Hassan Qudus

How the work happens.

Hassan studies the path a shopper takes: from the first click, through the product page, into the cart and out the other side. Where people stall, he asks why.

He fixes the friction one step at a time, so every change has a reason you can point at rather than a redesign nobody asked for.

Then he measures. A change is only worth keeping if the numbers say shoppers found it easier, so each fix is checked against the journey that came before it.