Does a new visitor understand what B&K is, and why to trust it?
Why a luxury resale site had to inspire before it could sell
What makes someone trust a stranger with their Birkin?
Belle & Kate ROOM is a curated platform for authenticated luxury: people trade, sell, consign and shop high-end pieces, giving them a longer life. The website had to make that feel safe enough to hand over a bag worth more than a car.
Auditing the site
Finding where the current journey confused people.
Researching the journey
Learning how B&K customers really shop and sell.
Designing and releasing
Iterating the journey through to the final release.
The site asked people to sell before they knew who we were.
I audited the website's first impression, product listing and navigation against how customers actually shop. The pattern was clear: many visitors didn't know Belle & Kate yet. Asking them to sell their luxury items to a global marketplace on the first visit simply didn't work.
Can shoppers browse and find the piece and style they want?
Is it obvious where to shop, where to sell and where to learn?
Inspire first, then sell.
People needed to get to know Belle & Kate and find the style they wanted before they'd buy or sell. B&K already had an edge most resellers don't: celebrity and influencer customers. So the journey would lead with inspiration, and let selling follow.
Who's behind it, how pieces are authenticated, who shops here.
Browse the latest drops the way you'd browse a boutique.
Once trust is there, listing a piece is one clear step.
Introducing the new Belle & Kate ROOM.
The redesigned journey leads with the story and the collection, then opens the door to selling.
From browsing to selling, one calm path
Each step answers the question a visitor has at that moment: who is this, what's here for me, can I trust this piece, and how do I sell mine.
01Start from a house you love
Designer pages open with the brand's story before the products, like walking into a boutique.
02Browse like a collection
Clean product grids put the piece first, with condition and price at a glance.
03Know exactly what you're getting
Every product page shows its condition grade, what's included and the full details up front.
04Then, sell your own
Three clear ways to sell: direct sell, trade or consignment, each explained on its own.
Trust had to be visible, not assumed.
Authentication is what separates a luxury resale room from a marketplace. So it got its own page explaining how pieces are checked, and consignment got a step-by-step guide, so sellers know exactly what happens to their bag.
A room you can step into
Belle & Kate is a physical ROOM as much as a website. The online experience had to feel like walking into it: calm, curated and easy to trust.
What I learned
Trust comes before the transaction
The sell button wasn't the problem. Nobody uses it for a brand they don't know yet.
Luxury is a story first, then a store
Leading with inspiration made the commerce feel earned, not pushed.