WatchHouse is a leading Modern Coffee brand with beautifully designed houses across London and New York, a respected specialty roastery, and a fast-growing online retail and subscription business. Their digital presence plays a critical role in extending “Modern Coffee” beyond their physical spaces helping customers discover coffee, brewing tools, and personalised subscription experiences from home.

As WatchHouse expanded globally, the brand needed a Shopify experience that seamlessly combined craft, luxury aesthetics, personalisation, and operational scale. They partnered with WIRO to optimise the entire digital journey from discovery to subscription conversion while preserving the sophisticated brand identity that defines WatchHouse.

WIRO needed to strike a delicate balance between brand purity and commercial performance.

• Luxury Aesthetic vs CRO Tactics: WatchHouse’s visual identity is clean, calm, and refined. Introducing urgency, FOMO, and subscription nudges required careful UX and content design to ensure the brand still felt premium never “salesy.”

• Complex Subscription Logic: Different brew types, grind levels, pods, flavours, quantities, and add-ons required dynamic templates and logic that still felt simple and approachable to the customer.

• Navigation Overhaul for Scale: The existing navigation wasn’t optimised for discovery or subscription pathways. It needed restructuring to support category clarity, merchandising flexibility, and content surfacing.

• Mobile UX Complexity: The subscription builder and quiz flows required exceptionally clean mobile-first logic to reduce drop-off and cognitive load.

• Driving Subscription Growth Without Compromising Brand Experience: Subscription features needed to feel like a natural extension of the Modern Coffee identity not a bolt-on ecommerce mechanic.

WIRO delivered a structured optimisation and growth programme across UX, navigation, subscriptions, and personalisation.

Navigation Overhaul

• Won an Awwward Honourable Mention.
• Rebuilt the entire site navigation from the ground up.
• Introduced clear signposting for coffee, equipment, subscriptions, and content.
• Designed a scalable, flexible mega-menu for future growth.
• Improved mobile navigation with thumb-friendly layouts, brand markers, and category clarity.

Subscription Experience

• Redesigned the PDP buy box subscription widget to highlight value and flexibility.
• Added clarity around grind type, quantity, and frequency.
• Introduced subtle behavioural nudges (without compromising luxury feel).
• Created a friction-free, mobile-first subscription experience.

Subscription Builder

WIRO designed a fully guided subscription builder that leads users through:

1. Coffee type
2. Brewing method
3. Grind level
4. Consumption level
5. Plan frequency
6. Personalised summary + add-ons

The flow emphasised simplicity, personalisation, and elegant UI, ensuring customers could build a tailored plan with confidence.

Coffee Finder Quiz

• Designed a gift-friendly and self-purchase-friendly quiz journey.
• Built question logic for brewing method, taste profile, pod preferences, and more.
• Aligned quiz UI with WatchHouse’s calming, luxury environment.
• Reduced decision fatigue while increasing product match accuracy.

Balancing Brand & CRO

WIRO introduced performance-driven features such as scarcity prompts, product highlights, and subscription value cues all crafted to feel subtle, elegant, and consistent with WatchHouse’s brand guidelines.

WIRO delivered a refined, high-performance Shopify experience that elevated both brand and commercial outcomes:

• A fully reimagined navigation that improved discovery, reduced friction, and won an Awwwards Honourable Mention for usability and design excellence.
• A cleaner, clearer subscription journey that increased subscription sign-ups and repeat orders.
• A new Subscription Builder that provides personalised coffee plans through a beautifully guided UX.
• A Coffee Finder Quiz that improved product matching and gifting journeys, increasing add-to-cart intent.
• A digital experience that preserves WatchHouse’s luxury identity while introducing conversion-driving elements that feel natural, intentional, and brand-aligned.

WatchHouse now operates with a future-ready, high-performing Shopify experience that reflects the brand’s Modern Coffee ethos refined, personalised, and built for sustainable growth.