Websites that still work six months after launch.
Strategy, UX, design, build and eCommerce — fifteen years of it, most of it for businesses operating in Kuwait and the UAE.
I build the thing. I'm not a consultant who hands over a deck and leaves.
Most web projects pick the platform before they understand the problem
The brief usually arrives with the answer already in it: we need a Webflow site, we need to move to Shopify, we need this rebuilt in React. Sometimes that's right. More often it's a decision someone made from a comparison article, and the actual constraint — who updates this on a Tuesday afternoon, what it has to integrate with, whether it needs to work in Arabic — never got asked.
So the first part of a web engagement is usually not design. It's working out what the site has to do, who has to operate it, and what it has to survive: a catalogue that changes weekly, a marketing team that will not open a code editor, a payment flow that has to clear in two currencies, a legal requirement that the Arabic version is not an afterthought.
The build follows from that. It's the shorter half.
What the work covers
Most engagements are two or three of these, not all of them.
Web consulting
A second opinion with the work behind it — where the current site is losing people, what the rebuild would actually cost you, whether it's worth doing at all this year.
Web strategy
What the site is for, who it has to convince, and which page carries which job. This is where conversion gets decided, not in a button colour.
Product and website UX
The flows people actually take: what they came for, what's in the way, and what the interface assumes they already know. Applies to a five-page site and to a logged-in product alike.
Web design
Visual design, typography and a component system that holds together as the site grows — so page eleven still looks like it belongs with page one.
Web development
The build: responsive, fast, accessible, and structured so a crawler and a person see the same thing. Including the parts that are unglamorous but decide whether it ranks.
No-code and low-code build
Webflow, Shopify, Lovable and WordPress, used where they genuinely beat a custom build on time and on total cost of ownership.
AI-assisted development
Using AI to compress the mechanical half of a build. It changes how fast the first version arrives; it does not change who is responsible for the last ten percent.
eCommerce
Catalogue, checkout, payments, bilingual product data and the operational tail — returns, stock, reporting — that decides whether the store is actually manageable.
Platform selection
The decision this page argues is the important one. Made against your constraints, in writing, with the trade-offs stated.
Digital products
MVPs, internal tools, dashboards and web apps with real auth and real data — where the output is a product rather than a website.
Choosing the platform
I build on all of these, which is the only reason the recommendation is worth anything. Here is roughly when each one wins.
Marketing sites where design precision matters and a non-technical team has to publish without asking anyone. Stops being the answer once the content model gets genuinely relational.
Anything selling physical product at real volume. The checkout, payments and operational tooling are worth more than the freedom you give up — and in this region that includes payment methods a custom build would have to earn from scratch.
Publishing at volume, editorial workflows, and teams who already know it. Still the right answer more often than its reputation suggests, and the wrong one when it is chosen out of habit.
Getting a real, working product in front of people quickly — auth, database, deployed. The fastest route from idea to something you can put in front of a user, and you keep the source code.
Custom build
When the product is the differentiator and no platform's assumptions fit. It is the most expensive option to own, so it should be a decision, not a default.
Replatforming and rebuilds
Moving off something that no longer fits, without throwing away the search equity the old site earned. The redirect map and URL structure are the project — the redesign is the easy part.
Design is what makes the next click obvious
A site that looks impressive and converts badly is a failed project with good screenshots. The useful question about any page is what it wants someone to do next, and whether that is the easiest thing available on the screen.
That usually means fewer decisions per page, one clear action, and copy that says the thing rather than gesturing at it. It also means the design system has to survive contact with real content — the long product name, the Arabic paragraph that runs the other way, the client who wants a fourth item in a three-item row.
Arabic in particular is where most templates fall over. Right-to-left is not a stylesheet flag; it changes layout, iconography, form flow and how the eye moves across a page. Building it in from the start costs a fraction of retrofitting it.
How a build actually runs
Feedback at every stage, so nothing is a surprise at the end.
Discovery
What the site is for, who operates it, what it integrates with, and what the real constraints are. This is where the platform gets chosen, in writing.
Structure
Sitemap, URL structure, content model and wireframes. On a rebuild, the redirect map is written here rather than remembered at launch.
Design
Visual direction on real content, then a component system rather than a set of one-off pages.
Build
Development against the chosen platform, bilingual where required, with the crawler-visible version checked as part of the work and not after it.
Launch
Testing across devices, redirects verified, analytics and search console connected, and the team shown how to run it.
After
The part most projects skip. Updates, security, performance and content changes — either handled or handed over properly.
eCommerce, specifically
The largest single body of this work, through WAVAI and directly.
Store builds on Shopify, and migrations onto it from platforms that stopped fitting
Checkout and payment flows that clear in the currencies and methods customers here actually use
Bilingual product data — descriptions, categories and filters that work in both languages rather than one machine-translated set
Catalogue operations: bulk product data, imagery, stock and the tedium that decides whether the store stays accurate
Returns, fulfilment and reporting workflows, increasingly with the repetitive parts automated
Performance and conversion work on stores that already exist and are underperforming
Where the bottleneck turns out to be operational rather than a storefront problem, that becomes an automation conversation instead.
Where AI actually helps in a web build
AI has genuinely changed the middle of a build. Scaffolding, boilerplate, migrations, test data, bilingual content variants and the first draft of almost anything now take a fraction of the time they did, which means more of the budget goes to the parts that need judgement.
What it has not changed is the last ten percent — the edge cases, the accessibility pass, the thing that breaks only on a real customer's connection. AI-assisted does not mean unreviewed. Every line of it is still my responsibility when it ships.
Where this has been applied
Real projects only — what was built, not what it hypothetically achieved.
A Kuwait-based web and eCommerce agency building Shopify stores, WordPress sites and Webflow experiences for brands across the GCC. Most of the eCommerce and platform work described on this page runs through it.
Digital work for one of Kuwait's established news organisations — a publishing environment where volume, bilingual content and editorial workflow set the constraints.
An Arabic-first directory of AI tools: 500+ tools across 20+ categories, localised for the Arab market rather than translated into it.
Common questions
Do you design and develop, or just design?
Both. I take it from concept to live site, which is also why the design is buildable — there is no handover where the detail gets lost.
How long does a typical project take?
A standard site is usually 3–6 weeks. Something with custom functionality is more often 6–10. A simple landing page can be a few days, and a full web app is typically 2–4 weeks depending on how much real logic sits behind it.
Is no-code suitable for complex applications?
For a lot more than people expect. Authentication, databases, APIs and real business logic are all well supported now. Where it stops being the right answer is heavy custom computation, unusual data models, or a product whose core differentiator is the engineering itself — and that is a judgement worth making before the build, not during it.
Can I scale a no-code application?
Usually further than the objection assumes; these platforms run on serious infrastructure. The honest caveat is that scaling problems tend to show up as cost and control rather than as a wall, so it is worth knowing in advance at what point moving off would make sense.
Will I own the code?
With Lovable you get full access to the source. Other platforms vary — some export, some offer API access. I will tell you which you are getting before you commit, because it decides how easily you can leave later.
Can you rebuild our site without losing our search rankings?
Yes, and it is the part of a replatform that needs the most care. URL structure and a complete redirect map get written during planning rather than at launch, so the equity the old site earned carries across.
Do you work in Arabic as well as English?
Yes, and built in from the start rather than bolted on. Right-to-left affects layout, forms and navigation, not just text direction.
Do you provide ongoing maintenance?
Yes — updates, security patches, performance monitoring and content changes. Or the site is handed over properly, with documentation, if you would rather run it yourselves.
Related expertise
Webflow — Marketing sites a team can publish to
Shopify — eCommerce at real volume
WordPress — Publishing and editorial workflows
Lovable — Idea to working product, fast
AI Automation — When the bottleneck is operational, not the site
AI Product Development — When the product is the AI
Recent work — What has actually been built
The full stack — Everything I build with
Recent writing
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