I led the redesign and optimization of a WordPress/WooCommerce storefront for a national fiber-optic and networking retailer. The brief: modernize the UI, make it faster, and implement features that matter to B2B and serious hobbyist buyers.
I delivered a custom theme with a clear information hierarchy and robust product discovery: faceted filters, spec-driven search, related items, and accessories bundles. Checkout flows were simplified (fewer steps, clearer shipping/tax states), and I implemented performance upgrades—image compression, caching, and selective plugin use—to keep pages lean. For long-tail visibility, I added structured data and cleaned up metadata to improve organic search.
Operationally, I introduced product data guardrails and reusable Gutenberg blocks so the team could spin up promotions without breaking layouts.
Stack: WordPress, WooCommerce, PHP, custom theme, performance/SEO tooling.