TwoContinents Website
TwoContinents is a travel company offering attractions, trips, and accommodation in Dubai. As the only designer in the company, I led a full website redesign from scratch — starting with a WCAG/heuristics audit, introducing analytics tools, building a custom design system, and delivering a research-backed product roadmap split into five stages.
The biggest issue was the complete lack of user knowledge and data. There was no visibility into how the website was performing, where users were dropping off, or why. Without research or analytics, design decisions were guesswork — and the website lacked consistency, accessibility, and any scalable foundation.
Conducted a full audit of the existing website — WCAG compliance, accessibility, information architecture, and heuristics — producing a detailed multi-page report with prioritised findings.
Introduced Hotjar (behavioural tracking), Maze (usability testing), and surveys to fill the knowledge gap. A one-month Hotjar survey revealed concrete user pain points and gave stakeholders evidence to support design decisions.
Benchmarked competitor platforms (Booking, Airbnb, wakacje.pl) to understand industry UX conventions and identify differentiation opportunities.
Translated research insights into a five-stage product roadmap — each stage spanning 1–3 months — covering the most critical issues first: consistency, accessibility, and core usability.
Built a custom Design System from scratch using atomic design methodology (atoms → molecules → components → organisms) — creating a single source of truth for design and development.
Worked closely with developers throughout implementation, running monthly UX/UI QA reviews to catch errors early. As scope grew, hired and onboarded a new UX/UI designer to accelerate delivery.
Desktop
Mobile
Conversion rates increased by 20% — double the original goal of +10% — driven by the refreshed checkout flow and improved UX. Developer errors reduced by 50% through systematic QA reviews. The design system is now a living foundation that grows with the product. The project is still in progress, with upcoming focus on advanced checkout flows, search/filtering, and further usability testing.