Category: eCommerce

Categories
3D Architecture Distributed Teams eCommerce Frontend Innovation Management Performance Engineering VR

New VR UX For Nurseries

(3/19-10/20)

Challenge

Ship new, web-based, VR-powered, eCom experience as requirements changed.

Action

Act 1 : 3/19-5/19

While on my trip to India in April 2019, I formed a Tiger team of one of my best Lead Engineers, a project manager, and two junior engineers, coaching them to see the similarity between what was the business was asking for and current existing components of the system (PLP, PDP, NUX, and Checkout,) setting a plan in motion towards delivering an MVP for the 6/26/19 deadline.

They went heads-down and we successfully shipped v1 (following) on 5/29/20.

ecom landing page

Business priorities shifted and the project was moth-balled, leading to Act 2.

Act 2 : 8/19-10/19

Having shifted focus to more product-based eCom (see Act 1,) the business decided to leverage existing shop-the-room modeling infrastructure in a more user-friendly, web-based purchase flow.

While the original plan was to have them spin up a completely new POC with a new checkout flow, I intervened and met with the remote Technical Project Manager and Architect, providing guidance around the existing monolith marketplace system, knowing it could serve as enough of a “buy” to meet requirements so as not to have to “build” a custom solution.

Shipped v1 in Oct 2019:

Landing Page

Room Detail Page

I saved $40K in redo work after guiding the non-primary, remote, web team around component re-use while then shipping web-based, VR-powered shop-the-room.

Act 3 : 3/20-10/20

Under tight deadline, coached the Pakistani team to iterate and improve perceived and actual load times using CSS Sprites, caching via HTTP headers, use of a spinner, and gzipping in order to get a usable UI to market sooner:

Landing Page

Drilling down, a user looking to design a nursery can swap out items (made possible by a compositing technique with Three.js and photo spheres)

Room Page

Lastly, recognizing future strategic value-add within corporate partnerships, guided the team to decouple the frontend as a Single Page App for iframe embedding after having decreased page load times, introduced progressive enhancement / graceful degradation, and led the SPA strategy.

Results

New VR-powered site finally launched in Feb 2021.

Categories
3D eCommerce Process

Product Catalog ftw

Challenge

To scale v2 of our shop-the-room experience, the business turned to me to understand how our process would grow cost-wise.

Action

The interim CEO asked me to determine costs as we considered beefing up our rendering pipeline by orders of magnitude.

Applying a KISS paradigm, I threw together an inital back-of-napkin estimate. That was good enough, but then the interim CEO needed a deeper level of understanding, so I worked with my Pakistani Technical Project Manager to build out a more comprehensive version of the model, taking parameters into account like the following:

  • Scale Factor
  • Model Throughput Per Week
  • Aspirational Efficiency Factor
  • Cost Per Model
  • Number of Modelers Needed
  • Model Category

Result

Delivered cost model iteratively for a 3D modeling pipeline to support shop-the-room.

Categories
eCommerce Performance Engineering Site Reliability

Always Be Improving

(Decorist : 8/18-12/19)

Challenge

Leading-by-example to own and improve systems as sole ENGR having SRE/DevOps/Frontend/Backend experience.

Action

Mar 2019

Watching our AWS costs rise ~8% monthly…

Costs Rising

I learned about and subscribed to Reserved Instances to realize costs savings for our hosting spend:

Dec 2019

Though not leading to cost savings or revenue generation, part of my responsbilities have been database administration, jumping in when the production DB would spike like below, figuring out if a runaway process needed to be terminated, if a slow query was bringing it to its knees, if a cron job was introducing load, or whatever needed to be done to keep the site up.

Or when bots would crawl the site, bringing it down, necessitating an IP block:

Or when digging into the logs to find that a route was 500ing and had to be fixed:

Mar 2020

Using Cloudcraft, I diagrammed our AWS infrastructure, identifying and deleting 1000 unused SQS instances.

Also identified and deleted numerous unused RDS snapshots:

All changes led to a yet another 37% reduction in MoM AWS costs:

Results

  • Saved company 115% of my salary in 2019 through process improvements.
Categories
Backend eCommerce Frontend Performance Engineering Process

What To Do With a 9s Page Load?

(Decorist : 9/18-12/19)

Challenge

Inherited a two-fold challenge: 1) less-than-optimal user experience of 9.01s Avg. Page Load Speed and 2) a culture that did not yet value performance engineering.

Action

Idenfitied initial frontend and backend low-hanging fruit (e.g. page structure, image resolutions, N+1 queries, lazy-loading, etc.) Identifed and delegated KRs to FE leads. Introduced process to methodically follow up each week, pressing the case for performance engineering over months.

Below, a sampling …

Some initial efforts shaved ~3s of the Homepage:

Lighthouse score soared from 5 to 61:

There were multiple speed improvements of up to 50% on various pages across the site as a result of backend query improvements and a +300% bump YoY in SEO traffic (verified by 3rd party SEO consultant)

After Dec 2019, we shifted focus to non-converted UXes after having addressed low-hanging fruit for all UXes.
Sept 2018 to Dec 2019

Results

  • Record Avg. Site Page Load Speed of prevous four years : 9.03s (Sep 2018) to 4.13s (Dec 2019.)
Categories
Architecture eCommerce Management Process Re-platforming Roadmapping SOA

Changing Engine Mid-flight : Again

(Decorist : 8/18-12/19)

Challenge

Take a half-baked v1.5 SOA and continue re-platforming to support scaled integration with corporate parent and its subsidiaries.

Action

Aug 2018

When I joined, it was with the idea that I would be instrumental in helping scale the Decorist relationship-creation paradigm leading to higher AOV to its corporate parent – Bed Bath and Beyond – and its subsidiaries: Buy Buy Baby and Cost Plus World Market.

I inherited the beginnings of a movement away from a Django/Angular/MySQL monolith and towards a Django/React/Postgres multi-tenant platform; a v1.5 of the application architecture. My predecessor had extracted some facets of the monolith to build out the initial stages of the SOA in partnership with another Bed Bath and Beyond subsidiary: One Kings Lane.

Although labeled a multi-tenant platform, it had been built quickly – effectively as a prototype – to service one tenant and was not truly extensible for other silos, though it did encompass solid SOA principles for reuse.

Dec 2018

As part of roadmapping for 2019, wanting to strategically position ‘scalability’ for the corporate org, I worked with my boss – SVP Prod/Tech – to detail a project plan to leverage the exisitng nascent SaaS paradigm for the next generation of the Decorist user experience.

We were sanctioned by the CEO for reduced scope on the roadmap; it would be the very first effort internally for moving towards a new platform to future-power the site. We focused on porting a back-office, manual task of determinging supply-side match and availability with demand-side need.

Wanting to keep a engineer engaged, I shepherded him and helped him understand the Cost-Benefit trade-offs we would need to make in order to meet the deadline, setting a course of re-using the User service for authentication, builidng out a new React-based UI, and integrating with the monolith.

Feb 2019

A few months later, we delivered the feature of supply-side Matching and Availability:

Shortly after launch, business priorities shifted towards a focus on a new eCom offering and we had to back-burner re-platforming efforts.

Dec 2019

Given guidance that 2020 might be the year we could re-visit re-platforming, I ideated around what was still lacking in v1.5 and what would need to be built out, creating a project plan and technical roadmap for the go-forward.

I worked with my boss again around planning and prioritization and we again provided guidance to CEO. Ultimately, we could not secure the necessary corporate integration buy-in for further progress and have had to defer any further progress given other priorities.

Results

  • Mentored Lead Engineer towards implementation of first feature for new SOA paradigm.
Categories
Distributed Teams eCommerce Management Process Release Management

Managing Distributed Teams (pre-COVID)

(Decorist : 8/18-12/19)

Challenge

Inherited a new, flat, remote, full-time team (web) of 25 (mostly) junior engineers in Delhi when dominant local (SF) office culture was not optimized for remote work. Needed to transform them into Bay Area-level talent while maneuvering them into a manageable hierarchy while at the same time incorporating a contracting team (VR) of 13 in Lahore

Action

Team Organization

Re-organized (and became productive) as Tribes.

Transitioned work culture to remote by getting stakeholders more comfortable with off-peak-hour meetings.

Processes

Introduced Agile paradigm / SCRUM meetings.

Leveraged Google Forms to craft surveys towards quantitatively and qualitatively bettering processes.

Introduced story-point estimations.

Began mastering Jira / work-breakdown through Epics, etc. Started Automated Testing.

Introduced Coda for Program Management

Performance

Tried Koan for performance management and remote visibility.

Introduced reviews and performance tracking with PeopleGoal, empowering local Indian General Manager with structural tools.

Introduced OKRs.

Introduced accountability through personal / sprint goals.

Introduced bi-weekly series email “Get to Know Me!” (as managed through Google Forms); highlighting two Delhi team members per installment. Also eventally created team videos using smartphone-captured content, stitched together through iMovie.

Releases

Created branching and release strategies.

Provided team with Release Notes template for improving communication with stakeholders.

Speed

Incorporated Performance Engineering mindset.

Quality

Led by example by including hyperlinks and project IDs in correspondance.

Reminded people to provide more context in Jira stories.

Reminded QA to provide easy, concise steps-to-verify and testing credentials to stakeholders.

Introduced the concept of “Bug Severity,” Estimated Time to Resolution, and a simple Google Form for reporting (and emailing) bugs to multiple engineering stakeholders who can triage.

Overall, the whole company has seen a qualitative improvement of content of communications between distributed offices; we are all now incorporating more details leading to faster turn-around of higher-quality code.

Results

  • Created outcome-driven processes, best practices, structure, and mentorship for a new, offshore engineering team.
Categories
Architecture CMS eCommerce SEO

Better SEO

(Decorist : 9/19-9/19)

Challenge

Deliver SEO value faster.

Action

Prior, the dominant in-house paradigm did not realize the potential of Django to serve in a CMS capacity.

I introduced the idea to to leverage Django as a CMS to power Landing Pages, like this one:

Results

  • Empowered Marketing to manage content and reduced time-to-delivery for Landing Pages by 30%.
Categories
eCommerce Process SEO Troubleshooting

Improving SEO

(Decorist : 3/19-3/19)

Challenge

Received word that a number of key UXes weren’t rendering for SEO, likely impacting our rankings.

Action

  • Setup local emulation as Googlebot/Chrome 41.
  • Identified problem as having been ongoing since prior October (through git bisect.)
  • Introduced process for ensuring SEO/M compatability for releases going forward.

Results

  • Intro of process has engineers developing proficiency on key aspect of business: SEO.
Categories
Architecture Backend Chat Cloud demand-side eCommerce Frontend Innovation Prototyping Strategy supply-side

Launched MVP

I was brought on initially part-time into a two-sided marketplace in the holistic services space to assist the team to go from an environment where code wasn’t being shipped to a place that could launch an MVP.

Prior to joining, I commissioned my own Market Landscape (via UpWork) around holistic services potential; one finding: 2015 global revenue = ~$40B

Better Engineering

When I arrived, the POC had been built by an offshore team in WordPress via cPanel and PHPAdmin and transferred from AWS to Digital Ocean. There was no source control. The first thing I did was `git init`.

I spent time attempting to decompose the production instance into a Docker container (of WordPress and MySQL.) I learned how tricky it is when an application is not already 12-factored to spin-up an alternative instance having functional parity. In case you didn’t know, much of the application state of a WordPress site is maintained as JSON config blobs IN THE DATABASE.

Seeing opportunity to prioritize feature creation (in support of product-market fit) in lieu of operational excellence, I put the Docker initiative on hold and spun up dev and staging instances using cPanel and PHPMyAdmin, simply copying the prod DB.

dev instance after trying to decouple

CaaS : Chatroom as a Service

First Iteration

My initial task was to integrate a chat UX with a broadcast streaming experience being built out and powered by Wowza. I settled on Converse.js and ejabberd given decent documentation, an acceptable UX, and (what seemed to be) easy integration; delivering the following POC

chat, working

Next Iteration

With the web server running under CentOS on one Droplet, I had thought it smart to run ejabberd on a separate instance, installing v14 on an Ubuntu Droplet. I ran into issues opening port 5281 from the CentOS VPS to Ubuntu so I doubled-back on my strategy, opting to co-host the daemons on one Droplet (CentOS.) I then ran into package manager issues and wound up having to build and install ejabberd 18 from scratch while upgrading OTP to v20.

While this was happening, the junior engineer was working to get the Wowza live-broadcast video solution working and time wasn’t on our side to get the MVP launched.

(Additionally, at one point, I looked at using the YouTube/Hangout API didn’t find support for our use case.)

Attempt to leverage YouTube/Hangouts

Once I got ejabberd 18 built, installed, and running, we started experiencing timeout issues; manifesting in FE with a spinner that spun for 1.5 mins before the user was finally able to get into the chatroom. I dove into the ejabberd code, and realized that there was something blocking going on server-side. I never did figure out what was happening, but about that same time I realized that the junior engineer had integrated Twilio Video for the 1:1 experience and Wowza Streaming for the 1:many broadcast experience.

Seeing opportunity to reduce waste and consolidate coding paradigms, I researched Twilio Video and realized that we could, for the MVP, likely replace the Wowza experience for both of the 1:1 and 1:many experiences WHILE ALSO leveraging Twilio Chat to replace Converse.js/ejabberd.

Twilio Video, 1:many POC

Next Iteration

I found and customized React Programmable Chat

Twilio Chat, POC

The next step was to integrate with Wowza.

Wowza UX, now w/Twilio Chat

As their were some production issues with the Wowza implementation, I forged ahead creating an alternative Twilio Video React component using React Scripts.

1:1 UX, Twilio Video Chat (desktop and mobile)

At soft (internal) launch, I posited the Twilio solution and the other team members were delighted.

Though the Twilio Video quickstart project was useful, I ran into challenges around the video codecs (VP8 and H.264) between Chrome and Safari, namely getting desktop and mobile video interaction to work as expected. Digging around produced Github links helping lead to resolution (e.g. simply switching to H.264 to ensure cross-browser support.)

On 4/6/18, we had our first successful supply-side (1:many) broadcast, powered by Twilio Video and Chat.

MVP

After helping the team achieve MVP launch and when funding could not be raised in a timely fashion, I moved on.

Results

  • Swooped in when feature-delivery was woefully behind, built out (desktop/mobile) UX, and launched MVP to paying customers.
Categories
eCommerce Prototyping

Centralized to Decentralized Marketplace

Bluxome Labs : 3/18-4/18)

Challenge

Re-conceptualize centralized marketplace idea around leveraging Blockchain.

Action

Going into Q1/18 after the mania of 2017 ICOs, I assisted the CEO to re-conceptualize the centralized marketplace idea around leveraging Blockchain. I dove into the Blockchain ecosystem, prototyped around Origin Protocol, and crafted the initial beginnings of a White Paper.

As part of that process, I explored options leveraging Truffle…

POC (derivative of Truffle Petstore DApp)

… as well as Origin Protocol.

POC (derivative of Origin Protocol DApp)

As the market cooled, we slowed down towards project planning a gradual transition to a decentralized paradigm.

Result

Contributed to Origin Protocol.