Freelance Product Designer
Nizam's Fragrances · May 2026 – Present
- Turned the founder's request for an honest website review into a 19-page UX audit, then proposed a structured redesign that he took forward in June 2026.
- Ran a founder questionnaire and a customer questionnaire with 6 fragrance buyers, then affinity-mapped the responses into 9 clusters.
- Split my own hypothesis ("the site looks untrustworthy") into 3 testable claims: research supported 1 but not the other 2, and all 3 "no" answers came down to positioning, not visual polish.
- Proposing redesign directions to the founder, each traced to research: visible heritage, reviews people can verify, clearer scent guidance and a lower-risk first purchase.


