Work index

Work

Four case studies written up in full. Each one gives the figures and the dates, says what I did about them, and includes the places I got something wrong, or could not show a number, and said so in writing.

There are four rather than twenty because a write-up only goes here if I can still open the records and check every number in it.

Case studies

The four long reads

01Platform migrationPrestaShop to Shopify2025, live spring 2026Delivered

They thought they had 1,700 products. The database held 5,395.

Hamdan Electronics, hamdanelectronics.com. An audit of the PrestaShop database before quoting a price, and what it changed about the scope, the build and the launch date.

5,395

Products in the database, against the 1,700 the client believed.

PrestaShop database, 2025 audit

Products with positive inventory. 465 had negative.

PrestaShop database, 2025 audit

202

Collections built from scratch. None existed in PrestaShop.

Live Shopify store, 24 August 2026

Read the migration, five sections

02Technical auditWooCommerce, Cloudflare Pro30 July to 16 August 2026Verified

The store was telling Google to delete its own catalogue, 43,080 times a day

A Lebanese electronics and appliance retailer. 18,608 products on WooCommerce, behind Cloudflare Pro. Nine quoted items, and $2,070 of work delivered outside the quote at no charge.

43,080

"410 Gone" responses in 24 hours, permanently dropping pages from search.

Cloudflare analytics

8.6%

Cache hit rate on a paid plan. It should be 60 to 80%.

Cloudflare dashboard

39.24%

Less data transferred in the first 24 hours after the cache rules were rebuilt.

Cloudflare analytics, first 24 hours

Read the audit, six sections

03ExperimentationShopify, Convert.comMarch to April 2025Delivered

The test needed three more section slots. The template had none left.

A US DTC supplements brand on Shopify. A placement test the standard build could not produce, shipped in three days, and an audit of 56 past experiments that found two which could not be trusted.

Sections already on the template, which is Shopify's limit. None free to duplicate for the standard build.

The Shopify template, 29 March 2025

3 days

From the constraint found on a Saturday to a live three-arm test on the Tuesday.

Dated task record, 29 March to 1 April 2025

54 of 56

Past experiments that passed a sample ratio mismatch check. The two that failed both mattered.

SRM audit, August 2026

Read the test, five sections

04ExperimentationConvert.com, Shopify2022 to 2025Verified

The test was running. The data was not.

An agency CRO team, 2022 to 2025. Convert installed at six DTC brands, three experiments that quietly stopped collecting data, and the record of every test I built that has a result, the clear loss included.

Brands where I installed Convert, May to December 2024.

Install tasks

Experiments that stopped collecting data, each traced and repaired.

Task records and Slack, 2024 to 2025

Tests I built that have a recorded result. One lost clearly and was not shipped.

Client tracking sheets

Read the program, five sections

Agency work

On an agency's Shopify desk

October 2022 to July 2025, on the web development desk of a US e-commerce agency: about 40 brands, most of them on Shopify. The clients stay unnamed; the work does not have to.

2024

A theme migration, in parts

An apparel brand's move to Prestige v10, led by the senior developer. My parts: the sizing and sale-text metafields, the filter app on the new theme, the quick-add redesign, the account menu, mobile search and the cart page. Then a custom shipping-protection app, deployed and configured to work with product variants.

2025

A WordPress section, rebuilt in Liquid

A GNSS hardware maker's "comes with" section lived on WordPress. Rebuilt with a colleague as a Liquid section on a new theme, so it could run as an A/B test.

2024

Two units per click

A supplements store's add-to-cart button was putting two of everything in the cart. Tracked down and fixed with a colleague.

2025

Metafields, and an app on trial

Product metafields wired into a home goods brand's theme, and a copy of the theme without its speed-optimiser app, to see what the app was worth. Taking it out made no measurable difference.

2026

Two landing pages down

One domain served an old WordPress site on its bare address and the live page on www; a scoped redirect in the right .htaccess fixed it. The other was missing its DNS record, added without moving nameservers so the client's email kept working.

2023

Launch fixes and a speed pass

A gaming accessories store's new site: contact and about pages, UK VAT copy, slider fixes, and a speed app set up after launch.

Source: tasks assigned to me on that desk, counted from the agency's task records on 3 November 2026.

Live builds

Shipped and running

Hamdan is written up in full as case study 01. The rest ship without a write-up. Screenshots show each site as it was live on 3 November 2026.

Hamdan Electronicshamdanelectronics.com Read case study 01
PrestaShop to Shopify migration for an electronics and appliance retailer in Lebanon: a database audit before the quote, the catalogue moved across, collections built from scratch, the Warehouse theme customised to the brand, and a checkout set up for Lebanon with cash on delivery, OTP verification and card payments. Taking orders since 14 May 2026.
CREA Fashioncreafashion.com
Shopify build, then support after launch: shipping setup, catalogue imports and fixes.
Sunday Golfsundaygolf.com
Part of the move to Dawn 2.0, including the bundle builder and the mega menu, plus landing pages, schema markup and a wholesale page.
Geekz Storegeekz.store
Shopify build for a retro collectibles store, on the Horizon theme with a custom arcade layer: retro effects, a three-level mobile menu and neon category icons. Ported from Horizon 3.3.0 to 4.2.0 at launch without losing the customisations.
Scoville Hot Chickenscovillechicken.com
Redesign of a multi-location hot chicken franchise's existing Webflow site, from the client's Canva design, done at BAD Marketing. Published in stages from 5 August 2026, with the location search, the responsive pass and the SEO going live on 2 October 2026. I rebuilt the store-page template that serves every location, built a CMS collection for the menu, and set the brand colours and type as Webflow variables across the site.
ZEN Jewelrybyzenjewelry.com
Shopify build, and a rebrand from ZEN Selection. Later, the Lebanon and international pricing moved off a Region variant option onto native Shopify Markets.
4Lebanon4lebanon.com
Arabic RTL news platform built solo. Next.js App Router, TypeScript, Tailwind, Supabase Postgres with row-level security, on Vercel. Later an in-house ad system in place of AdSense, built for right-to-left layouts and to load without shifting the page.
Membership registryPrivate, holds member data
Pro bono, for a Lebanese organisation. A bilingual, Arabic-first registry on Next.js and Supabase. Who can search, add, verify, import and export is enforced in Postgres row-level security rather than only in the app, new entries wait in a review queue, and a database test impersonates each role to check what it can read and write. Before the app, I merged three inconsistent spreadsheets into one master and flagged duplicates for a person to decide rather than deleting any.

Want the same treatment on a store you are running?

The fastest route is email.

Get in touch