Iconic luxury heritage apparel and motorbike clothing brand Belstaff needed to make their existing site work harder to deliver more balanced brand storytelling, editorial and product selling capabilities. The initial approach to the redesign was purely UX/conversion-driven, with a strong focus on the checkout process. After tackling that hurdle, I was able to shift focus and layer on global UI improvements, as well as a redesign of key pages that elevate the brand narrative.
