Website development and ongoing Framer support for Joy_

I’ve been working with Joy_ for more than two years, mostly helping their team with Framer development, website updates, experiments, animations, and technical improvements. We started with the older website, keeping it updated and improving what was already there. Later, we moved into building a new version of the site.

I didn’t design the Joy_ website. The visual direction, references, and many design ideas came from their team. My role was to build things in Framer, make ideas work, improve sections, solve technical issues, and help the team move fast without losing quality.

More recently, on the new version of the website, we started running A/B tests quite actively. That led to many different custom sections and components, built to test how the product could be communicated better.

Some of those were small layout changes. Others became more custom, like the UGC video carousel, scroll-based text reveal, and conditional banners. The UGC carousel helped the team show customer videos in a more active way, with videos looping based on their own length. The text reveal went through many iterations before becoming one of the key interaction elements on the homepage. Conditional banners gave the team more flexibility to show the right message in the right context.

Joy_ often had animation references from their design team. Some animations worked fine as videos or Lottie files, but sometimes that approach was too heavy or not flexible enough. In those cases, I rebuilt animations directly in Framer. It gave us more control and usually made the result lighter and easier to adjust.

When Framer released shaders, we also tried using them on the Joy_ website. One of the experiments was turning a static background into an animated shader. It was a nice example of how we usually worked together. The team had the visual idea, and I helped figure out how far we could take it technically inside Framer.

Not all work was visual. I also helped with SEO, AI discoverability, performance, site structure, and other technical parts that make the website easier to understand, load, and maintain. These things are less exciting to show in screenshots, but they matter a lot when the website becomes an important part of the business.

Video was one of the bigger technical challenges. Joy_ uses a lot of video on the website, and at some point high traffic and heavy media usage started creating bandwidth issues. We optimized video assets, rebuilt some animations directly in Framer, and later moved video hosting to a more dedicated setup so the website could handle media-heavy pages better.

What I liked about this project is that it became a real long-term collaboration. I worked with people from different teams, helped ship updates quickly, tested ideas, fixed technical problems, and supported the website as it kept changing. For me, this is where Framer works best. Not only for launching a website, but for keeping it flexible and easy to improve over time.