Case study

ultrahuman.com

The D2C storefront behind the Ultrahuman Ring — a nine-figure revenue surface I joined as the sole frontend engineer and grew into a team.

The problem

In 2022 the site was a static build on S3 with hosting costs scaling linearly with traffic, no shared design language, and a checkout that couldn't keep up with the product. Every region needed its own pricing, inventory, and compliance — and the brand demanded an animation-rich experience that still loaded fast on a phone in Mumbai.

The architecture

One global Next.js application fronting five synced country-specific Shopify stores with Stripe in the loop, region-aware routing at the edge, and GSAP doing the storytelling. Server-side rendering moved us off S3 and cut hosting by 86% in a single month — spend then stayed flat at roughly $850/mo through 18× revenue growth, about 0.02% of the revenue it carried.

I built the first version alone, then hired and led the team of 4–6 that took it through three full redesigns, the Vision B2B dashboard, and brand collaborations including Ultrahuman × Diesel.

The results

Stripe featured the site on their Black Friday page among the world's best products.