about the project
LSRF – Premium Cycling Apparel Website
LSRF is a Dutch cycling apparel brand built for serious riders who care as much about how they look on the bike as how they perform. The brand has a distinct identity — bold, considered, community-driven — but their website hadn't kept up. It didn't communicate who they were, what they stood for, or why their gear was worth choosing. Working with the Dango Digital team, I designed a new website from the ground up on Shopify: a conversion-focused experience that balanced strong aesthetics, intuitive shopping, and genuine brand storytelling.
Challenge
A brand with a strong identity and a website that didn't show it
The existing site was outdated and visually flat, it wasn't telling LSRF's story or guiding customers through the shopping experience with any confidence. The brand needed a digital presence that felt as considered as their products: immersive, bold, and built around the community they'd cultivated.
Solution
A website that looks, feels, and performs like the brand
A full website redesign covering the homepage, product detail pages, collection pages, and journal — built to bring content and commerce together in one seamless experience that converts visitors into customers and customers into fans.
Content and commerce as one
LSRF is not just a shop, they produce stories, movies, and podcasts that are core to who they are. The new homepage and journal page give that content equal footing with the product catalogue, creating a richer experience that keeps visitors engaged longer and builds genuine brand affinity.
Bold imagery, clean structure
The homepage leads with large, high-impact visuals that set the tone immediately. Product pages are clear and conversion-focused — with bundle suggestions and a rich reviews section — while the overall layout stays clean enough not to compete with the photography.
Mobile-first throughout
Special attention was given to mobile responsiveness at every stage. The experience needed to feel just as considered on a phone as on desktop.
Design Process
01 Research
Competitive analysis across cycling and outdoor brands to understand how the best ones blend content and commerce.
02 Wireframing
Mapped all key pages — homepage, PDPs, collection pages, journal — to establish clear structure and user flow before any visual decisions were made.
03 High-fidelity
Translated wireframes into a full visual system matching LSRF's brand identity, with regular client feedback loops throughout.
04 Handoff
Delivered a fully realized visual ready for Shopify development.
Outcome
The new LSRF website positions the brand exactly where it belongs — alongside the best in cycling. It presents their products with clarity and confidence, gives their storytelling a proper home, and creates a shopping experience that feels intuitive from first visit to checkout. Built on a flexible Shopify codebase, it's designed to grow with the brand.