Hi, I'm Azmy Hanifa. I Head E-commerce Design Across And@ Landmark Group
Before This, I Was Part Of The Founding Design Team At Noon
Rebrands & Revamps
Led the Max, Babyshop and Splash rebrands, heading design and owning the product through to launch.
All three are live now with their own look and feel across app, mobile web and desktop platforms.
Landmark Digital Language
With that many brands, markets and platforms, a multi‑brand design system was never optional.
Started ours from the first design tokens and led it through to governance. It now powers 8 brands.
Optimization & Experiments
Led our optimization squad before heading the team, running A/B and multivariate tests across our brands.
From listing layouts to new features, anything that lifted conversion went out to every user.
Research & Usability Testing
Optimizing also meant talking to our users, so we ran usability tests, user interviews and surveys, including in‑store sessions around key sale periods.
What we learned in sale behavior studies and feature validation shaped the roadmap.
AI, Tools & Design Ops
Been trying to keep pace with AI across the product and the process, from Max's virtual try‑on to AI‑assisted design‑to‑dev handoff, cut from days to hours.
Built Figma plugins along the way, like FlipArabic, an English‑to‑Arabic RTL tool with 500+ users, plus the templates and playbooks the team runs on.
Community & Talks
I share what's worked for me through talks and hands‑on sessions, mostly on building with AI.
It keeps me close to how other designers work, and I learn just as much from them.
