Kel Brown

About

Hey, I'm Kel, a frontend engineer at Seekwell. Most of my work lives where design meets marketing. I build the systems that let marketers launch and change content on their own, and I turn designers' Figma files into pixel-perfect, responsive interfaces. I've shipped a lot across those worlds, from CMS-driven content tooling to a live camera-based try-on, and I like keeping things moving (clean markup, smooth interactions, and code that's easy to change next week).

I work in an agentic workflow, using Claude Code to scope tickets in Jira, implement, write tests, and validate changes against a running dev server. It frees me up to focus on what matters most, the details, the design, and working closely with the designers and product owners I build alongside.

When I'm not building, you'll usually find me out on a run or trying new restaurants with my wife.

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Selected Work

Seekwell

Dynamic Content Matching System

The headless CMS powering theframery.com needed a flexible way to target content by page, referral source, and campaign without requiring engineering deploys. I architected a dynamic content-matching system that let marketing swap content across the storefront based on content ID mapping, referral URL codes, and A/B campaign targeting — all without deploy cycles.

Enabled marketing to launch targeted content instantly, supporting multiple campaign types and referral flows without engineering intervention.

Seekwell

Design System Ownership

When I joined, a loose design system was already in place. It had been built by contractors and wasn't in good shape: inconsistent components, no reliable type scale, and patterns that drifted from build to build. I extended it into something dependable, locking in component and typography styles across breakpoints in SCSS and enforcing consistent usage across new work. More recently, I've been part of migrating the styling system from SCSS to Tailwind. I also partner closely with our designers, getting involved early to advise on feasibility and structure so their designs translate cleanly instead of drifting in implementation.

Established a reliable, maintainable design system and Figma-to-code workflow that reduced implementation friction and improved consistency across the storefront.

Seekwell

Cloudflare Worker A/B Experiments

Product and marketing needed to run controlled experiments on theframery.com, but the existing setup had no edge-level traffic splitting and experiments caused visible flicker. I integrated an edge-layer Cloudflare Worker that assigns users to cohorts and renders the correct variant before the page reaches the browser, eliminating layout shift on high-visibility elements like the navigation bar.

Enabled instant, flicker-free A/B experiments on high-visibility storefront elements, powering multiple concurrent campaigns.

Seekwell

Virtual Try-On (Camera Stream)

Shoppers couldn't really see how frames looked on them before buying. The legacy try-on scanned your head through a guided left-to-right turn, then let you drag to view the captured result from different angles. It worked, but it felt static and a step removed from a mirror. I led the integration of a new live virtual try-on SDK that renders frames onto the webcam stream in real time, so the glasses track your face as you actually move. It handles camera permissions gracefully, renders the overlays smoothly, and falls back cleanly on unsupported devices.

Replacing the legacy SDK drove an 8% lift to orders conversion rate among shoppers who used it.

Earlier Experience

Sweep · June 2022 - January 2023

Junior Software Engineer

Stabilized and modernized an outsourced React Native codebase, migrating it to TypeScript. Designed a visual refresh in Figma and implemented it in React Native. Built booking and assignment endpoints on the Node.js backend.

Tech Stack