Work
Real engagements. The constraint, the decision, and what I'd change.
Case studies
The 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.
The 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.'
Premium 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.
VISEO Asia
Real-Time Inventory Sync Across Six Countries
Stock counts drifted between Shopify Plus and the OMS across every market the business operated in, and the fix was four hours of manual reconciliation a day.
Two heritage European glassware brands
One Theme Architecture, Two Brands, Every European Market
Two heritage glassware brands, sold across multiple European markets, needed consistent performance and conversion discipline without either identity getting flattened into a shared template.
Two premium spirits brands (craft gin & single malt)
Two Premium Spirits Brands, One Section Library
Two custom Shopify builds for two distinct premium brands, on a timeline that didn't allow solving the same layout problem twice from zero.
CartRush (my own multi-store app)
A Post-Purchase App Built Once, Deployed Across Stores
Post-purchase upsell funnels move AOV, but building one bespoke, per store, every time a new store wants the same capability is exactly how engineering becomes the bottleneck.
The Sleep Company
A Three-Question Quiz That Replaces a Salesperson
A mattress and chair catalog that's easy to browse and nearly impossible to choose from without help, the kind of decision customers used to make in a store.