Northhall Coffee Co.
From a Shopify default to a brand people screenshot and share.
Editorial DTC rebuild with subscription-first checkout and conversion-tuned product pages.
Quiet roasts. Loud flavor.
Single-origin coffee, roasted weekly in small batches.
Quiet roasts. Loud flavor.
Single-origin coffee, roasted weekly in small batches.
The brief, in plain English.
Northhall had a cult following at their café and a passionate online list — but the site converted at under 1%. The brand on the bag was beautiful. The brand on the site was generic Shopify.
What we set out to do.
- Goal / 01
Build a DTC experience worthy of the product and the existing brand work.
- Goal / 02
Move customers from one-off orders to recurring subscriptions.
- Goal / 03
Cut the time from landing page to checkout to under three seconds.
What was in the way.
A 11-step checkout that lost 62% of cart adds.
No subscription flow — single SKUs only.
Site speed sat at 4.8s LCP on mobile.
How we built it.
Audit
Heatmaps, session replays, and full checkout teardown.
IA
Restructured around four flows: subscribe, single, gift, learn.
Design
Editorial product story, oversized type, generous whitespace.
Build
Headless Shopify on Vercel. Custom subscription logic via Bold.
Designed for the thumb, not the cursor.
Optimized for the 'phone in one hand, coffee in the other' user. Bottom-sheet checkout, biometric autofill, ApplePay default. Mobile LCP under 1.6s on 4G.
Quiet roasts. Loud flavor.
Single-origin coffee, roasted weekly in small batches.
Every decision tied to a number.
Subscription-first landing — single purchase is the secondary option, not the primary.
PDPs led with the cupping notes and roast date, not just the bag photo.
Express checkout above the fold on product pages.
Retargeting tuned for week-three (the point where customers decide to subscribe).
The numbers, 90 days in.
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