Healthy affection, but no designed route back.
PREPARED FORANA REYES
MORROW COFFEE CO.
MORROW COFFEE CO.
Turn a first cup
into a ritual.
A focused six-week engagement to turn Morrow’s online shop into a warm, repeatable subscription experience.
Explore the proposal↓
LAUNCH WINDOW06WEEKS
MORNING SERVICE
07:14 AM
Ana—Morrow already has the hard part: a product people remember and a point of view they can feel. The next step is making the online experience as considered as the first pour in your shop.
Elena NorthStrategy Director, North & Kind
01 / THE OPPORTUNITY
From an occasional
From an occasional
order to a quiet habit.
Our working hypothesis: customers do not need more choice. They need a confident path from “I liked that coffee” to “send it again.”
The current product story asks for too much zooming and reading.
Discovered late, after customers have already chosen a one-off bag.
Discovery figures are fictional inputs for this showcase proposal. In a live engagement, we would validate them against analytics and customer interviews before design begins.
CURRENT JOURNEY→PROPOSED JOURNEY
Browse a dense catalog
Origin, process and roast notes compete at once.
Choose without context
The burden of expertise sits with the customer.
Buy once
Subscription appears as a purchase option, not a service.
Start with taste
Three human questions replace coffee jargon.
Meet one clear match
A recommendation explains why it fits.
Choose a rhythm
Cadence, quantity and skip controls feel effortless.
CONCEPT DIRECTION 01TACTILE / CALM / USEFUL
02 / THE APPROACH
A storefront that
01
02
03
A storefront that
behaves like a host.
Warm enough to tell a story. Clear enough to make a decision. Quiet enough to let the coffee lead.
Guide, don’t quiz
A three-step taste finder with plain language and an immediate recommendation.
Make cadence tangible
Show cups per week, next delivery and easy skip controls before checkout.
Design the return
Post-purchase education and replenishment prompts feel like service, not automation.
03 / WHAT WE’LL MAKEOne connected
One connected
customer system.
Positioning sprint
Audience, promise, message hierarchy and subscription proposition.
STRATEGYTaste-finder journey
Question logic, recommendation states and adaptable product storytelling.
UX + CONTENTStorefront design
Responsive homepage, collection, product, subscription and account views.
DESIGN SYSTEMShopify build
Theme implementation, subscription integration, analytics and QA.
DEVELOPMENT
04 / THE RUN OF SHOW
Six weeks.
Six weeks.
One shared room.
Weekly working sessions keep decisions close to the work. Click a phase for the detail.
Make the right problem small enough to solve.
Analytics review, stakeholder session, customer-call synthesis and a signed-off opportunity map.
Project brief + success measures
05 / DIRECTIONAL VALUE
Make the upside
Make the upside
visible.
This is a planning model, not a promise. Adjust the assumptions to see what a modest conversion lift could mean over twelve months.
WORKING SCENARIOUSD · 12 MONTHS
INCREMENTAL CONTRIBUTION$103,832after estimated 58% gross margin
NEW CUSTOMERS / MO130
EST. PAYBACK2.9 mo
Model uses a $48 first-order value, the editable repeat multiple, and excludes paid-media costs, discounts and churn outside that multiple.
06 / INVESTMENT
Choose the depth,
Choose the depth,
keep the standard.
Both routes end with a production storefront your team owns. Growth adds launch content and a measured optimization cycle.
RECOMMENDED · SIX-WEEK ENGAGEMENT
Launch system
Everything required to clarify, design and ship the new subscription storefront.
FIXED PROJECT FEE$24,80040% to begin · 30% at design approval · 30% at launch
One decision-maker, product access, brand assets and consolidated feedback within two business days.
Photography production, paid media, ongoing product entry, custom ERP work or subscription-app fees.
Thirty days of launch support for defects in the delivered scope, plus recorded team handoff.
Ready when you are, Ana.