Brief
Modernizing the platform and strengthening the brand universe
JaCoffee was born from a sincere passion for the world's finest coffee beans. The company made it its mission to offer both enthusiasts and professionals a selection of specialty coffees from carefully chosen terroirs.However, their existing WordPress site could no longer support the brand's growth ambitions. Slow loading times, complex catalog management, and an unintuitive navigation structure were detrimental to the user experience.Maze was commissioned to design a new e-commerce platform capable of better reflecting the brand's universe while providing a more powerful and scalable infrastructure.
- +246%Sales
- +89%Sessions
- +128%AOV
Goals
Creating an Experience that Attracts and Converts
The project's goal was to design a platform that brought the brand to life while facilitating online sales. The site needed to convey the sensory world of specialty coffee and provide an efficient environment for purchasing products. The new platform also had to support the company's future growth through stable and easily manageable technology.
Tools and partners
Complexity and challenge
One platform for two very different audiences
JaCoffee caters to two distinct customer types: coffee lovers who want to discover and purchase products online, and professionals (roasters, cafés, and restaurants) who often order in bulk and seek a fast and efficient purchasing process. The challenge was to design an experience that could meet both realities. The website needed to offer an immersive and inspiring journey for consumers while allowing professional clients to quickly access a tailored catalog and specific purchasing conditions.
Approach
Aligning experience, technology, and brand identity
The project revolved around two complementary axes: refining the brand universe and designing a new Shopify platform. Branding work was first carried out to strengthen JaCoffee's visual identity. The objective was to create a coherent and evocative universe, capable of conveying the sensory and exploratory dimension of specialty coffee. The artistic direction relies on elegant typography, a warm color palette, and visuals inspired by the coffee's countries of origin. Simultaneously, Maze rethought the site's architecture and user journeys to structure the e-commerce experience. Detailed wireframes were used to define information hierarchy, optimize navigation, and prepare for segmentation between B2B and B2C experiences.
Solution
An immersive, segmented Shopify platform
The new site was built on Shopify to deliver a high-performing, stable, and scalable eCommerce infrastructure. The experience combines an immersive dimension for coffee lovers with efficient navigation for professional clients. The homepage acts as a narrative entry point into the brand universe, with evocative visuals, product highlights, and navigation designed to encourage discovery.
A segmentation logic was integrated to distinguish B2C and B2B experiences. Professional clients can access a catalog and purchasing conditions tailored to them, while consumers enjoy a more exploratory, inspiring journey.
Particular attention was also paid to site performance, mobile optimization, and ease of administration. With a flexible structure and modular blocks, the internal team can now manage content and products independently.
- +246%Sales
- +89%Sessions
- +128%AOV
Results
A platform consistent with the brand's ambition
The new platform allows JaCoffee to have an e-commerce environment capable of supporting both product discovery and sales growth. The site now fully reflects the brand's universe, while offering a fluid and efficient experience for different types of customers. This transformation gives JaCoffee a solid technological and strategic foundation to pursue its mission: to introduce the world's best coffees, one cup at a time.