Shapecrunch: Clinical Appointments Meet Orthotic E-Commerce
A platform combining clinical appointment management with e-commerce for custom orthotic footwear.
About Shapecrunch
Shapecrunch makes custom insoles, orthotic sandals and arch support shoes for flat foot, plantar fasciitis and other foot conditions, designed in India from the analysis of foot scans of more than 10,000 Indian feet. The team works alongside orthopaedic specialists and physiotherapists, and its products fall into two categories: ShapeMed, made to measure in consultation with a certified medical professional, and ShapeFit, ready-made. CharPixel built the web application covering both sides — appointment management for the customised route and e-commerce for the ready-made range.
- Two product lines: ShapeMed, customised in consultation with a certified medical professional, and ShapeFit, ready-made.
- Appointment booking, home visits and in-clinic assessment for customised footwear.
- Online foot scanning as an alternative to attending a clinic.
- Products for heel pain and plantar fasciitis, flat feet, Achilles tendinitis, heel spur, supination, limb length discrepancy, bunions and flat foot in children.
- Recommended by 100+ doctors across the US, India, Singapore and Dubai.
- Client
- Shapecrunch
- Industry
- Healthcare & Retail
- Business type
- Custom orthotic footwear, combining clinical consultation with e-commerce
- Website
- shapecrunch.com
What the platform had to solve
Shapecrunch sells two things that behave nothing alike. A ready-made sandal is ordinary e-commerce: browse, add to cart, ship. A custom insole is a clinical process — an assessment, a foot scan or a measurement, a consultation with a medical professional, then manufacture to that individual's specification. Putting both through one platform means an appointment-driven clinical workflow and a conventional storefront have to coexist without either being bent to fit the other.
What made it difficult
Two fundamentally different purchase journeys
Ready-made products are a normal cart-and-checkout flow. Customised products are a clinical pathway with assessment, consultation and made-to-measure manufacture. One platform has to carry both without compromising either.
Appointments are a scheduling problem, not a form
Clinic visits, home visits and online scans each have different availability, duration and preparation, and each has to map onto real practitioner capacity.
Clinical data alongside commerce data
Foot assessments and condition information are health-related, which places them in a different category from ordinary order history and requires handling to match.
Customers arrive with a symptom, not a product
Someone searching for heel pain does not know which product they need. The platform has to route from condition to appropriate product or assessment rather than assuming product knowledge.
How we approached it
- 01
Appointment management
Booking for clinic visits, home visits and online foot scanning, mapped onto practitioner availability across locations.
- 02
E-commerce for ready-made products
A conventional storefront for the ShapeFit range and other ready-made products, with the cart and checkout that implies.
- 03
Condition-led navigation
Entry points organised by foot condition, so a customer arriving with a symptom is routed to the right assessment or product rather than a catalogue.
- 04
Customised order pathway
The made-to-measure route carried through from assessment and consultation to an order specified for that individual.
What the platform does
Appointment booking
Clinic and home visit scheduling for foot assessment and fitting.
Online foot scan
A remote alternative to in-clinic assessment for customers who cannot attend.
Product catalogue
Both the customised ShapeMed line and the ready-made ShapeFit range.
Condition-based discovery
Navigation by foot condition — plantar fasciitis, flat feet, bunions and others.
E-commerce checkout
Cart and checkout for ready-made products.
Foot assessment as a service
Pressure-pad foot assessment offered as a bookable service alongside products.
What this project involved
Web Application Development
Scalable web applications on modern frameworks, engineered for first-load performance and sustained load.
Custom Software Development
Bespoke systems shaped around your operations, integrated with the tools and data you already run on.
Product Design & Discovery
Discovery, UX and interface design that resolves the expensive questions before implementation starts.
Shapecrunch: common questions
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Start a project01
What did CharPixel build for Shapecrunch?
The web application covering both sides of the business — appointment management for the clinically-fitted custom range, and e-commerce for ready-made products.
02
Why not just use a standard e-commerce platform?
Because half the business is not e-commerce. A custom insole involves assessment, a consultation with a medical professional and manufacture to an individual's measurements. That is an appointment-driven clinical workflow, and bolting it onto a storefront tends to produce a poor version of both.
03
How do customers get a custom product?
Through an assessment — a clinic appointment, a home visit, or an online foot scan — followed by consultation with a certified medical professional, with the product then made to their measurements.
04
What does Shapecrunch make?
Custom insoles, orthotic slippers, sandals and arch support shoes for conditions including plantar fasciitis, flat feet, Achilles tendinitis, heel spur, supination, limb length discrepancy and bunions, designed in India from the analysis of over 10,000 Indian foot scans.
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