The challenge
Windy City Roasters had outgrown their off-the-shelf storefront. Subscription management was clunky, page loads dragged past six seconds on mobile, and wholesale customers had no way to place recurring orders without emailing the shop directly.
What we built
We designed a warm, editorial storefront that puts the product and story front and center, then built it on a fast, custom checkout flow with three order types: one-time purchase, recurring subscription, and wholesale accounts with net-30 terms.
- Custom subscription builder with flexible cadence and roast preferences
- Wholesale portal with saved order templates and invoicing
- Sub-2 second load times across product and category pages
- Integrated local pickup scheduling for the West Loop roastery
The result
Within the first month, online orders rose 40% and subscription sign-ups climbed steadily as customers found the new builder easier to use than the old plan picker. Wholesale accounts now place orders directly through the portal, cutting order-processing time for the Windy City team by hours each week.
"BlueLine rebuilt our site in six weeks and online orders went up 40% the same month. They understood our brand better than we could explain it."