(01) PORTFOLIO · 2026 · AVAILABLE FOR Q3
Shopify, built like
it matters.
(02) WHAT I ACTUALLY DO
Four disciplines, one outcome: stores that out-earn their category.
Conversion-first design.
Every layout decision is a CRO decision. I design to a hypothesis, then prove it post-launch with measurement — not vibes.
- PDP / cart / checkout teardowns
- Heuristic + analytics-led design
- A/B test scaffolding
Custom Shopify, no shortcuts.
Section-level Liquid, custom blocks, theme architecture your team can extend without breaking. No franken-themes glued together.
- Theme 2.0 / Online Store 2.0
- Reusable section library
- Editor-friendly handoff
Performance you can feel.
Sub-1.2s LCP targets. Lighthouse 95+ as a contract, not a goal. Speed is the cheapest CRO lever you own.
- Critical CSS, async everything
- Image pipeline + lazy load
- Third-party app diet
B2B & complex commerce.
Wholesale portals, gated catalogs, tiered pricing, multi-currency. Headless when it earns its complexity, not as a fashion choice.
- Shopify Plus B2B
- Hydrogen / headless
- ERP / 3PL integrations
(03) SELECTED WORK · 14 case studies
Recent builds. Real numbers.
A new spotlight every Wednesday. Hover any card to peek inside the live build — auto-scroll the screenshot, click through for the full story.
India’s premium sports nutrition brand,
re-engineered for the protein-first generation.
- Problem
- A 2024 storefront that worked but felt cluttered — too many BNPL banners, slow PDP, "Shop by Goal" navigation that buried the bestseller catalogue. The team was shipping campaigns weekly via direct theme edits and merchandising was blocked on dev for every change.
- Approach
- Section-level Liquid rebuild — every above-fold block became an editor-configurable Shopify section. Quick-add to cart on collection grid, conditional BNPL surfacing tied to cart value, "Shop by Goal" merged into a single category nav, end-to-end performance pass cutting LCP by more than half.
- Result
- Merchandising ships campaigns without dev tickets · LCP under 1.8s on 4G · BNPL conversion held while reducing on-screen banner real estate · sectionable PDP scales without theme rework
Shipped on time alongside the lead agency
Migrated cleanly
Configurator scales without theme rework
Looks like a gallery
Quote-to-order under a day
New designer goes live in a day
Two-thirds of new orders ship as subscriptions
Cosplayers find the colour first
Multilingual conversion parity
Procurement teams reorder in seconds
Launch shipped on schedule
Each drop sells out in under 48 hours
Launched on schedule
Launched on schedule
Each drop sells out in under 48 hours
Launch shipped on schedule
Procurement teams reorder in seconds
Multilingual conversion parity
Cosplayers find the colour first
Two-thirds of new orders ship as subscriptions
New designer goes live in a day
Quote-to-order under a day
Looks like a gallery
Configurator scales without theme rework
Migrated cleanly
Shipped on time alongside the lead agency
(04) ENGAGEMENTS
Pick the shape of the work.
Custom Shopify Builds
From Figma to Liquid, end-to-end. For brands launching a new store or replatforming from a theme that’s holding them back.
Discuss a buildTheme Engineering & Performance
For teams whose store works but feels slow, fragile, or cluttered. Surgical refactor of the layer that’s costing you revenue.
Speed me upConversion Rate Design
Hypothesis-led redesign of PDP, cart, and checkout. Every change ships with a measurement plan attached.
Lift my CVRHeadless & Hydrogen
React-grade frontends on Shopify infrastructure. For brands whose creative ambitions outgrew Liquid templating.
Go headlessB2B & Wholesale Systems
Gated catalogs, tiered pricing, customer-specific SKUs. Built on Shopify Plus B2B or layered onto your existing store.
Build B2BFractional Shopify Partner
A retainer for brands who want senior Shopify thinking on speed-dial. Strategy + ship, not tickets.
Hire fractionally(05) HOW WE’LL ACTUALLY WORK
Six steps. No ambiguity. No surprises on the invoice.
-
01
Strategy call.
Twenty minutes. We figure out if I’m the right person for the work. No pitch deck.
Day 0- 20-min discovery video call
- Goals, constraints, timeline aligned
- Honest fit assessment, both ways
- No pitch, no sales follow-up
-
02
Audit & roadmap.
A written diagnostic of your current store with a phased plan, sequenced by revenue impact.
Week 1- Heuristic + analytics teardown
- Phased plan, by revenue impact
- Written PDF + Loom walkthrough
- Estimate refined to ±10%
-
03
Design sprint.
Figma, with real product, real copy, real numbers. Two rounds of revision built in — no scope dance.
Week 2–3- Figma file with real product/copy
- Two revision rounds included
- Component library + design tokens
- CRO copy review baked in
-
04
Build.
Liquid, Tailwind, your data. Daily Loom updates, weekly working demo, staging access from day one.
Week 4–7- Custom Liquid theme + sections
- Daily Loom progress updates
- Weekly working demo on staging
- Dev-branch access for your team
-
05
Launch & measure.
Pre-flight QA, soft launch, full launch, dashboard handover. I’m in your Slack the day of.
Week 8- QA matrix across 6+ devices
- Soft launch → full launch
- GA4 / PostHog dashboard handover
- Day-of Slack support
-
06
Optimize.
Optional 90-day partnership: monthly experiments, weekly reporting, quarterly roadmap.
Month 3+- Monthly experiment cycle
- A/B scaffold + reporting
- Quarterly roadmap refresh
- On-call for major launches
(06) THE PERSON YOU’D BE HIRING
An independent shop. Building Shopify stores that actually compete.
Seven years in commerce — first inside agencies for D2C brands you’ve heard of, now independently for the founders, operators, and agencies who want one person accountable for the outcome.
I do design and engineering. That’s not a flex; it’s a constraint. It means I can hold the whole quality bar in one head, ship faster, and not lose the brand in a Figma-to-dev handoff. It also means I take fewer clients than a studio would.
If you’ve outgrown your theme, your agency, or your patience — we should probably talk.
- Based
- Mumbai, IN
- Timezone
- IST · works with US/EU
- Clients
- D2C · B2B · Agencies
- Shipped
- 40+ Shopify builds
- Independent since
- 2022
- Currently
- Booking Q3 2026
(07) WORDS FROM PEOPLE WHO PAID ME
These guys are awesome. They can build anything you like and fast! Very happy with the quality of their work.
I’ve had the pleasure of working with Yax and have consistently been impressed by his responsiveness, professionalism, and willingness to go the extra mile. He approaches every challenge with a problem-solving mindset, communicates clearly, and delivers dependable results. Yax is reliable, thoughtful, and easy to collaborate with, which makes him an asset to any team or project.
I worked with Yax and his team for 2.5 years and they were exceptional. Despite our time difference, Yax was always very responsive. I’m not very versed in website development, so Yax did a great job explaining things and providing great recommendations throughout the websites we developed. Not only is Yax very knowledgeable, but he’s also a very caring business partner.
My team has worked with Yax for about a year and a half. He’s incredible with communication, organization, and making sure that web projects stay on track. He’s always checking in with me to see how things are going and if there is anything else he can do to make our client experience better. I highly recommend working with Yax.
We have been working with Yax and his team for about a year now and are very happy with the work they have produced for us. Yax and team are very well versed in all things to do with websites and are quick to come up with solutions and recommendations. All requests are responded to in a timely manner and the work gets done quickly thereafter.
Yax has been wonderful to work with. He keeps projects running smoothly and handles the unexpected with ease. Even with multiple web projects running at once, he keeps his team aligned and on schedule. His background in programming shines as he leads his team and ours through projects. He explains difficult concepts in a way that makes them easy to understand, while giving encouragement along the way.
We have worked with Yax on several projects. He’s always quick and responsive and has delivered excellent work.
I have been working with Yax for the past 12 months and am very impressed on various levels. His knowledge of the industry and the available tools is excellent — he will listen, digest and understand your needs to provide the best solution. He is flexible: we all know projects can go sideways, and Yax and his team have always been here to help.
Teaming up with Yax continues to be a wonderful and productive partnership. Thoughtful deliberation on how best to address a web redesign. Check. Flexible enough to address an unplanned, urgent client deliverable. Check. A positive outlook that threads throughout every project. Big check. Yax continues to deliver time after time and has become a trusted partner for my business.
(08) START A PROJECT
Tell me about your store.
I read every message myself. Within 24 hours, you’ll get a written first-look at your store — what’s working, what’s leaking revenue — whether or not we end up working together.
- (NDA-FRIENDLY)
- (NO SALES CALLS)
- (REPLY < 24H)
(09) LET’S START