Chocolatin Labs
Breeder website & CMS
A multilingual product website and content system that gives a Labrador breeder full control over dogs, litters, puppies, articles and incoming enquiries.
Visit live product- Role
- Product Engineer
- Scope
- Architecture · CMS · Frontend · Mobile UX
- Stage
- Live
- Timeline
- Apr — May 2025
Context.
The client arrived with a clear need for a website centered on a dog catalogue and an initial idea of the structure. A designer shaped the overall visual direction and desktop layouts; I took ownership of the technical product architecture and delivery.
The goal was not just to publish a polished website. It was to give the client a maintainable system that could run independently, without returning to a development team whenever a dog, litter, translation, article or image changed.
My role.
Working from the designer's visual direction, I owned the technical product: content architecture, responsive and mobile behavior, CMS workflows, forms, infrastructure and production delivery.
- Designed the content model and relationships between dogs, parents, litters and puppies.
- Built a Payload CMS where the client can create, edit, translate, sort and link content.
- Translated the desktop design into responsive behavior and created the mobile layouts.
- Implemented filters, dog and puppy detail journeys, multilingual content and the blog.
- Added general and puppy-specific enquiry flows with email notifications.
- Created client-owned infrastructure and deployed the system on sustainable free tiers.
Key product decisions.
Model relationships, not flat pages
Dogs, parents, litters and puppies are connected entities. I designed the underlying content structure so those relationships can be managed once and reused consistently across the public website.
Put ongoing control with the client
All core text, images, translations, dogs, puppies and articles can be managed inside one approachable CMS. This reduced future maintenance dependency and made the website practical as a long-lived business tool.
Keep operations simple and sustainable
I chose infrastructure that fits the actual traffic and workflow: client-owned accounts, free hosting and database tiers, and a free email-notification service. The only recurring cost is the domain.
Website & CMS.
The public website and its content system were designed as one product. Visitors get a polished breeder experience while the client controls every dog, litter, puppy, translation and article behind it.
A business-led homepage.
The homepage introduces the breeder through its dogs and values, then directs prospective owners into the catalogue and enquiry journey.
A catalogue built on relationships.
Dogs, parents, pedigrees and availability are connected content rather than duplicated pages, keeping the public catalogue consistent as it grows.
Puppy journeys that stay current.
Litters and puppies can be published, translated and updated from the CMS, with availability and enquiry paths staying current without developer support.
Outcome.
Delivered
- Responsive multilingual marketing and catalogue website.
- Editable dogs, pedigrees, litters, puppies and availability states.
- Blog and fully managed translated content.
- Filtering and content relationships across the catalogue.
- General and puppy-specific enquiry forms with email notifications.
- Client-owned deployment and content infrastructure.
Current state
The site is live and operates without ongoing development work or monthly infrastructure fees beyond the domain. The client manages content independently, is happy with the result and has already received enquiries through the website.
Let's build what's next.
I work across product definition, UX and engineering to turn complex ideas into working digital products.
Tell me what you're building