Dabdoob is a leading online toy store in the GCC region. As the business expanded across multiple countries, its original e-commerce experience was limiting conversion, slowing operations, and struggling to scale localized growth. I was brought in to lead the end-to-end redesign of both the platform and the purchase journey, with a focus on improving acquisition, conversion, retention, and operational efficiency.
Role:
Lead Designer
Industry:
E-Commerce
Duration:
12 Months
Challenges
Checkout abandonment rates were high due to friction in payment, delivery, and address management
Limited personalization was reducing product discovery and repeat engagement
Multi-country expansion required scalable content management, localized delivery options, and currency handling
Operational inefficiencies in inventory and ERP sync were slowing fulfillment and impacting customer satisfaction
My Approach
Rebuilt the entire purchase journey with simplified cart, payment, and address flows to reduce friction at every step
Introduced dynamic homepages by market to highlight localized promotions, trending products, and regional preferences
Designed personalized gift registry features to encourage multi-user purchase behaviors for events like birthdays and baby showers
Developed new features including e-wallet payments, gift wrapping options, and real-time delivery alerts tied to location tracking
Collaborated directly with development and ERP teams to integrate backend operations into the frontend UX, improving stock visibility and delivery accuracy
Results
Reduced checkout abandonment by improving flow clarity and reducing required user actions
Increased engagement with gift registry and occasion-based shopping, driving higher average order value per customer
Enabled marketing to run regional campaigns faster through flexible homepage modules
Supported rapid expansion into new countries without requiring full redesign for each market launch
Conclusion
Dabdoob was not just an e-commerce redesign. It was a full growth optimization project that balanced customer experience with backend operational scale. By focusing on reducing friction, improving personalization, and enabling faster localization, we delivered a platform ready for sustained multi-market growth.
