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.

company

Fathead

INDUSTRY

Licensed Merchandise

website

fathead.com

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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