Bentgo Web Refresh
Bentgo set out to refresh its e-commerce site with a modern, user-friendly design that reflected the brand’s playful yet functional personality. The goal was to improve navigation, enhance storytelling through imagery, and create a seamless shopping experience across all devices.
I played a key role in bringing the rebrand to life. My responsibilities included selecting and curating imagery that aligned with Bentgo’s refreshed brand aesthetic, collaborating with the marketing team to reimagine site navigation and ensure a logical, intuitive customer journey, partnering closely with the wireframe designer and Director of DTC to balance visual appeal with usability, and shaping layout decisions that emphasized clarity, hierarchy, and conversion-driven design.
Process
The process involved cross-functional collaboration at every stage. I worked with marketing and leadership to define customer priorities, reviewed and refined wireframes with our UX designer, and directed creative choices to align with brand identity. I ensured that visuals and layout were not only beautiful but strategically designed to simplify the shopping experience.
Deliverables
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Curated image library for the new website
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Refined site navigation structure
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Page layout direction & design input across key shopping pages
Impact
Since launch, Bentgo achieved its highest direct-to-consumer sales within just two months which is a testament to the effectiveness of the new design and navigation. The rebrand elevated the online experience, strengthened brand identity, and directly supported record-breaking growth.
BEFORE
AFTER
