Successful Shopify stores are not defined by design alone - but by clarity, structure, and how effectively customers move through the buying experience.

I work with Shopify brands to improve performance through UX, conversion optimisation, and custom development, making direct, measurable improvements to how their stores operate.

Because I also write and implement code, I don’t just recommend changes - I build them. From custom Shopify sections to structural improvements, everything is executed with performance in mind.

Whether it’s a new build or an existing store, the focus is always the same: turning existing traffic into higher revenue.

I began my career working as a Web Developer for Premier League football clubs including Manchester City, Chelsea, and Liverpool FC, after completing a Bachelor’s degree in Interactive Multimedia Design.

From there, I moved into independent ecommerce and Shopify-focused work.

Alongside my technical work, I’ve always had a strong creative and artistic background, which influences how I approach digital design. I often think in terms of structure and flow - similar to architecture - balancing visual clarity with how people naturally move through a space.

Over the past 10+ years, I’ve worked across Shopify design and development, with a focus on how technical structure, UX, and conversion strategy directly influence user behaviour and revenue.

I also run my own Shopify store, Roco & Miley, which gave me hands-on experience building, scaling, and optimising an ecommerce brand from the ground up.

Today, I work with Shopify brands globally to improve store performance through UX, structure, and development-led optimisation that directly impacts conversions.