Product context
Sellou is a video-powered storefront for creators selling digital products. Video is central to discovery and product presentation, so playback quality is part of the core shopping experience rather than a secondary media feature.
Engineering approach
The iOS rebuild treated playback latency, download size, and navigation reliability as one product-quality problem. AVKit and HLS provide the video foundation, while On-Demand Resources reduce the initial application footprint. A unified router ensures links and notifications resolve predictably regardless of application state.
What the work demonstrates
Sellou demonstrates technical leadership on a live consumer product: identifying the engineering constraints users can feel, redesigning the underlying systems, and improving both runtime performance and the team’s release process.