Work · Ecommerce · Concept build for a fictional brand. Names, prices and numbers are illustrations.
Fieldhouse Coffee
A subscription storefront for a small specialty roaster: roast-dated bags, a coffee match that builds the subscription, and a cancel flow that keeps people instead of trapping them.
What roasters tell us
“Subscribers cancel after two bags.”
What this build moves: 90-day churn, by matching cadence to how much the household drinks and offering pause before cancel
“People abandon at shipping.”
What this build moves: Checkout completion, by showing shipping and price per cup in the builder and on every product page
“Wholesale reorders still come by text.”
What this build moves: Wholesale reorder rate and admin hours, with a standing order and a reorder link for every account
What this build has that a typical coffee roaster site doesn't
- A coffee match that flows straight into a subscription builder, with the bag's label printing as you choose
- A cups-per-day cadence calculator that picks the bag size and schedule so beans never pile up
- A taste wheel that filters the shop by flavor family, roast and brewer
- The roast date on every product page and the next roast day in the builder
- Price per cup and shipping cost shown before checkout
- A sourcing report with every producer, pounds bought and price paid per pound
- Brew ratios that scale with the cups you make, on each product page
- A wholesale page with tiered prices per pound and a standing-order reorder link
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The coffee match and subscription builder
Four questions pick the coffee, then the buyer sets grind, bag size and how often it comes while the label prints on the bag. The price per cup, the shipping and the renewal terms are on screen before the button, so the plan fits and the first order goes through.
Blend
The Daily
Huila, Colombia and Sul de Minas, Brazil
Milk chocolate · Toasted almond · Red apple
Whole bean · 12 oz / 340 g
Roasted Thu, Oct 22
Answer four questions and we will match you to a coffee, then set the grind, bag size and schedule. Or start with The Daily, $18.
Your match: The Daily
Coffee
Grind
Bag size
Cups a day, all of you
How often
$0.88
a cup
- Each bag
- $16.20, 10% off, ships free
- About a month
- $35.10
- First bag
- Roasted Thu, Oct 22, at your door by Oct 27
This is a concept build, so nothing is charged. In the real shop this opens checkout, and your consent is saved with the date and these exact terms.
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The website
7 pages built around how people choose a coffee roaster. Every page leads to one next step.
Fieldhouse CoffeeRoasted Monday. Here by Friday.- HomeThe bag's label read field by field: roast date, producer, price paid, recipe. Then taste, schedule, prices and questions.
- ShopNine coffees filtered by taste wheel, roast and brewer, with shipping costs stated up front.
- The DailyProduct page with roast date, producers, process, tasting graphic, brew ratio scaler and price paid.
- SubscribeThe coffee match and builder, the cadence calculator, gift subscriptions and the terms in plain words.
- Brew guidesSix recipes by weight, a recipe scaler, a grind chart and a fix-it table.
- WholesalePrice per pound by volume, what every account gets, the reorder link and the application.
- Sourcing reportEvery lot bought this year: producer, region, process, pounds and price paid per pound.
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The email and SMS flow
What every lead receives, in order. Tap a message to read it, or send one to yourself.
You'll get this email, then two short notes from Jerome. Unsubscribe in one click.
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The calculator
Put in your own numbers. Change any assumption.
What keeping subscribers past bag two is worth
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The receptionist chat
Answers the questions people ask most, at any hour, and offers real times to book.
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The monthly report
One page, once a month: what moved and what's next.
Fieldhouse Coffee · Monthly report · Sample, month 6
Active subscribers
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The CRM pipeline
Every lead has a stage, an owner and a next step, so nobody sits forgotten.
Tap a card to move it to the next stage, the way the automation does.
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The teardown
What a typical site in this industry looks like, and what we'd change first.
Welcome to our coffee shop
Shop all products. Subscribe and save!
Click hereRoasted Monday. Here by Friday.
Find your coffee- A grid of bags with no guidance became a four-question match that sets coffee, grind, size and schedule.
- Shipping costs moved from the last checkout step to the product page and the builder.
- A text before every bag offers skip or change, and cancelling offers a pause without hiding the cancel button.
Built to respect
California's auto-renewal law (AB 2863): the renewal price and schedule sit next to the start button, consent is an unticked box, cancelling is online in two taps with the pause offer beside the cancel button, a yearly reminder goes out and consent records are kept three years. ROSCA disclosures before billing. No Organic or Fair Trade seals without certification, no unsubstantiated 'direct trade' claims (prices paid are published instead), and the quiz, wheel and builder work by keyboard and screen reader.
Get this built for you.
Email and SMS flow set $2,500 · Full suite $9,500. Half of any build fee is credited to your first month if you continue on a Marketing Ops Lead plan within 30 days.
Built on real work
12% of a store's total revenue from Klaviyo flows, 23% repeat purchase rate. Ecommerce.
See the results