Social listening & UGC at brand scale
Led frontend for 1.5+ years on an AI social-listening platform used by major brands — fast, intuitive interfaces over massive datasets.
Context
Archive is an AI-powered social-listening and user-generated-content platform used by major brands. I led frontend for over a year and a half.
Problem
Brands drown in user-generated content. The product had to stay fast and intuitive while handling massive, real-time datasets.
Approach
Led the frontend architecture and project structure, framework migrations and the research behind them, and a design-system migration from Shopify Polaris to Ant Design across a team of ten engineers. Worked full-stack too: API development, service integrations and analytics, alongside business features and their QA. Optimized data-heavy dashboards (virtualization, render performance), ran code review and refactoring, wrote the team's engineering guidelines and set up the workflow between designers and engineers. On the product side: roadmap planning, scope shaping and estimates, shaped directly from client calls and product analysis — and hiring.
Outcome
App load time cut in half by splitting heavy requests and optimizing the frontend, a migrated design system that lifted consistency and velocity, and engineering practices that scaled with the team.
Key outcomes
- Led frontend for 1.5+ years
- Design-system migration (Polaris → Ant Design) across 10 engineers → faster delivery, fewer UI bugs
- App load time halved — heavy requests split, frontend optimized
- Shaped roadmap from real client calls
- Engineering guidelines and a designer–engineer workflow the team ran on
