Case Study
Fathead
PDP Redesign and Search Overhaul for a National Brand
Fathead is a wall decor brand specializing in officially licensed, reusable vinyl wall decals and life-size cutouts featuring professional and college athletes from the NFL, NBA, MLB, NHL, and NCAA, along with major entertainment properties and custom designs.
- 5
- Leagues licensed
- 8
- Vendors evaluated
What They Needed
- A complete PDP redesign to better showcase licensed products and improve purchase flow
- Algolia Search upgraded from a legacy v0 integration with no modern features
- A technical audit and upgrade path for their product customizer -- built on Heroku and C# with no in-house expertise
- Ongoing development support for feature work across the storefront
The Complexity
- Algolia's legacy v0 integration lacked basic functionality like open-search-on-click -- required direct escalation to Algolia's support team
- The product customizer was built on C# running on Heroku -- 8 vendors were contacted for replacement options, none were willing to take it on
- A large catalog of licensed products across NFL, NBA, MLB, and entertainment properties requiring careful product organization
Our Response
- Full PDP redesign with Figma mockups and a detailed audit report covering layout, UX, and conversion opportunities
- Algolia Search upgrade from v0 -- implemented dropdown with Suggested For You and Recommended sections
- Customizer technical audit: documented the full Heroku/C# architecture, contacted 8 app vendors, and developed a phased upgrade plan
- NFL Flag Football custom foam local pickup feature
- Hero banner autoplay settings, Gorgias chat GDPR notice, and shipping estimate restoration
Fathead is the kind of brand where the bar for quality is set by the brands they license. Every piece of work had to hold up at national scale across sports, entertainment, and pop culture properties.
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