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Selected Work
Different Problems Require Different Kinds of Optimization.
My work ranges from building complete digital experiences to hands-on CRO, experimentation and continuous customer journey optimization.
These selected cases show different parts of that work: from transforming an e-commerce experience and building an internal creative capability at fonQ to structured CRO and experimentation within Viking Direct / Office Depot.
fonQ · In-house
From Creative Team Building to a New E-commerce Experience
Building an internal creative capability, creating a more consistent digital design direction and helping transform fonQ into a responsive e-commerce experience.
I joined fonQ when there was no established internal creative and UX team. Part of my role was to build that capability, create more consistency across digital and commercial touchpoints and help shape a new responsive webshop together with an external UX specialist.
The work expanded far beyond a visual refresh. It included team building, digital art direction, brand consistency, campaign and email design, photography, inspiration content and the redesign of core e-commerce templates.
7 FTE
Internal creative / design team built and managed
Responsive
Desktop, tablet and mobile e-commerce redesign
Commercial development following launch
Within six months following launch, fonQ recorded approximately +50% desktop revenue and +125% mobile revenue.
These figures describe business performance following the launch and should not be interpreted as revenue caused solely by the redesign.
Viking Direct / Office Depot · In-house
From Promotional Clutter to Structured E-commerce Optimization
Using CRO, UX and experimentation to rethink the homepage while balancing customer experience, product discovery and commercial requirements.
At Viking Direct / Office Depot I worked as a dedicated CRO specialist, combining behavioral research, UX analysis, experimentation and hands-on optimization across the e-commerce journey.
One major focus was the homepage. The existing version was heavily promotion-led, with many stacked banners competing for attention. Rather than simply removing commercial content, we used experimentation to restructure the page around stronger product discovery and clearer hierarchy.
Three winning homepage experiments
Key category entry points were introduced prominently on the homepage, promotional banner stacks were replaced with clearer structured content blocks, and a B2B/B2C VAT toggle created a more useful pricing context and future segmentation signal.
Commercially valuable retail-media positions such as the Diamond and Gold placements were intentionally retained. The goal was not to remove advertising, but to reduce promotional clutter while preserving inventory that generated engagement and supplier revenue.
Different Work, Same Principle
Optimization Starts With the Problem, Not the Deliverable.
fonQ and Viking required very different types of work.
fonQ
The challenge involved building capability, creating consistency and establishing a new responsive e-commerce foundation.
The solution required creative leadership, UX, design, e-commerce thinking and later collaboration with CRO and customer experience specialists.
Viking Direct / Office Depot
The challenge was not a complete redesign but the systematic improvement of an existing high-traffic e-commerce experience.
Research, experimentation and UX were used to validate changes and improve the journey without ignoring existing commercial realities.
The common denominator
Understand what is holding the experience back, develop the right response and use evidence to determine what deserves to move forward.
Work With Pim
Have a Digital Journey That Could Perform Better?
I work with businesses and agencies on conversion optimization, experimentation, customer journey improvement and broader digital optimization.
The right solution may be an experiment, a CRO audit, a redesign or a broader optimization program. The starting point is understanding the problem and the potential impact.
Viddigo: A Brand-New Streaming App Built to Engage and Convert
The Challenge:
In a highly competitive streaming landscape, the task was to design and launch Viddigo, a new app aimed at redefining user engagement and driving global conversions. The challenge? Start from scratch and create a platform that combines intuitive UX/UI, powerful branding, and seamless streaming experiences while differentiating Viddigo in a saturated market.
The Result:
- A fully launched streaming app, delivering a seamless and engaging experience across devices.
- Strong user acquisition and engagement metrics within the first three months.
- A standout brand identity that positioned Viddigo as a strong competitor in the streaming space.
Munfarid: A Timeless Identity for a Vintage Watch Dealer
The Challenge:
Munfarid, a luxury watch dealer in Saudi Arabia specializing in vintage timepieces like Rolex and Cartier, needed a logo that reflected the timeless elegance and craftsmanship of its collection. The objective? Design a logo that exudes sophistication and authenticity, while paying homage to the rich history of vintage watchmaking.
The Result:
- A logo that radiates luxury, heritage, and exclusivity, perfectly aligning with Munfarid’s brand identity.
- Enhanced brand perception among luxury watch enthusiasts, establishing Munfarid as a trusted name in the vintage market.
- A design that not only honors the craftsmanship of vintage watches but also positions the brand as timeless and aspirational.