Emma's Popcorn
A WooCommerce build supporting more than 50 flavours, a custom ordering flow, and ongoing performance and conversion work.
Design, build, technical support, and CRO
Hi, I'm Kush.
I turn unclear requirements into useful, working outcomes.
For 12+ years, I’ve designed and delivered websites around real client constraints. Along the way, I became the person who looks beyond the visible interface - investigating performance failures, simplifying operational workflows, resolving technical problems, and learning whatever the work requires.
Website Performance
LinkedIn Ads
Google Ads
AI
Thinker
Research
UI/UX
Technologist
Tinkerer
Creative Problem Solver
Website Performance
LinkedIn Ads
Google Ads
AI
Thinker
Research
UI/UX
Technologist
Tinkerer
Creative Problem Solver
- 12+ years
- Designing, building, and supporting websites
- 50+
- projects delivered across real constraints
- 5+ years
- in one trusted agency relationship
Selected work
Client work shaped by real briefs, real constraints, and ongoing responsibility.
Miller Tech Energy
A credibility-first WooCommerce website for a Pennsylvania energy-sector client, with ongoing performance and conversion optimisation.
Design, build, performance, and CRO
Why I am looking beyond freelancing
I currently work independently, primarily supporting a US-based agency across WordPress, WooCommerce, troubleshooting, and ongoing client work.
Freelancing has taught me to take ownership: from understanding the brief to solving the problem and delivering the final outcome. But much of that learning happens alone, between me and whatever system I'm currently trying to understand.
I am now looking for an environment where I can work more closely with thoughtful people, contribute to larger problems, receive stronger feedback, and apply what I keep learning beyond isolated projects.
How I tend to work
I move quickly, test early, and correct course when the evidence changes.
I move before everything is certain
I do not wait for a perfect brief. I clarify what matters, build enough to test the direction, and improve it through evidence.
I go deeper when the visible answer is insufficient
A design problem may turn out to be a plugin problem, a server problem, a workflow problem, or a communication problem. I follow it to the layer where it can actually be solved.
Curiosity is part of the job
I read, research, test tools, and study unfamiliar systems, not to collect knowledge, but to make better decisions when the next problem does not resemble the last one.
I connect craft with outcomes
Design, technology, UX, analytics, advertising, and operations are not separate disciplines when they affect the same customer or business result.
The work behind the screen
The visible task is often only the beginning. These cases show how I investigate constraints, compare possible answers, and choose the smallest useful system that works for the people responsible for it.
Most people around a brief are not technical. I am. That means I can define a system's real constraints early: what it will hold, where it will break, and which ideas are actually worth committing to.
Emma’s Popcorn needed a simpler way to maintain more than 50 flavour choices.
The existing product add-on split the list across paginated screens. Reordering created too much cognitive load, and the client wanted something simpler to maintain.
WooCommerce variable products were not a practical fallback. Three selectors drawing from up to 50 flavours would produce an unmanageable number of combinations.
I built a custom Google Sheets and WooCommerce workflow around the familiar action of moving rows, with caching, product controls, pricing, and checkout handled as one system.
The client can reorder, activate, remove, and reprice more than 50 flavours in a familiar interface without developer support.
In practical terms The client can now manage more than 50 product variations through a spreadsheet instead of depending on a developer for every update.
A client site loaded its hero blank and scored 35 on Desktop PageSpeed.
The visible page stayed blank while the browser waited, and adding another generic optimisation layer would not explain why.
HAR analysis showed a slider plugin firing six fragmented requests and holding up the visible page.
I chose the smallest useful fix: a single-request alternative instead of another layer of optimisation plugins.
The blocked load queue cleared and the Desktop PageSpeed score moved from 35 to 60+ without a redesign.
In practical terms The client did not need another optimisation plugin. They needed one blocking request pattern to be identified and removed.
A short burst of compute-heavy requests exhausted PHP-FPM workers and caused cascading 502 errors.
During a 21-second window, 154 compute-heavy requests targeted WooCommerce category filtering and exhausted the server’s available workers.
The source IP addresses kept changing, but the requests shared the same JA4 TLS fingerprint.
I blocked the fingerprint at the edge with a Cloudflare WAF rule, then strengthened related layers with rate limits, Redis caching, and input sanitisation.
Latency returned to baseline with zero customer impact after the block, and the layered defence now covers related resource-exhaustion patterns.
In practical terms I identified the common fingerprint behind changing IP addresses and blocked the behaviour before it affected customers.
Capabilities that work together
I move between understanding the problem, shipping the work, investigating what fails, and learning what the next answer requires.
Turn goals, constraints, and stakeholder input into a workable direction.
- Requirements analysis
- Stakeholder communication
- Research and UX thinking
- Information architecture
- Scoping and estimation
- Technical feasibility
Carry a direction through implementation, launch, and dependable handoff.
- WordPress and WooCommerce
- Shopify
- HTML and CSS
- Figma
- Responsive implementation
- Accessibility
- Hosting and DNS
Follow evidence across the interface, application, infrastructure, and outcome.
- Performance debugging and HAR analysis
- APIs and plugin architecture
- Databases and Redis
- Cloudflare WAF
- GA4, SEO, and CRO
- Testing and experimentation
Build enough understanding to test an unfamiliar idea and choose the next useful step.
- Claude Code
- ChatGPT and Gemini
- Open-weight models
- Technical research
- Rapid prototyping
- Assumption testing
- Learning documentation
Meta Ads, creative testing, campaign analysis, GA4, conversion thinking, and landing-page experimentation.
- Meta Ads and creative testing
- GA4 and analytics
- Conversion rate optimisation
- Landing-page experimentation
- Campaign analysis
AI is part of the practice, not the point
I use AI to shorten the distance between an unfamiliar problem and a testable answer - researching systems, examining possibilities, prototyping approaches, and challenging my first conclusion.
I don’t believe in tokenmaxxing. More prompts, more agents, and more generated output do not automatically create more value. AI use should connect to a business outcome.
Sometimes the right answer is an AI-assisted system; sometimes it is a clearer process, a simpler tool, or no automation at all. Knowing the difference is part of the work.
The late-night rabbit holes, the broken prompts, the accidental discoveries. This is where most of the real learning happens.
A practice that kept expanding
Twelve years of independent delivery, one continuing agency relationship, and a practice that kept expanding beyond the page.
-
Foundation
From hand-coded pages to a decade-plus delivery practice
I began with HTML and CSS in 2012 and grew into end-to-end website delivery across more than 50 client projects.
-
Independent responsibility
Owning the work around the work
Independent delivery taught me to handle briefs, client communication, estimates, implementation, launch, and ongoing support without perfect conditions.
-
Trusted collaboration
Five-plus years in one continuing agency relationship
Clear communication, dependable delivery, and a willingness to investigate difficult problems turned recurring projects into long-term trust across a team.
-
Expanding range
Moving beyond the page
The work expanded into ecommerce operations, performance, infrastructure, security, analytics, experimentation, and AI-assisted prototyping.
What am I looking for?
I want to work with people who are genuinely curious about the problem, not just the deliverable. People who push back when something does not add up, share the thinking openly, and expect the same from everyone around them.
After years of figuring things out independently, I am ready to bring that ownership into a team. I want direction, honest feedback, and the chance to contribute to something I can get properly invested in.
Web designer and technical problem solver with 12+ years of independent delivery.
Start a conversation kush.2188@gmail.com +91 75090 56784