DIGITAL EXPERIENCE & GUIDELINES
Bell Helmets: Website
A digital and e-commerce transformationRole: Creative Director
Bell Helmets is the original action-sports helmet maker, established in 1954. Bell exists to inspire and enable the next generation of boundary breakers.
Bell had just undergone a new re-brand and needed an updated web and digital experience to match the new brand direction, drive growth in their e-commerce business, and a platform to empower their marketing team to tell their brand stories. All this in a three months timeframe.
Solution
We began with a kick-off with Bell and their development partner. Setting expectations for roles, deliverables, and timelines to ensure we are all aligned.
Brand immersion
Bell had just launched their new brand. We immersed ourselves with the new direction to gain inspiration and bring cohesion to the digital experience by pulling together all their new assets and brand guidelines.
As part of the brand immersion, we went through their audience profiles and reached out to avid cyclists, mountain bikers, and powersport enthusiasts to learn about their decision criteria when shopping for a new helmet.
Bell previously had two separate sites for Cycling and Powersports. Under the direction of the new brand, we united the two under one experience. Working with our UX designers, we created an updated site architecture and more streamed lined purchase flows for desktop and mobile.
We explored different visual representations of the new brand in the digital space and narrowed it down to one direction.
We delivered detailed specifications for hand-off to development.
The Final Product
The new home experience unified Bell's Cycling community and Powersport community under one brand.
Uniting a community
A new athlete section was created to connect athletes and community with the products.
A flexible campaign template
New campaign templates where created to empower Bell's marketing team to tell bigger stories.
Digital Styleguide
As part of the site launch, we provided a style guide that defined Bell’s digital presence.
Email Template System
Immediately following the launched of their new site we developed an email communication strategy and delivered a design system that spans the entire consumer journey.
Results
Staying true to Bell’s ethos, we delivered a new site experience that aligned to Bell’s new brand launch to inspire their core audience while increasing conversion and created sections throughout the site experience that allowed their marketing team to feature relevant content and engage users. The results have brought a 27% increase in conversion and drove a 350% increase in mobile e-commerce sales as we continued to measure, test, and made incremental improvements based on user research post-launch.
Staying true to Bell’s ethos, we delivered a new site experience that aligned to Bell’s new brand launch to inspire their core audience while increasing conversion and created sections throughout the site experience that allowed their marketing team to feature relevant content and engage users. The results have brought a 27% increase in conversion and drove a 350% increase in mobile e-commerce sales as we continued to measure, test, and made incremental improvements based on user research post-launch.