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Selected project / 01

Al-Ammaar

Ecommerce / Shopify

Sector
Modest fashion ecommerce
Focus
Conversion UX / Custom sales tools
Platform
Shopify
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Al-Ammaar had a strong product range, but the buying journey left customers to resolve crucial questions on their own: which thobe style suited them, which length and fit to choose, how fabrics differed, and where to get immediate support. Missing guidance at these decision points created avoidable hesitation and was costing sales.

QOW rebuilt the experience around purchase confidence. We organised the Shopify catalogue by thobe style, clarified the collection and product journeys, and created custom tools: a height-and-body-type size recommender, detailed size and fit guidance, a fabric guide, the Thobe Map for understanding regional styles, and AI-assisted chat for product, delivery, returns, and order support.

Customers can now move from discovery to a better-informed product choice without leaving the storefront to search for answers. The custom guidance reduces uncertainty around fit and style, provides support at the moment it is needed, and creates a clearer route to checkout—turning previously missing sales-support functions into part of the commerce experience.

Shopify UX and storefront structure; collection and product-page optimisation; custom size recommendation logic; men's and kids' size guides; fit and fabric education; interactive Thobe Map; AI-assisted support chat; custom-tailoring enquiry flow; responsive implementation; and catalogue operations.

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Al-Ammaar Shopify homepage shown on a desktop display
Al-Ammaar Emirati thobe collection on a tablet
Al-Ammaar AI-assisted customer chat on a phone
Custom recommended-size tool on the Al-Ammaar sizing guide
Al-Ammaar product page with size help and purchasing controls
Al-Ammaar thobe fit guide on a tablet
Al-Ammaar men's size guide table

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