Customer Background
Old Pine Coffee Roasters is a specialty coffee roaster in Fayetteville, Arkansas. After 5+ years of steady café success, they were ready to grow their online and wholesale channels. They needed a website that could support that growth and reflect the quality their customers experience in-person.
The Challenge
Old Pine's previous website wasn't set up for e-commerce growth. The navigation made it difficult for visitors to find and purchase products quickly. Product pages needed stronger imagery and copy to communicate their craft.
The Approach
I rebuilt the site on Shopify to give Old Pine a solid e-commerce foundation. The redesign focused on three things: making it effortless to find and buy coffee, updating visuals to match their premium brand, and creating clear paths for customers. I also coordinated with a local photographer and brand designer to update product and lifestyle imagery across the site, ensuring the visuals matched the quality of the in-café experience.
The guiding principle: remove friction, not add persuasion.
Key Takeaways
- E-commerce platforms matter. Moving to Shopify gave Old Pine the foundation to scale online sales and wholesale operations without technical limitations.
- Friction kills conversions. The goal wasn't to convince visitors to buy — it was to remove every obstacle for those who already wanted to. Streamlined navigation, clear CTAs, and simplified checkout made purchasing effortless.
- Brand consistency builds trust. Updating visuals to match the in-café experience helped establish credibility online. Premium photography and thoughtful design communicate quality before a customer ever tastes the coffee.
- Mobile optimization drives revenue. The entire experience was designed for thumb-friendly navigation and fast load times. A poor mobile experience isn't just inconvenient — it's lost sales.
