Discovery
- Performance audit across 240 page types
- SEO equity mapping
- Tech debt inventory
E-Commerce · 2023
A platform migration with the lights on.
The challenge
NovaRetail's monolithic commerce stack couldn't keep up with their 400% YoY growth. Pages took 3.2s to load. Conversion was leaking.
The approach
We migrated to a headless architecture incrementally, page type by page type, with zero downtime and zero loss of SEO equity.
By the numbers
0%
Faster page loads
0%
Conversion lift
0
Downtime hours
0s
LCP at p75
The process
From discovery to launch.
Architecture
- Next.js + Sanity headless stack
- Edge CDN with stale-while-revalidate
- Strangler-fig migration plan
Design System
- Component library with 142 primitives
- Theming for 4 sub-brands
- Tokens piped to Figma
Engineering
- Page-type-by-page-type cutover
- Synthetic monitoring per route
- Automated SEO regression suite
Launch
- 12-week phased rollout
- Black Friday in flight, no incidents
- Internal team owns the new stack
Mobile · tablet · desktop
The migration was seamless. Their team modernised our stack while keeping business continuity intact, and we saw page performance improve by 43% within the first month.
Daniel KimHead of Product, NovaRetail
43%
Faster loads
28%
Conversion lift
6x
Black Friday
Outcomes
The numbers settled. The story didn't.
Page load times dropped from 3.2s to 1.8s at p75. Conversion lifted 28% across the catalogue. The new stack handled Black Friday at 6x normal traffic with no incidents.
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