Seven Miles Coffee Roasters  ⎯ Creating a unified online experience for coffee professionals and coffee drinkers alike.

Bag of coffee on a breakfast table

⎯ Australian-owned with over 50 years of roasting experience, Seven Miles Coffee Roasters is well regarded by Australian baristas, home brewers, and coffee afficionados for their exceptional coffee range. Now was the time to create an exceptional experience and elevate their brand to customers online as well as provide an easy-to-navigate and educational website for their trade customers.


UX Design
UI Design

Development partner



The Challenge

Seven Miles had a highly performing WordPress site with inspiring and educational content for coffee lovers, cafe owners and baristas. The site generated a large volume of search traffic to drive to the online store. However, with the store on a standalone Shopify site, the brand experience was disjointed and optimising the customer journey was difficult.

The Userkind UX design team was engaged to lead the design of the new experience, delivering a consistent month on month growth in sales and coffee subscriptions, above industry conversion benchmarks

We crafted a unified site for marketing and direct-to-consumer sales for ShopifyPlus, starting with a systemised design approach, creating a flexible suite of content sections to use throughout the site. This approach enables the client’s internal team to spin up new pages and build out content rapidly, while remaining consistent in appearance and behaviour through every page and interaction.


Drawing on the product packaging as our primary design cue, we crafted a unique brand experience to hero the products and engage visitors with the information and product details.


Coffee purchases can be complex, with a number of options including blend, grind, strength, bag quantity and size. Careful optimisation of the core commerce pages enables focused product browsing, easy selection, simple subscription ordering, or single transaction purchasing.


“UserKind has been great to work with. They have put a lot of thought into best UX from a trade as well as consumer point of view, which was exactly what we needed. Our new website is great and easy to manage from a back-end. I’d recommend UserKind to any other business who doesn’t have the ideas or resources to create a new website from scratch and is looking for someone who is focussed and has up-to-date experience on best-in-class UX and CX.”

 ⎯  Ramona Taxi - Senior Brand and Content  Manager Seven Miles


Userkind is a Sydney-based digital agency founded by Lucie Bertiau & Garreth Wills.

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