Ted Baker

Lead front-end engineer for Ted Baker's e-commerce platform, owning feature delivery and brand experience. Led a performance and usability optimisation programme in partnership with Google at their London offices. Built on AngularJS, CSS and the Hybris commerce platform.

Ted Baker's e-commerce front-end was already a monolith — years of accumulated change had left it carrying heavy technical debt, with both performance and usability suffering. Fixing it was the mandate: the platform needed more than incremental patches, it called for a major redesign and a serious performance overhaul. That was the trigger for a dedicated optimisation programme run in partnership with Google.

As lead front-end engineer I owned both feature delivery and the brand experience, and I led the programme that overhauled the platform end to end. Working alongside Google's engineers at their London offices, we used Lighthouse and their performance tooling to diagnose the bottlenecks and worked through their recommendations systematically — paying down the technical debt, improving load performance and lifting usability across the AngularJS and Hybris stack. The partnership sharpened our insight and set a higher bar than we would have reached alone.

The programme delivered gains across the board. Performance improved markedly under Google's guidance, Lighthouse scores rose, and usability reached a noticeably better level — and as the site became faster and easier to use, sales improved with it. Partnering directly with Google's engineers gave the team sharper insight and pushed it to level up.