Balancing Elevated Design With Complex Product Functionality for Felt Right

UX/UI DesignCROShopify DevelopmentCustom Shopify Features

Felt Right designs and sells customizable felt wall tiles and acoustic solutions for residential and commercial spaces. As their product catalog expanded and customer base grew, they needed a Shopify storefront capable of handling increasingly complex product configurations without sacrificing the clean, elevated shopping experience their brand demanded. We partner with Felt Right on an ongoing retainer focused on CRO, custom Shopify development, and UX improvements designed to simplify the purchasing journey, support business scaling, and drive measurable improvements in conversion and revenue.

Udundi is very knowledgeable about all things Shopify. They are up-to-date with the latest Shopify features and have helped us identify ways increase conversion rates. They are responsive, easy to work with, and a great partner.

A Full-Site Revamp Built Through Continuous CRO

Through an ongoing retainer partnership, our team helped Felt Right continuously evolve nearly every aspect of the Shopify storefront through iterative CRO, UX/UI improvements, and custom development. Over time, this included redesigning the navigation, homepage, collection pages, product pages, cart experience, and merchandising systems while implementing a more refined visual identity across the brand. Rather than approaching the site as a single redesign project, improvements were strategically rolled out over time through testing, refinement, and ongoing optimization.

Streamlining Site Management Through Shopify Theme Architecture

A core focus of the partnership was building flexibility directly into Shopify's Theme Editor so the Felt Right team could manage and scale content without relying on developer support for routine updates. We developed modular sections, configurable layouts, and reusable merchandising components that streamlined page creation, accelerated launch timelines, and made day-to-day content management significantly more efficient.

Simplifying Navigation Through Segmented Customer Paths

To better support Felt Right’s dual residential and commercial audience, we implemented a tabbed website experience that separated residential and commercial shopping journeys throughout the site. This allowed customers to more easily discover relevant products, inspiration, and solutions tailored to their specific use case while reducing friction and improving browsing clarity across the entire storefront.

Building a Highly Custom PDP

One of the most technically complex projects within the partnership was the custom engraved tiles shopping experience. We designed and developed a highly dynamic product detail page that allowed customers to configure single- or double-layer engraved panels with real-time visual feedback, dynamic pricing, quantity logic, and spatial calculation tools. The experience simplified an otherwise intimidating purchasing process while helping customers better visualize scale, understand pricing, and configure products that meet required pack-size logic with confidence.

Dynamic visual product previews
Single vs. double-layer logic
Pattern and color selection
Quantity calculators with spatial guidance
Strict quantity and pack-size enforcement
Dynamic pricing updates
Custom product bundling
Improved product education and usability

Advanced Product Configuration Without the Friction

We also developed a fully custom room divider configuration experience designed to simplify an extremely complex product and hardware system. Customers begin by selecting between suspended and anchored dividers before moving through a guided multi-step configuration flow tailored to their chosen setup.

For anchored dividers, the experience included a highly custom visualizer that allowed customers to configure connected panel arrays while dynamically calculating required hardware, pricing, and compatibility rules behind the scenes. The result was a significantly more intuitive shopping experience that removed complexity from the purchasing process while improving customer confidence and usability.

Improving Product Visualization & Purchase Confidence

Alongside larger platform improvements, we implemented a variety of conversion-focused features designed to make shopping easier and more intuitive throughout the customer journey. These enhancements improved product visualization, simplified purchasing decisions, and helped customers better understand what was included within larger or more customizable product configurations.

“Tiles Included” visualization components
Color swatch systems across product lines
“See It In Your Room” functionality
Custom automatic responsive variant images and swatches
Responsive automatic order processing times
Custom Flash Sale, sitewide sale, BTB discount visualizations
Hardware visualization and live swapping systems

Long-Term Optimization With Measurable Results

Every initiative across this partnership from custom configuration tooling and theme architecture to CRO testing and UX improvements was designed to make shopping easier, improve conversion, and support sustained revenue growth. The results reflect years of iterative, data-driven work across the full Shopify experience.

Gross Sales Increase

CVR Improvement

Site Speed Improvement

Lift in RCR

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