I worked closely with the Bella Freud team to translate the brand’s signature blend of upmarket irreverence and intellectual playfulness into a digital experience that complements their 70s-inspired collections.

Taking a brand-led approach, the project balanced eCommerce best practices with seamless functionality to drive improvements in conversion, revenue, and average order value. The design made strong use of animation, interaction design, and full-width imagery and video to elevate the user experience while staying true to Bella Freud’s distinctive personality.

I designed flexible, curate-able landing pages that combined lifestyle content with products, helping to tell the story behind collections and enhance the brand narrative. A mobile-first approach ensured the site felt intuitive and effortless to use across all devices, with a focus on performance and accessibility.

Key features included: quick add-to-bag, advanced filtering, enhanced search, clear buying options, product zoom, trust signals, wish lists, size guides, “complete the outfit” suggestions, and a streamlined mini-cart—each crafted to support both usability and conversion.