I designed and built Backbone's ecommerce store, migrating from Gatsby to NextJS and scaling it to a global audience.

Next.js · Headless Shopify · Tailwind CSS · Contentful · Algolia

When I joined Backbone in 2021, the site was on Gatsby and struggling to scale. We rebuilt it on NextJS with headless Shopify, and I owned the front-end architecture from day one. The migration wasn't just about switching frameworks—it was about building systems that could handle rapid growth.

I designed and implemented the online game library, which expanded the site's SEO surface by over 10,000 pages. Each page pulled metadata, screenshots, and compatibility data from our Games DB, creating a scalable template system that generated pages automatically. I also built a full navigation redesign, a custom headless Shopify cart system that handled bundles and international pricing, PDP v2 with modular layouts for marketing, and multiple high-profile collaboration landing pages.