Heads of State: End-to-End Shopify Customization

Year:

2021

Scope:

UX/UI, Website development

Platform/Tech:

Shopify, Klaviyo, Klarna, Figma

Shopify implementation with multi-layered product customization

[the problem]

Heads of State came to us with a challenge: build a dual-mode e-commerce experience — one for ready-to-wear hats, and another for fully custom creations.

The core of the project was a multi-step customizer where users could design their own hat by choosing style, color, trim, size, and brim — with real-time pricing, conditional logic, and separate inventory tracking for trims and base hats.

At the same time, we needed to support a more traditional shopping flow for the brand’s core collection — ready-made hats with fast checkout and a streamlined UX. On top of that, we built a content-rich blog on a Squarespace subdomain, flexible size guide solutions, and a scalable front-end tailored to the brand’s visual style.

Client:

heads-of-state.com

Type:

Fashion / Custom Hat Studio

Location:

USA

[some numbers]

Brought Formm Studio’s creative ethos online — with clarity, control, and elegant technical execution.

–35%

Customer service inquiries post-launch

The customizer and clear UX reduced confusion around sizing, options, and delivery.

3×

faster sales cycle for custom orders

Buyers move from discovery to checkout without back-and-forth or manual quotes.

+18%

AOV on customized orders vs. standard catalog

Personalization and upsell opportunities drive higher average cart value.

[one cool feature]

A Step-by-Step Customizer That Mirrors the Product Complexity — Without Confusing the Customer

We designed a guided product builder that walks users through hat style, color, trim, size, and brim — updating imagery, inventory, and pricing in real time. It feels simple on the surface, but handles a lot under the hood.

Each option is conditionally tied to Shopify variants, with separate stock tracking for trims and hats. It also accounts for dynamic price changes based on selections — all while staying fast, mobile-friendly, and intuitive.

[Client Testimonial]

We came with high expectations — and they exceeded every single one. The team delivered a best-in-class website with complex custom functionality, going above and beyond to bring our vision to life. They worked with incredible dedication, always focused on the end goal and never cutting corners. The final result is more than we hoped for — a site that’s not only beautiful and polished but also built to scale. We couldn’t be happier.