Web Development
Northline Commerce
Northline sells technical outdoor equipment to people who research obsessively before they buy. The old storefront buried that research behind slow pages and a checkout that asked for the same information twice.
- Client
- Northline (placeholder client)
- Role
- Lead developer and art direction
- Year
- 2026
- Category
- Web Development
- Frontend development
- E-commerce
- Performance optimization
The challenge
The catalogue had grown to more than 900 variants across six product families, and every filter interaction triggered a full page reload. Mobile shoppers — two thirds of all sessions — were abandoning at the size selector.
The approach
- 01
Rebuilt the storefront on a server-rendered stack so category pages arrive complete instead of assembling in the browser.
- 02
Replaced the modal size picker with an inline, keyboard-operable variant selector that keeps the product image in view.
- 03
Introduced an editorial product template so the team can publish field notes and gear guides without a developer.
- 04
Set a performance budget into CI so image weight and third-party scripts cannot regress silently.
The outcome
The storefront now loads in under a second on a mid-range phone, and the checkout collects shipping details once. The team ships their own content, and the performance budget has held for two release cycles.
Results
Placeholder figures. Replace with measured results before publishing.
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