Scaling a Coffee Retail Brand: 200 Degrees Shopify UX & CRO Transformation

200 Degrees is a rapidly growing coffee chain headquartered in Nottingham, expanding its presence year after year. The brand’s increasing growth required a new, upgraded Shopify website redesign that could reflect both its expanding operations and e-commerce offerings. This called for a comprehensive redesign, alongside a review of key functionality areas, to ensure the website supports the brand’s growth trajectory.

200 Degrees’ target audience includes coffee lovers, coffee shop owners, office managers, coffee fanatics and general coffee drinkers. So, a real mix of audience groups all needed a personalised user journey.

Our strategy was split into four distinct pillars. These pillars were essential in shaping the website’s development, ensuring we created a tailored, smooth user journey for each audience group:

E-commerce: With a wide range of beans, pods and machines, the site needed to guide users to the right product. We introduced smarter filters for casual drinkers and enthusiasts, curated “You May Also Like” recommendations, and added team picks and recipes from 200 Degrees. Interactive hover features reveal origin, taste notes and processing, making discovery more engaging.

Shops: As 200 Degrees expanded, the website needed to reflect its growing footprint. Map-led location pages allow users to search by postcode, while icons highlight shops with meeting rooms or barista schools.

Barista schools: To showcase courses across different locations and skill levels, we introduced clear comparisons for difficulty, duration and agendas, alongside instructor profiles and rich visuals to bring the experience to life.

Wholesale: With offerings for both hospitality and workplaces, the experience needed clearer pathways. We split the journey between the two audiences, supported by case studies and testimonials, while keeping the layout streamlined and easy to navigate.

To understand both the brand and its customers, we began with a discovery workshop with the 200 Degrees team. Together, we mapped the four key audience journeys: e-commerce, shops, barista schools and wholesale. Exploring how customers discover the brand, what information they need, and what drives them to convert. This insight shaped our strategy designed to help them stand out in a competitive market.

Our goal was to create a visually rich, conversion-focused website that reflects the brand’s quality and personality while remaining intuitive for every audience. A mobile-first approach ensured the experience works seamlessly where most users engage, while structuring the site around the four customer pillars enabled tailored functionality and messaging for each journey. To bring authenticity to the design, we worked closely with the 200 Degrees team during a focused design phase. From packaging colours to the distinctive in-store branding, we translated real-world brand cues into the digital experience to ensure the site feels unmistakably 200 Degrees.

Supporting this experience are carefully selected Shopify integrations. Recharge powers flexible subscriptions for beans and pods, Co-Attend enables seamless barista school bookings by location and date, and Omnium Maps delivers a custom-styled map that highlights each shop while allowing the brand to easily add new locations as it grows.