Arslan Abayev

01 · Challenge

Organic growth was capped by the old product foundation.

WhatToFarm served investors and traders who need dense DeFi data in real time. The Angular SPA made SEO weak, Core Web Vitals poor, and acquisition features expensive to ship — so growth depended on a broken shell.

• Stakeholder need: trustworthy scanners and pair analytics under realtime pressure
• Business constraint: discoverability mattered as much as the dashboard itself
• Risk: a rewrite could freeze delivery if scoped as a pure tech migration

02 · Solution

I scoped the rewrite around what the business needed to unlock.

I owned the migration end-to-end. The goal was not “move to Next.js” — it was to reopen organic acquisition, keep dense data usable, and give product a surface that could ship growth features again.

• SSR/ISR and technical SEO so key pages could rank and convert
• Virtualized, optimized tables so thousands of rows stayed operable
• Landing and funnel surfaces shipped alongside the app — not after it

03 · Business outcomes

The bet paid back in traffic and engagement.

After launch, the product became discoverable and stickier. Leadership got measurable movement on acquisition and session quality — not just a cleaner codebase.

04 · Product proof

The interface users actually trade and research in.

Scanner tables, pair charts, and live market surfaces — production UI that had to stay fast while carrying millions of tokens and pools.

01 · Challenge

The SaaS could not grow if the frontend became the bottleneck.

Clipshub had to support advertisers, creators, and internal ops across dashboards, admin, and moderation — under heavy video and ad volume. Slow pages and unpredictable releases directly hurt campaign operations.

• 50,000+ video clips / month and 5,000+ ad banners in production
• Multiple roles sharing one product surface with different jobs-to-be-done
• Team growth needed predictable delivery, not heroics after every release

02 · Solution

I built the product surface — then led how we decided what to ship.

I owned frontend architecture and the hard paths, while setting planning, review, and CI gates so the team could move faster with less risk. Scope was driven by operational bottlenecks and business metrics, not by tooling preferences.

• Multi-role dashboards, admin, and moderation matched to real workflows
• Performance program (splitting, lazy loading, caching) tied to LCP and return visits
• As Team Lead: prioritization, mentoring, and a Definition of Done the business could trust

03 · Business outcomes

Performance and process turned into commercial signals.

Faster critical pages and cleaner releases correlated with traffic and retention — while urgent post-release hotfixes dropped. That is the ROI of frontend leadership.

04 · Product proof

Surfaces advertisers and creators actually use.

Business acquisition, CPM comparison tooling, and creator onboarding — the production UI that had to stay fast under campaign and video volume.