- Work
- Shopify · Subscriptions
- Lowtide Coffee Co.
Lowtide Coffee Co.
A concept subscription store for a specialty roaster with a churn problem: a 60-second taste quiz, a matched coffee, and an account where skipping, swapping and pausing take one tap.
Hero image · 2400×1350hero.webp(01)The challenge
Subscribers rarely cancel because of the coffee. They cancel because life changed.
A holiday, a full cupboard, a new brewer: when the only options are "keep paying" or "cancel", people cancel. And new customers pick a coffee from tasting notes they can't really imagine.
(02)What we discovered
Give people a softer exit than cancel, and a better way in.
Skip, swap and pause should be easier to find than the cancel button. And the first bag should be chosen by how someone drinks coffee, not by words like "bergamot".
(03)The approach
A 60-second taste quiz
Six visual questions (how you brew, how you take it, what you like) build a taste profile as you answer.
A match, explained
The result shows why it fits: sweetness, body and acidity in plain words, with the delivery rhythm chosen on the same screen.
Skip, swap, pause up front
The account opens on the next delivery with three big actions and swap suggestions close to your taste.
(05)Key screens
Desktop and phone.
Designed screens for the concept, desktop and phone.
Home · desktop 1600×1000home-desktop.webp
mobile 780×1688home-mobile.webp01Home
One promise and one action: the 60-second quiz. Skip, swap and pause are part of the pitch, not hidden in the FAQ.
Taste quiz · desktop 1600×1000quiz-desktop.webp
mobile 780×1688quiz-mobile.webp02Taste quiz
Visual answers and a live taste profile that fills in as you go.
Your match · desktop 1600×1000match-desktop.webp
mobile 780×1688match-mobile.webp03Your match
The matched coffee with its taste explained, delivery rhythm and the flexible-subscription promise beside the button.
Manage subscription · desktop 1600×1000manage-desktop.webp
mobile 780×1688manage-mobile.webp04Manage subscription
Next delivery first, with skip, swap and pause as the three biggest buttons on the page.
(04)Design system
The look, in parts.
Cobalt and cream instead of the usual coffee browns, so the brand stands out on a shelf of kraft paper.
- Cobalt
#2338C9Brand ground - Cream
#F4EFE4Background & text on cobalt - Tomato
#F25C3BThe only accent: key actions - Ink
#14161FText & taste panel - Oat
#E6DCC8Tracks & grounds
Coffee that fits your taste.
Aa Bb Cc 0123456789STONE FRUIT · MILK CHOCOLATE
Aa Bb Cc 0123456789(07)What we built
A Shopify subscription concept designed around the moment people usually cancel.
Taste quiz
Six visual questions that turn "how do you drink it?" into a coffee match.
Explained matches
Sweetness, body and acidity in plain words, so the first bag feels chosen, not gambled.
Flexible subscriptions
Skip, swap and pause in one tap, with swaps suggested from your taste profile.
Features
- Taste quiz
- Live taste profile
- Matched product page
- Delivery rhythm picker
- Skip / swap / pause
- Swap suggestions
- Origin stories
- Bundles
Stack
- Shopify
- Shopify Subscriptions
- Custom quiz section
Scope
- UX & UI design
- Subscription journey
- Key screen design
(09)Designer's note
Most subscription sites hide the pause button to protect revenue. Lowtide does the opposite: when leaving is easy to soften, fewer people leave at all. The quiz exists for the same reason, so the first bag is one people actually finish.
(10)Credits
- Concept & design
- HuesLoom Studio
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