Bell Helmets Ecommerce Redesign

Case study

Over nearly a decade with Bell Helmets, I led the redesign of the brand's ecommerce website and continued evolving it through ongoing improvements to navigation, product discovery, merchandising, responsive design, and product storytelling. Working alongside developers, marketers, and product managers, I helped shape a digital storefront that balanced brand expression with usability.

What began as a major redesign became an ongoing effort to refine and expand the digital storefront — helping riders discover products, explore new technology, and move confidently toward purchase.

Responsive Bell Helmets ecommerce platform shown across desktop, tablet, and mobile devices — Product launches, athlete collaborations, and merchandising worked together to create a more connected shopping experience.

Interactive product storytelling

Showing technology — not just listing features.

Technical products deserve more than specification tables. Throughout the site I created interactive product storytelling using custom graphics, motion, and visual design to explain Bell’s innovations.

Whether introducing Spherical Technology or visualizing airflow systems, the goal was helping riders understand why the technology mattered.

Custom product storytelling combined 3D visualization and motion to explain technical features in a more engaging and accessible way.

Design system

Building consistency across the site.

As the site grew, maintaining consistency became increasingly important. I created reusable interface standards covering typography, buttons, imagery, layout hierarchy, and responsive behaviors, helping keep new pages aligned while making design and development more efficient.

From product pages to accessories and checkout flows, every interface was designed to feel intuitive whether riders were browsing on desktop, tablet, or mobile.

Ecommerce component library showing product page layouts, interface elements, spacing guidelines, and color standards — Built a reusable component library that established consistent spacing, typography, color, and UI patterns across the site.

Design system documentation defining typography, buttons, icons, and reusable interface components for the Bell Helmets ecommerce site — Documented interface standards for typography, buttons, icons, and component usage to improve consistency between design and development.

Navigation & discovery

Making a large catalog easier to navigate.

As Bell’s product catalog expanded, navigation needed to scale without becoming overwhelming. I redesigned navigation patterns, category organization, and promotional modules to improve product discovery while giving campaigns and collaborations greater visibility.

Redesigned ecommerce navigation improving product discovery through organized categories, featured promotions, and merchandising — Redesigned navigation and promotional modules that improved product discovery while creating space for campaigns, collaborations, and featured products.

Photography & art direction

Letting the photography tell the story.

Bell’s photography was one of its greatest brand assets, so the interface was intentionally designed to let it take center stage. I carefully selected imagery that captured the energy, craftsmanship, and emotion of riding, using scale, composition, and restrained layouts to keep the focus on the product and the people behind it.

Beyond image selection, I established visual treatments and color palettes that complemented the photography rather than competing with it, helping create a digital experience that felt premium, immersive, and unmistakably Bell.

Photography direction showing selected lifestyle and action imagery prepared for responsive use throughout the Bell Helmets ecommerce website — Selected and art directed photography that balanced emotion, performance, and product across the ecommerce experience.

The most successful ecommerce experiences combine brand and shopping. Every improvement was designed to help riders find products faster while reinforcing what made Bell unique. Whether refining navigation, building reusable interface systems, or creating richer product storytelling, the goal was always the same: make the digital experience feel as thoughtfully designed as the products themselves.