Selected Work 2024
Large-Scale Web Property Architecture
Front-end optimization and tech-debt paydown across a portfolio of 5,000+ web properties.
Blue Window LTD operated a portfolio of more than 5,000 web properties, each accruing its own front-end debt. I built the optimization strategy that raised Core Web Vitals across the fleet without rebuilding everything by hand.
Problem
Thousands of web properties had been built at different times, by different teams, against different assumptions. Performance varied wildly, tech debt compounded with every release, and there was no shared baseline — every optimization was a bespoke project that couldn't scale to the size of the portfolio.
Design & Architecture
I architected a layered optimization strategy: a shared performance baseline (asset delivery, critical CSS, image and font policies) applied as a platform layer, plus a Core Web Vitals scorecard that ranked properties by impact. The goal was leverage — changes that improved thousands of properties at once, not one-off heroics.
Execution
Rolled out front-end optimizations incrementally across the portfolio, instrumenting LCP, CLS, and INP per property and tracking the distribution over time. Tech-debt reduction was sequenced so the highest-traffic properties paid back first, and each improvement was validated against real-user monitoring rather than lab-only numbers.
Impact
Moved the portfolio-wide Core Web Vitals distribution measurably green, with median LCP improved across thousands of properties from a single shared optimization layer.