Experimentation features for Elevate AB
A run of product features on Elevate's Shopify A/B-testing platform: multi-store switching so agencies and owners hop between stores without re-auth, split-URL experiments scaled to 25 variations with fractional traffic splits, and targeting and content-editor improvements that made experiments easier to set up and trust.
In-app switching between stores without logging out and back in — a small surface, but it touches auth, data scoping, and every store-aware query.
Lifted split-URL testing to 25 variations behind a feature flag, with fractional traffic percentages so traffic divides cleanly across a large variation set instead of rounding into uneven buckets.
Exclude-specific-products targeting, page-targeting fixes for content changes, a DOM-tree fallback so the visual editor still anchors changes when selectors drift, and sensible defaults like applying changes to all device sizes.
More showcases
Apple Pay & PayPal Express Checkout for M&M'S
Designed and shipped one-tap express checkout on the global M&M'S storefront — Apple Pay and PayPal, migrated onto Adyen's v6 drop-in. Covered the unglamorous parts that make express actually work: live tax recalculation, address and shipping-state validation, restricted-region blocking, and analytics parity with the standard flow.
Rebuilding the M&M'S product detail page (PDP v2)
Helped rebuild the M&M'S product detail page from the ground up — a new layout and interaction model with sticky product imagery, drawer-based detail, reworked reviews and tabs, and an accessibility pass that held up to audit. The surface that has to sell every product, rebuilt without breaking the ones already in carts.
Flavor Remix — a build-your-own giftbox for M&M'S
Owned large parts of Flavor Remix — M&M'S' build-your-own giftbox — end to end: its dedicated v2 product page, a rebuilt review-before-you-buy flow, an accessories drawer, and customer image upload with moderation and reupload. All on a commercetools model reworked to treat flavor as a first-class attribute.
Greeting Cards v2 for M&M'S gifting
Rebuilt personalized greeting cards for M&M'S gifts: live preview and edit, wired into the gift data flow so the card travels with the order, and event tracking so the team can see how the feature is actually used.
Release & deploy automation for Elevate AB
Turned Elevate's release process from manual and error-prone into automated and auditable: GitHub Releases from tags, auto-tagging and staged deploys, a changelog generator, E2E tests that fire automatically after staging, and stepped hotfix and rollback workflows — plus Slack announcements linking the release, the GitHub page, and the live URL in one message.
UI in motion — a scroll-driven 3D reel
A 3D-rendered hero reel, shipped scroll-driven. Instead of running a live Three.js / WebGL scene — GPU-heavy and janky on mid-range phones — the 3D work is pre-rendered to a 1080p image sequence and scrubbed frame-by-frame on a 2D canvas as you scroll. All the depth, none of the runtime cost.