Overview

Client: Fuzzball (UK-based high-end cat food brand)
Agency: SeaMonster Studios
App Partner: Helium Customer Fields

Project Leads:

• Wes Buckwalter, CEO, SeaMonster Studios
• Jesse Glenn, Developer, SeaMonster Studios

The Challenge

Fuzzball wanted to move beyond generic marketing and product recommendations. Their insight: every cat is unique, and cat owners want to be treated like their pets are special.

The brand needed a way to collect meaningful customer data, personalize product recommendations, and boost subscription conversions… all while keeping the experience on brand and on budget.

“Customer Fields let us get closer to fast, cheap, and awesome than anything else.
It was the perfect fit for a semi-custom build with budget constraints.”
— Wes Buckwalter, CEO, SeaMonster Studios

The Solution

SeaMonster Studios proposed a build-a-box style onboarding quiz powered by Helium Customer Fields. This approach let users create detailed cat profiles (capturing age, weight, activity level, and preferences) and use that data to tailor bundle recommendations and feeding calculations.

Why Customer Fields?

Wes and Jesse highlighted several reasons they chose Customer Fields:

• Flexible APIs: Ideal for building a custom quiz experience with seamless data capture.
• Recharge-friendly: The team used quiz results to dynamically build subscription bundles via Recharge.
• Klaviyo + Analytics: Data could flow into downstream systems for marketing.
• Branding freedom: Helium’s frontend JavaScript tools allowed full control over visual styling.
• Proven track record: The agency trusted Helium for its maturity, documentation, and support.

“Everything was pretty straightforward. I built everything with the docs alone, didn’t need support from Helium at all.”
— Jesse Glenn, Shopify Developer

Implementation Details

• Custom-designed quiz: All UI/UX and illustrations were crafted in-house by SeaMonster.
• Client-provided feeding matrix: Used to calculate personalized recommendations.
• Lightweight local storage: Answers were cached in-browser until submission to encourage completion.
• Data saved to Shopify customer metafields via Customer Fields and surfaced in Recharge.

Results

“The app works exactly the way it says it works.
It has documentation, which is a rarity in the Shopify app world — and it’s accurate and kept up to date.”
— Wes Buckwalter, CEO, SeaMonster Studios

Early indicators are promising:

• Improved customer experience and personalization
• Increased conversion rate
• Higher customer lifetime value (LTV)

The project also laid the foundation for further optimization via A/B testing of quiz length and sequencing.

Final Thoughts…

SeaMonster Studios turned Fuzzball’s pet philosophy into a digital experience without cutting corners or reinventing the wheel. This project showcases how a Shopify-native customer data platform can bridge branding, tech, and conversion goals.