Belstaff
Fuelled by Heritage, Refined for Conversion
We helped Belstaff optimise their digital experience, elevating brand storytelling and unlocking new commercial opportunities through targeted UX and UI enhancements.
Belstaff is a British heritage brand with an iconic legacy in luxury outerwear and motorcycle apparel. Worn by adventurers, rebels and pioneers for nearly a century, the brand is renowned for its independent spirit, technical excellence and timeless design. With a product range that bridges fashion and function, Belstaff continues to evolve while honouring its rich history and loyal global following.
The Challenge: Uniting Brand Narrative and Commercial Performance
While Belstaff’s digital presence reflected its high-end positioning, the site was not optimised to fully support the brand’s commercial ambitions. Storytelling and product selling were not in balance, and inconsistencies across navigation, interface and checkout flows were undermining the user experience. The challenge was to identify where changes would deliver the greatest impact and to enhance performance without compromising the depth and authenticity of the Belstaff brand.
Our Strategy: A Targeted and Tactical Approach
We conducted a detailed review of the site experience, focusing on user behaviour, conversion data and interface design. This allowed us to highlight missed opportunities in the purchase journey, such as friction within checkout steps, unclear navigation patterns and design inconsistencies that diluted the brand's visual authority. Our strategy was to propose focused improvements that could be implemented efficiently in collaboration with the existing development partner, allowing for rapid impact without the need for a complete rebuild.
The Solution: Elegant Refinement, Measurable Results
Working closely with Belstaff’s internal team and development agency, we implemented a range of design, UX and UI enhancements that improved both clarity and cohesion across the site. Updates included restructuring the main navigation, refining product presentation, introducing subtle motion design, and smoothing out the checkout experience to reduce friction and drive conversion. These interventions brought new commercial strength to the platform while amplifying the brand’s distinct narrative voice and visual identity.
Everything Connected quickly got to the heart of the commercial opportunity as well as understanding the importance of the Belstaff story and rich heritage behind the brand.
