Daniel HallSoftware Solutions Architect

Experience

An experienced, proactive Full Stack .NET Developer and Solutions Architect with over 13 years of experience designing robust, maintainable web solutions. Trusted as a technical lead across high-profile projects, I specialise in architecting scalable enterprise-grade systems, both traditional and headless. I have deep .NET expertise across the full stack, including complex integration work, service-oriented architecture, and performance-critical backend systems. Passionate about performance, code quality, and innovation, with extensive experience in Next.js, React, Storyblok, BigCommerce, and Azure.

Key Skills

Professional Experience

Ridgeway Studios Marketing Ltd (Feb 2020 – Present)

Solutions Architect

Ridgeway is a digital agency specialising in e-commerce and enterprise-grade CMS platforms. My role as a Solutions Architect encompasses designing performant systems, leading technical strategy, and delivering high-performance solutions using .NET, BigCommerce, Storyblok, React, and Next.js.

  • Technical leadership on multiple large-scale e-commerce projects including HMV, Optibac Probiotics, and Twinings
  • Frequently visit client sites to run technical workshops, gather business and integration requirements through workshops, and ensure stakeholder alignment throughout discovery and delivery phases
  • Architected hybrid headless solutions using BigCommerce and Storyblok with Next.js, focusing on performance, scalability, and maintainability
  • Led development of robust .NET Core APIs, including identity providers and checkout orchestration microservices for HMV
  • Designed and maintained complex Azure environments, including App Services, Web Application Gateway, CDN, Azure SQL, and Service Bus
  • Rebuilt core .NET components to support asynchronous messaging and high availability using Azure Functions and Service Bus
  • Built the identity platform for HMV’s mobile app launch with a custom .NET Core SSO microservice
  • Acted as technical lead and mentor for the dev team, responsible for sprint planning, code reviews, team guidance, and problem-solving
  • Conducted all technical interviews for Ridgeway’s development hires
  • Created internal tools and automated scripts for laptop builds, streamlining developer onboarding and internal ops

EDM Group Ltd (Feb 2012 – Feb 2020)

Senior Software Developer (2017 – 2020)

Led development on the Property Risk Hub (PRH), a high-performance data-driven risk platform used by Nationwide Building Society. Initially the sole developer on the project, I led its growth into a business-critical application.

  • Designed a modular .NET Framework solution, later introducing .NET Standard projects for better maintainability and performance
  • Delivered multiple ASP.NET MVC-based UIs and built core libraries following Domain Driven Design principles
  • Implemented message-based architecture using RabbitMQ for inter-service communication
  • Developed RESTful APIs and internal tooling, integrated into banking client workflows
  • Maintained CI/CD pipelines using Azure DevOps and Octopus Deploy
  • Created and maintained NUnit, Moq, and SpecFlow test suites for regression testing
  • Worked closely with clients (e.g. Nationwide), running workshops, gathering requirements, and demonstrating releases
  • Assigned development tasks, prioritised client requests, planned sprints and managed releases

Apprentice to Mid-Level Developer (2012 – 2017) Adactus Ltd / EDM Group

Progressed from apprentice to mid-level developer through successful delivery of complex full-stack solutions.

  • Developed multi-tenanted .NET applications for insurance and hospitality sectors, with clients including Pizza Hut, Aviva, and Goals Soccer Centres
  • Built secure WCF services and designed database schemas for high-volume systems
  • Enhanced legacy systems and optimised SQL performance, resulting in measurable load improvements
  • Travelled to Australia to gather business requirements for a bespoke claims platform
  • Supported mission-critical infrastructure, including resolving high-priority outages for the Pizza Hut delivery platform under tight SLAs
  • Actively contributed to team knowledge sharing, code reviews, and documentation

Certifications

  • BigCommerce “BigDev” Certified 2025
  • Kentico 12 & 13 Certified Developer
  • Microsoft MCPS: Certified Professional
  • Microsoft MTA: Software Development Fundamentals
  • Programming in HTML5 with JavaScript and CSS3 Specialist