Soren Halvorsen

Soren leads engineering, which here means being accountable for whether a site is actually fast rather than whether it scored well in a lab tool once. He introduced the performance budget every build is measured against, and he is the reason our recommendations arrive as pull requests rather than documents.

He is consistently the person arguing against the more elaborate option. Roughly two thirds of the clients who ask us for headless commerce get told a well-built theme will serve them better, and that assessment is usually his.

He also owns accessibility, which he treats as an engineering requirement rather than a compliance afterthought. Keyboard navigation, focus management and screen-reader semantics get tested on every build, not assumed.

When a design genuinely needs more than the budget allows, his position is that the tradeoff gets named rather than absorbed quietly. An animation library that costs forty kilobytes on every route is a defensible choice if someone decided it; it is a defect if it arrived because nobody measured. He would rather present a client with the number and the two options than ship a slower site and hope the lab score holds.