Frontend Development for Bellroy's E-commerce Platform

As a frontend developer for bellroy.com, I contributed to the design, development, and optimization of Bellroy’s e-commerce platform, focusing on delivering a seamless and engaging user experience. My primary technology stack included Next.js + Inertia.js for the frontend, enabling fast, scalable, and SEO-friendly interfaces.

Developed and maintained core user-facing pages using Next.js, ensuring high performance and responsiveness across devices.

Collaborated closely with design and marketing teams to implement visually compelling layouts that align with Bellroy’s brand values and storytelling approach.

Optimized site structure and content for SEO, contributing to Bellroy’s strong domain authority and visibility in competitive markets.

Integrated interactive features such as product sliders and comparison tools, enhancing the user experience and supporting Bellroy’s visual marketing strategies.

Ensured accessibility and cross-browser compatibility, supporting Bellroy’s mission to provide a considered carry experience for all users.

Implemented dynamic content sections and interactive product highlights, showcasing Bellroy’s unique value proposition through visual storytelling and copywriting frameworks like PAS (Problem, Agitation, Solution)

Built modular, reusable components for product galleries, detailed specifications, and customer reviews.

Integrated features like before/after imagery and interactive sliders to demonstrate product benefits, supporting conversion optimization5

Collaborated with the content team to present Bellroy’s B Corp certification, sustainability initiatives, and design philosophy in an engaging, accessible format

Developed intuitive FAQ and support pages to streamline customer inquiries and enhance post-purchase experience

Optimized the checkout flow for speed and usability, reducing friction and supporting Bellroy’s high conversion rates.

Supported the careers section, highlighting Bellroy’s culture, values, and open opportunities, helping attract top talent to the team

My work on bellroy.com combined Next.js with a suite of modern technologies, including:

Progressive Web Apps (PWAs)

AI-powered development and personalization tools

Responsive Inertia.js

Headless CMS architecture

Serverless and edge computing solutions

Performance and security optimizations aligned with Core Web Vitals