Golden Confection Inc., a startup introducing traditional Persian nougat (Gaz) from Isfahan to the Canadian market, needed a localized digital experience that builds trust, educates new customers, and increases online sales.
The Challenges
Low awareness of Gaz among Canadian customers.
Limited emotional connection through the previous website.
Checkout flow and mobile experience caused friction.
UX Research & Insights
Conducted 15+ in-depth interviews with Canadian foodies and Persian expats.
Identified key gaps in storytelling, product education, and trust signals.
Mapped user pain points across the journey from awareness to purchase.
UX/UI Approach
Redesigned website with modern e-commerce UX patterns while embracing Persian cultural aesthetics.
Enhanced mobile-first experience with simplified navigation and faster checkout.
Introduced storytelling sections explaining Gaz’s origin, quality, and uniqueness.
Key Outcomes
+45% increase in website engagement time.
+35% uplift in completed checkouts. +28% +28%increase in first-time buyers.
Boosted customer trust and emotional connection through localized UX & cultural storytelling.
My Role
As UX Researcher & UX/UI Designer, I:
Led user research, usability testing, and prototype iterations.
Collaborated closely with Product Manager and founders to align UX with business and market fit.
Contributed to product strategy and supported the brand’s digital growth beyond pure design.
