[PABLO:HARTWIG]

Frontend Developer
× Shopify
× CRO

Building Shopify experiences with a focus on UX, optimization and long-term thinking. Coming from a design background, now focused on frontend systems and digital experiences.

Let's connect
↓ Explore
PROJECT.PROOF

Project experience, anonymized.

Selected signals from client work I can describe without showing names, screenshots or confidential implementation details.

04 weeks

Shopify 2.0 relaunch

Custom theme build with Bootstrap 5, modular sections, multilingual setup and GitHub workflow.

20+ brands supported

Anonymized project range

Work across beauty, lifestyle, fashion, activewear, brand building, cultural/non-profit contexts, etc. .

05+ years support

Ongoing frontend work

Feature development, bugfixes, performance improvements, testing and iterative updates for existing shops and platforms.

WHAT.I.DO
FRONTEND CREATION

Areas of expertise

Shopify Theme Development

01

Custom Shopify themes built from scratch or extended with precision. Deep familiarity with Liquid templating, the Online Store 2.0 architecture, sections, and the full app ecosystem.

Theme Architecture Custom Sections Storefront Systems Custom Features Long-Term Development App Integrations

CRO & UX

02

Improving digital experiences through structure, user understanding and optimization. From landing pages to product flows, I focus on how users interact, where friction appears and how experiences can evolve over time.

Landing Pages PDP Optimization User Flows A/B Testing Customer Journey UX Thinking

Frontend Systems

03

Building maintainable frontend structures with a focus on scalability and clean architecture. I prefer systems that evolve over time instead of quick fixes.

Modular Architecture Scalable Systems Clean Code Git Workflow Long-Term Ownership Multi-Language Shops

Design × Development

04

Coming from a design background helps me connect visual thinking with technical implementation. I enjoy translating ideas into frontend experiences that feel intentional, usable and well-crafted.

Design Background UX Thinking Visual Communication Design Systems Frontend Thinking
HOW.I.THINK
FÜRTH, DE

Approach & mindset

I

I enjoy improving things long-term.

Quick fixes can solve problems today, but often create new ones later. I prefer building structures that stay maintainable and continue evolving over time.

II

I like combining frontend, UX and business thinking.

Frontend is more than implementation. Understanding users, business goals and how both connect is where interesting work starts.

III

I care about details users actually notice.

Small details shape how products feel. Structure, hierarchy, spacing or interaction patterns can make an experience feel intuitive, or not.

IV

I like simple solutions over unnecessary complexity.

I enjoy building things that stay understandable and practical. Clean structures and simple solutions are often more valuable than adding complexity where it is not needed.

SKILLS.SYSTEM
SHOPIFY × CRO

Tools & technologies

Shopify & E-commerce
Liquid
Theme Architecture
Online Store 2.0
Shopify Sections
App Integrations
Shopify CLI
Metafields
Custom Features
Frontend Core
HTML5
CSS / SCSS
JavaScript
Bootstrap
Clean Code
Responsive Design
Design Systems
Performance & CRO
Core Web Vitals
Page Speed Optimization
A/B Testing
Custom Landingpages
PDP Optimization
UX Thinking
Customer Journey
Tools & Adjacent
Git Workflow
GitHub
Figma
Adobe Creative Suite
PHP Basics
Symfony Basics
Magento Basics
WordPress Basics
EST.2014

11+ years in
frontend development

My path started in visual design, moved through classic web projects and grew into frontend work for e-commerce and Shopify. Not a straight line, but a useful one.

Working across design, content, web and shop systems gave me a broad view of digital projects, from the first visual idea to the final implementation. Over time, this shaped the way I work today: practical, detail-aware and always connected to how people actually use an interface.

2020 – today
Shopify Frontend Developer SHOPIFY.CRO

Focused on Shopify theme development, custom storefront layouts and practical frontend systems. I work with Liquid, SCSS, TypeScript and Git to build shop experiences that are usable, maintainable and conversion-aware.

Shopify Liquid SCSS Git CRO/UX
2014 – 2016
Webdesign & Frontend Development WEB.FOUNDATION

Worked on customer websites, landing pages, responsive newsletter layouts and HTML5 banners. This phase connected my design background with hands-on frontend implementation and ongoing client project work.

HTML/CSS WordPress Magento Newsletter Layouts
2011 – 2014
Media Designer Digital & Print DESIGN.ORIGIN

Training in digital and print media with a focus on layout, visual communication, product imagery and smaller web projects. This design foundation still shapes how I approach frontend, UX and digital interfaces today.

Design Layout Adobe CC Web Layouts Product Data
Along the way
Additional Projects & Creative Work BRAND.CONTEXT
Besides my main frontend work, I worked on several creative and brand-related projects for Café Central Weinheim, Titus & Rules and Boardshop.de / Boardmag. These side projects added more context around visual identity, campaigns, products and real-world communication.
  • Apparel graphics for Titus & Rules collections
  • Board designs, print ads and graphic preparation for Boardshop.de / Boardmag
  • Social content, event communication and campaign assets for Café Central Weinheim
Apparel Graphics Board Design Social Campaigns Print Ads Event Communication
CONTACT.INIT

Let's work
together.

If you're looking for a frontend developer with deep Shopify experience and a genuine interest in CRO and UX, I'd be happy to hear more about your project.

hello@pablohartwig.de linkedin.com/in/pablo-hartwig
Available for new projects
Work type Freelance / Remote
Availability From June 2025
Specialization Shopify, CRO, UX
Experience 12+ years
Get in touch
Pablo Hartwig — Frontend Developer
PH-2026 © 2026