01The quiz
It talks to your cat by name.
Type the name once and every question after it is about Biscuit, not “your cat”. Shoppers can skip the rest at any point and still get a sensible box.
Case study · Fuzzball
A quiz that builds every cat’s box.
Fuzzball is a UK cat food subscription, and its quiz is how shoppers join. Tell it about your cats and it builds a trial box and a monthly plan for each one, ready to change before you pay.
Recorded on the live store: from the name box on the home page to a finished plan
Subscriptions, quiz and measurementDesigned by Anthony Bliss, built by Cartmasters
The brief
One quiz that does the selling: ask a few questions about each cat, build the right box, then hand over to a subscription that runs without anyone in the office touching it.
- Client
- Fuzzball
- Sector
- Cat food subscription, UK
- What we did
- Store build, quiz, subscription services and measurement
- Built on
- Shopify, with Recharge for subscriptions
- Working together since
- 2025
- Services
- Shopify subscriptionsCustom Shopify appsBundles, quizzes and product buildersShopify developmentShopify support and growth
- Live store
- fuzzball.club
What we built
What shoppers can do.
Each one recorded on the live store at phone size, from the first question to a second cat.
02Trial box
A trial box picked for them.
The quiz fills the trial box from the answers, spread evenly across the flavours on offer. Swap a flavour and the box keeps to one of the allowed sizes: 12 cans, 6 cans and a bag of dry, or 2 bags of dry.
03Monthly plan
A monthly plan they can change.
The monthly plan is built too, and opens in one tap. Add or take out food and the total updates as you go, with a note as soon as the plan qualifies for free delivery.
04More than one cat
Every cat in the house.
Add a second cat and the quiz asks about each one. Here Biscuit eats wet food and Mochi eats dry, so each gets their own trial box and plan, in one order.
Under the hood
The parts shoppers never see.
Most of the work sits behind the quiz. Each piece started as a problem for the shop, and each now runs without anyone doing it by hand.
Flavours that come and go
- The problem
- Flavours run short or get discontinued, but boxes in the quiz and plans already saved still contain them.
- What we built
- One setting per flavour: on offer, held back (it only goes in if the shopper adds it), or hidden. Hidden takes a flavour out of the quiz, the trial box and the monthly box, and tops saved boxes back up from the other flavours.
- What it means
- The team changes what’s on offer themselves, in one place, with no code change.
Subscriptions that sort themselves out
- The problem
- Shoppers choose when their first full box arrives, and the first order carries plan items that don’t ship in the trial box.
- What we built
- A small service that listens to the subscription platform and moves each new subscription to the date the shopper chose. A fulfilment step marks the lines that don’t ship as done as soon as an order is ready, reading discounted prices correctly so nothing that should ship is skipped.
- What it means
- No one in the office edits subscriptions or clears order lines by hand.
A dashboard over the whole quiz
- The problem
- Without it, nobody could say where shoppers dropped out, or whether a change had helped.
- What we built
- A live dashboard of every quiz step through to real Shopify orders. The name box on the home page and the quiz page are counted as separate ways in, each release gets a marker on the chart, and nightly snapshots keep the history.
- What it means
- Every change is judged on what shoppers actually did. Its numbers are Fuzzball’s own, so we describe it here rather than show it.
The tools
- ShopifyThe store, with the quiz built into the theme.
- RechargeSubscriptions and the customer’s account.
- Our webhook serviceSets each new subscription’s first delivery date.
- Shopify FlowFulfils the order lines that don’t ship.
- Google Analytics 4An event for every quiz step, feeding the dashboard.
- VercelHosts the webhook service and the dashboard.
How an order flows through it
- 01
The shopper answers the quiz. Each step is recorded.
- 02
The quiz builds a trial box and a monthly plan for each cat, from the flavours on offer.
- 03
Checkout takes payment for the trial and starts the subscription.
- 04
The subscription platform tells our service about the new order, and the service sets the first full box to the date the shopper chose.
- 05
The order lines that don’t ship today are fulfilled automatically, so the warehouse only sees what goes in the box.
- 06
Each night the dashboard joins the quiz steps to the real orders.
What changed
What’s different now.
For shoppers
A few questions, then a trial box and a monthly plan for each cat, ready to change before paying.
For the Fuzzball team
Flavours switched on and off in one place. First deliveries and fulfilment handled automatically.
For every change since
A dashboard that shows where shoppers drop out and which release moved it, so the next change is aimed at the right step.
Designed by Anthony Bliss. Store, quiz, subscription services and dashboard built by Cartmasters, and looked after since 2025.
Contact
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