Selected work

Laura Vann is a demi-fine and fine jewellery brand with retail placements at Liberty London and regular press coverage. Their existing Shopify theme had grown out of a heavily modified off-the-shelf template, with layered scripts that had accumulated over years - the store was slow, hard to maintain, and held back the brand's editorial ambitions.

Working with a designer, I built a brand new theme from the ground up on Shopify Online Store 2.0 - proper section-based architecture, no inherited script weight, and structured so the team can manage content themselves without engineering involvement. The result is a faster store with a cleaner foundation to build the next few years of the brand on.

Live at: www.lauravann.co.uk

A fully bespoke subscription management experience used by Huel's entire customer base. Customers manage subscriptions, payment methods, delivery dates, and upcoming orders in one place - and discover additional products to add to their next subscription.

I owned the frontend end-to-end, working closely with a dedicated backend team via an OpenAPI-spec'd contract. The portal replaced Shopify's native customer account flow with something built around how Huel customers actually shop - subscription-first, with upsells and delivery management as primary actions rather than afterthoughts.

A custom micro-service CMS that lets non-technical teams manage products, orders, and content across all 7 of Huel's Shopify Plus storefronts from one place. Each domain (products, orders, etc.) lives in its own service with a shared frontend.

I bootstrapped the project and led the frontend as the main maintainer. I also designed the UI/UX. Product launches that previously required coordinating changes across 7 storefronts now take minutes instead of hours - and the team can ship without needing engineering involvement for routine catalogue work.

The Liquid theme powering Huel's storefronts was becoming increasingly difficult to maintain - every change had to be deployed in parallel across 7 themes, and the constraints of Liquid were holding back the kinds of experiences the team wanted to build.

I built the proof-of-concept that validated the migration approach, then bootstrapped the initial production architecture before handing the project off to the wider team. The new setup decouples the storefront from Shopify's theme layer, removes the 7-way deployment problem, and unblocked the team to use a proper CMS (Contentful) for content management.

A multi-step bundling experience letting customers build their own mix from across Huel's full product range, with custom discount rules and upsell logic baked in. I bootstrapped the project and built the MVP solo, then handed it off to other team members.

A bespoke implementation of Shopify's product form supporting flavour selection and Huel's custom volumetric discount model - where customers receive different discount percentages based on the quantity they buy.

Required custom data normalisation and behind-the-scenes product bundling to make the underlying variant complexity invisible to the customer.

A Laravel service sitting between Shopify and Ometria, the ESP powering Huel's transactional emails. It ingests Shopify webhooks, normalises product data (necessary because of the custom variant structure used for volumetric discounting), and pushes clean data to Ometria. Built solo and running across all 7 Plus storefronts.

Before Huel, I spent two years at Eastside Co, a UK-based Shopify agency. I shipped more than 50 ecommerce stores for clients of every shape and size, often under tight deadlines.

The agency environment is where I learned to ship pragmatically and judge what's worth over-engineering and what isn't.