ONE UX — Frontend Architecture for a Multi-Site Marketing Platform

I helped our team design and implement the frontend architecture of ONE UX, a multi-site marketing platform that runs multiple websites from a single shared Next.js codebase, with a strong focus on SEO, performance, and scalability at the frontend layer.

The Challenge

Our client needed to launch campaigns frequently and update multiple websites quickly, but the existing frontend setup relied on separate standalone projects. This led to duplicated UI logic, slower iteration, and inconsistent performance across sites.

The Solution

I helped design the frontend system using Next.js with Incremental Static Regeneration (ISR). Pages are rendered as HTML on the server, allowing users to navigate between pages with a smoother, more predictable experience compared to purely client-rendered pages. All sites share the same frontend components, layouts, and SEO behavior, while a custom frontend page builder enables flexible page composition without repeated frontend development work.

ISR was chosen to ensure fast initial loads, strong SEO, and the ability to update content without full rebuilds.

The Result

• Faster frontend rollout of new websites and campaign pages for our client
• Faster code builds due to Next.js Incremental Static Regeneration
• Improved user experience when navigating between pages due to server-rendered HTML
• Improved Core Web Vitals and SEO reliability

My Contribution

I helped our team with frontend architecture decisions, implemented the ISR strategy on the frontend, built the page builder abstractions, and handled frontend migration of existing sites. I also supported other frontend developers by helping with project onboarding, sharing architectural context, and unblocking implementation questions.