Chew Wei Loon
Senior Frontend Engineer with 8+ years building scalable production platforms in React and Next.js.
I build scalable production platforms with strong focus on SSR/SSG architecture, Core Web Vitals, and technical SEO.
Improved Lighthouse scores from 55 to 90+ and contributed to 40%+ organic traffic growth through frontend optimization.
8+ years building production frontend applications · React / Next.js specialist · Based in Singapore
Chew Wei Loon
Senior Frontend Engineer
Building performant, scalable frontend systems for real products
I'm a Senior Front-End Developer with 8+ years of experience building production web applications across e-commerce platforms, 3D visualization tools, admin systems, and mobile products.
My core focus is building scalable React and Next.js applications with strong emphasis on performance, SEO, SSR/SSG architecture, and maintainability. I've improved Lighthouse scores from ~55 to 90+ and contributed to 40%+ organic traffic growth through frontend optimization and technical SEO.
Beyond implementation, I mentor frontend developers, review architecture decisions, and work closely with product, design, and backend teams to deliver reliable production systems.
Performance & SEO
Optimizing Core Web Vitals, Lighthouse scores, metadata, structured data, and sitemap strategy to improve search visibility and user experience.
Frontend Architecture
Building modular React and Next.js applications with scalable state management, reusable components, and maintainable code structure.
Analytics & Tracking
Integrating GA4, GTM, Firebase, and AppsFlyer to support user behavior tracking, funnel analysis, and product decision-making.
Production Delivery
Delivering reliable frontend systems across e-commerce platforms, admin dashboards, 3D web applications, and mobile experiences.
Professional Experience
A track record of building impactful products across Singapore and beyond
Frontend Developer → Lead Frontend Developer
Wizlah Pte Ltd
Singapore- Led frontend development across e-commerce platforms, 3D visualization tools, and internal admin systems.
- Migrated legacy React applications to Next.js with SSR/SSG architecture, improving SEO visibility, page performance, and scalability.
- Improved Lighthouse performance scores from ~55 to 90+ through rendering strategy improvements and frontend optimization.
- Implemented technical SEO strategies including metadata management, structured data, and sitemap optimization, contributing to 40%+ organic traffic growth.
- Designed scalable state management architecture using Redux Toolkit, including slices, async thunks, and reusable data flow patterns.
- Integrated analytics and tracking tools including GA4, GTM, Firebase, and AppsFlyer to support user behavior tracking and funnel analysis.
- Mentored 3 junior developers, established frontend coding standards, and improved overall team delivery quality.
Web Front-End Developer
Sensetime International Pte Ltd
Singapore- Built backend management systems using Vue.js and Razor UI to streamline administrative operations.
- Developed an E-Visa WeChat Mini Program using WeChat Mini Program boilerplate and Vant UI framework.
- Created an E-Visa backend management system with React and Ant Design for efficient data management and internal workflows.
- Collaborated with backend teams on API integration, data flow, and frontend implementation.
Frontend Developer → Frontend Developer II
798 Visual Technology
Singapore- Developed responsive websites using HTML5, CSS3, and JavaScript based on PSD designs and client requirements.
- Built an exchange trading platform using React, collaborating with backend developers for API integration and testers for quality assurance.
- Adapted to changing user requirements and UI designs while ensuring timely delivery of projects.
- Implemented responsive UI components and maintained frontend consistency across multiple client-facing projects.
Projects I've Led & Shipped
Production applications with measurable impact — each showing ownership, architecture, and technical leadership
Web ApplicationWiz Marketplace
A production B2C e-commerce marketplace for home and lifestyle products, supporting product discovery, checkout flows, analytics tracking, and multi-language expansion across regional markets.
Web ApplicationMC Home Website
A SEO-focused property rental website built for MC Home Management to showcase rooms at 22 Macalisterz, improve search visibility, and generate booking enquiries through optimized room detail pages and conversion-focused user flows.
Internal DashboardMC Home Admin Portal
An internal admin dashboard for MC Home Management to manage properties, rooms, homeowners, enquiries, images, and operational data powering the public-facing MC Home website.
Web ApplicationNexCraft Studio
A freelance web development business I founded and built from scratch, offering business websites, admin systems, and a template marketplace for SMEs in Singapore and Malaysia.
Interactive Web ApplicationWizlah Web
An interactive 3D web application that allows homeowners and interior designers to design and visualize their living spaces directly in the browser. Users can explore floor plans, place furniture, and interact with objects in real time within a 3D environment.
Web ApplicationWiz Marketplace Business Platform
A B2B procurement platform designed for businesses to source construction materials, tools, and daily-use supplies. The platform supports multiple user tiers, providing differentiated access between standard business users and Pro users with expanded product visibility.
Mobile ApplicationWizlah App
A cross-platform mobile application that allows users to explore floor plans, interact with 3D showrooms, browse marketplace products, and complete purchases directly within the app. The app provides a full end-to-end experience from discovery to checkout, along with additional content such as blog articles.
Core Expertise
Technologies and practices I use to build scalable, high-performance applications.
Core Expertise
Primary technologies I lead, architect, and ship with daily
Architecture & Performance
Systems design, rendering strategy, and optimization
Analytics & Growth
Tracking, attribution, and data-driven product decisions
Tools & Supporting Stack
Dev tooling, UI libraries, backend services, and supporting platform experience
Achievements & Highlights
8+
Years Experience
Frontend engineering
20+
Projects Shipped
Web, mobile, and internal systems
90+
Lighthouse Score
Performance optimization
40%+
Organic Traffic Growth
SEO and indexability improvement
SEO-Focused Property Platform
2026Built a Next.js property rental website achieving Lighthouse 99/95/88/100, Search Console clicks +64%, impressions +37%, and property page clicks +213% via SSR/SSG and structured data.
Platform Performance Milestone
2023Improved Lighthouse performance scores from ~55 to 90+ through frontend optimization and rendering strategy improvements.
Organic Growth Through Technical SEO
2022Contributed to 40%+ organic traffic growth by improving SSR/SSG architecture, metadata, structured data, and page indexability.
Lead Frontend Developer Promotion
2021Promoted to Lead Frontend Developer after consistently delivering production systems and supporting frontend team delivery quality.
How I Build Scalable Products
Principles that guide every architectural decision — from initial design to production monitoring.
90+
Lighthouse Score
40%+
Organic Traffic Growth
8+
Years Experience
Performance-First Mindset
I treat performance as part of product quality, not a final-stage cleanup task. I optimize rendering strategy, image delivery, bundle size, and Core Web Vitals to create faster user experiences.
SEO-Driven Architecture
I design frontend architecture with discoverability in mind, using SSR/SSG, metadata, structured data, semantic HTML, sitemap configuration, and clean URL structures to improve indexability.
Scalable State Management
I structure frontend state with clear boundaries between UI state, server data, and domain logic. I use Redux Toolkit patterns to keep application data flow predictable and maintainable.
Component-Driven UI Systems
I build reusable UI patterns on top of component libraries such as Ant Design and Material UI, with consistent layout structure, prop usage, styling conventions, and maintainable component boundaries.
Analytics-Aware Development
I integrate analytics into product flows to help teams understand user behavior, track important interactions, and measure the impact of frontend improvements.
Get In Touch
Open to frontend engineering opportunities, technical collaborations, and product-focused projects.
Open to Opportunities
I'm currently open to frontend engineering opportunities focused on React, Next.js, performance optimization, SEO, and scalable product development. Based in Singapore and available for both on-site and remote collaboration.
Send a Message
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