Client Profile & Project Overview

DFTBA is a creator-driven ecommerce brand representing artists, YouTubers, and independent creators.

They partnered with Prismfly to overhaul an aging, app-heavy storefront and transition to a modern Shopify theme.

The project involved conducting a full app and script audit, building dynamic creator templates powered by metafields, improving filtering and product card functionality, and establishing a more intuitive and flexible theme structure that better showcases each creator’s catalog.

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Strategy & Approach

Prismfly opened the project with a detailed app and script audit to identify legacy dependencies and safely remove outdated tools from DFTBA’s long-standing theme.

After reviewing multiple options, the team selected Broadcast for its flexibility, cleaner structure, and compatibility with dynamically driven content.

Designers built key pages directly in Shopify’s Editor and developed new creator-focused templates powered by metafields, allowing each creator’s page to automatically display bios, images, quotes, and featured products without ongoing developer involvement.

In parallel with building the new templates, designers implemented DFTBA’s new branding from a partner agency, translating the visual system into a functional ecommerce experience. Updated typography, color, and hierarchy were applied directly within these templates, ensuring a consistent look while still supporting dynamic, creator-driven content across the site.

On the development side, Prismfly reinforced stability by fixing filtering issues that required Search & Discovery, improving creator label interactions on product cards, and resolving bugs tied to product tags and metafield rendering.

The combination of a modern theme, automated content models, and targeted fixes transformed DFTBA’s storefront into a faster, more scalable experience optimized for both users and internal teams.

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Challenges

The primary challenge was the age and complexity of the previous site. DFTBA relied on a patchwork of older apps, including custom metafield tools, which required careful auditing to avoid breaking live content.

The brand also needed multiple collection template types (default, themed, creator-specific), all dynamically populated, without heavy custom code.

Post-launch, Broadcast theme bugs around filtering and product card labeling surfaced, which required coordination with the theme developers and targeted fixes.

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Results & Outcome

The redesigned storefront delivered strong improvements in performance and usability.

In the month following launch, compared to the month prior, conversion rate rose 52%, average order value increased 6%, and order volume grew substantially.

While traffic also increased, the lift in conversion and AOV demonstrates genuine experience-driven improvement.

The DFTBA team also reported fewer internal issues, better template clarity, and positive customer feedback for updated creator and product pages.

The theme transition reduced long-term maintenance pain and made the site easier for the client to manage independently.

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What Worked, and Why

The success of this redesign came from aligning technical cleanup with strategic design.

By removing legacy app bloat, selecting a theme that supported dynamic creator content, and resolving key template and filtering issues, Prismfly delivered a storefront that is both easier to use and better at converting.

Designers and developers worked closely, ensuring quick iteration and a high-quality result on a tight timeline.

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