Apparel & merch

Transforming Custom Apparel Ordering Experience for E-commerce Retailer

BABB is an innovative e-commerce retailer based in Reykjavík, Iceland, specializing in custom-printed apparel. Customers showcase their creativity by designing or uploading artwork for a variety of garments including T-shirts and hoodies. However, BABB aimed to enhance their online presence and streamline the ordering journey for improved customer satisfaction. CMSMART played a pivotal role in refining BABB's digital storefront, making it easier for customers to navigate product options, personalize designs, and complete orders seamlessly. This transformation not only boosted product discoverability but also simplified the entire order flow from selection to fulfillment.

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Transforming Custom Apparel Ordering Experience for E-commerce Retailer - project preview

The challenge

Context and Challenges

BABB is an emerging leader in the customizable apparel market, offering a diverse range of products including T-shirts, hoodies, and tote bags. Customers can engage directly with the brand through an integrated design tool, allowing them to personalize their purchases. However, the existing online ordering system lacked a streamlined flow, which could hinder customer experience and satisfaction. BABB sought to improve its digital presence and simplify its customer journey.

Goals

The primary objective was to enhance BABB's online ordering process while improving its product catalog structure. The goal was to enable customers to easily browse, select, and personalize their products, while also uploading artwork without encountering obstacles. BABB aimed to create a more engaging and user-friendly experience that would drive greater customer interaction and conversions.

The solution

Solution Overview

CMSMART partnered with BABB to redesign its e-commerce interface, focusing on enhancing the customer journey. By clarifying the service offerings and simplifying the product selection process, CMSMART ensured that users could easily discover garments and engage with the design tools effectively.

Implementation Approach

The implementation involved several high-level phases, including the assessment of the current digital landscape, the design of a more intuitive user interface, and the integration of enhanced features for product customization and ordering. CMSMART collaborated closely with the BABB team throughout the deployment process, ensuring alignment with the brand's vision and the needs of its customers.

What was built

  • Online Ordering: An optimized checkout process allowing easy shopping and order management.
  • Product Configuration: Enhanced features enabling easy customization of a wide range of apparel.
  • Artwork Uploading: A user-friendly interface for customers to submit their designs quickly.
  • Online Design Options: Intuitive tools that empower customers to create unique apparel designs right on the website.
  • Clearer Categories: Organized product listings that facilitate easy navigation and discovery.
  • Improved Customer Flow: A streamlined ordering process from selecting designs to making payments.

How it fits the order workflow

With the newly structured online ordering system, BABB has established a coherent workflow for its customers. The journey starts with a quote or design request, transitions seamlessly to proofing or artwork submission, and culminates in efficient production and fulfillment by their printing partner. This upgraded system empowers customers to engage more deeply with the brand, fostering a community centered around creativity and custom apparel.

Outcome

The collaboration led to significant improvements in the overall customer experience. Customers now enjoy a smoother journey that reduces friction during the ordering process. The enhancements made to BABB’s online store have improved the discoverability of services, leading to a more dynamic engagement with the brand. Overall, BABB can now deliver faster turnaround times for product personalization and fulfillment, ensuring customer satisfaction and loyalty.

What the workflow covers

  • Smoother custom ordering

    Guides shoppers from selecting a garment to personalization and checkout with fewer confusing steps, reducing abandoned carts for made-to-order items.

  • Cleaner product discovery

    Supports a clearer category structure for customizable apparel so customers can quickly find the right product type and range without getting lost.

  • Fewer artwork-related delays

    Keeps uploaded designs and order notes organized, reducing production slowdowns caused by missing files, unclear instructions, or mismatched items.

  • Consistent customer communication

    Standardizes order updates so customers know what’s happening next—helping set expectations around production and delivery timelines.

  • Better handoff to production

    Packages order details in a production-friendly way so printing partners or internal teams receive what they need with less back-and-forth.

  • Reduced manual follow-ups

    Automates routine checks and reminders so the team spends less time chasing information and more time improving products and service.

  • Improved operational visibility

    Creates a clearer picture of order status and exceptions (like missing notes or missing attachments), helping small teams stay on top of daily work.

  • Scales with more orders

    As order volume grows, standardized flows and automated updates reduce the risk of mistakes and maintain a consistent customer experience.

What clients say

Clearer categories improved browsing

Restructuring the product categories made it simpler to find the right garment type and range. Shoppers spend less time hunting and more time ordering.
Brizar

Much easier for customers to customize and buy

The storefront flow feels more natural now—customers can choose products, personalize, and complete checkout without getting stuck or asking basic questions.
bmwservice

Customer updates feel consistent and professional

Automated messaging helped set expectations and reduced “what’s the status?” inquiries. Customers feel more confident after placing an order.
entruempelungenloerr

Artwork handling is finally organized

Orders now arrive with the right design files and clear instructions. It reduced back-and-forth and made the production handoff more dependable.
Carpe Dierm

Strong results, needs careful setup

Once configured, the workflow runs smoothly. Initial mapping of product options and delivery rules took some attention, but it was worth it.
systemz

Questions about this project

Many businesses can set up the basics with guided configuration, but stores with complex product options, multiple categories, or special delivery rules often benefit from professional setup. A Pro plan helps if you want hands-free maintenance and priority help.

Yes. The workflow is intended to support both paths by keeping order details, uploaded files, and design notes tied to the correct purchase so production can start without chasing information. Pro is helpful for advanced validation rules.

It’s designed for custom apparel and print-to-order stores that let customers personalize items (design online or upload artwork) and want a smoother path from browsing to production and delivery. A Pro plan is recommended if you need monitoring and faster support.

It standardizes the information captured per order (product, sizes, quantities, customization method, and artwork) and helps ensure required details are present before handoff to production, reducing missing files and incorrect prints.

Yes, it can be configured to reflect common delivery choices such as pickup points and home delivery, and to route orders based on the selected method. Pro is recommended if you need more complex shipping rules or frequent adjustments.

It can automate key messages such as order confirmation and next-step updates (like when production starts or when delivery is arranged), keeping communication consistent. For reliable delivery and tracking, a Pro plan and a trusted email service are recommended.

It can support a clearer category structure and a more guided storefront experience so customers quickly find the right garment type (for example T-shirts, hoodies, kidswear, and tote bags) and then personalize. Pro helps when rolling out changes safely.

Yes. It can support routine operational checks—such as confirming key order notes are present and that required documents are attached—so the team doesn’t miss important steps. Pro is ideal for automated monitoring and alerts.

Basic configuration can be quick, but a polished storefront flow (categories, personalization steps, messaging, and routing) may take longer depending on how many products and options you offer. A Pro plan can speed this up with guided onboarding.

When products, categories, or delivery rules change, the workflow may need updates to stay accurate. A Pro plan is recommended for ongoing stability, monitoring, and priority support so changes don’t disrupt orders.

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