An e-commerce site for football and sports jerseys with custom print
JerseyShop sells team kits — most customers want their own name and number on the back. We built a configurator and order pipeline that holds the customisation through to fulfilment.
- Multi-phase
- Elvin Sharifov + web / product design
- Website · Product design
- Live
Starting point
Custom-print e-commerce has a quiet failure mode: the customer sets up their custom name and number, then the data gets lost between the cart and the warehouse. The customer ends up with a generic jersey, the shop deals with a return. We designed to prevent that.
Custom-print categories carry a hidden risk: if the customisation data gets dropped between cart and warehouse, the customer gets a generic jersey and the shop pays for the return. The architecture has to refuse to lose that data.
Decisions
- Configurator integrated with the product — name and number live on the same page, not in a side widget.
- The custom data travels with the order end to end, from cart to printer.
- Categories by team and league — that's how buyers actually shop, not by SKU.
- Checkout pared back — every extra field loses orders.
- Live preview of the customisation — the customer sees the actual back of the jersey before paying.
Execution
Standard e-commerce stack with the configurator as a first-class data model on the order, not an afterthought metadata field.
Print spec is part of the order model, not a side note in the order metadata. The fulfilment side reads it the same way the cart wrote it — no translation layer, no opportunity for drift.
“The architecture has to make it impossible to lose the custom-print data. Treat it as a side note and customers get generic jerseys.”
— Elvin Sharifov
Result
- Customisation that survives from cart to delivery.
- Catalogue browsable the way customers actually think.
- Checkout drop-off cut by removing unnecessary friction.
- Return rate on customised orders dropped — the data made it through.