Parachute Coffee
Custom Shopify Website UX/UI
Client: Parachute Coffee
Agency: Pixel Union
Lead Designer
April 2018 - August 2018
A memorable eCommerce subscription experience pairing playful illustrations with analog-inspired animations. To make better coffee at home.
Parachute Coffee is a subscription coffee service based out of Toronto, Canada. They were looking to level-up their online subscription experience and move from WooCommerce to Shopify. I was responsible for designing the new user experience and visual design for their website. Including determining user flows for recurring coffee subscriptions.
Bringing a newly envisoned brand to life — that converts.
Through the process I executed user and competitive research, designed the site map, wireframes and user flows to determine the user experience. While designing the visual style and UI of the website, I worked with Parachute to determine their content, illustration and photography strategies.
Together we established an illustration and brand strategy that would make Parachute Coffee memorable and fun. It was important to create an experience that felt analog and tangible to juxtapose the direct to consumer nature of the product offering. To create that sense of tangibility we implemented fun and simple animations throughout like spinning badges and button hover effects. And we topped it off with an illustration style that interacted with the product photography and interface elements of the site.
A Shopify App stack to convert sales and keep customers coming back.
With ample app research, we decided on three primary Shopify apps with custom implementation to support Parachute’s subscription model and drive sales through reviews and rewards.
Recharge Payments was used for managing recurring payments and their subscription model, Smile.io was used as their customer rewards program, and Judge.me for powering customer reviews. These all needed custom designs but needed to work using existing API capabilities. I worked closely with the internal development team to ensure that no rock was left unturned and that every solution and user path was accounted for. It was important to determine ideal UX flows for conversion that were attainable with the selected apps and that worked within the confines of the project’s budget and timeline.
We ensured user reviews and a customer loyalty program were seamlessly integrated into the customer experience to better drive sales and convert more quickly.
A custom subscription flow was designed rather than a standard product page. Which allowed for customers to easily choose their product of choice, select quantity and how frequently they would like their subscription.
“In our first quarter since launching the redesigned store, we’ve seen 189% growth in revenue and 300% growth in subscribers”
Yehia Elkhouly
COO, Parachute Coffee
