tāst CoffeeA bold digital experience crafted for a brand redefining specialty coffee
TypeEcommerce
rolesUX Researcher
Web Design
Web Development
DeveloperHappy Site Club
The Overview
tāst Coffee is a specialty coffee brand built on craft, culture, and community. They came to us with the need for an eCommerce site that matched the quality of their product: bold, intentional, and memorable. The goal was to create a digital experience that not only sold coffee but also communicated the story behind the brand.
The Challenge
Although tāst had a strong product and vision, their online presence needed clarity and conversion-focused design. Customers needed a way to quickly understand the brand’s ethos, explore product offerings, and purchase seamlessly. The challenge was to build a platform that balanced storytelling with functionality, while supporting growth on Shopify.
The Research & Discovery
We began with a user-centered approach, mapping out the different audiences that tāst wanted to reach.
The Connoisseur – Deeply knowledgeable about coffee; values sourcing, roasting process, and authenticity.
The Explorer – Loves trying new flavors; guided by storytelling, packaging, and cultural experience.
The Everyday Buyer – Wants a straightforward path to purchase; values speed and convenience.
These personas helped us define core user journeys: learning the brand story, browsing products, and completing checkout.
Hi-Fidelity Wireframes
From there, we developed
hi-fidelity wireframes to test the flow. Wireframes emphasized:
A story-driven homepage that anchored the brand.
Category pages designed for quick exploration.
Product detail pages optimized for both storytelling + conversions.
A streamlined checkout that reduced friction.
Final HomepageThe Design Solution
The final site was bold and experiential, balancing immersive storytelling with conversion-focused design.
The homepage drew users in with striking visuals and a clear brand narrative.
Navigation was simplified to guide users quickly to shop categories.
Product detail pages included tasting notes, origin stories, and purchase options that supported both casual buyers and connoisseurs.
Checkout was streamlined for minimal clicks and mobile-first efficiency.
The Impact
By prioritizing a clean user journey, transparent product storytelling, and performance-driven UX, the site delivers both emotional and measurable impact. The design doesn’t just sell coffee—it builds a connection with people who value craft, culture, and clarity in every interaction.
Key Outcomes:
Increased checkout conversion rate to 73%, validating the improved funnel and simplified purchase flow.
Achieved over $7.6K in sales within the first four months of 2025.
Drove 1,000+ sessions from Instagram, with high engagement across major U.S. cities.
Strengthened customer loyalty—top returning buyer placed 29 orders during the period.
Achieved zero returns, reflecting seamless user experience and product satisfaction.
Elevated brand perception through cohesive art direction, UX storytelling, and mobile-first performance.