Baber K. Khan
I’ve spent my career learning, building, and growing e-commerce and digital experiences. In the midst of it all, I found my real passion: the craft of turning ideas into exciting products. Whether I’m architecting a global digital platform, writing a comic book, designing a physical watch and a pair of sneakers, I’m driven by the same thing: the joy of turning an idea into something that genuinely connects with people.
professional blueprint
01
Ecommerce &
Digital ExperiencesArchitecting and scaling global platforms for Avery Dennison, Premier League, Canadian Down & Feather. Led complex migrations from legacy infrastructure to Shopify Plus, delivering modern B2B and B2C experiences.
02
Growth & PerformanceDriving measurable impact across multiple B2C brands — including 40% YoY revenue growth — by growing conversion rates from 0.7% to over 1.6% through UX optimization, experimentation, and conversion architecture redesign.
03
Customer AdvocacyTranslating user insights into actionable product features through end-to-end experience discovery. Identifying user friction and mapping customer journeys, resulting in a 67% increase in conversion rates.
04
People & CollaborationThe best experiences aren't built alone, they're pulled together by people who know how to rally a room. I've led cross-functional teams and influenced leaders, while managing external agencies and teams to deliver against growth targets.
05
Product ManagementLeading end-to-end discovery, backlog prioritization, and UX research. Architected the NFC-based identity authentication platform, In-Venue retail solutions, and launched multiple global e-commerce sites.
MY SIDE QUESTS
The Lab is where I pressure-test my ideas. It’s a collection of passion projects where I teach myself new processes, industries, and technologies. By finding support in global communities, I turn personal curiosities into real products.
The Lab
The Electric Root: A speculative design project exploring the intersection of nature and consumerism. I am architecting a conceptual art piece featuring a tree that "blooms" vibrant sneakers—grown, not manufactured.Uqaab: A study in industrial design and mechanical utility. I designed this wristwatch with a unique pop-up mechanism, allowing it to transition seamlessly from a personal timepiece to a functional desk clock. It represents my fascination with physical product constraints and tactile user interfaces.Chunri: An exercise in narrative architecture and visual storytelling. This comic book is inspired by the true stories of South Asian women, requiring a deep dive into persona development and emotional engagement to translate complex lived experiences into a compelling visual story, allowing their voices to be heard.
FEATURED CASE STUDIES
Beyond the framework, I deliver results at the intersection of ecommerce and digital products. From architecting NFC-based identity authentication platforms to scaling high-traffic global e-commerce webshops, these case studies represent my passion to building secure, scalable, and high-revenue solutions.
Avery Dennison
Ecommerce & Digital SolutionsThe Challenge: Building multiple kinds of Ecommerce retail consumer engagement solutions for internal brands and high-profile global partners.The Solution: Architected the NFC-based identity authentication platform, and led UX discovery, Product Backlog for In-Venue Retail products. Managed and served as Global SME for a diverse portfolio of B2C and B2B ecommerce webshops: Premier League, OneEmbelex, JerseyFactory and CoolHockey.The Impact: Grew Ecommerce business YoY by 50%. Supported the Business Lead to launch $750 million global B2B platform. NFC based authentication platform drove sales of $2.5 Million.
Canadian Down & Feather Company
Digital TransformationThe Challenge: Legacy infrastructure prevented the brand from scaling in Home & Garden category.The Solution: Led the end-to-end digital migration to Shopify Plus, overseeing everything from initial experience discovery, brand guidelines to the final relaunch. Working with cross-functional and external UX teams, I redesigned the customer journey and optimized the product roadmap by balancing long-term strategic value with short-term wins.The Impact: Transformed the brand's digital presence into a high-performing premium brand. Modernizing the site architecture and visual merchandising strategy to outperform industry benchmarks and achieve record-breaking sales milestones.
Balance Beyond Work
Globetrotting 35+ cities across 4 continents—from the neon of Tokyo and Osaka to the history of Cairo and Berlin. I travel to find new perspectives about our planet and its people.The Library Fuels my curiosity. Number Go Up, Talking to Strangers, and The Bomber Mafia are some of my favorite books.Sound & Rhythm Music feeds my soul. You’ll find me behind a drum kit or picking up a guitar. My playlist is a mix of Foo Fighters, Rock, and the deep tradition of Qawwalis.Tactile Play A lifelong builder—obsessed with the engineering of LEGOs (Starry Night and Pac-Man sets).Model Car Kits: Just like Legos, this is a study in patience and precision. Building complex mechanical systems from 500+ parts is like following the ultimate technical roadmap.The Closer To truly unwind, if I am not grabbing dinner with friends or strangers, I am usually listening to a Podcast on the open road with Lola, my car.
