Trade Coffee

Shopify Replatform, Custom Account Dashboard, Design System

Trade Coffee is known for offering one of the most popular subscription services on the internet. With a curated selection of fresh, roasted-to-order coffees and a loyal subscriber base, the business was thriving, but their old digital platform wasn’t.

As the UX lead, I was responsible for redesigning key parts of the site, simplifying the architecture, and creating a custom Shopify customer account dashboard, all while ensuring a seamless transition for their growing subscriber base.

I was responsible for UX across the site redesign and platform migration, working closely with product, development, and strategy teams. My focus was making the experience simpler for customers, while giving internal teams something easier to maintain and built to flex as the business grew.

What Was Solved

Over time, Trade’s original platform became too costly and slow to maintain, limiting the team’s ability to innovate.

I led UX as part of an accelerated 120-day migration to Shopify Plus, redesigning key parts of the experience with a focus on scalability, simplicity, and subscription clarity.

We streamlined the site architecture, making it easier for users to discover coffees and understand subscription options. A major highlight was designing a custom Shopify customer account dashboard, giving subscribers intuitive control over their deliveries and billing, along with the preferences that keep each subscription personal. This was something Shopify’s out-of-the-box solution couldn’t offer.

The move also enabled faster testing and iteration, reduced reliance on custom code, and integrated third-party tools like Ordergroove for a smoother, more reliable subscription experience.

Final Thoughts

This project was more than just a migration, it was a complete rethinking of how Trade’s digital experience supports its business. By combining thoughtful UX with smart platform decisions, we helped Trade move faster, reduce operational overhead, and deliver a more polished, reliable experience for every coffee lover in their ecosystem.

Trade Coffee

What Was Solved

Final Thoughts

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