CASE STUDY
Coffee Roasting E-Commerce Subscription
This client is a specialty coffee roaster selling freshly roasted beans direct to consumers through an online subscription model. Customers choose their roast, set their delivery schedule, and get fresh coffee shipped to their door on repeat.
49%
Drop in Churn
Within 90 days of
My Account redesign
$487K to $942K
Revenue Growth
Annual revenue over
24 months of management
2.1x
Revenue Increase
Compounding subscriber
retention + new growth
The Client & Challenges
This client is a specialty coffee roaster selling freshly roasted beans on a subscription model direct to consumers through their online store. The business was growing, but they were losing subscribers faster than they should have been. The My Account page was clunky and hard to navigate, which meant customers who wanted to pause, swap roasts, or adjust their delivery schedule couldn’t easily do it. Instead of managing their subscription, they cancelled it. The challenge was to fix the experience so subscribers stay longer and revenue compounds.
Engagement Overview
Channel: Direct-to-consumer e-commerce
Platform: WooCommerce + WooCommerce
Subscriptions
Services: UX redesign, site management,
ongoing development
Timeline: 24 months
Primary Success Metrics
Subscription churn rate
Annual revenue growth
Subscriber retention and lifetime value
Account management usability
Our Approach
We redesigned the subscription management experience to keep customers in control of their orders
instead of pushing them toward cancellation. Then we managed and improved the site over 24 months
to support the business as it scaled from $487K to over $942K in annual revenue.
1
My Account Redesign
Rebuilt the subscription management page so customers can easily pause, swap roasts, change frequency, and update payment without friction.
2
Churn Prevention UX
Added clear options to pause or modify before cancel. When a subscriber wants to leave, they see alternatives first. Reduced churn 49% in 90 days.
3
Ongoing Site Management
Managed the WooCommerce
store across 24 months: performance, updates, fixes, and incremental improvements as the business scaled.
What Made This Campaign Work
| Fixing the cancellation problem at the source | Customers weren’t leaving because they didn’t like the coffee. They were leaving because managing their subscription was a hassle. The old My Account page made it easier to cancel than to pause or modify. We flipped that. |
| Giving subscribers control | The redesigned account page lets customers pause deliveries, swap roasts, change frequency, skip a shipment, and update payment info without confusion. When people feel in control, they stay. |
| Alternatives before the exit door | When a subscriber does move to cancel, they now see clear options to pause or modify first. This single UX change recovered a significant number of subscribers who would have otherwise been lost. |
| Consistent site management as the business scaled | A subscription business running on WooCommerce needs ongoing attention. Performance, plugin updates, checkout flow, shipping logic. We handled it all across 24 months so the client could focus on roasting and fulfillment. |
| Compounding retention into revenue | The 49% churn reduction didn’t just stop the bleeding. Every retained subscriber is recurring monthly revenue. Combined with new customer growth, that retention lift helped push annual revenue from $487K past the $942K mark |
The Bottom Line
A smarter account experience cut churn by 49% in 90 days. Combined with 24 months of site management, annual revenue grew from $487K to over $942K. Retention isn’t a feature. It’s a growth strategy.