Fracture
Custom, curated, and configurable
Fracture prints photographs directly onto glass in the United States and has delivered over eleven million prints. That single product line splits into three completely different shopping journeys, and the storefront has to make all three feel obvious.
01 — The challenge
Three shopping journeys competing for one navigation bar.
A customer uploading a phone photo of their dog needs a size, a border and a stand. Someone furnishing a hallway needs a multi-piece layout that already looks like a finished wall. Someone buying art wants to filter by medium, orientation, artist and subject. Same factory, same product, three unrelated mental models — and a licensed-collection line on top of it.
The catalogue was never the hard part. Choosing which of the three doors a visitor should walk through was.
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Distinct buying paths built into one storefront: custom prints, gallery walls, art shop
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11M+
Prints delivered by the brand, used as on-site proof
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Print sizes and configurable options exposed per product
02 — Our approach
Give every buying path its own front door, then let them cross-sell each other.
We built the storefront so the three journeys are separated at the top level and reconnected further down. Custom prints lead with size and format selection. Gallery Walls is a browse-a-finished-room experience: pre-designed layouts shot in real interiors, priced as a set, so nobody has to imagine the arrangement. The Art Shop behaves like a proper catalogue with filters for medium, orientation, featured artist, subject, collection and feature size, plus sets and diptychs as their own category.
Product and accessory pages carry the configurable options inline — size, material, mount — with the shipping, returns and support content attached instead of buried, and licensed collections merchandised as seasonal rails on the homepage.
Trust does the closing: prints delivered, the star rating, the lifetime warranty, the direct-to-glass comparison against plastic and framed alternatives, and the made-in-USA claim, all placed where the hesitation actually happens.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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