Felt Right: From Static Storefront to
Interactive Design Platform
How we rebuilt their e-commerce experience to let customers design custom felt tile layouts in real time.
1 Year
PROJECT TIMELINE
50+ Colors
IN THE DESIGN STUDIO
6AM → Automated
ORDER PROCESSING
Custom Design Studio, AR Preview, and Acoustics Tools for a Growing E-Commerce Brand
Client: Felt Right — feltright.com
Industry: E-commerce / Interior Design / Acoustics
Timeline: 12 months
Services: Custom Software Development, Shopify Integration, AR Development, Operations Automation
The Challenge
Felt Right sells customizable acoustic felt wall tiles through their Shopify store. Customers design their own tile layouts by choosing from 50+ colors, multiple shapes (squares, hexagons, diamonds, triangles, shiplap), and custom patterns.
When we came on board, Felt Right already had a working design studio and a wall acoustics calculator built by another developer. But as the business grew, the tools needed to keep up. The design studio needed a visual overhaul and better performance. Customers wanted to see how designs would look in their actual rooms before ordering. The operations team was spending hours manually processing orders every morning. And the product line was expanding into ceiling tiles, which needed its own calculator.
They needed a development partner who could take ownership of the entire technical platform and ship fast without breaking what was already working.
What We Built
Design Studio Overhaul
We refactored the existing design studio at studio.feltright.com into a polished, browser-based design tool. Customers can choose from 50+ felt colors, 12+ tile shapes, and multiple patterns to create custom wall layouts on an interactive canvas. The studio includes grid tools for precise alignment, zoom and pan controls, undo/redo, copy/paste, and the ability to save and share designs. Every design connects directly to the Shopify cart with live pricing.
The admin panel was rebuilt to give the Felt Right team full control over colors, shapes, pricing, and design templates without needing a developer for every change.
AR Room Preview
We built an augmented reality preview feature that lets customers see their custom tile design on their actual wall using their phone camera. Instead of guessing how a design will look in their space, they point their phone at the wall and see the tiles rendered in real time. This feature integrates directly with the design studio and Shopify product pages, so customers can go from designing to previewing to purchasing without leaving the flow.
3D Tile Previews
We added 3D rendering to the tile previews so customers can see depth, texture, and shadow on individual tiles before committing to a full wall design. This was especially important for the newer tile shapes that have dimensional profiles.
Acoustics Calculator
The existing wall acoustics calculator was already in place when we joined. We built the ceiling calculator from scratch. The tool walks customers through a step-by-step process: enter room dimensions, select room usage (music, podcasting, office, living), describe wall and floor surfaces, and get a personalized coverage recommendation with good/better/best tiers. It calculates room volume, factors in existing soft surfaces, and outputs exactly how many tiles to order. Both residential and commercial modes are supported.
Shopify AR Integration
We connected the AR preview system with Shopify so customers can experience augmented reality directly from product pages. This reduced the gap between browsing and buying by letting people validate their choices in their own space.
Operations Automation
Before our work, someone on the Felt Right team was going in at 6 AM every morning to manually print all orders and assembly instructions. We automated the entire order processing pipeline. Now the system pulls all pending orders, generates print-ready documents with tile layouts, color maps, and packing lists, and the team just hits print once. What used to take hours of manual work every morning now takes minutes.
Results
Higher Conversion Rates
Customers who use the design studio and AR preview buy with more confidence.
Revenue Growth
Interactive tools drive larger orders. Customers can visualize bigger, bolder designs before buying.
Morning Ops on Autopilot
Order processing went from a manual 6 AM grind to a single-click automated workflow.
New Product Category
The ceiling calculator opened a new revenue stream without adding operational complexity.
Tech Stack
- Custom web application (Design Studio)
- WebGL and 3D rendering
- AR (Augmented Reality) for mobile
- Shopify integration (cart, products, orders)
- Custom admin panel
- Automated order processing and print systems
“
GSD Tech Solutions has been a fantastic partner. The team is very responsive and organized. They track every request in their task management tool, so I never have to follow up repeatedly. I appreciate their dedication. They fix issues even outside normal hours, and they never shy away from a challenge. They research the best approach before diving in. They have been a valuable part of the Felt Right business.
Kyla Sherwood
Head of Brand Engagement, Felt Right