Most Shopify Themes Fail Before a Single Line of Code Is Written
Not because the design was bad. Because nobody asked who they were designing for. A short UX research pass before touching Figma changes almost everything downstream.
Shopify Architect·Open to full-time Architect / Tech Lead roles
Shopify Plus architecture for stores that outgrew their theme.
Custom apps, headless builds, checkout logic, Core Web Vitals. On live stores, doing real revenue, without downtime. 4 years deep in Shopify Plus, 12 building for the web.
15%AOV increase from a post-purchase funnel, live across stores
<0.1%error rate through a live, zero-downtime PDP migration
90%fewer stock-sync errors across six markets, real time
WHAT I GET CALLED IN FOR
What I get called in for
01
The theme outgrew itself
Every release is a gamble. The PDP template has been patched by four agencies and nobody wants to touch checkout.
I re-architect the template in place, behind phased rollouts, without taking the store down to do it.
02
The store is slow, and nobody knows why
LCP is north of 4 seconds, the last three "performance" apps made it worse, and nobody can say why.
I find the actual render-blocking cost, usually apps and fonts, and fix it without flattening the design.
03
Engineering is the bottleneck for marketing
Every banner, badge, and coupon rule is a ticket. Marketing waits on sprints to change a price.
I build the admin-configurable layer once, so the next campaign doesn’t need a developer.
SELECTED WORKAll 8 case studies →
Selected work
<0.1%
error rate maintained through the full migrationThe Sleep Company
A PDP Migration With No Room for Error
Rebuilding the product page template of a live, fast-growing D2C store without a downtime window, a maintenance page, or a bad week for conversion.
1+ year
in production, zero API rate-limit issuesThe Sleep Company
4,000 Discount Codes, One API Call
Shopify has no native way to show only the coupons that apply to a given product and cart. We had thousands of codes and a support queue full of 'why didn't my coupon work.'
Pass
Core Web Vitals validated post-launch on an animation-heavy buildPremium French champagne house
Scroll-Driven Storytelling Without the Core Web Vitals Tax
A premium champagne house wanted a custom, animation-forward theme. That brief is usually where Core Web Vitals go to die.
SKILLSSee the full breakdown →
The technical range behind the case studies
WRITINGAll posts →
Writing
HOW I LEAD
Ownership, not ticket-taking
Platform ownership
I own Shopify platform strategy and delivery end to end, run a monthly gap analysis against what the business needs, and ship the middleware and custom apps that close it, not just the features that were already scoped for me.
Team and quality
Sprint ceremonies, a clean backlog, a PR review SLA, and monthly code quality sessions. 90–95% sprint completion isn't an accident, it's a byproduct of keeping the Definition of Done clear and the escalation reviews honest.
Cross-timezone by default
Based in Ahmedabad, working CET-overlapping hours with European stakeholders and teams for seven years. It's my default working rhythm, not an accommodation I have to plan around.
FIT
Who I'm not the right hire for
If you need a store built from a Figma file for the first time, a good theme developer will do it faster and cheaper than I will. If your store is early and simple, you don't need an architect yet. My work starts where the theme stops: live stores, real revenue, and the kind of problem where a wrong move costs a bad quarter.