Case Study
Mox Multisport Production Application
Mox Multisport is a production web application I designed, built, and maintain for a Chicago performance bike shop using React, Next.js, TypeScript, Tailwind CSS, PostgreSQL, GitHub, and Vercel.
The application supports product discovery, SEO, customer intake, analytics, lead intelligence, email workflows, private dashboards, and sales and service operations. Because I worked directly inside the business, the software was shaped by real customer inquiries, service workflows, service consultations, product sales, operational needs, and production feedback.
Business Context
Built from direct exposure to real business workflows.
I was originally hired into sales and shop operations at Mox Multisport. Working directly with customer inquiries, service workflows, service consultations, product sales, and day-to-day operations gave me the business context that shaped the software I built.
The project started as a customer-facing website and evolved into a production application that connects the public experience to the operational systems behind the business.
That context influenced the structure of the application: service pages, fitting funnels, product pages, quote paths, lead intelligence, behavioral tracking, email workflows, dashboards, and follow-up tools were all designed around real customer and staff needs.
Workflow-Driven Sales
Designed around inquiry, context, and follow-up.
Many bike purchases and service decisions require more context than a simple checkout flow can capture. Customers often need research, technical guidance, fit confirmation, scheduling, quotes, deposits, service coordination, and follow-up before a final decision happens.
I designed the application around that workflow. Product pages, service pages, fitting pages, forms, analytics, and email workflows work together to help the business understand what the customer needs before the sales conversation starts.
SEO and Customer Discovery
Turning business expertise into searchable application structure.
Mox needed more than generic product pages. The business had deep knowledge across bike fitting, service, triathlon, premium road bikes, custom builds, and technical support. I translated that knowledge into customer-facing pages that were easier to search, understand, and act on.
The route structure, homepage positioning, fitting pages, service pages, product content, and brand-specific pages all support customer discovery while giving the business better context when someone reaches out.
Lead Capture and Sales Follow-Up
Capturing qualified customer intent before the sales conversation.
The X-LAB workflow was built around demand capture, not passive product display. The page explains the allocation-based buying process, teaches the customer what information matters, and turns product interest into model, size, color, and next-step intent.
That gives the business better follow-up context. Instead of guessing what a customer wants, the team can respond with availability, deposit details, allocation timing, service needs, and next steps using the information already captured by the application.
Demand Captured
Model, size, color preference, source page, CTA, and buyer message are captured before follow-up.
Intent Qualified
Session path, scroll depth, time on page, device, referrer, and customer actions help separate casual traffic from serious buying intent.
Follow-Up Enabled
The business can respond with availability, deposit details, allocation timing, service needs, and next steps using the customer context already captured.
Application Systems
Built as connected systems, not isolated pages.
I built the application as a set of connected systems: customer acquisition, lead intelligence, workflow support, analytics, and production operations.
Customer Acquisition
- SEO-focused route architecture for local, service, and product search
- Product, fitting, service, and custom build inquiry funnels
- Conversion-focused forms, CTAs, and customer intake paths
Lead Intelligence
- Customer Intent Report emails generated from form submissions
- Session path, device, referrer, scroll depth, and engagement metadata
- Search queries, clicked results, customer actions, and form context
Workflow Systems
- Inquiry workflows for products, services, consultations, dealer pages, and custom builds
- Quote request paths connected to customer context and follow-up needs
- Service-first structure for high-consideration purchases and consultations
Production Operations
- Reusable component architecture for pages, CTAs, modals, and forms
- Analytics tracking for traffic, attribution, engagement, and conversion
- GitHub feature branches, Vercel preview deployments, staging validation, and production release workflow
Technical Stack
Built with Next.js, TypeScript, analytics, and production deployment workflows.
Frontend
Deployment
Analytics
Forms & Email
Architecture
Production Workflow
Maintained with real deployment discipline.
Although I am the primary developer, the application has been built and maintained as a production system throughout. Changes are developed on GitHub feature branches, validated against Vercel preview deployments, and released to production carefully around live business traffic and real customer workflows.
GitHub Workflow
Feature branches, self-review, and merge discipline on a live production codebase.
Staging Validation
Vercel preview deployments for validating changes before they reach production traffic.
Production Releases
Careful releases around live business needs, real users, and ongoing operational workflows.
Lead Intelligence
Showing what a customer did before contacting the business.
Traditional contact forms capture name, email, phone number, and message. I built the form workflow to capture additional customer context, including session path, search queries, clicked search results, customer actions, device context, engagement metrics, and referral source.
That data is packaged into a Customer Intent Report email so the business can respond with more context and less guesswork.
Customer Intent Workflow
Search Intent → Product Discovery → Page View → Form Submission → Customer Intent Report → Sales Conversation with Context
Production Impact
Production software with real users and real operational feedback.
The application gives the business more than traffic and form submissions. It captures why a customer arrived, what they viewed, how engaged they were, which product or service they cared about, and what context the team needs to respond with the right next step.
This case study shows how I approach frontend development: understand the business workflow, design the user-facing application around real customer behavior, connect the interface to operational systems, and maintain the project through production iteration.
Business context
Built from direct exposure to customer inquiries, service workflows, fitting needs, sales conversations, and day-to-day operations.
Development approach
Maintained through a production workflow built around TypeScript, reusable components, deployment discipline, analytics review, and incremental iteration.
Systems thinking
Connects customer-facing pages, behavioral analytics, form workflows, email reports, dashboards, and operational follow-up.