As Endy continued to scale, it was becoming increasingly difficult to maintain two separate online Shopify storefronts for English and Francophone shoppers. Both stores share the same product data and inventory, and only differed when it comes to assets and copy displayed on the website. This setup created duplication of efforts for regular business operations.

After more than six years, the site was in need of a complete overhaul to address the following challenges:

Lack of localization for French and English-speaking markets in Canada

Dependency on developers for asset and copy updates 

Poorly structured legacy code, code bloat, and quality issues


Throughout my involvement, I shouldered significant responsibilities and achieved the following milestones:

Successfully recommended a new tech stack - Next.js, TypeScript, Vercel, Sanity, and Styled Components - by demonstrating their advantages through sample projects. This influenced my team to adopt these technologies.

Constructed components for the new site focusing on reusability, maintenance, and web accessibility standards such as keyboard accessibility, screen-reader compatibility, and color contrast.

Led the technical solution for The Endy Blog, including building CMS schemas, organizing content, developing user stories, and ensuring adherence to technical acceptance criteria.

Implemented localization and auto language redirects on endy.com, reducing Québécois users' bounce rate by 23%, thus enhancing user engagement.

Integrated event tracking with Google Analytics Data Layer to gather insights on user interactions. This provided marketing teams with user behavior data, aiding informed decision-making and strategic optimization.

Incorporated product schema into product detail pages for Google's rich results compliance, improving SEO performance.

Endy.com Site Rebuild

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