Design & UI/UX
Figma design systems, prototypes, accessible interfaces and page structures that convert.
Web developer & UI/UX designer
Twenty years of building the web,
still curious
I design and build websites end to end: the interface in Figma, the build in WordPress or Astro, and the SEO and analytics work that makes it perform. You get one person who owns the whole thing, not a handoff chain or an account layer.
20+
Years in the craft
From table layouts to answer engines
Experience20+ years
Current RoleSenior Web Developer, Transputec Ltd
BasedRemote · Global clients
FocusWordPress · Astro · SEO · AI
I started building websites when a layout meant a table and a spacer GIF. What has kept me in it for two decades is that the fundamentals never really moved: understand the business, structure the information, make it fast, make it clear.
Along the way the toolkit changed: Flash gave way to jQuery, jQuery to WordPress, WordPress to page builders, and now static frameworks and headless CMS sit alongside all of it. I picked up each one because a client project needed it, which is why the work leans practical rather than fashionable.
A website is only finished when someone can find it, read it and act on it.
Today most of my work is corporate and SaaS websites: rebuilds that need to be faster and clearer, Figma designs that need building properly, and search work, increasingly for AI answer engines as much as for Google.
Timeline
How the work evolved
Not a CV, just the shifts that shaped how I build today.
2004
Design meets the web
Started in graphic design, working with Adobe tools before moving into HTML and CSS for digital work.
2014
From Joomla to WordPress
Moved from Joomla to WordPress, building custom websites with more flexible content structures and a stronger focus on the editing experience.
2020
UI/UX & Figma
Moved design work into Figma and started thinking in systems, components and reusable patterns rather than one-off page designs.
2022
Performance & technical SEO
Speed became part of the build, with Core Web Vitals, technical SEO and measurement shaping how websites were rebuilt.
2025
Astro, headless & AI in the workflow
Expanded into Astro, headless CMS platforms and AI-assisted development for faster, more flexible workflows.
2026
Optimising for answer engines
AEO and GEO work alongside traditional SEO, helping content become visible across search and AI-driven discovery.
Expertise
Four areas, one accountable person
Most projects touch three of these at once, which is exactly why they're rarely handled well by separate suppliers.
Build
WordPress and Elementor Pro, Astro, headless CMS and WooCommerce: clean, editable, fast.
Search
Technical SEO, on-page work, AEO and GEO for AI answers, and analytics you can trust.
Performance & care
Core Web Vitals, hosting decisions, maintenance and the boring work that keeps sites alive.
Approach
How I work
01
Direct, no layers
You talk to the person doing the work. Decisions happen in one conversation, not three.
02
Scope before code
A clear written scope with a fixed price, so nobody is guessing what "done" means.
03
Built to be handed over
Templates, documentation and training, so your team isn't dependent on me forever.
04
Honest about trade-offs
If a cheaper or simpler route is the right one, I'll say so, even when it means less work for me.
AI-assisted workflow, human-directed
AI speeds up the build. Experience shapes the result.
AI helps accelerate repetitive development, testing and content tasks, freeing more time for thoughtful design, problem-solving and optimisation, while architecture, SEO, performance and final quality remain human-led.
Toolkit
What I build with, day to day
WordPressElementor ProAstroHeadless CMSFigmaAdobeSemantic HTMLModern CSSJavaScriptClaude CodeGA4 & GTM
Twenty years of experience, on your project
Tell me what you're looking to build, improve or optimise, and let's talk about how I can help.
Contact
Let's work together
Share a few lines about what you need and I'll reply within one working day with a straight view on scope, timing and cost.
Emailhello@nabharoy.com
AvailabilityTaking projects · Aug 2026
Reply timeWithin 1 working day
Working withClients worldwide, remote