Sabahat ullah, Front-end UI Developer in London, United Kingdom
Sabahat ullah

Front-end UI Developer in London, United Kingdom

Member since July 17, 2020
Sabahat is a passionate front-end developer with a deep understanding of digital marketing and design. His pixel-perfect work has helped SkyTeam, Delta Air Lines, and British Airways achieve their brand implementation projects. His thorough design, development, and conversion rate optimization campaigns helped clients such as M&S, Ticketmaster, and Bupa. Sabahat has a vast knowledge of tools like Optimizely, Adobe Target, and Google Optimize and is a highly adaptable developer.
Sabahat is now available for hire




London, United Kingdom



Preferred Environment

MacOS, Trello, Visual Studio Code

The most amazing...

...project I built was a checkout experience for a telecommunications giant that had 25% uplift in total orders as a result of an A/B test.


  • CRO Technical Consultant

    2020 - 2020
    • Led the CRO maturity assessment project for Vodafone UK.
    • Addressed React issues with analytics and an optimization framework.
    • Developed JavaScript widget templates for A/B tests and personalization campaigns.
    Technologies: JavaScript, Conversion Rate Optimization (CRO), Adobe Target
  • A/B Tester | Front-end Developer

    2019 - 2020
    The BMJ - British Medical Journal
    • Created an A/B testing roadmap to optimize onsite user journeys across various product lines.
    • Identified the pain points and blockers in the user journey leading to the discovery of opportunities for A/B/MVT testing through web analytics tools.
    • Coordinated the available resources and formulate a testing strategy, scope, and process followed by the experimentation execution and post-test analysis.
    Technologies: Google Analytics, CSS3, HTML5, jQuery, JavaScript, Zoho PageSense, Google Optimize
  • Senior JavaScript and Adobe Target Developer

    2018 - 2019
    Nissan Motors Corporation
    • Set up and implemented A/B, multivariate tests, and personalization campaigns using Adobe Target.
    • Collaborated with the QA team in formulating test cases, debugging, and carrying out functional and non-functional testing.
    • Assisted teams in onboarding and implementing analytical tools such as Decibel.
    • Provided on-going support to the product owners, analytics team, and market stakeholders with feasibility checks, test brief formulations, and pre/post-test analysis.
    • Aided the CRO lead in driving the CRO program from backlog to the remediation phase.
    • Provided coaching to internal teams and external development resources.
    • Maintained Confluence and Jira resources to support the program.
    • Developed a dynamic knowledge hub for internal teams using webflow.
    Technologies: Adobe Analytics, Adobe Target, CSS3, HTML5, JavaScript
  • Senior Solutions Engineer | Front-end Developer

    2016 - 2018
    REO (formerly RedEye UK)
    • Implemented complex A/B, multivariate and personalization campaigns for reputable clients including M&S, Sixt, Ticketmaster, Compare the Market, and Bupa using front-end technologies.
    • Collaborated with the CRO, analytics team, and client’s product teams to diagnose user experience issues and develop hypothesis-driven testing.
    • Implemented A/B experiments for single-page applications using Angular, React, and Vue.js.
    • Provided training to the client teams and coached the agency’s internal teams. Improved processes for better estimations, project management, and planning.
    Technologies: Oracle, Monetate, Adobe Target, jQuery, JavaScript, CSS3, HTML5, Optimizely
  • Front-end Developer | Web Designer

    2014 - 2016
    Oliver Kinross, London
    • Created mock-ups, wireframes, and prototypes of the event websites and converted them into fully functional websites.
    • Built marketing landing pages for online campaigns.
    • Optimized the websites using the latest SEO techniques.
    Technologies: jQuery, JavaScript, CSS3, HTML5, WordPress
  • Digital Designer | Web Designer

    2013 - 2014
    Clockhouse Marketing, Redhill, UK
    • Designed websites using multiple web languages such as HTML, CSS3, jQuery, PHP, and CMS tools such as WordPress and Joomla.
    • Ensured the look and feel of the website was consistent with design principles and clients’ business objectives.
    • Applied onsite and offsite SEO techniques. Ensured the site had the appropriate linking structure for search engines to crawl the site effectively.
    • Created mock-ups and artwork for brand implementation projects for clients such as SkyTeam, Delta Air Lines, British Airways.
    Technologies: Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Joomla, WordPress, PHP, jQuery, CSS3, HTML


  • Awesome Grocery App

    During the lockdown, I developed this small app to practice my vanilla JavaScript skills. I followed the object literal pattern, using the object literal encapsulate data, enclosing it in a tidy package. This minimized the use of global variables, which can cause problems when combining code.

  • Movie App

    This is a React-based movie app that fetches movie information using the OMDb API, a RESTful web service. The user needs only to input the movie name in the search field. This app was built within a couple of hours as a project challenge.

  • CompareTheMarket Mobile Homepage Redesign

    I developed the variant UI for CompareTheMarket, which was tested as an alternate design to the existing one. It was developed with vanilla JavaScript and deployed through Optimizely to validate the hypothesis.

  • Listing Page Redesign

    Using JavaScript, this design variant was developed within a day for the listing page. It was tested thoroughly through Optimizely against the current design. The results validated the hypothesis.

  • Weather App

    This a very simple React app that shows the functioning of weather API and provides information about weather based on user input. The background and imagery are dynamic. It was done using state React Hooks.

  • Bone and Body Research Centre Website

    Bone and Body Research Centre was a client based in India. I designed the mock-up and website for them. For the design, I used Photoshop. The development stack consists of HTML5, CSS3, JQuery, Bootstrap, and WordPress.

  • Budcube Cultivation System Website

    I developed this website in about two weeks for a US-based client. The stack used for the website consists of HTML5, CSS3, JavaScript, and jQuery. WordPress was used for the CMS. The quick turnaround time and pixel-perfect result helped the client move forward with their company goals.

  • Instadose Pharma - A Leading Cannabis Manufacturer

    I worked with a Canadian-based firm, Instadose Pharma, providing them with complete services from design to development. Their website gave them a great edge and helped establish a strong and trustworthy brand in the eyes of their customers.


  • Languages

    HTML5, CSS3, CSS, HTML, JavaScript, Sass, Less, PHP
  • Other

    Design, A/B Testing, UI Development, Personalization, UI, User Experience (UX), User Interface (UI), Digital Marketing, Web Applications, APIs, Zoho PageSense, Monetate
  • Frameworks

    Bootstrap, Vanilla JS
  • Libraries/APIs

    jQuery, React
  • Tools

    Adobe Target, Optimizely, Google Optimize, Trello, Google Analytics, Adobe Analytics, Adobe Photoshop, Adobe Illustrator, Adobe InDesign
  • Paradigms

    Conversion Rate Optimization (CRO), Search Engine Optimization (SEO)
  • Platforms

    Webflow, Visual Studio Code, MacOS, WordPress, Joomla, Oracle


  • Master's Degree in Digital Marketing
    2011 - 2013
    Oxford Brookes University - London, England


  • Learning Conversion Rate Optimization
    MARCH 2020 - PRESENT
  • Optimizely Platform Certified
  • Optimizely Developer Certified

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