Qashqaibaf & Qashqaibafeshop (E-Commerce / Growth / Digital Transformation)

📌 Role: E-Commerce Product Owner & Founder | Timeline: 2012 – 2016 | Tech Stack: WordPress, WooCommerce, Custom PHP & SEO Engines

1. The Vision & The Problem

- The Gap: The traditional hand-woven Persian and Qashqai carpet industry relied heavily on offline brick-and-mortar exhibitions, causing limited regional reach, high middleman markups, and zero direct data on customer preferences.
- The Concept: Digitally transforming a legacy heritage textile business into a fully automated, direct-to-consumer (D2C) e-commerce marketplace framework (qashqaibafeshop.ir and qashqaibaf.co).

2. Product Discovery & Engineering Challenges (The “How”)

As the Product Owner, I led the user research, technical deployment, and marketplace scaling from the ground up:

Feature Engineering for Local Trust Boundary: Designed and integrated a customized Cash-on-Delivery (COD) plugin workflow within WooCommerce. This product feature directly solved the local market’s trust deficit regarding high-ticket online luxury purchases.
UX/UI & Information Architecture: Re-engineered the classic catalog structure. I replaced messy, non-intuitive legacy categorization with an streamlined filtration map based on user personas (e.g., classifying carpets by geometric nomadic motifs, regional urban sizes, and knot density).
Data-Driven Supply Chain Syncing: Automated the live inventory mapping to connect weavers across remote regions with the central digital node, reducing product listing lead times and ensuring real-time availability

3. Growth Strategy & Product Marketing Metrics

Search Architecture & SEO: Built a solid search engine indexing strategy from scratch. By mapping content clusters around high-intent nomadic art keywords, the platform achieved top-tier regional organic rankings, driving a significant surge in non-paid user acquisition.
Omnichannel Growth Hacking: Orchestrated data-driven social media product funnels (@qashqaibafcarpet_mohammadi on Instagram) and executed digital marketing campaigns. I synchronized online product drops with major physical exhibitions to create an omnichannel user experience.

4-Key Product Management Takeaways (What I Learned)

Legacy Transformation: Proven ability to navigate non-digital industries and translate physical, sensory consumer goods (hand-woven art) into structured digital user experiences.
Customer Empathy: Gained raw, fundamental conversion-rate-optimization (CRO) insights by combining digital web analytics with early-youth experience in direct negotiation at international carpet trade fairs.