Cool Collectible Football Art
Graficona isn’t about posters. It’s about unforgettable football moments frozen in time: legendary players, iconic clubs, and matches fans still argue about years later.
Instead of photography, Graficona built a recognizable visual style: clean, retro-inspired illustrations, strong typography, and a premium feel that turns fandom into art. With over 3,500 football-focused designs, they’ve become a go-to destination for both folks looking for a thoughtful gift and die-hard fans trying to build the perfect gallery wall.
Shopify-based, print-on-demand, trusted fulfillment. A strong brand — but the UX/UI didn’t fully translate that spirit into action.
Tasks and Goals
Graficona needed redesign for performance (especially ahead of peak gifting season). And they came with a clear vision, strong product intuition, and a large document packed with ideas and hypotheses.
The direction was there. What was missing? Structure, prioritization, and validation. And it was our side.
So, the goal was clear:
- Remove friction across the entire purchase funnel;
- Strengthen trust and gift confidence;
- Shorten the path from discovery to checkout;
And do all of that without diluting the premium brand within the Shopify framework.
Homepage To Guide Users Forward
Before: The homepage didn’t motivate users to buy: no urgency triggers, no clear value propositions, or social proof. With almost all new visitors, and very few reached checkout, while just a third moved from the homepage to collections, indicating weak engagement at the very start of the journey.
After: Redesigned the homepage to be a conversion-driven entry point, added action-oriented sections (limited editions, bestsellers, gift-focused blocks), made the brand's value proposition clear (“Why Choose Graficona”), and introduced upsell blocks with bundled offers. These changes were made to help users avoid hesitation, build trust faster, and navigate collections with more clarity.
Product List Page To Accelerate The Choice
Before: It was a game of missed opportunities.
- Hidden plays: Key actions like “Add to Cart” were buried behind hover states, so users couldn't find the goal.
- Confused tactics: Identical product cards and weak filters left users disoriented on the field.
- The scoreboard: Business lost possession instantly. Bounce rates were very high, and Add to Cart rates flatlined critically low.
After: The winning strategy accelerated the pace of play:
- Direct shots: CTAs visible without hover are now front and center.
- Better formation: Introduced a strict visual hierarchy in cards (titles, key moments, prices, badges, etc.) and sticky filters to help users navigate the defense effortlessly.
- Keeping possession: Added “Recently Viewed” and “Favorites” blocks to keep returning users in the game and moving toward checkout.
Checkout To Score A Goal
Before: Delivery uncertainty killed confidence, especially for gift buyers. An estimated range wasn’t enough when timing mattered. As a result, high drop-off rates occurred during the crucial final sales funnel stage.
After: A delivery date picker gave users control and reassurance, especially for time-sensitive gifts. Anxiety dropped. Completion rates more than doubled.
Taking Care Of Football Fans And Non-Experts
Before: Vague framing options and lack of guidance caused hesitation, harming conversion.
After: Clear messaging, curated gift collections, and a simple “Gift Finder” flow turned uncertainty into confident decisions, even for non-expert users.
Results: Built To Win Users' Hearts
This wasn’t just a redesign — it was a team victory. The result of this partnership? Checkout completion increased by 112%. Beyond this uplift, the redesign delivered:
- A clearer, conversion-driven journey from homepage to checkout, without friction or confusion.
- Higher confidence for gift buyers, with value, quality, and delivery clarity surfaced at the right moments.
- Stronger product discovery and engagement, keeping users in play instead of dropping off.
- UX foundations, designed to scale smoothly within Shopify and handle peak gifting pressure.
Graficona brought the vision. We brought the tactics. Now the UX/UI plays at the same level as a premium brand.
