Unified a Multi-Persona Public Identity Into a Cohesive, High-Trust Digital Ecosystem
Client
Aabhas Maldahiyar - Indian Author
Industry/Domain
Author Platform, Editorial Storytelling, Digital Publishing (B2C)
Areas of Impact
Authoritative Brand Voice, Zero-Trust Mitigation, High-Value Audience Acquisition, Deep Content Consumption, Qualitative Media Validation.
Role
UX Designer, Brand Strategist, Technical Executor, No-Code Developer
Tools or Methods
Decision Matrix, User Survey Analysis, Framer Motion, Mobile FPS Testing (Jank Mitigation), Micro-Specs Documentation, Usability Testing.
Timeline
4.5 weeks
The Result
340+
Monthly visitors with #1 Google Ranking
49%
Overall Bounce Rate with 46% BR for Homepage
1.8 min
Average Session on Media Kit page / Confirmed Credibility Ladder
Unified a Multi-Persona Public Identity Into a Cohesive, High-Trust Digital Ecosystem
Client
Aabhas Maldahiyar - Indian Author
Industry/Domain
Author Platform, Editorial Storytelling, Digital Publishing (B2C)
Areas of Impact
Authoritative Brand Voice, Zero-Trust Mitigation, High-Value Audience Acquisition, Deep Content Consumption, Qualitative Media Validation.
Role
UX Designer, Brand Strategist, Technical Executor, No-Code Developer
Tools or Methods
Decision Matrix, User Survey Analysis, Framer Motion, Mobile FPS Testing (Jank Mitigation), Micro-Specs Documentation, Usability Testing.
Timeline
4.5 weeks
The Result
340+
Monthly visitors with #1 Google Ranking
49%
Overall Bounce Rate with 46% BR for Homepage
1.8 min
Average Session on Media Kit page / Confirmed Credibility Ladder
Unified a Multi-Persona Public Identity Into a Cohesive, High-Trust Digital Ecosystem
Client
Aabhas Maldahiyar - Indian Author
Industry/Domain
Author Platform, Editorial Storytelling, Digital Publishing (B2C)
Areas of Impact
Authoritative Brand Voice, Zero-Trust Mitigation, High-Value Audience Acquisition, Deep Content Consumption, Qualitative Media Validation.
Role
UX Designer, Brand Strategist, Technical Executor, No-Code Developer
Tools or Methods
Decision Matrix, User Survey Analysis, Framer Motion, Mobile FPS Testing (Jank Mitigation), Micro-Specs Documentation, Usability Testing.
Timeline
4.5 weeks
The Result
340+
Monthly visitors with #1 Google Ranking
49%
Overall Bounce Rate with 46% BR for Homepage
1.8 min
Average Session on Media Kit page / Confirmed Credibility Ladder
Favourite Website Design
Award Nov 2025
Favourite Website Design
Award Nov 2025
Nominated for
DN Awards
Nominated for
DN Awards
Nominated for
BestCSS Awards
Nominated for
BestCSS Awards
Explore the story-driven Live Website
Explore the story-driven Live Website
See how the strategy translated into the final product. Launched on last week of September 2025
Who is Aabhas?
Who is Aabhas?
Aabhas Maldahiyar is a self-taught historian, design-thinker, architect, and published author.
His Philosophy - Unveiling the Truth Behind Our Past.
Aabhas Maldahiyar is a self-taught historian, design-thinker, architect, and published author.
His Philosophy - Unveiling the Truth Behind Our Past.
"Aabhas needs his website to tell a story and present himself, not just as an author of books, but as an author of ideas."
"Aabhas needs his website to tell a story and present himself, not just as an author of books, but as an author of ideas."
Realizing the Project Constraints
Realizing the Project Constraints
From Limitation to Strategic Design Input
From Limitation to Strategic Design Input
From Limitation to Strategic Design Input
This project was a demonstration of end-to-end product ownership, where every design decision had to resolve a financial, logistical, or time constraint.
This project was a demonstration of end-to-end product ownership, where every design decision had to resolve a financial, logistical, or time constraint.
Key Constraints
Key Constraints
Key Constraints
No Engineering Budget
2 months Timeline
Extremely Limited Access
A Rare UX challenge - our first step
A Rare UX challenge - our first step
A Rare UX challenge - our first step
Solving Publishing's 300-Page Problem
Solving Publishing's 300-Page Problem
Before full website development, my first deliverable was a dedicated Online Bibliography page for the latest book. This established the site immediately as a scholarly extension of the author's published work.
Before full website development, my first deliverable was a dedicated Online Bibliography page for the latest book. This established the site immediately as a scholarly extension of the author's published work.
Problem
New book's bibliography results increasing the thickness by 300 pages, which threatened print costs and sustainability.
Decision
Move the bibliography online and reference it directly from the physical book
Impact
The website become a scholarly extension of the book, solving a physical publishing constraint & setting a new, sustainable reference model.
A Scattered Voice and A High-Stakes Goal
A Scattered Voice and A High-Stakes Goal
The Challenge: Unifying the Brand
The Challenge: Unifying the Brand
The Challenge: Unifying the Brand
Aabhas's authoritative voice and work were scattered across various platforms. The challenge was to consolidate this presence into a single, seamless, high-credibility digital product to serve his audiences.
Aabhas's authoritative voice and work were scattered across various platforms. The challenge was to consolidate this presence into a single, seamless, high-credibility digital product to serve his audiences.
Defining the Three Pain Points (The Problem Landscape)
Defining the Three Pain Points (The Problem Landscape)
Defining the Three Pain Points (The Problem Landscape)
The High-Stakes Goal: Setting a New Benchmark
The High-Stakes Goal: Setting a New Benchmark
The High-Stakes Goal: Setting a New Benchmark
The high-stakes goal was the ambition to transform the author's brand into a definitive, benchmark-setting digital authority.
The high-stakes goal was the ambition to transform the author's brand into a definitive, benchmark-setting digital authority.
Understanding the Personas
Understanding the Personas
Understanding the Personas
3 distinct, high-value audiences
3 distinct, high-value audiences
3 distinct, high-value audiences
Target Age Bracket
Target Age Bracket
Target Age Bracket
Establishing Strategic Foundations
Establishing Strategic Foundations
Design Driven by User & Publisher Insight and Key Decisions Rooted in Data
Design Driven by User & Publisher Insight and Key Decisions Rooted in Data
Design Driven by User & Publisher Insight and Key Decisions Rooted in Data
The strategic success of the Aabhas website was built on synthesizing diverse requirements from a comprehensive dataset: 14 user surveys and 2 critical mandates from the publisher. This analysis immediately validated the decision to move past trend-driven UI toward a structured, content-heavy platform focused on credibility over short-term engagement.
The strategic success of the Aabhas website was built on synthesizing diverse requirements from a comprehensive dataset: 14 user surveys and 2 critical mandates from the publisher. This analysis immediately validated the decision to move past trend-driven UI toward a structured, content-heavy platform focused on credibility over short-term engagement.
Click to view full user survey & publisher insight map ↓
Click to view full user survey & publisher insight map ↓
Click to view full user survey & publisher insight map ↓
Click to view full user survey & publisher insight map ↓
Key Insights
Other key Insights
Other key insights
Key Insights
71%
Buyers preferred physical books and required context before purchase.
65%
Buyers prefer buying from Amazon or established marketplaces.
Publishers
The need for detailed content specifications, reviews, and institutional endorsements.
Other key feedbacks
Other key Insights
Other key insights
Other key feedbacks
Publishers advised against a product catalog feel, recommending a Digital Museum / Reading Room approach.
Chapter Previews Reduce Purchase Friction - Readers want to evaluate before committing, especially for non-fiction.
Buyers don't follow a single channel, they expect choice.
Anti-E-Commerce Stigma, Readers expect a cultural space, not a marketplace.
Implementing an Accelerated Design
Implementing an Accelerated Design
Implementing an Accelerated Design
AI assisted Sitemap to Framer Code: Merging Design & Development
AI assisted Sitemap to Framer Code: Merging Design & Development
AI assisted Sitemap to Framer Code: Merging Design & Development
To meet the hard 4.5-week deadline while maintaining strategic rigor, I adopted an Accelerated Design Workflow that leveraged AI for rapid structure and prioritized high-fidelity prototypes for stakeholder alignment.
To meet the hard 4.5-week deadline while maintaining strategic rigor, I adopted an Accelerated Design Workflow that leveraged AI for rapid structure and prioritized high-fidelity prototypes for stakeholder alignment.
Click to view the detailed process ↓
Click to view the detailed process ↓
Click to view the detailed process ↓
Click to view the detailed process ↓
Optimizing for Extended Reading Comfort
Optimizing for Extended Reading Comfort
Culturally Grounded Palette and Typeface Strategy
Culturally Grounded Palette and Typeface Strategy
Culturally Grounded Palette and Typeface Strategy
The visual design is anchored by a culturally resonant color palette directly inspired by the author's life chapters, ensuring both familiarity and a deep aesthetic connection. This foundation is coupled with a minimal, two-typeface strategy maintaining visual clarity while delivering key technical benefits, including improved system efficiency and faster loading times.
The culturally resonant color palette is inspired directly by the author's life chapters, creating familiarity and connection. Limiting the design to two typefaces ensures clarity while providing technical benefits (faster loading and better efficiency).
Building the Credibility Engine
Building the Credibility Engine
The Landing Page
The Landing Page
The Landing Page
The entire landing page flow is structured to move visitors through a deliberate sequence of proofs, culminating in conversion.
The entire landing page flow is structured to move visitors through a deliberate sequence of proofs, culminating in conversion.
Why the crushed paper first?
It’s a metaphor for discarding propaganda to reveal evidence. It creates intrigue without cognitive overload and teaches the scroll.
Why not auto‑animate?
User agency and motion accessibility; auto‑motion can feel gimmicky and harm performance.
"I replaced heavy 3D with sticky/parallax for performance on mid‑range Indian Android devices."
Why the crushed paper first?
It’s a metaphor for discarding propaganda to reveal evidence. It creates intrigue without cognitive overload and teaches the scroll.
Why not auto‑animate?
User agency and motion accessibility; auto‑motion can feel gimmicky and harm performance.
"I replaced heavy 3D with sticky/parallax for performance on mid‑range Indian Android devices."
The Podcast Experience: "Conversational Immersion"
The "breathing" motion module that expands and contracts to grab attention. This turns a standard media block into an immersive experience, making the user feel Aabhas’s presence rather than just seeing a list of videos.
The Podcast Experience: "Conversational Immersion"
The "breathing" motion module that expands and contracts to grab attention. This turns a standard media block into an immersive experience, making the user feel Aabhas’s presence rather than just seeing a list of videos.
Contributed to the global design discourse by publishing an article on Medium’s Bootcamp to address "Carousel Blindness", where users only see the first quote and ignore the rest.
The Solution: An interactive grid using Gestalt Psychology and Progressive Disclosure to let users scan the "consensus" at a glance.
The Result: 100% visibility of all testimonials and a 20% click-through rate for deep-dive reading.
Contributed to the global design discourse by publishing an article on Medium’s Bootcamp to address "Carousel Blindness", where users only see the first quote and ignore the rest.
The Solution: An interactive grid using Gestalt Psychology and Progressive Disclosure to let users scan the "consensus" at a glance.
The Result: 100% visibility of all testimonials and a 20% click-through rate for deep-dive reading.
The About Page
The About Page
The About Page
The chapter-based horizontal journey mirrors the spatial experience of reading a book, progressive, intentional, and paced.
This dual-adaptive approach ensures the story is told effectively across all devices:
Spatial Storytelling: On desktop, horizontal motion reinforces intellectual pacing and narrative flow.
Adaptive Consumption: On mobile, the experience transforms into vertical stacked cards to respect natural, thumb-driven scrolling.
Intent-Based Access: I integrated "Skip Links" to honor different user goals, allowing recruiters, readers, and publishers to jump directly to the sections most relevant to them.
The chapter-based horizontal journey mirrors the spatial experience of reading a book, progressive, intentional, and paced.
This dual-adaptive approach ensures the story is told effectively across all devices:
Spatial Storytelling: On desktop, horizontal motion reinforces intellectual pacing and narrative flow.
Adaptive Consumption: On mobile, the experience transforms into vertical stacked cards to respect natural, thumb-driven scrolling.
Intent-Based Access: I integrated "Skip Links" to honor different user goals, allowing recruiters, readers, and publishers to jump directly to the sections most relevant to them.
Book Gallery
Book Gallery
Book Gallery
I used a high-contrast dark module to "spotlight" the featured book, creating a clear entry point for the user's journey. Below this, a clean, repeating grid prioritizes cover art—ensuring that as the bibliography grows via the Framer CMS, the page remains balanced, scannable, and visually authoritative.
I used a high-contrast dark module to "spotlight" the featured book, creating a clear entry point for the user's journey. Below this, a clean, repeating grid prioritizes cover art—ensuring that as the bibliography grows via the Framer CMS, the page remains balanced, scannable, and visually authoritative.
The Multi-Channel Menu: For desktop, the "Buy Now" CTA opens a curated menu (Amazon, Flipkart, Publishing agency, etc.), giving the user agency and building trust by showing the book is available across all major, credible platforms.
On mobile, I replaced the multi-vendor menu with a direct link to Amazon as mobile users prioritize speed and "One-Click" buying hence, minimizing drop-off and maximizing conversion during peak intent.
The Multi-Channel Menu: For desktop, the "Buy Now" CTA opens a curated menu (Amazon, Flipkart, Publishing agency, etc.), giving the user agency and building trust by showing the book is available across all major, credible platforms.
On mobile, I replaced the multi-vendor menu with a direct link to Amazon as mobile users prioritize speed and "One-Click" buying hence, minimizing drop-off and maximizing conversion during peak intent.
The Individual Book Page
The Individual Book Page
The Individual Book Page
The 'Detail Page or individual book page' functions as a trust-building funnel, combining technical metadata (ISBN, dimensions) with emotional hooks (Praise and Full-Cover rolls) to convert curious researchers into book buyers.
The 'Detail Page or individual book page' functions as a trust-building funnel, combining technical metadata (ISBN, dimensions) with emotional hooks (Praise and Full-Cover rolls) to convert curious researchers into book buyers.
Designed for Longevity - CMS Strategy
Designed for Longevity - CMS Strategy
Designed for Longevity - CMS Strategy
By utilizing Framer CMS, I shifted the project from a "one-off website" to a scalable publishing platform. This technical decision ensures that as Aabhas's bibliography grows, the digital infrastructure grows with it. The individual book pages (PDPs) are linked to the main "Book Gallery," ensuring that any updates to a title reflect instantly across the entire site ecosystem.
By utilizing Framer CMS, I shifted the project from a "one-off website" to a scalable publishing platform. This technical decision ensures that as Aabhas's bibliography grows, the digital infrastructure grows with it. The individual book pages (PDPs) are linked to the main "Book Gallery," ensuring that any updates to a title reflect instantly across the entire site ecosystem.
Media (Press) Kit Page: The Frictionless Resource
Media (Press) Kit Page: The Frictionless Resource
Media (Press) Kit Page: The Frictionless Resource
The Media Kit was designed to serve a dual purpose: reinforcing Aabhas’s professional authority while providing a high-utility toolkit for journalists and event organizers.
The Media Kit was designed to serve a dual purpose: reinforcing Aabhas’s professional authority while providing a high-utility toolkit for journalists and event organizers.
Setting the Global Benchmark
Implementing an Accelerated Design
Setting the Global Benchmark
Redefining Intellectual Presence through Logic, Legacy, and Zero-Friction UX.
Redefining Intellectual Presence through Logic, Legacy, and Zero-Friction UX.
Redefining Intellectual Presence through Logic, Legacy, and Zero-Friction UX.
340+
340+
Monthly visitors with #1 Google Ranking
Monthly visitors with #1 Google Ranking
49%
49%
Overall Bounce Rate with 46% BR for Homepage
Overall Bounce Rate with 46% BR for Homepage
1.8 min
1.8 min
Average Session on Media Kit page / Confirmed Credibility Ladder
Average Session on Media Kit page / Confirmed Credibility Ladder
100%
100%
Visibility of all testimonials and a 20% click-through rate for deep-dive reading.
Visibility of all testimonials and a 20% click-through rate for deep-dive reading.
340+
Monthly visitors with #1 Google Ranking
1.8 min
Average Session on Media Kit page / Confirmed Credibility Ladder
49%
Overall Bounce Rate with 46% BR for Homepage
100%
Visibility of all testimonials and a 20% click-through rate for deep-dive reading.
Professional Engagement (The Crucial Validation)
Professional Engagement (The Crucial Validation)
Professional Engagement (The Crucial Validation)
The /media-kit page, designed for journalists and collaborators, recorded an extremely low 40% Bounce Rate and a high Average Session of 1m 53s.
Qualitative Proof: This data is directly confirmed by Aabhas, who received direct feedback from media professionals stating how helpful and efficient the page was for their research which confirms the Credibility Ladder successfully addressed the Zero-Trust Barrier.
Global Reach
Global Reach
Global Reach
The site shows significant organic and referral traffic from google.com (148), t.co (61), and international sources like the United States (44 UVs) and Canada (9 UVs), validating the design as a global, benchmark-setting platform.
User Validation, The Human Result
User Validation, The Human Result
"This isn't just a website; it’s a digital extension of my research and a tool that respects the time of my readers and peers." - Aabhas Maldahiyar
"This isn't just a website; it’s a digital extension of my research and a tool that respects the time of my readers and peers." - Aabhas Maldahiyar
"Really liked how you broke down the problem with carousels using both data and UX principles, and then introduced the Bento Grid as a clear, research-backed solution." - Senior Designer from Target
"Really liked how you broke down the problem with carousels using both data and UX principles, and then introduced the Bento Grid as a clear, research-backed solution." - Senior Designer from Target
"The website is super professional." - Amit Schandillia, Author
"The website is super professional." - Amit Schandillia, Author
Reflections & Lessons Learned
Reflections & Lessons Learned
Persona-Driven Architecture
1 platform - 3 users: providing spatial storytelling for readers, frictionless utility for journalists, and high-conversion funnels for publishers.
Contextual Consistency
Learned UX consistency is intent based, not just mirroring pixels. Pivoted from desktop menu to direct mobile link.
Systems Over Pages
Utilizing Framer CMS, to ensure the site remains a scalable, living asset.
Evidence-Based UI
Replaced carousels with Bento Grids. Psychology-driven design. Publised in Medium.