Shopmoment

Growth. Leadership. Impact.

I joined Moment in 2018 as employee #20, starting as a full-stack engineer. Over seven years, I helped shape the company’s digital presence, modernized the platform, and guided a full replatform of our tech stack as Head of Software.

I’ve worn many hats: architect, builder, team lead, mentor, and decision-maker. This case study walks through the problems we faced, what I led, and the outcomes we achieved.

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The Problems

• When I arrived, the digital foundation was slowing growth.
• monolithic Craft CMS limited iteration
• AWS costs exceeded $9k per month
• Conversion rates underperformed the brand
• Engineers lacked a modern and fast frontend stack
• No consistent tools for documentation or product planning
• A growing iOS app with no supporting pipeline

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The Work

1. Modernizing the Frontend (Years 1–4)

Focused on speed, clarity, and consistency.

• Introduced Vue and Nuxt for faster builds and cleaner UI
• Led UI/UX improvements that aligned our site with product quality
• Built a team culture of ownership and iteration
• Introduced Notion + project briefs that became team-wide standards
• Mentored junior engineers/designers and built a culture of ownership

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2. Replatforming the Stack (Years 5–7)

From a monolith to a modular, fast, developer-friendly system.

• Migrated from Craft CMS to Next.js + Sanity CMS + Vercel + Shopify
• Cut infrastructure costs by 50 percent
• Improved Core Web Vitals to all “Good”
• Unified frontend and backend with React and GraphQL
• Enabled the marketing team to launch campaigns independently
• Introduced bundles that increased average order value by 175%
• Have launched multiple products - travel, digital goods, courses, kits
• Designed and built a majority of features in the browser

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3. Moment Pro Camera

iOS at scale — then a ground-up rebuild as product lead.

• Led Moment Pro Camera engineering: App Store compliance, release cadence, and roadmap — tight loops with design and product while the app held a Top 3 Paid spot
• As the product matured, the next bet was a full rebuild: Moment Pro Camera II — new interaction model, new codebase, and since launch #1 paid Camera app on iOS (I led product and design on that chapter)
• Moment Pro Camera II case study →

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The Results

• Conversion Rate: 0.9% → 2.5%
• Average Order Value (AOV): +$50 baseline
• AOV w/ Bundles: +175%
• Infra Costs: -50%
• Core Web Vitals: All "Good"
• Moment Pro Camera: #1 paid Camera app on iOS (MPC II); earlier releases sustained Top 3 Paid

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Reflection

What I’ve realized I enjoy most is making a product, brand, and team better. Iterating deliberately, defining processes and systems that others can build on, and elevating design and UX in tangible ways that have impact and legacy. It’s about leaving a product in a stronger, smarter, more thoughtful place than I found it.

I've also learned the importance of fusing my creative background with business and growth thinking which has made my decisions smarter, faster, and more outcome-driven.

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Want to chat?

I'm always excited to talk shop — whether it's about developer experience, replatforming, iOS, or team leadership.