Work/Salt River
Salt River
Ecommerce for a small batch coffee roaster.
- Client
- Salt River Coffee
- Role
- Designer & Developer
- Discipline
- Ecommerce · Brand
- Timeline
- 10 weeks
- Year
- 2023
Tools
Figma · Shopify · Liquid
[ 01 ] The brief
A direct-to-consumer site for a single-origin coffee roaster in Oregon. Built to feel like a corner shop, not a checkout funnel.
The roaster's previous template-based store flattened every coffee into the same product card. Customers couldn't tell a Yirgacheffe from a Sumatran without reading three paragraphs of body copy.
[ 02 ] Approach
- 01
Designed each coffee as its own one-page spread, with the origin photo, the tasting notes, and the brewing guide visible at once.
- 02
Replaced the standard product grid with an editorial index — coffees are listed by origin and altitude, not SKU.
- 03
Hand-coded the Liquid templates so every page weighs less than 70kb.
[ 03 ] Selected screens
FIG. 01
Product spread
[ 04 ] Decisions
No carousel, no upsell
The cart is one page. The checkout is one page. Nothing tries to sell you a second bag.
Tasting notes as typography
Notes are set as a fragment of a poem, not a comma-separated list. Bright. Stone fruit. A long finish like wet slate.
[ 05 ] Outcomes
- 01
Revenue per visitor doubled in the first month.
- 02
Bounce rate on product pages dropped from 71% to 28%.
[ 06 ] Adjacent work
Next project →
Ground Truth