A Changing Catalogue
SKU, sales-channel and flavor changes affected product order, formatting and page behavior.
DTC FOOD / PROTEIN SNACKS
FUUL Shopify Development & Mobile-First Redesign Case Study
An ongoing Shopify support relationship grew into a mobile-first storefront rebuild, conversion-focused features and a dedicated paid-traffic offer experience.
- Client
- Matt Solnit / FUUL
- Industry
- DTC Food / Protein Snacks
- Platform / Theme
- Shopify / Dawn
- Primary Work
- Development + Redesign
- Engagement
- May 2025 to October 2026
Executive Summary
A Store That Kept Moving Forward
FUUL needed a development partner who could keep a live Shopify store working while its products, offers and design evolved. What began with store fixes became an ongoing programme of theme development, mobile refinement and conversion-focused features, followed by a Figma-to-live rebuild.
17 MonthsApproximately, with ongoing support
3 Key PagesHomepage, product and paid offer
14 July 2026Redesigned storefront launched
FUUL / SHOPIFYOne Store.
One Store.
Continued Evolution.
Mobile-first development.
Figma-to-live implementation.
Room for the next product launch.
The Starting Point
Daily Store Changes Had Real Dependencies
FUUL sells protein cookie dough bites directly to customers. Matt Solnit needed reliable help with changing SKUs, product imagery, page behavior and app interactions, alongside new ways for customers to choose flavors and purchase options.
Mobile Friction
Blurry images, overlapping tags and shifting layouts needed attention across different phone sizes.
More Purchase Choices
Bundles and subscriptions had to fit FUUL's branding and work together inside the buy box.
Live-Store Dependencies
Reviews, video, bundles and the slide cart needed to remain compatible as the storefront changed.
The Engagement
From Store Fixes to a Full Rebuild
- 01
May to September 2025
Store Fixes
Restored flavor order and product channels, repaired broken pages, replaced imagery and added the Learn More blog section and editable FAQ.
- 02
June 2025 to June 2026
Conversion Features
Implemented Bundle & Save, one-time and subscription options, a bundle SKU, discount tiers, review widgets, Sold Out badges and Add to Cart refinements.
- 03
June to July 2026
Mobile-First Rebuild
Implemented approved Figma layouts on the latest Dawn version available for the rebuild, covering the homepage, product page, B3G1 offer and supporting templates.
- 04
August to October 2026
Editable Merchandising
Added Fudge Brownie and Variety Pack, refined flavor ordering and moved product details and badges into metafields, theme settings and tags.
Figma to Live
Rebuilt Around the Approved Design
The homepage, product page and Buy 3 Get 1 Free offer page were rebuilt on the latest Dawn version available for the 2026 project. The implementation translated approved Figma layouts into desktop and mobile storefronts, with supporting About and Affiliates templates.
The Product Experience
From a Basic Picker to a Complete Buy Box
Keep the Live Store Protected
New features were built on a duplicate theme and reviewed as previews before publication. The team refined the product gallery, sticky image, purchase controls and app styling while keeping existing pages and links working.
- Preview and client approval before launch
- Separate offer configurations by page
- Higher-resolution imagery and mobile review rounds
Mobile First
Designed to Be Used on a Phone
The client reported that mobile represented the large majority of its customer traffic. Development focused on sharper imagery, readable product information, clearer spacing and purchase widgets that stayed aligned across multiple phone sizes.
Recorded Mobile Speed Score24 44
The project thread recorded a mobile speed score improvement from 24 to 44, reported by the developer on 1 April 2026. This predates the summer rebuild and is not a current performance test.
Conversion-Focused Features
More Choice, in One Purchasing Flow
Bundle & Save
Configured bundle tiers and offer labels around the client's changing merchandising requirements.
Subscribe & Save
Brought recurring and one-time purchase options into the same purchasing experience.
Flavor Selection
Connected product imagery and flavor choices across Chocolate Chip, Fudge Brownie and Variety Pack.
Best Seller Badges
Made approved badges controllable through product tags, including collection and flavor-selector placements.
UGC and Reviews
Integrated Loox reviews and Videowise videos, resolving widget conflicts and mobile slider behavior.
Full-Width Add to Cart
Refined the primary purchase action and removed the competing Shop Pay button from this layout.
A Dedicated Offer Page
Buy 3 Get 1 Free, Without the Detours
The B3G1 page was built as a focused paid-traffic destination. A simplified header and footer removed standard site navigation, while offer CTAs scrolled to its own product buy box. Separate Kaching configuration kept the offer logic independent of the main product page.
- Dedicated Product + Widget
- CTA to Buy Box
- Offer Messaging
- Reviews + UGC
Editable Merchandising
New Flavors Without Reworking the Theme
As Fudge Brownie and Variety Pack joined the range, product details moved into metafields, theme settings and tags. The client could update individual flavors and approved badges without requesting a code change for each merchandising edit.
Product Details
- Ingredients
- Nutrition Facts
- How to Store
- Feature List
Store Content
- FAQ Text and Links
- Section Content
- Featured Product
- Merchandising Presentation
Product Badges
- Best Seller Badge
- Collection Placement
- Flavor-Selector Placement
- Client-Controlled Updates
Beyond the Buy Box
A Consistent Storefront From Top to Bottom
Technologies Used
Built on Shopify, Connected to the Right Tools
Shopify + Dawn
Storefront and theme foundation
Liquid / HTML / CSS / JavaScript
Theme implementation
Shopify Metafields
Editable product information
Kaching Bundles + Subscriptions
Page-specific purchase widgets
Loox + Videowise
Reviews and UGC integration
Assortion
Earlier volume-discount setup
Third-party apps were configured, styled and integrated into the store. Tech Striker did not create these apps.
The Outcome
A Rebuilt Store, Ready for the Next Change
Launched14 July
2026
2026
The client moved the redesigned storefront live.
- Homepage, product and dedicated offer experiences rebuilt
- Bundle and subscription purchasing implemented
- Mobile imagery, spacing and alignment refined
- Three flavors supported during the documented period
- Product content editable through metafields and tags
- Ongoing support continued after launch
Client Feedback
Reviewed Together. Then Taken Live.
“these changes look good can you please make them live?”
“i have made the new site live by the way. thank you”
Project Summary
Development That Kept Pace With the Store
The FUUL engagement combined dependable store support with a substantial Figma-to-live Shopify rebuild. Beyond the launch, the work established an editable merchandising setup, page-specific offers and a purchasing experience built around the way the client wanted to sell.
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