Ifeoluwapo Adelegan

DriftWatch

DriftWatch is an API concept for identifying customers who may be becoming inactive.

Rather than introducing machine learning immediately, I designed the first version around an explainable rules-based scoring system.

The score considers signals such as:

Recent activity

...

Designing for restraint

While working on a luxury brand website, I experimented with horizontal scroll interactions and slide-in animations.

They technically worked.

But they didn't fit the brand.

I removed them and reduced the final motion system to subtle fades and gentle movement.

Email Deliverability Setup

For a client launch, I configured the domain's email authentication using:

SPF

DKIM

DMARC

The goal was to improve email authentication and reduce the likelihood of legitimate transactional emails being treated as suspicious.

It's an easy part of a project to...

Real case study: a health tech client's checkout page was crashing on every iOS device.

Root cause: 9.5MB bundle on a single page. Fix: lazy loading. Result: 603KB. Bug gone. Conversions restored.

Performance optimization is one of the most underrated services in web dev. #ReactJS #WebPerformance #Frontend