. Let’s find where it leaks.

30 minutes to check fit, not a pitch. Bring 1 product page and your mobile conversion rate.

  • Store That Sells, from $15,000
  • 3 to 4 weeks
  • 1 build a month

30 minutes. No pitch. Nothing to pay before the proposal.