An insurance quote funnel and marketing site, shipped weekly

A pet-insurance business selling in two countries needed a quote-and-purchase funnel that could change every week (new coverage options, partner channels, experiments) without breaking, plus a content-heavy marketing site that marketing and SEO could run themselves. Revenue flowed through both, and both had to stay fast, accessible and compliant with consent rules.

I worked across the funnel, the marketing site and the supporting services, taking design-team Figma specs from approval to QA acceptance.

• Funnel features at scale: redesigned entry and thank-you pages, breed-specific coverage conditions, fuzzy breed search, coverage preview, preventive-care add and remove, and parity between the US and Canada forms.
• The marketing site's component and page system in Next.js on Contentful: compare charts, city and state pages, employer lookup, CMS-driven forms and a CMS-powered homepage (2023). Upgraded it from Next.js 12 to 13 to 14.
• Shipped 20+ Statsig A/B tests in the funnel, retired variants after readout, and found and corrected exposure-logging defects that would have invalidated comparisons.
• A Core Web Vitals programme (fetchpriority on hero images, reserved space against layout shift, long-life cache headers, a smaller homepage payload) and technical SEO for both countries: categorised sitemaps, redirect pruning, hreflang and canonical policy, structured data, llms.txt.
• Accessibility remediation across web and app: semantics for assistive technology, discernible control names, contrast, keyboard operability, modal and focus management.
• GA4 with Google Consent Mode v2 defaults ahead of a consent-management platform rollout across every surface; UTM and partner-ID attribution preserved through the funnel; Datadog RUM action tracking.
• Playwright end-to-end suites for the funnel and marketing site (sitemap, navigation, schema, coverage flows), run to enterprise gates: strict TypeScript, lint, passing E2E in CI and a preview link on every pull request.

By commit history I was the #1 contributor of 14 engineers on the funnel repository (949 commits) and #1 of 12 on the marketing site (664), each roughly 2.5 times the next engineer, and 1,900+ commits across 10 repositories.

For context, not as my result: the business the funnel sat inside grew from about 90K to about 610K active policies between December 2022 and March 2026, per company dashboards. I have no before-and-after metrics of my own to claim, so I describe what was shipped instead.