Hub
Next.js Platform Architecture
Choose the right architecture problem when tenancy, shared systems, or App Router complexity are slowing teams down.
Some situations need more than advice. They need senior technical judgement embedded in delivery before platform risk, design drift, or weak decision‑making compounds.
Bring in principal‑level engineering support when architecture, delivery quality, and technical judgement need strengthening inside the work, not just from the sidelines.
Hub
Choose the right architecture problem when tenancy, shared systems, or App Router complexity are slowing teams down.
Scenario
Clarify tenant boundaries before one shared Next.js platform becomes too coupled to scale safely.
Scenario
Clarify shared and brand‑specific platform boundaries before reuse starts creating friction, duplication, or governance problems.
Scenario
Untangle App Router caching and mutation issues when data is not updating, pages feel stale, or behaviour changes unexpectedly between routes.
The sole UI developer for the award‑winning fourth major version of the British Broadcasting Corporation homepage and the first step in a thorough new online identity and look and feel.
The migration of several individual Group brand e‑commerce websites onto a newly developed, unified, React‑based platform. Enabling shared functionality and customisable components.

A fashion and technology‑led e‑commerce marketplace by Condé Nast. Built in Clojure (and ClojureScript), its key feature was tight integration with the wider Condé Nast publications.

Template and component library development for this luxury travel e‑commerce platform; one of the world's oldest travel companies.

A complex, real‑time Angular‑based web application leveraging machine learning on 'big data' and live market analytics to identify investment opportunities.

Lead UI developer on a set of digital transformation projects at the world's local bank. Includes the ground‑up rebuild of their commercial banking application using Node.js and React.

Senior developer as part of team 'Findability'. Led the digital implementation of the 'John Lewis & Partners' rebrand alongside new feature development, user journey optimisation, and performance improvements.

A sophisticated, interactive, multilingual web components e‑learning platform built with Google Polymer and QTI.

A complicated multi‑site, multi‑lingual, e‑commerce platform on top of Episerver using Handlebars and ASP.NET Razor. A bespoke system to offer three disparate branded experiences from a single codebase.

Lead front‑end developer within the e‑commerce Customer Experience team. Leading the delivery of new features, as well as considerable refactoring and improvement of the existing platform's performance.

Lead engineer on this massive replatforming project, unifying twelve disparate applications under a new headless architecture with React and Next.js.

Senior JavaScript developer heavily involved in delivering a React‑based rebuild of the World Economic Forum online platforms, including leading the introduction of new user features.

Technical director and lead developer for this digital‑centric design agency. A vibrant, animated, and engaging website developed using Gatsby, React, TypeScript, and Contentful.

Lead and senior front-end roles overlap, but they are not the same job. This article looks at delivery, ownership, mentoring, and decision-making.
GEO and SEO overlap, but they are not interchangeable. This article breaks down where they meet, where they differ, and how websites need to adapt.
Secondary service
Codebase review and optimisation for teams carrying unnecessary complexity, quality drift, or avoidable front‑end performance cost.
Secondary service
Technical documentation, implementation notes, and delivery‑facing writing that helps teams keep platform decisions usable after handover.
Secondary service
Senior technical partnership for teams that need ongoing judgement on architecture, delivery trade‑offs, and platform direction.
Send me the affected page or route, point me at the code if that helps, and tell me what you expected to happen versus what is happening now. If this connects to a Next.js migration, technical SEO drop, performance issue, launch, or platform move, include that context too. I'll come back with the clearest next step.