The Home page vividly brings the idea of “airdrop” to the customer to introduce their subscription model. Instead of the one-off purchase (with an option to subscribe for a certain period) using by many online coffee bean stores, it is very clear the position and presentation of the Parachute Coffee online store is to engage the customer purely with the periodic subscription.

The Product page enables the customers to choose the subscription plan on on-going basis or pre-paid for a defined period for time.

The Product page clearly describes the characteristics of the coffee bean.

If you are ordering the coffee for your office, the 5-step test helps you to pick the right coffee for your team. It helps to shorten the decision-making process.

The progress bar at the top of the customized checkout page helps the customers to clearly locate themselves in the checkout process.