Situation — Yanmar operated three separate login portals — the Yanmar Owners Community, the B2B Dealer portal, and the B2C storefront — each living on its own page with no unified experience, creating fragmentation across both the front-end user journey and the back-end Salesforce Core system.

Task — As Product Manager, I led the initiative to consolidate all three login experiences into a single, unified login screen on their Salesforce Agentforce Commerce site, with all three user types properly linked and managed through Salesforce Core on the back end.

Activity — I drove the project end-to-end using Agile Scrum — running discovery to map all three user types and their authentication paths, building and grooming a backlog, and executing through sprints with daily standups, QA, UAT, and a final production release. The technical complexity centered on ensuring each user type — B2C customer, B2B dealer, and community member — was correctly identified and routed through a single entry point while maintaining the right permissions and data associations in Salesforce Core.

Result — All three portals were successfully consolidated into one unified login experience, simplifying the user journey across all customer types and centralizing identity management within Salesforce Core.

Reflect — The biggest challenge was reconciling how three distinct user types were modeled in Salesforce Core, as each had different data structures and permission requirements that had to coexist cleanly under one login flow.

Strengthen — In a future project like this, I'd invest more time upfront mapping each user type's data model and permission logic in Salesforce before sprint work begins, to reduce mid-sprint discovery and keep the team unblocked.

Situation — Yanmar was running their B2B commerce operations on a separate third-party platform alongside their existing Salesforce Agentforce Commerce B2C environment, creating unnecessary cost and operational complexity.

Task — As Product Manager, I led the full migration of their B2B operations into the existing B2C platform, rebuilt with the B2B logic and functionality their customers required.

Activity — I drove the project using a full Agile lifecycle, managing everything from discovery and backlog grooming through sprint execution, QA, and UAT. A key focus was integrating their 3PL system to ensure inventory and pricing APIs fed into the new platform accurately.

Result — B2B operations were successfully consolidated into Salesforce, eliminating the costs and overhead of maintaining a separate third-party platform entirely.

Reflect — The 3PL integration was the most complex challenge, reinforcing how critical early API discovery is when migrating legacy system dependencies.

Strengthen — In future projects, I'd push for a technical spike on third-party integrations earlier in the process to reduce mid-sprint blockers and improve estimation accuracy.

Situation — Yanmar Commerce had a checkout funnel with meaningful drop-off, a financing flow that pushed users off-platform too early, and untapped opportunities in personalization, cross-site traffic, and offer visibility.

Task — As Product Manager, I led a deep-dive analysis of the site's traffic behavior, checkout experience, and financing journey to identify friction points and develop a prioritized roadmap of UX and conversion improvements.

Activity — I audited the full funnel — from traffic referrers and cart creation through checkout completion — and developed a comprehensive set of recommendations spanning checkout personalization, an improved financing order flow, a dedicated offers page with PDP-level personalization, cross-linking from YanmarTractor.com, session-based real-time personalization, and A/B testing scenarios for hero layout and promotional messaging.

Result — Delivered a structured optimization strategy targeting the ~1% checkout drop-off gap, with clearly defined UX improvements and promotion concepts designed to drive higher engagement and finished goods sales.

Reflect — The financing flow was the most eye-opening area — users were leaving the platform too early in the process, creating unnecessary friction and lost visibility into the customer journey.

Strengthen — In future engagements, I'd pair the initial analysis with live session recordings to validate friction points with behavioral data before prioritizing the roadmap.

Situation — Commerce Ace needed a way to engage site visitors intelligently and in real time — answering questions about services, guiding potential clients, and creating a more interactive experience without requiring manual intervention.

Task — I engineered and integrated a custom OpenAI-powered assistant directly into the Commerce Ace website, trained specifically on my services, offerings, and business context, available in both text and voice chat modes.

Activity — I built Ace from the ground up, integrating the OpenAI API and training the assistant on Commerce Ace's service catalog so it could handle a wide range of visitor inquiries accurately and conversationally. I implemented both a text chat interface and a voice chat mode, giving users flexible ways to engage. The assistant was embedded site-wide and designed to feel like a natural extension of the brand rather than a generic chatbot.

Result — Delivered a fully functional, always-on AI assistant that engages visitors, answers service-related questions, and drives potential clients toward contact — operating autonomously without any manual involvement.

Reflect — Training the assistant with enough context to handle nuanced service questions accurately was the most important and iterative part of the build — generic responses erode trust fast, so specificity in the training inputs made all the difference.

Strengthen — In future iterations, I'd layer in conversation analytics to track what visitors are asking most frequently, using those insights to continuously refine the assistant's responses and identify gaps in the service messaging on the site.

Situation — Maintaining a consistent, high-quality blog is one of the most time-intensive parts of running a solo practice — requiring ongoing topic research, writing, image sourcing, and publishing, all competing with client work.

Task — I engineered a Claude AI-powered blogging agent to autonomously generate blog content for Commerce Ace, while building a custom CMS that kept me in full editorial control over every post before it went live.

Activity — I built the end-to-end system from scratch — the Claude AI agent autonomously selects relevant topics, writes full blog posts, and sources featured images, depositing each post directly into a custom-built admin CMS as a pending draft. From there, I retain complete editorial control — reviewing the title, excerpt, content, and image, with the ability to publish, reject, or edit each post before anything goes live. The system was designed so that AI handles the heavy lifting while human judgment controls the output.

Result — Delivered a fully operational AI-powered content pipeline that consistently produces publish-ready blog drafts, keeping Commerce Ace's blog active and content-rich without consuming significant time from client-facing work.

Reflect — The most important design decision was keeping a human editorial layer between the AI output and the live site — full automation without review creates quality and brand voice risks that aren't worth the time savings.

Strengthen — Going forward, I'd build in a topic memory system so the agent tracks what has already been written, avoiding repetitive subjects and ensuring the blog continues to expand its coverage across new and relevant areas over time.

Situation — Visitors to Commerce Ace were browsing service pages without a clear nudge toward taking action — creating a gap between demonstrated interest and conversion that generic site-wide messaging couldn't effectively close.

Task — I designed and built a behavioral personalization engine that detects intent based on time spent on specific service pages and dynamically serves a personalized banner on the homepage to move high-intent visitors toward contact.

Activity — I engineered a session-based tracking system that monitors visitor behavior across three key service pages — AI Personalization, AI Automation, and Web Development. When a visitor spends more than 15 seconds on any of these pages and then navigates to the homepage, the engine fires a personalized banner tailored to the service they engaged with — complete with a targeted headline, supporting message, and a direct CTA linking to the contact page. I also built a custom admin interface to manage the rules, time thresholds, banner copy, and CTA fields without touching code, alongside a session activity dashboard to monitor visitor behavior and engine performance in real time.

Result — Delivered a fully operational personalization engine that creates a more relevant, intent-aware homepage experience for high-interest visitors — bridging the gap between passive browsing and active conversion in a way that feels timely and tailored.

Reflect — The threshold logic was the most critical variable to get right — too short and the banner fires for casual browsers, too long and it misses genuinely interested visitors. Finding that balance required real session data and iterative tuning.

Strengthen — The natural next evolution is layering in true AI-driven intent scoring — moving beyond time-on-page as the sole signal and incorporating scroll depth, return visits, and page sequencing to build a richer picture of visitor intent before serving personalization.

Situation — Callaway Golf was launching their 2026 Chrome Tour golf ball line and needed a high-impact marketing page that could showcase the product family in a visually rich, interactive way — built within their Headless CMS architecture integrated into Salesforce Agentforce Commerce via PWA Kit.

Task — I was responsible for hands-on development of the campaign page, working cross-functionally with the product, marketing, and merchandising teams to translate their vision into a fully functional, production-ready experience.

Activity — I built the page from the ground up using HTML, CSS, and JavaScript, developing and integrating a wide range of interactive features including a video player, scroll animations, gallery sliders, sticky navigation, email sign-up form, and call-to-action linking throughout. The work required close collaboration across teams to ensure the content, messaging, and product hierarchy aligned with both the marketing launch strategy and merchandising priorities — all while operating within the constraints of a Headless CMS and PWA Kit architecture.

Result — Delivered a polished, feature-rich campaign landing page in time for the Chrome Tour 2026 product launch, providing Callaway with an engaging digital storefront experience that brought the new ball line to life across the full product family.

Reflect — Balancing creative ambition from the marketing team with technical constraints of the Headless CMS architecture required constant communication — what looked simple in a design mockup often had real complexity under the hood in a PWA Kit environment.

Strengthen — In future campaign builds, I'd push for a shared component library agreed upon earlier in the process so that design and development stay in closer lockstep, reducing late-stage rework as launch deadlines approach.

Situation — Callaway was entering the pickleball market for the first time with their Inertia Pickleball Paddle line and needed a campaign page that could make a bold first impression for an entirely new product category for the brand.

Task — I was brought in to develop the launch page hands-on, collaborating with the product, marketing, and merchandising teams to bring the Inertia paddle line to life digitally within the same Headless CMS and Salesforce Agentforce Commerce PWA Kit architecture.

Activity — I built the full page using HTML, CSS, and JavaScript, developing a rich set of interactive features including a 3D animation hero, video players, scroll-driven product storytelling sections highlighting Power Edge Technology, Performance Face, and Advanced Grip, a paddle specs breakdown, a colorways display, an image gallery, and an email sign-up form. The page was designed to educate a new audience on a product category Callaway had never sold before, requiring close alignment with marketing on messaging and with merchandising on product presentation.

Result — Delivered a fully interactive, visually immersive launch page that successfully introduced Callaway's first-ever pickleball product line, giving the brand a strong digital presence in a new and fast-growing sports category.

Reflect — Launching in a brand new product category meant there was no internal template or precedent to reference, which made early alignment on tone, structure, and content hierarchy especially critical to keep the build on track.

Strengthen — For future new-category launches, I'd advocate for a discovery workshop with marketing and merchandising before any development begins, specifically to align on how to educate a potentially unfamiliar audience while still driving conversion.

Situation — CallawayGolf.com required ongoing homepage refreshes, content updates, and personalization management to stay aligned with product launches, promotional campaigns, and merchandising priorities across a high-traffic e-commerce site.

Task — I took ownership of the site's content lifecycle — managing homepage refreshes, content block updates, and personalization strategy while serving as the cross-functional connector between the product, development, merchandising, and marketing teams.

Activity — I executed regular homepage and sitewide content refreshes, managing everything from hero banners and product category blocks to promotional placements and personalized experiences. I monitored key performance metrics including click-through rate and conversion data to make informed, data-driven decisions on content block placement, hierarchy, and messaging. Working within the Headless CMS and Salesforce Agentforce Commerce PWA Kit architecture, I collaborated closely across teams to ensure the right content reached the right audience at the right time.

Result — Maintained a consistently fresh, conversion-optimized site experience that supported product launches, seasonal campaigns, and ongoing merchandising goals — with content decisions backed by real performance data rather than guesswork.

Reflect — The most valuable shift was moving from instinct-based content placement to a data-informed approach, where CTR and conversion metrics consistently revealed that user behavior didn't always match what internal teams assumed would perform well.

Strengthen — Going forward, I'd push to establish a more formalized content testing cadence — running structured A/B tests on homepage placements to build a compounding library of what works, rather than relying solely on post-publish performance monitoring.

Situation — WearSPF needed a fully custom e-commerce presence built from the ground up — one that matched their specific brand requirements while delivering a high-performing, scalable shopping experience on Shopify.

Task — I led the project end-to-end as both Product Manager and developer, taking ownership of everything from gathering and organizing client specifications through to final delivery of a fully custom Shopify theme.

Activity — I managed the full development lifecycle — translating client requirements into a structured build plan, designing and developing a custom Shopify theme with a strong focus on UX/UI, mobile responsiveness, SEO best practices, and frontend performance. Every aspect of the store was intentionally crafted, from information architecture and visual design to backend efficiency and component-level optimization. I drove the project using an organized development cycle that kept scope, quality, and timeline in check from initiation through launch.

Result — Delivered a fully custom, production-ready Shopify store that met all client requirements — visually polished, fast, mobile-optimized, and built with the scalability to grow with the business.

Reflect — Building a custom theme from scratch reinforced how critical the specification-gathering phase is — the clarity of requirements collected upfront directly determined how smoothly the development cycle ran and how few surprises emerged late in the build.

Strengthen — In future ground-up builds, I'd introduce a formal UX wireframing and client sign-off stage before any development begins, ensuring visual and functional expectations are fully aligned before a single line of code is written.

Situation — DCL Skincare needed a custom Shopify store that could reflect the sophistication of their brand while delivering a seamless, high-performing commerce experience tailored to their specific business requirements.

Task — I led the project in full as both Product Manager and developer, guiding the engagement from initial requirements gathering all the way through to a smooth production launch.

Activity — I drove the complete build lifecycle — collecting and organizing client specifications, architecting the information structure, and developing a fully custom Shopify theme with a deliberate focus on UX/UI design, mobile responsiveness, SEO, and both frontend and backend performance. Every component was built with precision, ensuring the store not only looked and felt on-brand but functioned flawlessly across all devices and scaled cleanly for future growth.

Result — Delivered a sophisticated, production-ready custom Shopify store that met all client requirements — visually refined, technically sound, and optimized for performance, search, and user experience from day one.

Reflect — Skincare as a category carries high visual expectations from shoppers, which pushed the UX and design work to a higher standard — reinforcing how much brand perception is shaped by the quality of the digital experience, not just the product itself.

Strengthen — In future builds of this nature, I'd incorporate a more structured mobile-first design review earlier in the process, as mobile UX decisions made late in a build tend to create the most rework and have the biggest impact on conversion.

Situation — The Face Haus needed a custom Shopify store that could serve as both an e-commerce platform and a seamless gateway into their esthetician booking operations — requiring a solution that bridged their retail experience with a third-party scheduling system.

Task — I led the project end-to-end as both Product Manager and developer, translating client requirements into a structured development plan and taking full ownership of delivery from initiation through launch.

Activity — I managed the complete build lifecycle, developing a fully custom Shopify experience using JavaScript, CSS, and HTML. The most technically complex workstream was integrating their third-party booking system directly into Shopify — building a dynamic slider that pulls real-time booking data to display esthetician photos and individual landing page links, all manageable without ongoing developer involvement. Overcoming the technical hurdles of syncing live third-party data within Shopify's architecture required creative problem-solving and precise frontend execution.

Result — Delivered a fully functional, user-friendly custom Shopify store that unified the brand's retail and booking experience in one seamless platform — giving both customers and staff a smooth, intuitive experience from browsing to scheduling.

Reflect — The third-party booking integration was the defining challenge of the project, and solving it cleanly reinforced how important early technical discovery is when external systems need to communicate with Shopify's architecture.

Strengthen — In future builds involving third-party integrations, I'd dedicate a standalone technical spike at the start of the project specifically to validate integration feasibility and data flow before any front-end development begins, preventing mid-build surprises.