Recent Work

DCYPHER is a tech-led beauty brand that uses AI to create personalised cosmetic products tailored to each customer. Since joining the team, I’ve been responsible for the development of their headless Shopify site, partnering closely with stakeholders to support launches, marketing campaigns and platform improvements.

• Key Updates:

• AI samples: introduced lighter + darker shade samples powered by the AI scan
• Cart flow: improved Add to Cart UX by creating a mini basket component
• SEO: added canonical tags and surfaced key content in the DOM for crawlers
• Analytics: audited and fixed issues with Meta Pixel and client-side tracking
• Bug fixes: resolved issues across navigation, carousels and PDP accordions
• Refinements: improved HTML structure, performance, and accessibility

As the lead developer for The Fabled Thread, I oversee the ongoing development of their Shopify Hydrogen storefront and Sanity CMS. My work spans feature delivery, subscription platforms, content modelling, SEO enhancements and performance optimisation, ensuring the platform remains scalable as the business grows.

• Key Updates:

• Memberships: launched tiered subscriptions along with gated member access
• Performance: optimised image loading by refining Sanity parameters & assets
• SEO: added hreflang tags to boost international visibility & rankings
• Analytics: added Meta Pixel to improve visitor tracking and measure conversions
• Pre-orders: enabled pre-order purchases through updated product logic and UI
• Engagement: Enabled blog comments to foster community and discussion
• CMS: built Sanity models, enabling editors to update content without dev input

Magic Matcha is a founder-led brand built on over a decade of experience with matcha. I supported the launch of their Shopify site by customising their chosen theme to better align with bespoke designs, extending content management capabilities, and delivering a polished customer experience ahead of launch.

• Key Updates:

• Content management: added custom metafields for richer product information
• Customisation: extended Shopify theme functionality to match provided designs
• Email marketing: integrated Klaviyo signup forms and customer capture flows
• Branding: implemented custom typography and visual styling
• Launch support: built a pre-launch holding page ahead of launch

I partnered with Sew Confident to launch a dedicated Shopify store for their fabric and product sales, working alongside their existing WordPress site. The goal was to streamline the buying experience, improve operational efficiency and create a seamless connection between both platforms.

• Key Updates:

• Shopify: launched a dedicated store for streamlined fabric and product sales
• Forms: integrated all enquiry forms so messages route into one central location
• Upsells: added matching thread recommendations on fabric PDPs to boost AOV
• Stock: enabled live remaining-metre stock visibility across all fabric PDPs
• Content: created new pages to modernise and align core WordPress content

I partnered with Chloe Jonason & Co, a boutique homeware brand that wanted to automate selling bespoke products. By refining the online experience, I helped streamline the shopping process for customers purchasing bespoke blinds.

• Key Updates:

• Rebrand: executed complete update of domain, branding and connected systems
• E-commerce: implemented online purchasing for made-to-measure blinds
• Reviews: integrated reviews platform across PLP and PDP templates
• Pre-orders: enabled pre-order purchases through updated product logic and UI

I provide ongoing support to StringNix, a recently launched lingerie startup focused on comfort and simplicity. My work includes performance improvements, UI fixes and supporting bundled purchases to encourage multi-item orders.

• Key Updates:

• Localisation: supported with currency and regional setup across global markets
• Bundles: integrated, setup and styled discount bundles across all PDPs
• Analytics: tested and verified GA and GSC configuration and tracking
• SEO: flagged and advised on duplicate collection content across the site

I worked with The VA House, a consultancy supporting businesses with executive-level virtual assistance, to refine their WordPress site for better SEO, accessibility, and usability. I conducted a site audit and implemented fixes across visual hierarchy, metadata, navigation, and performance.

• Key Updates:

• Accessibility: improved contrast, added alt text and fixed heading hierarchy
• SEO: refined site-wide meta titles, descriptions, and added organisation schema
• UX: fixed bugs with navigation highlighting and in-page anchor behaviour
• Performance: optimised large image assets across the site to reduce load times

I worked with Vinito, a rebranded evolution of Brixton Wine Club, to create a customised product page that provides a richer and more informative shopping experience than standard Shopify templates allow.

• Key Updates:

• PDP: designed a custom layout to maximise the presentation of product details
• Enhanced UI: built a reusable grid to showcase tasting notes and highlights
• Profile: integrated sliders powered by metafields to visualise key attributes
• Specs: developed a comprehensive specs table for detailed product information
• Content UX: added a toggle to improve readability for detailed descriptions

I collaborated with Elyse, a brand focused on essential oil blends and holistic wellbeing, to enhance their Squarespace site with content-led features designed to build trust and boost engagement.

• Key Updates:

• Launches: deployed new product releases with supporting content and assets
• Press features: added a carousel of press logos to highlight media coverage
• Engagement: integrated Instagram feed to showcase social content
• Accessibility: audited site and identified improvements for inclusive design

I worked with JP’s Originals, a wellness-focused tea brand on Shopify, providing ad-hoc development support across areas like accessibility, SEO, UI enhancements, and technical scoping for growth opportunities.

• Key Updates:

• UI: improved navigation contrast and semantic HTML for better accessibility
• UX: highlighted key CTAs on PDPs and checkout pages to guide user journeys
• SEO: refined meta titles and descriptions to improve search visibility
• Upsells: scoped ClickFunnels integration for upsells and subscriptions

I helped Story Studios, a boutique communications consultancy, refine and extend their site build. I implemented custom styles, optimised accessibility and mobile layout, and advised on email forwarding options to support a professional launch.

• Key Updates:

• Styling: added and adjusted custom spacing, layout and typography
• Accessibility: ensured semantic heading levels, contrast and keyboard navigation
• Mobile: fine-tuned layout and imagery for smaller screens
• CMS prep: structured pages with placeholders to support phased content rollout

I worked with Duvet Hog, a sustainable bedding brand on Shopify, to review theme upgrades, improve site functionality and prepare for the launch of new features. My work included auditing the site for design consistency, enhancing compliance on signup forms and scoping the addition of award and accreditations to build trust.

• Key Updates:

• Theme audit: reviewed layout, navigation and design for UI consistency
• Compliance: updated email signup forms for GDPR and marketing best practices
• Awards & trust: scoped integration of accreditations and award logos across site

I worked with L’Esterre Chocolate to enhance their online presence by refining the site’s design, layout, and messaging. My updates focused on polishing the visual identity, improving UX and adding features that elevated the brand’s premium feel.

• Key Updates:

• Press features: added “As Seen In” carousel to homepage, highlighting coverage
• Accreditation: built rotating logo bar to highlight awards and partners
• Compliance: integrated GDPR-compliant cookie consent banner
• SEO: rewrote homepage metadata and optimised press and product pages

I supported The Mews Fabrics & Furnishings, a luxury fabric and homeware brand, by optimising their Shopify store’s performance and functionality. This included troubleshooting issues and implementing fixes to improve SEO and UX.

• Key Updates:

• SEO: audited and optimised meta titles and descriptions across the site
• User experience: fixed email signup discount code and corrected Klaviyo setup
• Health check: audited site speed, content structure, and accessibility

I had the pleasure of working with this renowned beauty brand, contributing across multiple squads to enhance SEO, optimise performance and build a robust React-based Design System. Many of the technical SEO practices implemented continue to support discoverability across both traditional search and emerging AI experiences.

• Key Updates:

• Design system: developed reusable components for a brand new design system
• Live chat: reintegrated Zendesk, upgrading APIs to add live chat sitewide
• GEO: implemented advanced schema for products, reviews, blog posts and more
• Performance: fixed Storybook issues and upgraded it to improve maintainability