Vitrin — SaaS Website Builder

Overview

Vitrin was a SaaS website builder for businesses that needed more than a simple landing page. Merchants could launch a branded online storefront, configure it from an administration workspace, and run day-to-day commerce from the same product. I led frontend development across the web experience and the Electron desktop application for a platform serving more than 300,000 active users.

A visual website builder

The core experience let a merchant shape a storefront without rebuilding it in code. The editor paired configuration controls with live desktop and mobile previews, while onboarding guided new businesses through the work needed to publish a complete site.

• Live storefront editing with desktop and mobile previews
• Layout, navigation, visual styling, promotional content, and merchant branding controls
• Guided onboarding and setup progress for new storefronts
• Responsive output designed for both desktop and mobile customers
• Subscription plans supporting different stages of a merchant's business

Customer storefronts and commerce

Published sites were full commerce experiences rather than static pages. Customers could browse a product catalog or menu, search and filter items, open detailed product views, and move through purchasing flows on either desktop or mobile. Merchants could present the same inventory through several storefront layouts while keeping pricing and product information consistent.

Merchant catalog and menu management

The merchant workspace connected storefront presentation to practical content operations. Businesses could create and edit products, organize categories and menus, update prices and imagery, and control what customers saw without leaving the administration panel. Shared state kept changes aligned between the dashboard and the published storefront.

Bookings, locations, and payments

Vitrin also covered service businesses and multi-location operations. Booking and calendar tools supported appointment-based workflows; location and branch settings connected businesses to map-based information; and payment flows and gateway integrations carried customers from storefront intent to a completed transaction. I built these connections with clear status, failure recovery, and consistent behavior across the public site and merchant tools.

• Booking, appointment, and calendar management
• Business locations, branches, and map integration
• Online payments and payment-gateway integrations
• Third-party service connections with reliable error handling

Reports, SEO, and discoverability

Merchants could follow business activity through reports with summary metrics and visual trends, then manage the SEO information that helped each published site appear correctly in search. On the frontend, server-side rendering, crawlable output, performance monitoring, and careful metadata handling made discoverability part of the product rather than an afterthought.

Performance and reliability

• Reduced page-load time by 40% with code splitting, lazy loading, SSR optimization, and bundle analysis
• Measured real-user and lab performance with Web Vitals and Lighthouse
• Integrated Sentry for frontend error tracking and performance monitoring
• Coordinated complex state between merchant administration and customer-facing websites
• Supported web and Electron surfaces through a shared frontend foundation and CI/CD delivery

My role

As Frontend Developer, I owned major customer and merchant journeys, built reusable interfaces for a broad product surface, integrated payments, maps, monitoring, and external services, and led redesign work across core pages. The role combined product thinking with frontend architecture: every new capability had to remain responsive, understandable, observable, and fast across hundreds of thousands of users.