Independent developer who builds it, ships it, and stays around to maintain it. From ecommerce launches to performance work and custom integrations.
Available for ecommerce, web apps, custom integrations, and tech advisory.
Problem. The brand had a WordPress menu site I'd previously built for them, but no way to sell online. They needed an ecommerce storefront with a hard pre-sale launch date, and a Klaviyo account that wasn't being used yet.
Approach. Custom Shopify theme with its own design token system, Vite + TypeScript build pipeline, and a consistent design language across the entire storefront. Built a pre-sale launch system end to end: sticky checkout bar with progressive messaging, free-gift unlocks tied to spend thresholds, mix-and-match bundle chooser with per-variant inventory caps, custom bag quantity swatch with dynamic per-cup pricing and subscription discount tiers, social proof toasts, JudgeMe reviews, and a wholesale inquiry funnel. Klaviyo wired into custom forms for list growth and segmentation around launch.
Status. Built end to end. Shipping for launch.
Problem. A high-traffic WooCommerce store had slow page loads, poor Core Web Vitals, and database queries that scaled badly under load. Both UX and SEO were suffering.
Approach. Multi-pronged and sustained over time. Activated and tuned WP Rocket for full-page caching. Eliminated N+1 queries with a custom cache class for repeated ACF lookups. Cached hero preload URLs in a transient to fix a TTFB regression caused by per-request shortcode rendering. Added dynamic hero image preload with fetchpriority=high to bypass the theme's lazy-load on LCP elements, dequeued render-blocking CSS, and trimmed preconnect links. Added custom WordPress image sizes so the LCP image is served at the right dimensions per device. Built an internal performance audit skill that runs Chrome DevTools traces against key pages and tracks results over time so regressions get caught fast.
Outcome. Major LCP improvement on the homepage, recovered roughly 223ms of TTFB on cached loads, N+1 queries collapsed to single static-cached calls, and a regression-tracking skill in place for ongoing audits.
Problem. Their payments came in through a third-party portal where someone had to log in and accept each one manually. At their volume, that was eating real hours every week.
Approach. Built a React dashboard backed by a Python Flask API with its own database so the team could review and queue payments in one place. An IMAP email worker watches the inbox, parses incoming payment notifications, validates them, and queues async jobs. The backend then uses browser automation to handle the manual portal step end to end.
Outcome. Shipped end to end. Replaced their manual workflow as the team's daily payment process.
Problem. The admin team handled daily ops like order verification and stock checks, but didn't want to live in the WooCommerce admin. They wanted to do the work from Google Sheets.
Approach. Two-way sync via WooCommerce webhooks and Google Apps Script. Order events pushed into a sheet for verification, and status edits in the sheet pushed back to WooCommerce. A scheduled daily query of the catalog flagged low-stock products in a separate sheet so reordering happened in the same place.
Outcome. The team runs the store from Sheets. Orders are verified, statuses updated, and restocks queued without anyone opening WooCommerce.
Problem. The store wanted a real points-based loyalty program, repeat-purchase incentives, and a referral channel feeding their email tool, all running natively on WordPress.
Approach. Built a points tracking and redemption system with an admin management interface. Added a Loyalty Quest feature with purchase-streak tracking, reward eligibility logic, and Playwright e2e tests against the flow. Wired loyalty points into WooCommerce coupons via custom individual-use coupon handling. Synced referral IDs into Klaviyo customer profiles for segmentation. Built rotating daily-deal automation with WP cron, timezone handling, and support for multiple concurrent deals.
Outcome. Customers earn and redeem points on every order, the loyalty program runs on autopilot with daily deals rotating themselves, and the referral channel feeds straight into the email tool.
Problem. The shop ran their site on WordPress but had no way to drive online orders into their third-party ordering provider, route customers to the correct location, or capture wholesale leads through a real funnel.
Approach. Built three flows on top of the existing site: a custom online ordering form wired into the third-party provider, a location picker that routed customers to the right location's ordering page, and a wholesale inquiry funnel with a custom form and automated confirmation email back to the customer.
Outcome. Shipped end to end. All three flows are in production today.
Problem. The storefront had inconsistent UI patterns across product cards, cart, checkout, and mobile, hurting clarity and conversion. The homepage in particular was missing the conversion drivers it needed.
Approach. Ran a CRO audit covering product cards, cart, checkout, and mobile, and shipped batched UI fixes from the audit. Redesigned the "why shop with us" section on the homepage to lead with concrete reasons. Replaced a third-party Flickity carousel with a custom carousel component, removing a dependency and matching the brand more closely.
Outcome. Cleaner conversion funnel, fewer third-party dependencies, and a homepage that argues for itself.
Problem. A local nail salon had a working static site (single-file HTML, CSS, and JS) but no way to manage it themselves and no consistent funnel for bookings or gift cards.
Approach. Extracted the static design into a full WordPress theme with proper template hierarchy, functions.php, and an enqueued asset pipeline. Standardized booking CTAs across the site with a dual book-online and call-to-book pattern. Added a gift card section with a fanned card-stack visual. Set up GitHub Actions for automated deploys with version bumping on every release.
Outcome. The salon owns their site as a real WordPress theme. Bookings run through consistent CTAs site-wide, and deploys ship automatically when changes land.
And more, including refactors, security hardening, custom admin tooling, and ongoing maintenance work that didn't make the cut.
A short call to figure out what you need. I send back a written proposal with scope, timeline, and price.
Weekly check-ins, staging links from week one, and decisions written down. You see what's coming before it ships.
A proper launch, with your team walked through what changed. You own the code, the credentials, and the deploys.
Most clients keep me on monthly for fixes, improvements, and whatever's next on the list. Optional and no lock-in.
It depends on scope. Most ecommerce launches land in 4 to 8 weeks, integration projects in 1 to 3 weeks, and performance audits in 1 to 2 weeks. Each engagement starts with a written scope so we agree on the timeline before anything starts.
Both. I'm comfortable doing brand-driven custom UI work end to end. If you already have a designer or a Figma file, I'll build against what you have.
Yes. Most clients keep me on a monthly retainer for fixes, improvements, performance work, and whatever the next thing on their list is. The retainer is optional and there's no lock-in.
That works too. Tech advisory and short-scope fixes are part of what I take on, especially for teams already running on Shopify or WooCommerce. Reach out and tell me what you're stuck on.
Based in Canada. Most communication happens async over whatever you already use (email, Slack, or whatever fits) with weekly check-in calls when we're actively building. I work with clients in any timezone.
Not at the moment. The contact form below is disabled while I'm focused on existing engagements. It'll reopen once there's room for new work, so check back then.
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