15+ Years Building Web Software
Developer, Not an Agency
I'm Adam — a hands-on developer based in Hull, East Yorkshire. I've been building for the web since 2009, and I'm still writing code every day.
How I Got Here
From agency founder to hands-on technical lead
The Early Years
I started in web development in 2009, initially specialising in Magento and WordPress. Back then, that meant PHP, MySQL, and a lot of server configuration. I learned by doing — building real sites for real clients.
In 2011, I founded Nailed It Design, a Magento and WordPress development agency. We handled everything from small business sites to complex eCommerce builds. Running an agency taught me as much about clients and communication as it did about code.
Growing & Evolving
In 2016, that business merged with a marketing company to form The Northern Foundry. I worked as Technical Director, leading development on larger projects that combined eCommerce, SEO, and PR. It was a different kind of challenge — bigger teams, more stakeholders, enterprise-level complexity.
In 2018, I sold my shares in The Northern Foundry and joined H&H Comms, an internal communications agency. This was a deliberate break from traditional eCommerce. I needed to reset. During this period, I got hands-on experience building headless software solutions using modern JavaScript frameworks — particularly Vue.js and API-driven architectures. It changed how I think about web development.
Always Hands-On
By 2020, eCommerce pulled me back in. I joined Ponderosa Agency, where I currently work as Head of Development (previously Head of eCommerce Development).
But here's the thing that's stayed constant across every role: I've always remained 100% hands-on.
Across my career, I've held titles including Technical Director, Head of Development, Head of eCommerce Development, and Senior Developer. The title changes, but the work doesn't. I write code. I solve problems. I build systems that people actually use.
What I Do
Full-stack development across multiple platforms and technologies
Magento
Adobe Commerce certified. Complex eCommerce builds, custom modules, and platform migrations.
WordPress
Custom themes, headless WordPress, WooCommerce, and content-driven sites.
Vue.js
Component-based frontends, state management, and reactive user interfaces.
Nuxt
Server-side rendering, static generation, and full-stack Vue applications.
Supabase
Backend-as-a-service, real-time databases, authentication, and edge functions.
Headless CMS
API-first content architecture, decoupled frontends, and structured content.
Why PWAs Matter
Progressive Web Apps for real-world use cases
Beyond the Buzzword
Progressive Web Apps aren't new technology — service workers and app manifests have been around for years. But the use cases are finally catching up with the capabilities.
I'm particularly interested in PWAs for environments with poor connectivity. Not everyone has fast, reliable internet. Field workers, warehouse staff, remote locations — these are real scenarios where offline-first architecture makes a tangible difference.
Mobile-first isn't a design trend anymore. It's table stakes. PWAs let you deliver app-like experiences without the friction of app stores, while still working when the network doesn't.
Why Headless Architecture
Separation of concerns for long-term flexibility
Built to Evolve
After years of working with monolithic platforms — Magento, WordPress, Drupal — I've seen what happens when content and presentation are too tightly coupled. Every change becomes risky. Every upgrade becomes a project. The technical debt compounds.
Headless architecture separates concerns properly. Content lives in a structured, API-accessible format. The frontend is just one possible consumer of that content. You can rebuild the frontend without touching the content layer. You can add new channels without restructuring everything.
This isn't about chasing trends. It's about building systems that can evolve without being rebuilt from scratch every few years.
The Public Experiment
Learning in public, mistakes included
Work in Progress
This site is where I share what I'm working on. YouTube videos become blog posts. Debug sessions become case studies. Mistakes become lessons.
Not everything here is polished. Some of it is work-in-progress. Some of it might be wrong. That's intentional.
I still fiddle, break things, and learn. If you're looking for glossy marketing, this isn't it. If you want to see how a senior developer actually works through problems, stick around.
Client Work Happens Elsewhere
Looking for consultancy, contracts, or project work? That happens through Headless Digital — my separate consultancy brand for client-facing work.
Visit Headless Digital