Projektityyny. A mobile-first store launch for a Nordic-inspired textiles brand
Fuzzball Shopify case study.63% higher conversion rate
Fuzzball is a premium, health-focused cat food brand sold by subscription, with an animated cat at the heart of its brand. I redesigned its Shopify store and subscription quiz so the personality helps people sign up instead of getting in the way.
Fuzzball Shopify subscription brief.Fix the quiz and bag, keep the character
The Fuzzball brief came from a UX review of the old journey. Customers were dropping off at two points: the quiz that builds their plan, and the bag where trial and subscription met.
The job was to simplify both, show the value at every step and keep the brand’s playful character without slowing anyone down.
- Sector
- Pets
- Built by
- Cartmasters
- Live
- Results
- 63% higher conversion rate.
- Measured
- Comparing the 12 months since launch, August 2025 to August 2026, with the same period the year before. GA4.
- Website
- fuzzball.co.uk
Fuzzball Shopify subscription design.From quiz to repeat order
Every Fuzzball decision below targets a point where customers were giving up, from the first tap on the menu to the cart.
Subscription menu design.Explain the subscription before the click.
Fuzzball’s menu does more than list products. It carries quality, delivery and how-it-works messages, so people trust the subscription before they start the quiz.
Shopify quiz design.Fewer steps, every answer obvious.
The Fuzzball quiz balances what the brand needs to know with what a customer will put up with. Fewer steps and clicks, clearer button states, and slide-up panels for anyone who wants more detail.
Shopify subscription cart design.Trial and repeat, split clearly.
The cart was Fuzzball’s biggest drop-off. It now separates the trial from the repeating order, so customers see exactly what they’re signing up to. In the five months after launch, 82% of customers who started checkout finished their order, up from 59% in the six months before.
Subscription-only product cards.Set expectations before the click.
On Fuzzball, products you can only buy on subscription show a lock icon, an “Only available on subscription” label and View Product instead of Add to Bag. Nobody finds out at the last step.
Pet food product page design.Ingredients and benefits at a glance.
Fuzzball’s product pages set out ingredients and benefits with icons and short callouts for scan readers, plus quick links to build a subscription box, including for quiz-only products.
App-like ecommerce design.A quiz that feels like Fuzzball.
Fuzzball’s interface feels more like an app than a shop: rounded corners, bold hover states and animated icons. On the quiz, the cat chases a ball along the progress bar, bringing that design touch that creates the smile in the mind.
More Shopify success stories.Other stores, other problems. Solved.
Drink Finder. 34% more website sales after moving to Shopify
Food & drink · August 2025
Thameen London. Off headless, onto a premium theme the team runs themselves
Beauty · March 2026
Start a Shopify project.Subscribers dropping off before they sign up?
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