I'm a Frontend-leaning Full Stack Engineer based in Phoenix, AZ, with a passion for building scalable, high-traffic web applications. Over the past several years I've worked on customer-facing experiences used by millions — from photo book creation flows to personalized e-commerce product pages — with a focus on React, TypeScript, and performance optimization.
I care about modular frontend architecture, observability, and shipping reliable user experiences across large-scale distributed systems. I believe great frontend engineering is equal parts craft and discipline: thoughtful architecture, comprehensive testing, and clean, maintainable code that other engineers actually enjoy working in.
- Modern React patterns — exploring the latest in React state management, server components, and architectural patterns that scale
- Performance & observability — deepening my work with Core Web Vitals, telemetry, and frontend monitoring tooling
- Side projects — building small apps to experiment with new ideas in TypeScript, Next.js, and testing strategies
- Scalable React architecture and modular frontend systems
- TypeScript across large codebases
- Performance optimization (Core Web Vitals, code splitting, lazy loading, memoization)
- Comprehensive testing with Jest, Vitest, and Playwright
- Frontend observability and telemetry integration (Splunk, NRD)
- SEO and discoverability strategies (canonical tags, URL normalization)
- Mentoring engineers and leading Scrum ceremonies
- 📚 Led development of Shutterfly's 'Make My Book' experience, driving 122%+ growth in related sales
- 🎯 Partnered with Product on three phases of PIP personalization, driving revenue gains of up to 140%
- 🧹 Modernized a legacy React codebase by consolidating multiple class-based apps into a unified function-based architecture, removing Redux in favor of modern React state management
- ⚡ Improved Core Web Vitals (CLS, LCP) through code splitting, lazy loading, and memoization
- 🧪 Stabilized a large-scale React app by expanding Jest test coverage, reducing recurring production defects
Always happy to chat about React architecture, frontend performance, or building reliable systems at scale.
- 🌐 Website
- ✉️ ira@siegelcraft.com