An optically transparent polymer electrolyte membrane (PEM) water electrolysis cell was studied using a high-speed camera, thermal imaging and electrochemical impedance spectroscopy to examine the relationship between flow and electrochemical performance. The flow regime spans bubble and slug flow, depending on the rate of gas formation (current density) and water feed rate. Electrochemical impedance spectroscopy (EIS) shows that there is a reduction in mass transport limitation associated with the transition to slug flow. Copyright (C) 2014, Hydrogen Energy Publications, LLC. Published by Elsevier Ltd. All rights reserved.