Black Rifle Coffee, a veteran-owned company, makes premium coffee subscriptions. They import high-quality coffee beans from Colombia and Brazil, and roast at their facilities in Tennessee and Utah.
Black Rifle Coffee is committed to their mission, and gives back to veterans and first responders with every purchase made.
“A classic UX principle is ‘make it easy for me.’ This is what we try to link into our UX design, which we call 'creating flow.' A solid flow is key for initial user acquisition, both educating a customer on what they are signing up for and reducing acquisition costs.”
CEO at Sellry
Competing against mega-retailers online can be tricky for subscription-first stores. To stand out, Black Rifle Coffee needed a new, unique storefront to capture customer attention. They needed to communicate the benefits and process of the subscription program, so customers were clear on what they were signing up for. Additionally, they wanted to reduce friction in the checkout flow, and make every step of the customer journey seamless.
To overhaul the existing UX, Black Rifle Coffee partnered with Sellry, a Shopify Plus partner agency rooted in technology. Black Rifle Coffee wanted to focus on customization, so they created a new checkout flow, something that felt unique for each subscriber’s preferences and would keep them coming back long-term. They created a brand-new customer journey with Recharge, designed to onboard new subscribers with as little friction as possible. They crafted a seamless flow for customers by removing all hurdles and getting users from the product page to checkout as quickly and efficiently as possible.
With the new build, new subscribers got to build their own custom subscription with educational input at each step. Choosing which type of coffee, the quantity, and the delivery frequency creates a sense of commitment that helps boost customer satisfaction and reduce churn. The checkout mimics an exclusive membership experience that makes customers feel like part of a community.
“We needed to just push ‘go’, and that’s what we did,” said Michael Bower. “The Recharge API gave us the confidence going into this project that from the outset we knew we could fill whatever gaps in code we needed to. This gives us as an agency a tremendous amount of confidence that we can go into uncertain situations and end up with an amazing outcome.”
The extra attention to user flow paid off - Black Rifle Coffee created a splash when it re-launched the site. Subscriptions have blossomed month over month and quickly progressed from a single-digit start to representing over a quarter of their total revenue.
“Recharge was a big part of how we were able to move quickly. It used to take 2,000 hours to do what we can do with Recharge in a week and a half.”
CEO at Sellry