HugoBoss.ae
How might we turn a sluggish luxury e-commerce storefront into a high-performing revenue engine?
Visit Live SiteMy Role
Frontend Developer
My Team
Frontend Developer
Tech Lead
QA Engineer
Product Manager
Timeline
Ongoing since Aug 2024
80+
Google PageSpeed Score (from ~35)
~₹30Cr+
Annual Revenue Contribution
128%
Performance Improvement
Problem
HugoBoss.ae was suffering from poor Google PageSpeed scores (~30-40), which directly impacted user experience, SEO rankings, and conversion rates. Legacy React components had blocking calls and UI regressions that degraded core web vitals.
Outcome
Systematically optimised the frontend through code splitting, SSR/CSR strategy improvements, API call optimization and legacy component refactoring. Elevated PageSpeed from ~35 to 80+, contributing to approximately ₹30+ Crore in annual revenue.
Context
This project is part of Fynd's commerce platform powering the HugoBoss.ae luxury fashion storefront for the UAE market. The focus was on achieving production-grade performance while maintaining the premium brand experience.
Technologies
See you next time around
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