Digital Product · UX · CRO Consultant — Berlin
Websites that look good and actually work.
I help e-commerce, wellness, and SaaS brands turn browsers into buyers, with fast, research-backed UX & CRO audits and user interfaces people actually want to use.
10+ years across teams at
Approach
I don't guess what works. I know how people decide.
As a former Senior Consultant at the Deloitte Neuroscience Institute, I apply heatmap analysis, behavioral neuromarketing, and decision psychology to every project. Most designers rely on best practices. I design for how your customers actually think, not how they say they behave.
What that means in practice
- Behavioural heuristics applied to layout & copy
- Bridging what users say vs. what they do
- Evidence-backed design rationale for stakeholders
- Behavioural insights: heatmaps, attention mapping & recordings analysis
What I Do
Four ways to fix what's costing you customers.
UX/CRO and SEO Audits
10–30 prioritized fixes. I tell you exactly what's costing you conversions, and how to fix it.
What's included
- Full funnel teardown from entry to conversion
- Heatmaps, session recordings & analytics review
- Prioritized fix list scored by impact vs. effort
- Optional A/B test plan for the riskiest changes
- Need the top fixes implemented right away? I can handle that directly in your CMS. No handoff needed.
UX/CRO Quick Win Sprint
I find what's broken, then fix it, directly in your CMS. No 40-page report. No handoff. Just results.
What's included
- Rapid site review focused on the biggest conversion leaks
- 5–7 highest-impact fixes, prioritized by effort vs. return
- Direct implementation in your editor (Webflow, Shopify, WordPress, Wix)
Landing Page Redesign
From wireframe to live page in a week. Built to convert, not just to look nice.
What's included
- Conversion-first wireframes before visual design
- Copy tightened around a single clear action
- Mobile-first build, ready to launch in days
- Analytics baked in from day one
Full Website & Shop Builds
Webflow, Shopify, Framer, WordPress, Wix. Structure, UX design, and build, end to end.
What's included
- Information architecture & content strategy
- Custom visual design system
- Build on the platform that fits your team
- Handover docs so your team can self-serve after launch
Case Studies
Selected work.
Sacred Metrics
Closing the conversion gap for a 20-year wellness brand
View project →
The Collective
From Directory to Community Platform
View project →
Prima Materia
The Practitioner's Site
View project →
NeuroBoost UX
Uncovering what drives user decisions when surveys and click data can't
View project →
Conversion Engine
Optimising checkout, product pages, and launch strategy from inside the team
View project →
Resonance Tunes
Conscious Tech, Grounded Design
View project →Free tool
Curious how your own site stacks up?
Run a free SEO, GEO (AI-search), and conversion audit with up to 65 checks in under a minute, no signup required.
Check my website free
About
Hi, I'm Imen.
I'm a UX, CRO, and digital strategy consultant based in Berlin. I work with e-commerce, wellness, and SaaS brands that know their product is strong but suspect their website is leaving money on the table. My job is to find out where and fix it: through conversion audits, UX redesigns, landing page builds, and structured A/B testing. I work hands-on in your CMS by implementing changes directly in Webflow, Shopify, WordPress, or Wix etc.
I've spent 10+ years moving between corporate innovation and independent work. At Deloitte, Siemens, and BMW I learned how large organisations approach product, research, and scale. On my own, I learned how to ship fast, prioritise ruthlessly, and make every recommendation something a small team can actually implement. I bring both.
My background is technical, IT and Electrical Engineering at TU Munich, and I worked in neuromarketing at the Deloitte Neuroscience Institute, which means I don't just look at heatmaps and analytics. I understand how attention, trust, and decision-making work at a cognitive level, and I design for that.
Fluent in German, English, French, and Arabic. Based in Berlin, working internationally.
FAQ
Common questions, answered.
How does a typical project start?
Every project begins with a free discovery call. I'll review your homepage or shop on the spot, give you three actionable tips, and we'll figure out together whether there's a fit. If there is, you'll get a clear proposal with scope, timeline, and pricing within a few days.
How long does a project take?
A UX/CRO audit typically takes 2–4 weeks. A landing page redesign can be live within a week. Full website and shop builds run 4–8 weeks depending on scope. I'll give you a realistic timeline in the proposal, and flag it early if anything shifts.
Can you just fix things instead of doing a full audit?
Yes, I offer a Quick Win Sprint where I identify and implement the top conversion fixes directly in your site.
What platforms do you work with?
Webflow, Shopify, Framer, WordPress, Squarespace, and Wix. I'll recommend the platform that fits your team's technical comfort and long-term needs, not the one I prefer.
How much does it cost?
It depends on scope. Audits start from a fixed price; design and build projects are scoped individually. You'll always get a clear quote before we start. Payment is split into three milestones: 30% upfront, 40% at interim review, 30% on delivery.
Do you work remotely?
Yes. I'm based in Berlin and work with clients internationally. Communication runs through email, video calls, and shared Figma files. Timezone overlaps have never been a problem.
Who do you work best with?
E-commerce, wellness, and SaaS brands that already have traffic or a product, but suspect their website isn't converting the way it should. If you're past the "just need a website" stage and into "need the website to perform," we'll get along.
What happens after launch?
I hand over everything your team needs to maintain the site independently: documentation, logins, and a walkthrough if needed. If you want ongoing optimisation or A/B testing support, we can set that up too.
Let's fix something.
Book a non-binding discovery call and I'll review your homepage or shop on the spot and give you three actionable tips.