A coffee chain outgrew its store. We rebuilt it around four buyers.
200 Degrees was expanding faster than its Shopify site could carry. One storefront was serving home drinkers, shop owners, office buyers and wholesale accounts the same way. Morphiaas mapped the four journeys, redesigned the store mobile first, and measured the change year on year.
The store we shippedYear on year increase in conversion rate after the redesign went live.
Year on year increase in sessions reaching checkout.
Year on year increase in new customer sales.
A roaster with shops, schools and trade accounts, and one website for all of them.
200 Degrees is a rapidly expanding coffee chain from Nottingham: its own roast, a growing estate of coffee shops, barista schools and a wholesale arm supplying other businesses. The brand had grown into four businesses. The Shopify store still behaved like one, and it needed to keep pace with the operation behind it.
A Shopify store that had fallen behind the brand's growth and eCommerce ambitions, with no tailored path for any customer type.
Coffee enthusiasts buying at home, store owners, office administrators and bulk purchasers, all arriving at the same pages.
Shopify, extended with multiple apps for subscriptions, product listing and segment specific journeys.
A striking, high performing store that reflects the in-store brand and converts each segment on its own terms.
A store built for one buyer cannot convert four.
Four segments, one journey
A home drinker buying a 250g bag and an office manager ordering for a floor of staff need different pages, different prompts and different checkouts. The old store gave them the same route and lost the ones it was not built for.
The shops felt like 200 Degrees. The site did not.
Packaging, shop windows and in-store design carried a strong identity. Online, none of it came through, so the brand equity built in the shops did nothing for the store's conversion rate.
Growth was outrunning the build
New locations, barista schools and wholesale accounts kept arriving. Every one of them added traffic to a store that had not been designed to hold it, with mobile usage surging and the experience still desktop first.
Segments first. Wireframes second. Brand in every pixel.
A two day discovery workshop that named the four buyers
Morphiaas and 200 Degrees worked through the business together and pinned down four user segments: eCommerce, Shops, Barista Schools and Wholesale. A customised customer journey was written for each. A competitor analysis ran alongside it to find the design features that would set 200 Degrees apart rather than match the category.
Wireframes shaped by the journeys, tuned for conversion
Journey mapping fed directly into wireframes, so every page had a job for a known segment before it had a layout. UX decisions were made with conversion rate optimisation as the brief, not as a later pass, and the whole flow was designed mobile first from the earliest wireframe to the final screen.
A three week design sprint that brought the shops online
Product packaging colours were carried into the product listing pages. Standout elements from the shop window designs were adapted for the site. The result closes the gap between the in-store and online experience, so a customer who knows the shops recognises the store instantly.
Shopify apps and bespoke features for each segment
Multiple Shopify apps were integrated to serve the broader audience. Interactive coffee origin maps give enthusiasts a reason to explore. Bespoke subscription pages give repeat buyers a clean path. Streamlined PLP layouts make browsing and buying quick for trade and bulk purchasers, with data driven insights personalising the journey throughout.
More sessions reached checkout, and more of them converted.
Every figure below is a year on year comparison against the previous store.
Your store has more than one customer. Does it know that?
We will map who actually buys from you, where each of them drops off, and what a store built around them would return. You leave with the data whether or not we work together.