Turning basic analytics into a clear read on what’s actually working.
Project overview
Protection Dogs Worldwide came in with a website already built and Google Analytics already installed, but not much clarity on what any of it actually meant for the business.
Role
My role here was mostly technical. I worked as a WordPress developer rather than redesigning the site, and the real contribution was setting up Microsoft Clarity alongside custom events and funnels, so the client could finally see clearly where visitors were converting and where they weren’t.
Outcome
That visibility mattered. Once the numbers were clear, the client realized their marketing spend wasn’t paying off the way they had assumed, and used that to cut costs and rework their approach.
Bival Dental – Inovative Dental Clinic
A dental website built around the patient’s journey, not just the product.
Project overview
Bival Dental is a dental clinic known for its exclusive line of implants, led by someone genuinely recognized as an expert in the field. Rather than centering the site on the product itself, the goal was to support patients through the whole treatment journey, from the first uncertainty through to the financing and insurance side of actually getting it done.
What I built
I built the site from the ground up, from the WordPress setup through the custom content structure it needed. That meant a custom post type for the price list, before and after cases, educational material, and media features like podcast appearances, alongside 3D animated video used as a scrolling background element.
Why WordPress
WordPress was the right fit here because of how much custom structure the site needed: several distinct content types, strong SEO, and analytics tracking built to be customized as the clinic’s needs grow.
What mattered
The whole site was built around two things: education, so patients understand what to expect before, during, and after treatment, and expertise, since the person behind the clinic is one of the more recognized names in the field.
The Lysts – Social Media App
Growing from product designer into the person who ran the data behind the product.
Project overview
The Lysts is a social app for saving and sharing lists, restaurants, recipes, places, anything worth recommending, with a standout feature that lets you drop in a link from Instagram, Spotify, YouTube, or Google Maps and have the app pull in the details automatically.
Role and growth
I joined as a product designer and the role grew from there. Over about a year working with them through NeatPixel, I ended up owning the product’s data layer too: connecting and implementing Amplitude, deciding what metrics and events were worth tracking, and writing the instructions the development team built against. Part of that work was going back through existing tracking and fixing places where the context was missing or just wrong.
What I built
Alongside the product and analytics work, I built the team’s entire design system and the Figma to Jira handoff process from scratch, giving the team one place for handoff, one for work in progress, and one for testing, all connected to Jira. That whole setup ran on its own, on top of everything else.
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