2025
Commerce frontend refresh
Rebuilt the purchase path for a high-traffic commerce experience where speed, trust, and clarity directly affected conversion.
Context
The product had fragmented flows, uneven UI quality, and measurable friction during the first-time purchase journey.
Approach
I introduced a modular React architecture, hardened the design-system surface, and prioritized sequence-level improvements instead of isolated UI tweaks.
Why it matters
Representative of the kind of work where frontend quality is tied to business outcomes, experimentation, and cross-functional decision-making.
Key decisions
Performance
Deferred non-critical analytics, reduced hydration surfaces, and optimized image delivery around the most conversion-sensitive screens.
UX
Simplified decision points, improved hierarchy, and added clearer feedback around pricing, validation, and checkout progression.
Accessibility
Improved focus management, error semantics, and keyboard handling for modal and step-based interactions.
Tech stack
- Next.js
- TypeScript
- Design Systems
- Analytics
Signals
- LCP -34%
- Conversion +11%
- CLS 0.02