Case study · Website · Lazer
A Lazer website built around finding a dealer.
I took Lazer's helmet website from site map to launch: the structure, the design, the Shopify build, a find-a-dealer tool, a newsroom that fills itself and a reporting dashboard that shows how it performs.
Client
Lazer, a Shimano network brand
Role
Information architecture, UX, UI, build, reporting
Platform
Shopify
Year
2026
The brief
One site for every kind of rider, and one clear next step.
Lazer makes helmets for road, gravel, mountain bike, urban and kids, and sells through a network of dealers. The old site held plenty of product information and gave riders little help turning it into a visit to a shop.
I redesigned the whole site around that journey. Riders find the right helmet, understand what makes it safe and comfortable, then find a dealer close to them. Lazer's team can keep every page up to date themselves in Shopify.
Because I handled every stage, the thinking in the site map carries through to the final build and the numbers that measure it.
64
Pages through client review
30+
Wireframes before any visual design
58
Press releases pulled into an on-brand newsroom that keeps itself up to date
1
Dealer finder as the main conversion point
The process
From site map to sign-off, in one place.
01
Site map
Mapped every page and how riders move between them, so products, technologies, stories, support and dealers each have a clear home.
02
Lo-fi wireframes
Wireframed each template with real copy, from the mega menu and product pages to the press room and the dealer finder, and agreed the structure with Lazer before touching colour or type.
03
Hi-fi design
Designed the full site in Figma in Lazer's new palette and type: Barlow Semi Condensed for headings, Overpass Mono for labels and buttons, carbon and off-white throughout.
04
Build
Built custom Shopify sections on a single product template, with product data held in metafields and metaobjects so the team edits content without touching code.
05
Review and sign-off
Ran every page through Waypoint, my review tool, where Lazer commented on the live preview, I replied and resolved, and a named person signed off each version.
06
Reporting
Set up a custom dashboard and the tracking behind it, so Lazer can compare the new site with the old one from day one.
Find a dealer
A dealer finder built around how riders search.
Most visits to the old locator started on a product page. I designed the new finder to meet that rider mid-decision, with their helmet already chosen and the closest shop a few taps away.
Search the way people do
Type a postcode, town or city with place suggestions, or use your location. If few dealers are close, the search widens by itself.
List and map together
A numbered list and map stay in sync. On a phone, a List and Map switch keeps each view full size.
Straight to action
Every dealer has Directions, plus Call and Website where the data has them. Product pages link in with the helmet already chosen.
Live dealer data
Dealers load from the Shimano locator data, so Lazer has nothing extra to maintain. Names are tidied and duplicates removed.
Newsroom
A newsroom that fills itself.
Lazer already publishes its press releases through the Shimano PR.co newsroom. I designed and built a press area on the new site that reads from it through the API, so every new release appears in Lazer's own branding the moment it is published. The archive holds 58 releases, filterable by year and searchable.
Lazer's team does no extra work. The newsroom stays current, and journalists get a tidy page that looks like the rest of the brand.
Review in Waypoint
Sign-off that stays in one place.
Lazer reviewed the site page by page on the live preview. Comments carried a screenshot and the screen size, so I could see exactly what each person saw. Every round, reply and approval sits in the same record.
Reporting
A dashboard that shows what the new site changes.
I set up a custom reporting dashboard from the site's analytics. It tracks dealer searches, dealers opened, website clicks, directions and calls, measured against a baseline taken before launch, so the old and new dealer tools compare like for like.
The results land after launch. This page will be updated with them.
In their words
What the Lazer team says.
[Quote from the Lazer marketing manager — pending approval]
[Name] · Marketing Manager · Lazer
[Quote from the Lazer marketing officer — pending approval]
[Name] · Marketing Officer · Lazer
Need a website that works as hard as your brand?
I design and build the whole thing myself, from the first site map to the report that proves it works.