An online store that put subscriptions first

The brief

Halden roasts small-batch coffee for cafes and home brewers. Their old store was slow on phones and buried the subscription, their most profitable product, three clicks deep.

What I did

1. 01

   Redesigned the store around a short quiz that recommends a roast and turns it into a subscription in two taps.

2. 02

   Rebuilt product pages with tasting notes, brew guides and photography that load instantly on mobile.

3. 03

   Created search-friendly pages for every origin and brew method, plus simple analytics to see what actually sells.

The result

Subscriptions became the default way to buy, and the store finally feels as considered as the coffee.

subscription sign-ups in three months

+38%

average page load on mobile

1.1s

visitors from search

2x