WhatToFarm
Frontend owner of the platform rewrite · 2021 — 2023
For: Investors and traders who need trustworthy market data fast
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
Business brief
Acquisition was blocked by the product shell.
Unlocked organic growth for a DeFi analytics product by replacing a SEO-limited SPA with a product foundation built for acquisition and dense realtime data.
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
The bet
- 1Unblock crawlable, indexable product pages
- 2Keep high-density realtime UX fast under load
- 3Ship funnels that feed the core product again
The rewrite was a business bet: reopen organic acquisition without freezing the analytics product.
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.
3×
Organic traffic after launch
+28%
Organic growth in 3 months
+22%
Average time on site
+1.4
Pages per session
Executive snapshot
Growth and engagement moved together.
More discoverable pages, longer sessions, deeper exploration — the signals a product team can take into planning.
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.
