Frontend Development for Bellroy's E-commerce Platform

Justin Davidson

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 for the frontend, enabling fast, scalable, and SEO-friendly interfaces.
Responsibilities and Achievements:
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.

Homepage

Homepage
Homepage
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)

Product Pages

Product Pages
Product Pages
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

About & Sustainability Pages

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

Customer Care & Support

Customer Care & Support
Customer Care & Support
Developed intuitive FAQ and support pages to streamline customer inquiries and enhance post-purchase experience

Checkout & Cart Experience

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

Careers Page

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

Technical Highlight

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
Headless CMS architecture
Serverless and edge computing solutions
Performance and security optimizations aligned with Core Web Vitals
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Posted May 22, 2025

Developed and optimized Bellroy's e-commerce platform using Next.js for improved UX and SEO.

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