Seline Davies

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About:

Seline Davies profile picture

Software Engineer & Web Developer

Living in the vibrant tech capital of Shoreditch, I'm a Developer that doesnt wish to confuse you with technical jargon! I'm here to help you navigate the confusing and wonderful world of code. I'm a frontend developer with three years of industry experience building award-winning digital experiences. I believe in making technology accessible and enjoy guiding clients through the complexities of code.

I take a truly holistic approach to product development. My process begins with your business goals and your customers' success, architecting dynamic, component-based UIs for everything from high-traffic promotional campaigns to interactive browser games—like the one I helped build for the award-winning Minor Figures site.

My experience has taught me how to not only build fun, responsive applications from the ground up but also how to step into complex legacy projects, streamline their environments, and create scalable, maintainable styling architectures. I thrive on untangling the complex so you can make informed decisions about where to invest your resources.

  • Experience:4 years in indusrty
  • City: Shoreditch, London
  • Approach: Client Focused
  • Email Seline2107@googlemail.com
  • Freelance: Available
Minor Figures award-winning game screenshot

AWARD-WINNING PROJECT

Minor Figures: Interactive Game

As a key frontend developer on this award-winning campaign, I architected the dynamic, component-based UI for this high-traffic, interactive browser game.

Play the Game
Coca-Cola Meals that Matter screenshot

ACCESSIBILITY FOCUSED

Coca-Cola: Meals that Matter

Commissioned by Coca-Cola and Co-op to develop the frontend for this promotional microsite in partnership with Special Olympics Great Britain. The primary focus was delivering a highly accessible experience, ensuring the site met rigorous WCAG guidelines with semantic HTML, full keyboard navigation, and ARIA integration.

View Site
Virtual Wine Assistant at the House of Accolade event in Leake Street Tunnels

EVENT SHOWCASE

Virtual Wine Assistant

My frontend work was selected for display at the prestigious House of Accolade Shopper event, held in London's iconic Leake Street tunnels. Developed the frontend for the tablet-based AI Wine Assistant, an interactive experience that immersed industry experts in on-trade innovations and shopper insights.

View LinkedIn Post
Jam Shed Plinko Game Screenshot

PHYSICS ENGINE BROWSER BASED GAME

Jam Shed: The Jammy Drop

Frontend developer on the physics engine browser based Plinko game, working with Matter.js to create the world and mechanics. My role involved architecting the complex user journey with conditional win/loss logic and styling all interactive states, including animated win screens and printable coupons, integrating confetti canon libraries and cross browser testing to ensure high performance.

Play the Game
Whiskas Purradise promotional website screenshot

MULTI-BRAND PORTFOLIO

Mars Petcare: European Promotions

As the current frontend developer for the Mars Petcare portfolio, I deliver high-performance digital campaigns across Europe for brands like Whiskas, Sheba, and Pedigree. My work involves integrating with brand headers and footers via a reverse proxy setup and working with loco translation for multi-lingual sites.

View Site

HTML • CSS • JAVASCRIPT • TYPESCRIPT • REACT • NEXT.JS • MYSQL • E2E • UNIT • INTERGRATION TESTING • WEB SCRAPING • AUTOMATION • HTML • CSS • JAVASCRIPT • TYPESCRIPT • REACT • NEXT.JS • MYSQL • E2E • UNIT • INTERGRATION TESTING • WEB SCRAPING • AUTOMATION • HTML • CSS • JAVASCRIPT • TYPESCRIPT • REACT • NEXT.JS • MYSQL • E2E • UNIT • INTERGRATION TESTING • WEB SCRAPING • AUTOMATION • HTML • CSS • JAVASCRIPT • TYPESCRIPT • REACT • NEXT.JS • MYSQL • E2E • UNIT • INTERGRATION TESTING • WEB SCRAPING • AUTOMATION •

Services

I provide an end-to-end frontend development service, designed to bring ambitious digital projects to life for global brands. My process covers the entire project lifecycle: from initial strategy and UX wireframing in Figma, to building high-traffic campaign websites and modernizing complex legacy systems. Whether starting from a blank canvas or refining an existing platform, my focus is always on delivering a polished, high-performance experience that meets your business goals.

UX/UI & Wireframing

Translating client briefs into intuitive user journeys. Produce detailed wireframes in Figma to map out the structure and flow ensuring the final product is logical and user-friendly from the start.

Frontend Development

Transforming designs into responsive websites for global brands like PepsiCo, LEGO, and Coca-Cola. Architecting scalable, maintainable sites using advanced SCSS, leverage frameworks like Bootstrap.

Legacy Code Management

Diving into complex legacy projects to modernize and stabilize them, resolving dependency conflicts, upgrading environments, reconfiguring Webpack builds, and stripping out outdated code to improve performance and maintainability.

Product Development

Analysing pain points, Secure Design, Implementation detail, Testing, Deploymnet and maintance, for your quality assurance.

Automation

Perform repetitive tasks and streamline software development workflows, increase efficiency, reduce manual errors, and accelerate the delivery of software products.

Brand & Campaign Websites

Building responsive, high-traffic promotional websites for global brands. Delivering polished digital experiences that captivate users across multiple languages and territories.

Client Work

Click the logos below to see the sites I've built 😎

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Brands I've Built for

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A.I Projects

Whiskey Sommelier AI Avatar

React • OpenAI • HeyGen • Next.Js

AI-Powered Whiskey Sommelier

An interactive, AI-powered avatar that engages users in natural conversation to recommend whiskey products from a curated dataset.

Key Contributions
  • HeyGen API Integration: Delivered a realistic, lip-synced video avatar with dynamic emotion rendering.
  • Full Audio Handling: Engineered the complete audio I/O, including microphone activation, mute controls, and dynamic subtitle overlays.
  • Dynamic UI Logic: Integrated custom logic to allow AI recommendations to trigger product imagery and name overlays within the video stream.
  • Performance Testing: Ensured robust performance for both offline client demos and live video walkthroughs.
AI Wine Assistant on Tablet

iPad UI/UX • AI Chat • Next.Js

Virtual Wine Assistant

A tablet-based interactive AI assistant for in-store wine discovery. It uses natural language processing and curated data to suggest wines, pairings, and upsells for buyers in a retail environment.

Key Contributions
  • Responsive iPad UI: Built a fully responsive, touch-optimised interface with fluid animated transitions and a portrait-first layout.
  • Showroom Engagement Loop: Developed an idle-state intro animation to capture attention in a public retail environment.
  • Interactive Chat System: Created a flexible, chat-based UI with scrollable message bubbles, AI typing animations, and both guided and free-text inputs.
  • State Management: Handled complex UI state resets and inactivity timers to ensure the app could run autonomously for repeat users.

Cryptocurrency Tracker

A full-stack cryptocurrency dashboard and portfolio tracker, built to demonstrate proficiency with the most in-demand patterns in the Next.js ecosystem.

Cryptocurrency Portfolio Tracker Dashboard

Full-Stack • Data Visualization

Cryptocurrency Portfolio & Market Tracker

A comprehensive dashboard for cryptocurrency investors, providing a real-time overview of the market alongside secure, personal portfolio tracking.

Visit Tradex
Key Features
  • Live Financial Data: Securely fetches real-time data from the CoinGecko API, visualized with professional-grade interactive candlestick charts (ApexCharts).
  • Optimized Performance: Uses hybrid Next.js rendering—fast Static Site Generation (SSG) for market data and secure Server-Side Rendering (SSR) for portfolio details.
  • Advanced State Management: Features complex client-side interactivity, including live searching and sorting, powered by Zustand for efficient state management.

Personal Projects

A collection of my earlier projects, showcasing my foundational skills in web development.

React App

UX/UI Design

Tutoring Site

Issue Tracker

Publishing Site

Resume

A seasoned Frontend Developer with three years of experience delivering high-impact digital campaigns for world-renowned brands. I specialize in architecting responsive, scalable user interfaces, modernizing legacy systems, and ensuring a flawless user experience through rigorous testing and a meticulous attention to detail.

Summary

Seline Davies

A creative and strategic Frontend Developer dedicated to building accessible, high-performance web applications. I bridge the gap between design and technology, transforming complex briefs into engaging, user-centric digital experiences.

  • Shoreditch, London, UK
  • Seline2107@googlemail.com

Big Brand Projects

Barbie x Smyths - 'Big Up Your Bestie'

Developed a mobile-first microsite for an International Women's Day promotion with an interactive prize claim mechanic.

View Project Details →

Minor Figures - Notorious Penny Game

Architected the UI for a high-traffic, award-winning interactive disguise-creation game for integration into the brand's Shopify site.

View Project Details →

Mike's Hard Lemonade - Weather API Rebate

Built a US-based rebate platform that used the OpenWeatherMap API to determine rebate values based on the user's local weather.

View Project Details →

Jam Shed - AR Spin To Win

Developed an AR-powered "Spin to Win" microsite accessible via QR codes on 1.68 million bottles, featuring an immersive prize wheel.

View Project Details →

Skittles - Poundland Voting Promotion

Created a dynamic voting module for an in-store campaign, allowing users to vote for their favorite Skittles variety and win cash prizes.

View Project Details →

PepsiCo & Pop Works - Bridget Jones Instant Win

Delivered the front-end for a multi-region prize claim site for a major promotional campaign, supporting various prize types.

View Project Details →

Malfy Gin - A Trip to the Amalfi Coast

Developed the front-end for a prize draw microsite, integrating a unique code upload and receipt validation system.

View Project Details →

Terlato Wines - Tour of Terlato

Built a responsive microsite featuring a smooth, animated carousel to showcase the brand's selection of wines.

View Project Details →

Laphroaig - Father's Day Promotion

Developed a prize draw microsite with an age-gate and an entry form featuring real-time validation for a premium user experience.

View Project Details →

Coca-Cola - Co-op Meals that Matter

Built a fully accessible single-page promotional site, ensuring WCAG compliance and a robust, inclusive user experience.

View Project Details →

Monster Energy - Legacy Code Overhaul

Rebuilt and standardized a legacy microsite, resolving critical dependency conflicts and improving code quality for future maintenance.

View Project Details →

Snickers - Digital Coupon Promotion

Built a responsive microsite for a digital coupon campaign, ensuring seamless distribution and redemption of coupons.

View Project Details →

LEGO x Netflix - Grand Prize Draw

Developed a multi-step prize draw and instant win microsite with 2FA email verification and a dynamic prize claim timer.

View Project Details →

Smyths x Fisher Price - Giveaway

Re-engineered a prize giveaway microsite from an InDesign concept, focusing on asset optimization and a streamlined entry flow.

View Project Details →

Whitworths - Coupon Instant Win

Developed a visually dynamic instant win site with multiple prize routes and complex GSAP animations for a "drag-and-reveal" mechanic.

View Project Details →

Richmond Sausages - Instant Win

Engineered a multi-path instant win journey with conditional logic and a bespoke image upload module for receipt validation.

View Project Details →

Rubicon Raw Energy - Ski Festival Instant Win

Developed a high-impact microsite from InDesign files, featuring a dynamic claim form with a confetti cannon animation.

View Project Details →

Pepsi x CFL - Grey Cup Adventure

Engineered a multi-stage user journey with a custom PIN entry form and a robust drag-and-drop image upload module.

View Project Details →

Tropicana - 'Peel a Deal' Instant Win

Implemented a custom Lottie.js animation for a unique "peel and reveal" mechanic and a secure multi-step prize claim form.

View Project Details →

Tesco x Doritos - Digital Coupon

Utilized GSAP to engineer a time-sensitive coupon reveal with a dynamic, scannable barcode and a 30-minute countdown timer.

View Project Details →

The Jammy Drop - Plinko browser game

Engineered a physics-based browser game using Matter.js to programmatically generate the game world from coordinate arrays.

View Project Details →

Lipton x Tesco : Win Free Lunch for a Year

Developed a responsive microsite with a multi-step user journey, engineered to integrate seamlessly with a reverse proxy for shared headers and footers.

View Project Details →

Dolmio - Chance to win £10,000

Built a high-engagement promotional microsite handling user entries, proof-of-purchase photo uploads, and integration with the main brand website.

View Project Details →

Diet Coke x Boots - Daily Prize Draw

Developed a promotional microsite for the Diet Coke x Boots partnership with a secure multi-stage entry process and email verification.

View Project Details →

Personal & Foundational Projects

Fully Scalable React Apllication

Game Hub App

A production-grade React application built with Vite, TypeScript, and Chakra UI.

For technical details
  • Designed, developed, and implemented the layout, production and functionality of the App.
  • Implemented client side validation and Restful APIs to retrieve data from backend services.
  • Managed state with Zustand to prevent unnecessary renders with selectors and improve user experience.
  • Used React Query to mutate Data, create custom hooks, and implement optimistic updates.
  • Implemented features like infinite pagination, loading skeletons, and dark/light mode.

Full Stack Issue Tracker

Issue Tracker Dashboard

A full-stack application built with Next.js and a MySQL database.

For technical details
  • Implemented User authentication, Access Control, modal dialogs and toast notifications.
  • Built dashboards with charts, filtering, sorting, and pagination.
  • Used Prisma ORM to interface with a MySQL production database.
  • Developed RESTful APIs for data management.

Cloud Hosting Platform

Synthify Landing Page

A responsive landing page built from Photoshop mockups with a mobile-first approach.

For technical details
  • Implemented Flexbox layouts and smooth animations for an improved user experience.
  • Optimized performance with techniques like image compression and code minification.
  • Created a library of reusable components including Callouts, Testimonials, and NavBars.
  • Integrated web accessibility standards (WCAG).

Publishing Website Redesign

Publishing Co. Site

A complete UX/UI redesign for a popular publishing company.

For technical details
  • Redesigned the site with a modern aesthetic, smoother animations, and cleaner content presentation.
  • Developed low-fidelity wireframes to visualize website structure and information hierarchy.
  • Applied UI design principles (balance, hierarchy, negative space) for a visually appealing layout.
  • Ensured full responsiveness across desktop, mobile, and tablet devices.

Tutoring Website

Tutoring Co. Site

A user-friendly site built by customizing design templates for specific business needs.

For technical details
  • Deployed the website to a hosting platform with secure protocols (HTTPS).
  • Adapted pre-designed elements and templates to meet the client's specific branding and budget.
  • Implemented interactive elements like carousels, pop-ups, and forms using JavaScript.

Skills

I take a truly holistic approach to product development. I believe that the technology should be tailored to your business goals and your customers' success.

HTML 100%
CSS 90%
Python 80%
TypeScript 85%
mySQL 80%
Next.js 75%
JavaScript 100%
React 90%
Django60%
E2E, Unit, Integration Testing75%
Web Scraping80%
Automation85%

Referrals

Colin MacDonald

Colin MacDonald

Head of Technology at Grand Central Creative

Having worked with and training Seline for over a year I can highly recommend their frontend development abilities. It's been wonderful to see Seline's skillset grow in that time as they have quickly picked up the coding disciplines required to produce pixel-perfect, responsive frontend layouts from provided designs. Seline fit right in with the development team and was always keen to learn more about the builds that went through the department, even gaining an understanding of some backend technology in Docker, PHP and MySQL.

Seline's primary task as a frontend developer was using HTML (via Twig templates) SASS and JavaScript with Webpack to implement designs from Figma, Sketch, Photoshop and sometimes, the less than ideal, InDesign (sorry about that :o). They did this efficiently and with a smile every time.

I can very much recommend Seline as a solid, reliable and personable frontend developer with ample experience delivering layouts for high-traffic, consumer-facing websites.

Annabel Gashi

Annabel Gashi

Digital Account Manager

Seline made my technical Project Management tasks the best case scenarios. From ensuring we consistently hit milestones, to thorough and regular updates for me to provide to my client, Seline always considered both the technical and commercial demands of a project.

Seline was instrumental in helping us build responsive, high-performance, high traffic sites for globally recognised brands. What really sets Seline apart is their time management and openness to feedback where scope creep became a risk. Seline was a fantastic developer to have on the team, ensuring that delivery was always seamless. Any employer would be incredibly lucky to have them.

Kieran Ragoo

Kieran Ragoo

Lead Data Engineer at Shell

Seline takes immense pride in their work, and it shows. Produces clean, well-documented, and easy-to-maintain code. The focus on quality ensures a polished and bug-free user experience. I wholeheartedly recommend, Seline is a skilled developer with a UX focus and exceptional professionalism, with a commitment to building clean User Interfaces. They make a fantastic addition to any development team.

Jesse Caxton

Jesse Caxton

EUC Engineer MSCCM Specialist

Working with Seline brought me immense joy - their organised approach, clear communication, and proactive problem-solving streamlined our workflow, aiding in prioritisation and facilitating seamless communication with our app developers. I wholeheartedly recommend Seline's services for their exceptional competence and dedication. An unexpected benefit of working with Seline was the peace of mind that comes with knowing our project was in capable hands.

Maeglyn Dalton

Maeglyn D

Senior Software Engineer at VST

It's with great enthusiasm that I recommend Seline for your front-end development needs. I had the pleasure of collaborating with them on multiple projects and was consistently impressed with their unique blend of technical prowess and collaborative spirit. Beyond the code, Seline possesses a remarkable understanding of User Behavior, this translates into intuitive and user-friendly interfaces. Seline is a true dream team player, with excellent communication skills that ensure everyone is on the same page, fostering a productive and efficient development process.

Contact

Location:

Shoreditch, London

Linkedin:

www.linkedin.com/in/seline-d-a61065277

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