E-Commerce — 2025
Northline Coffee
A quieter kind of storefront — reworked from bean to checkout.
The Problem
Great beans, forgettable shelf.
Northline's roasts were winning quiet awards at trade shows but the site looked like every other single-origin brand. Their conversion was under 1.4%, and 68% of visitors bounced before scrolling. The team wanted a storefront that felt as considered as the cup.
Process
01.
Sit with the beans
Three days at the roastery, one afternoon at the flagship café. We wrote everything down and mapped how customers actually pick a bag.
02.
Editorial system
Type-forward layouts inspired by print coffee magazines. One column, generous margins, roast notes treated as headlines.
03.
Ship & iterate
Shopify 2.0 theme with Prismic-backed editorial pages so the roaster could publish notes without touching code.
"They understood the roast before they touched the design. That's rare."
Maren K. — Head of Retail, Northline Roasters
The Solution
Fewer choices, better ones.
We stripped the storefront to one hero product per week, with detailed origin notes surfacing as the reader scrolls. Checkout compressed to two screens. The subscription flow became a single question: how much, how often.
The Outcome
Slower to scroll, faster to buy.
Six weeks after launch, conversion had lifted 38% and average session was up 42 seconds. The roastery's subscription base doubled by end of Q2. Best of all: fewer returns, more repeat orders.
+38%
Conversion rate
2.1s
LCP · mobile
6 wk
Design & build
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