Retail, Commerce & Consumer Brands · Web Personalization Platform on React, Next.js, and Adobe Target
Web Personalization Platform on React, Next.js, and Adobe Target
Helping experimentation move at the speed a global consumer brand requires
The Client · A global athletic apparel and footwear brand
Overview
A global athletic apparel and footwear brand engaged Taller to staff dedicated front-end engineering capacity for its web-personalization and experimentation platform.
The Problem
Small improvements to how a web page is targeted and laid out compounded into serious revenue, and the client wanted to run experiments constantly and at pace: different audiences, different creative, different funnel structures. Every one of those experiments took real front-end engineering to build and ship, and the client’s own teams couldn’t absorb that load while keeping the site fast, stable, and on-brand. What the client needed was dedicated front-end engineering capacity that could run web personalization as an ongoing managed practice rather than a series of one-off projects.
The Solution
The client’s web-personalization squad was its experimentation platform, built with React and Next.js (the tools that render what a shopper sees on the page) connected to Adobe Target, the engine that decides which version of a page each type of visitor sees. Taller engineers were embedded in this squad for five years, with their front-end presence growing as the squad expanded from a single team into several.
The hard part was the handoff between the two systems: Adobe Target decided who should see what, and the page had to deliver that decision instantly and invisibly. When it went wrong, three things broke: the page slowed down, the brand’s search ranking suffered, and the experiment muddied the analytics the team relied on to measure results. The approach that held up was to split the work: make the big, audience-level decisions before the page was sent to the browser, and save the moment-to-moment adjustments for while the shopper was on the page. Taller’s embedded front-end engineers built and sustained this approach inside the squad.
The Impact
The web-personalization squad grew from a single team into several over the course of the engagement, with Taller’s front-end presence scaling alongside it. The client treated the practice as core to how it drove conversion, and Taller engineers advanced into senior roles within the client’s own performance structure.
