Simbe Robotics

Client: Simbe Robotics is a retail automation company, and the makers of Tally, an AI-powered inventory and store intelligence robot. Brought in through the creative agency Rocket Air.

What they needed: Their previous site wasn’t maintainable or built to scale. They needed a system that could hold heavy, varied content, cut down repetitive dev work, and let their internal team manage content without needing a developer for every change.

What I did: Sole frontend developer. Built the Next.js/TypeScript/Tailwind frontend, designed the CMS architecture in Sanity, optimized performance, and worked daily with Rocket Air’s designers and PM.

Team: Rocket Air handled design, creative direction, project management and content strategy. I handled frontend engineering and CMS architecture.

Stack: Next.js, TypeScript, Tailwind, Sanity Studio, HubSpot, GA4, and Termly

Process: Started by reviewing existing assets, designs, and content, then talked with the client directly about where their old CMS was causing friction. That shaped the plan for a modular Sanity setup with reusable blocks and structured content relationships, built so both internal developers and non-technical team members could manage pages on their own.

On the frontend, I built components once and reused them across the site: brand carousels, FAQs, case study cards, contact forms. The contact form especially needed to be solid given how finicky HubSpot’s integrations can get.

Performance was a real focus on content-heavy pages: optimized image loading, preloaded hero assets, and balanced SSG and SSR depending on the page, with real trade-offs between image resolution and load speed. I gave daily updates and weekly summaries to the team throughout, and assessed mid-project changes for their impact on timeline and other pages before committing to them. Final build was tested across devices and browsers for responsiveness, performance, and CMS functionality before handoff.

Outcome: Lighthouse scores above 90. A modular, reusable component system across page types. A fully architected CMS built around the client’s actual workflow, giving their team the ability to manage content without developer intervention for most changes. Codebase built to scale with them going forward.