Hifyre — Ecommerce Platform

Hifyre powers the retail operations of 200+ cannabis stores across Canada, spanning ecommerce, self-ordering kiosks, in-store displays, internal tooling, and wholesale operations.

I joined as the primary frontend engineer on a React and Node based ecommerce platform. Over time the stack evolved significantly, with the team migrating to a new Elixir and Phoenix LiveView architecture. Taking on a new language and paradigm mid-tenure while continuing to ship features was one of the more formative experiences of my career.

Day to day work involved constant iteration — A/B testing, one-off marketing campaigns, SEO projects, performance improvements, and new feature development. Over time the scope grew to include new internal management applications, a self-ordering kiosk app, and a shared component library used across all of the platforms.

Larger projects included a full homepage redesign validated through A/B testing, a CMS-driven product carousel that gave marketing a proper tool for brand partnership campaigns, a site-wide skeleton loading system that improved perceived performance, and a product page redesign that was later adopted across the cart, kiosk, and tablet interfaces.