I build Shopify stores that sell.
Custom Liquid themes and headless Hydrogen builds, engineered on a 4-year UI/UX foundation. I design the experience and write the code — so what converts in Figma converts at checkout.
Real stores. Real products. Real checkouts.
ROAR — thepeopleroar.com
Premium streetwear store with deep custom engineering on Shopify: mega-menu navigation across three audience lines, free-shipping progress cart, announcement marquee, and a drop/restock merchandising system — built for hype-cycle launches.
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3RYV Nutrition
Custom Shopify theme for a supplement brand — now being re-architected as a headless Hydrogen storefront for speed and flexibility.
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Tourgrin — Travel booking
End-to-end UX for an all-in-one travel platform — booking flows, itineraries, and mobile-first responsiveness designed to cut abandonment.
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Converge — Collaboration tool
Turned complex multi-user workflows into an interface clean enough that onboarding friction dropped — power features intact, clutter gone.
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Oracle Fitness
Fitness, coaching, and nutrition unified into one daily-dashboard experience — every screen designed to be used in under 30 seconds.
View case study →Everything between the idea and the checkout.
Custom Shopify themes
Built from scratch — not a theme edit. Every section, every interaction designed for your brand and coded for conversion, with merchandising flexibility your team can actually use.
Headless & Hydrogen builds
When the theme layer becomes the ceiling: Hydrogen storefronts on the Storefront API — app-grade speed, total design freedom, Shopify still running the back office.
UI/UX design & optimisation
Research-backed design from wireframe to high-fidelity prototype — then the audit work after launch: find the friction, test the fix, keep what converts.
A storefront, start to finish.
Discover
Your brand, your customer, your numbers. We define what "converting" means for this store before anything gets drawn.
Design
Wireframes to high-fidelity Figma — a design system, not loose screens, so the build stays consistent at every breakpoint.
Engineer
I code my own designs: Liquid or Hydrogen, clean sections, editor-friendly settings, fast scores. Nothing lost in handoff because there is none.
Launch & tune
Go live, watch the data, fix the friction. The launch is the start of optimisation, not the end of the project.
Tools
The designer who learned to build.
I started in UI/UX, obsessed with the details — spacing, micro-interactions, the feel of a product. Then I realised the gap between a great design and a great store lived in the build. So I closed it myself: Liquid, the CLI, custom sections, headless architecture. Now nothing gets lost between the two.
My full story →Ready to build a store that actually converts?
Full-time roles, contracts, and project work — globally. I reply within 24 hours.