→ CONTEXT: Premium at-home hair colour e-commerce for a UK brand, delivered as agency work at Cressco
Josh Wood Colour sells premium at-home hair colour to customers who need guidance before buying. The store had to combine editorial content, a product-matching quiz, subscriptions and a fast checkout, while its initial load was slow and its campaign emails were landing in spam.
A headless storefront: Gatsby 5 and React render the site statically from Shopify (catalog, cart, checkout, subscriptions, discount codes and bundles) and Storyblok (editorial content), deployed on Netlify Edge behind Cloudflare. I worked on frontend performance, the responsive redesign and the email-sending infrastructure.
A faster, fully responsive headless storefront whose marketing emails reach the inbox again, with one consistent shopping experience across mobile, tablet and desktop.
A rewrite would have frozen the store for weeks. Targeted frontend optimizations delivered the faster initial load with zero downtime.
Instead of: Rebuilding the storefront on another framework
Campaigns were hitting spam because of reputation and message content, not the platform. Fixing both restored inbox delivery without a migration.
Instead of: Moving campaigns to a new email provider
Device-specific patches had produced inconsistent experiences. A single responsive redesign gave one shopping flow on every screen.
Instead of: Keeping separate mobile fixes
Frontend optimizations on the Gatsby storefront that made the first load noticeably faster
Fixed campaign emails going to spam by cleaning up the sending reputation and rewriting the message templates
Led a responsive UX redesign to deliver a consistent shopping experience across mobile, tablet and desktop
