Khurram Alvi website

Khurram Alvi

I'm a Product Designer and CRO specialist with over 15 years of experience in design strategy and conversion rate optimisation. I work with iconic brands, corporate leaders, startups, and growing businesses to produce high-impact designs driven by data and bold creative thinking.

Conversion rate optimisation

Removing the guesswork by using data and analysing key interactions between users and products through an ongoing process of research, testing, and refinement to drive the desired behaviour and clear the path to conversion.

UX design

Use wireframes and flowcharts to define the user flow through the product and the overall location of items, features, and information. Building interactive prototypes to ensure that the product behaves as end users expect.

Front-end development

Implement design concepts on multiple platforms by using semantic markup, native CSS3 features, and industry best practices while focusing on maintaining design integrity throughout the project.


I graduated with an MBA degree in digital marketing and was immediately offered a job at a top design agency, where I gained experience and worked for brands like eBay, HP, Microsoft, Adobe, Ford, and Corvette.

MBA (Marketing)


PRINCE2® Practitioner


Bachelor of Commerce

Karachi University -

Six Sigma Black Belt

British Council -


General Skills

User Interface and Interaction

User flow, wireframes, and prototypes

Qualitative and quantitative research

A/B Testing and data-driven design

Front-end development

CSS Framework

Usability and accessibility

Agile and lean project management

Technical Skills

Sketch, Figma and Flinto

Balsamiq Mockups, Invision, Marvel

UserZoom, Contentsquare and Hotjar

Optimizely, VWO, GA, Looker and Kibana

HTML5, CSS3, JS, Command Line, Inky and Git

Foundation and Bootstrap

WAVE and Treejack

Jira, Pivotal Tracker and MS Project



Senior Product Designer

  • Responsible for optimising experiences and improving conversion for the UK's largest real estate business Zoopla through functional design.
  • Translate business and user needs and technology constraints into solution concepts that are engaging, meaningful, and easy to use across all channels.
  • Collaborate closely with product, business, and engineering teams to get early feedback and optimise the end-to-end user experience.
  • Follow a human-centred approach, and utilise both qualitative and quantitative methodologies to validate solutions.
  • Contribute to best-of-class design components and UX patterns to the global design system and commit to upholding the highest standards.
  • Present ideas to stakeholders, communicate the value of design and help build Design Thinking Values into the company's approach.

TSB Bank Plc

Product Designer

  • Led and designed the user experience and interface of TSB products from conception to launch in partnership with product managers, engineers, UX researchers and content strategists.
  • Utilise qualitative and quantitative data and turn research findings into useful and valuable products for millions of TSB users.
  • Design end-to-end flows and experiences that are simple and elegant for supported platforms and mobile apps. Create multiple concepts and prototypes to validate designs.
  • Define, craft and evolve design systems across the web and native mobile.
  • Collaborate with UX researchers to test atomic design as needed to ensure accessibility, usability and consistency.
  • Proactively solicit and provide feedback from designers and a broader product team to continually raise the bar on design quality.

Auto Trader

Principal Product Designer

  • Responsible for driving conversion for the UK's largest car marketplace Auto Trader through functional design and by improving digital products.
  • Lead A/B testing and personalisation framework, and promote test and learn culture within the company.
  • Use qualitative and quantitative research methods to understand customers' goals, needs and behaviours and work with designers, engineers and data scientists to convert problems into opportunities.
  • Write test plans and hypotheses, determine valuable metrics and design meaningful test ideas that add value and insights to the business.
  • Ensure that correct data is being collected, and use statistical methods to identify the difference between noise in the data and a real result.
  • Organise and participate in the design workshops, sprints and retros. Innovate and set a vision for experimentation and personalisation.

Love Holidays

UX And UI Designer (Contract)

  • Design a cross-platform and multilingual white-label eCommerce platform for Love Holidays to book hotels and flights from B2C customers.
  • Design many iterations, test and learn quickly to continuously improve the user experience and conversion funnel across multiple channels.
  • Lead the data-informed approach to understand, analyse, report and act on the data available.
  • Liaise with product owners, business analysts and scrum masters to ensure stories and acceptance criteria are well defined in sprint beforehand.
  • Keep senior management updated on the progress of the experimentation.

STA Travel

UX Design and Optimisation Manager

  • Commercial leadership role accountable for design, conversion rate optimisation and growth of STA Travel across multiple regions including the UK, USA, Germany, France, Australia and Thailand.
  • Managed the UX team, and drove the UX research activities such as user testing, interviews and the creation of personas. Lead the design process, user journeys, wireframes and high-fidelity prototypes and designs.
  • Liaise with internal teams, negotiated with external suppliers and was responsible for creative decisions.
  • Drive the experiment planning process to identify the most valuable ideas to be performed, provide data-informed input to improve revenue and conversion rate and prioritise backlog with product owners.
  • Analyse experiment results, and deliver reports with actionable insights to the stakeholders.
  • Responsible for hiring and development of professional design and CRO teams.

The Travel Corporation

UX and UI Designer

  • Design cross-platform and multilingual white-label applications to book tours and collect payments from B2C and B2B customers. The brand includes Trafalgar, Contiki, Insight Vacations and Uniworld.
  • Produce information architecture including site maps, user flows, page schematics, functional requirements and prototypes.
  • Establish a 'customer-centric' mindset and mentor a team of designers to deliver digital products on time.
  • Lead A/B testing, heatmap and tracking activities. Analyse data and design patterns and make recommendations where appropriate to improve sales and user experience.

Barclays Bank Plc

UX and UI Designer

  • Design enterprise-level applications to sell wearable contactless devices and manage account payments. The project includes bPay and Bespoke Offers.
  • Develop, maintain and iterate web and mobile applications.
  • Adopt and use best practices regarding web standards, accessibility and front-end performance.
  • Ensure designs and markup are consistent and follow the brand style guide and specifications currently being used across platforms.
  • Work with a remote team of UX designers, front-end developers, engineers and testers based in the USA.


Senior Web Designer

  • Design an e-commerce platform for electrical supplies leader Rexel. The brand includes Denmans, Newey and Eyre, Parker Merchanting and WF Senate.
  • Manage responsive websites, mobile apps, micro-sites and marketing campaigns.
  • Facilitate user testing for designs to ensure the highest level of usability and performance.
  • Lead web design, organise creative team workshops and generate proposals for the business.
  • Led and mentored web design and front-end development teams.

Ultimate Promotions

Senior Web Designer

  • Design and build web experience for the pharmaceutical industry.
  • Develop websites, micro-sites and user-editable newsletter templates.
  • Improve visual appearance and adapt best code optimisation practices to improve the page load time and accessibility.
  • Work closely with the marketing teams to ensure high-quality design from the conceptual stage to completion.

LifeStyle Direct

Design Consultant

  • Design an overall digital strategy for LifestylesatHome, an eCommerce store.
  • Plan and facilitate strategic, customer-centric decision-making.
  • Execute and monitor digital strategic and UX recommendations.
  • Maximise conversion and retention through a/b testing, heatmaps and surveys.

Logo Design Guru

Project Manager

  • Manage multiple high-priority concurrent projects. The client includes eBay, HP and Microsoft.
  • Manage outsourcing and third-party partners, both onsite and offshore.
  • Manage full product development lifecycle for multiple partners of Logo Design Guru.
  • Work in both waterfall and agile streams.
  • Create milestones, manage risk and build delivery reports to update stakeholders.
  • Recruit multiple staff positions across web design, front-end development, project management and quality testing.
  • Work with business and product owners to construct epics and write user stories.


Design Lead

  • Design and build web experience for startup businesses.
  • Develop and maintain web and mobile applications, micro-sites and email campaigns.
  • Work closely with the marketing team to deliver compelling and ground-breaking web and mobile applications.

Enabling Technologies

Rich Media Designer

  • Design digital experiences for ICI, Allianz EFU, Syngenta and Telenor.
  • Develop and maintain CBT, kiosk, web intros, banners and marketing videos.
  • Work closely with UX and cross-functional teams to deliver digital projects.



Please feel free to reach out to me if you have any ideas, projects, or opportunities that you would like to discuss. You can connect with me on LinkedIn or reach out to me directly by phone. I am always open to hearing new ideas and working together.