Minimalist Frontend Principles for Product Teams
A practical checklist for crafting calm, performant interfaces without sacrificing delivery speed.
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Willian Tamagi
Building calm, human experiences for the web.
Now
Guiding frontend strategy at All Turtles
Promoted to Staff Front-End Engineer after leading multi-brand platforms for All Turtles, mmhmm (now Airtime), and Sora Union. I partner closely with design and product to define architecture, ship accessible interfaces, and keep performance budgets in check.
My recent work includes evolving a modular page builder on Next.js + Sanity, unlocking localization and experimentation for marketing teams, and trimming build and loading times through targeted CI/CD and runtime optimizations.
I stay hands-on while mentoring engineers, shaping reusable patterns, and building healthy feedback loops that help teams move with clarity and confidence.
Latest writing
Notes on building with intention
Fresh essays on front-end architecture, design systems, and the human side of shipping product.
Selected highlights
Work that shaped my craft
All Turtles 2021 — Present
Modular marketing platform
Built a flexible, CMS-driven page builder powering mmhmm (Airtime), Sora Union, and All Turtles. Enabled localization, experimentation, and rapid launches without sacrificing polish.
All Turtles 2023 — 2024
Performance & DX uplift
Reduced build times, tightened Core Web Vitals, and improved CI/CD reliability through targeted profiling and automation — helping teams ship faster with confidence.
Across teams Ongoing
Mentorship & culture
Led mentoring programs, instituted feedback rituals, and championed accessibility and testing practices that elevated engineering maturity across distributed teams.
Let’s build something thoughtful
I love partnering with teams who care about craft, clarity, and impact. If that sounds like you, let’s chat about how I can help your product grow.