Case studies across independent experiments and platform work: interactive web objects, search rebuilds, launch ops, headless migration, ERP integration, funnels, and analytics. Product, technology, design, brand, and operations documented as working files.
A playful food-builder interface for assembling tapas, gildas, and Mexican botanas pixel by pixel. Built as a complete product object: brand voice, pantry taxonomy, presets, shareable states, SEO, and a live critic character named Doña Oliva.
Search was broken as a product surface: bad states, no business rules, no real tracking loop. Rebuilt it from discovery logic to UX to analytics. Purchases from search doubled.
Repeat customers were hitting the same friction as first-timers. Mapped the journey, found the real friction points, shipped targeted fixes. Conversion up 30%.
Every launch was a renegotiation from scratch: same questions, different teams, repeated ambiguity. Built a repeatable system: intake, brief, ownership, readiness, review. Execution time cut in half.
The existing stack was becoming a ceiling on product velocity. Set technical direction for the move to headless: Next.js frontend, CommerceTools as the commerce engine, API-first throughout. Four markets, eight engineers, two years.
The measurement layer was patchy: event gaps, attribution drift, marketing and product reading different numbers. Shipped GA4, Bloomreach, and Conversions API integrations. Marketing got a clean signal; product got a real experiment loop.
Built and tuned the Odoo ERP integration across the surfaces that break without it: PDP, checkout, appointments, payments, homepage. The plumbing that connects online commerce to physical operations.
Custom services on top of Shopify: appointments, prescriptions, at-home try-on. The platform doesn't give you these. Built them anyway. Business grew 2x annually through this period.
Four markets, different payment rails, different ops, different customer expectations. Kept the product coherent without pretending each market is the same.
