James BasooSenior Front End Engineer

I am a creative front-end developer with 15 years of experience, specialising in building robust, accessible websites.

Experience

StoryblokSenior Front End Engineer (2025 - Present)

GPMD (E-commerce Agency)Front End Developer (2013 - 2025)Senior Front End Developer (2025)

I have contributed to innumerable D2C and B2B e-commerce websites across many sectors, working with clients new to e-commerce, ones looking to re-platform, and those needing to refresh their online presence. Some of the brands I have worked with include Muji, Japan Centre, NIP+FAB, Aram, Soho Home and Fenwick.

I often take the lead in research and development to keep us competitive in the ever changing technical landscape, and to upskill the team. In recent years I have been focused on web performance and accessibility, advising our clients on how best to serve their users and comply with regulations, as well as providing long-term, technical strategy.

  • Developing bespoke themes and plugins/apps tailored to each client’s specific e-commerce needs
  • Developing in-house starter themes and component libraries with common features to increase client theme development velocity
  • Creating and configuring automated developer tooling such as task runners, bundlers, and CI/CD
  • Auditing client websites to advise on how to improve user experience, reduce technical issues, and increase conversion rates
  • Collaborating with UI/UX designers, reviewing their designs to ensure technical and accessibility standards are met
  • Evaluating third-party plugins/apps to determine if they meet performance and accessibility requirements
  • Writing technical documentation for smoother team collaboration and user guides to help site editors create content
  • Mentoring and onboarding junior developers to help them improve through shadowing and pair-programming
  • Exploring the potential of apps/plugins as a secondary revenue stream, researching gaps in the market and developing proofs of concept

EstatesIT (Software/IT/Web Development)Support Agent + Web Designer (2010 - 2013)

Initially my role included phone and online support for software for estate agents, as well as the hardware for local branches. This evolved into a design/development position where I was responsible for creating automated print media such as brochures and adverts for properties. This was where I re-discovered web design and joined the web team designing and developing websites driven by the in-house software.

  • Responding to phone calls and emails, assisting customers with software bugs and knowledge gaps
  • Installing hardware including computers and networking gear, attending on-site call-outs to diagnose and address problems
  • Designing and building custom websites for estate agents to display available properties using legacy tools such as ASP and jQuery mobile