As your primary customer interface, the Shopify storefront must be a high-performance revenue engine. I maneuver this critical touchpoint to maximize conversion and longevity by solving common barriers to growth: slow performance, rigid content, and the inability to effectively test and personalize the customer experience.

Core Capabilities

My service delivers a powerful, flexible, and fully optimized foundation that scales with your business.

Performance & Web Vitals

I am dedicated to achieving and exceeding Shopify’s highest Lighthouse standards. I eliminate Liquid inefficiencies, ensure lightweight component loading, and enforce best-in-class Core Web Vitals. The result is a user experience that minimizes bounce rates and maximizes your organic search visibility.

Data & Content Syndication

Rigid, hard-coded content obstructs growth. I implement custom metafields, metaobjects, and API integrations to power dynamic page sections and product data. This robust data syndication capability gives your marketing and content teams granular, code-free control over site-wide content reuse, essential for managing large catalogs and complex content campaigns.

Conversions & A/B Testing Setup

I build themes with conversion science at their core, setting up the necessary architecture to enable effortless A/B testing on key page elements. This also includes implementing advanced non-intrusive smart merchandising and personalization hooks within the theme to dynamically promote products and collections based on real-time customer behavior.

Accessible & Future-Proof Foundation

Every theme I deliver adheres to modern WCAG 2.1 Level AA accessibility standards and established web best practices. By focusing on a clean, maintainable architecture, I future-proof your investment, ensuring the theme remains performant and scalable through future platform updates without requiring continuous major overhauls.

Theme Dev in Practice

Case Study: Division Road, Inc.

Overview

Division Road, Inc., a luxury heritage menswear boutique, needed to replace its depreciated Shopify theme with a modern, performant, and future-proof solution. As the storefront is central to the brand, this required a seamless and complex transition to a highly customized Shopify 2.0 theme.

Challenges

• Required a flawless, drop-in replacement for the deprecated theme to avoid disrupting the customer base.
• Maintain backwards compatibility while identifying and replacing all depreciated features.
• Leverage Shopify 2.0’s metafields and metaobjects to architect a scalable solution for content syndication.

Custom Functionality & Features

• Product Experience: Enhanced a third-party app meaurements display, created a dynamic “Worn With” products section, and integrated a custom appointment booking app.
• Content Management: Built an event calendar and rich sizing guides using metaobjects for easy merchant control.
• Conversion: Developed a custom Buy X Get Y cart section and integrated related blog posts to enhance discoverability.

Result

• Lighthouse Performance Score: 95 (up from 35)
• Accessibility Score: 98 (up from 83)
• Visual Stability: +96%
• Site Search Conversion: +189%
• Online Visitors: +69%
• Sessions: +23%
• Bounce Rate: -18%

Case Study: Ya Tseen

Overview

Ya Tseen, a SubPop artist based in Sitka, Alaska, needed an indepenedent storefront to showcase their music and merchandise in support of their upcoming tour and album release.

Challenges

• MVP required a one week turn around in time for their first single.
• Management of the storefront is mostly hands off for the client.

MVP Result & Automation

• Successfully launched MVP in time for their first single, using Shopify’s Horizon theme as a base.
• Sections for tour dates, music releases, merchandise, video content, and contact form.
• Set them up with Prinful’s Print-on-Demand service for non-tour related merchandise.

Post-launch Agenda

• Build a simple Shopify app to ingest their tour dates from SubPop’s RSS feed.
• Interactive design elements and animations.
• Independent digital product support.