tāst Coffee: A bold digital experience crafted for a brand redefining specialty coffee
Product Manager: Golden Launch Creative
Web Development: Happy 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 Homepage
The Strategy & Approach
Our design process was guided by three principles:
Clarity – Ensure product discovery felt intuitive for all buyer types.
Immersion – Use storytelling to communicate brand identity.
Performance – Build with scalability in mind on Shopify.
We brought together UX research, brand strategy, and development to create a digital framework where form and function worked hand in hand.
The 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
tāst Coffee’s new Shopify site positioned the brand as more than a product—it became an experience. Customers now have a clear, engaging path from discovery to checkout, while the brand has a scalable platform that supports future growth.
Reflection
This project reinforced our belief that great design begins with the user. By grounding our process in personas and testing wireframes before launch, we were able to create a site that not only reflects the boldness of tāst’s brand but also delivers measurable functionality.