Concept for duelingrabbits.com · built on the real catalog · by Andrei Pataleta
Dueling Rabbits redesign concept
Free first hour · built from the public store, no access

Same roastery. Same bags. Easier to pick a coffee.

The store is fast and the bags look great. What's missing is the reason to click: tasting notes on the cards, a way to choose grind and size, a subscription, and a finder for people who don't know where to start.

1.1shome page load, 2.4 MBAlready fast, keep the theme
Dawn 15.4the live theme (named “Drive”), not HorizonNo switch needed
0tasting notes, roast or process on the cardsAlready in your metafields
0grind, size or subscription optionsWhole bean, one size, one-time

Coffee cards

Today a card is a bag and a price. The concept keeps your layout and adds what you already wrote in metafields: roast, process, tasting notes, and a quick add.

Before

Current product cards

The shopper has to open every bag to learn what it tastes like.

After

Puerto Rico - Frankie Gonzalez
Light roastAnaerobic Natural
Puerto Rico - Frankie Gonzalez
Toasted Oak · Chocolate
$70.00 USD 12 oz
Sri Lanka - Kotmale S9
Medium roastHoney
Sri Lanka - Kotmale S9
Blackberry · Honey
$50.00 USD 12 oz
Cameroon - Grassfields Kouoptamo
Medium roastWashed
Cameroon - Grassfields Kouoptamo
Cacao · Toasted Coconut · Hazelnut
$21.00 USD 12 oz
Ecuador - Finca San Pablo
Medium roastWashed
Ecuador - Finca San Pablo
Grapefruit · Cocoa
$27.00 USD 12 oz
Panama - Barú Black Mountain Estate
Light roastWashed
Panama - Barú Black Mountain Estate
Orange Blossom · Jasmine
$90.00 USD 12 oz
Peru - La Victoria Decaf
Medium roastNatural
Peru - La Victoria Decaf
Plum Wine · Strawberry
$23.00 USD 12 oz

Find your coffee

“Start Here” links to a collection today. This is three questions on your real catalog. Try it.

Find your coffee

Three taps, one bag.

1 · Taste
2 · Roast
3 · Budget

Product page

Your current page, then the concept on China - Ximeng Natural. Grind, size, subscribe and save, roast schedule, all above the fold. On a phone, scroll for the sticky Add to cart.

Before

Current product page

Good details, but no grind, no size, no subscription, and “Shipping calculated at checkout”.

After

China Ximeng Natural
Coffee · Light roast · Double anaerobic natural

China - Ximeng Natural

Red currant · Rum
OriginChina · Ximeng, Yunnan
ProducerTorch Coffee
VarietyCatimor · 1,400–1,600 MASL
BrewPour over · AeroPress · French press
Grind: Whole bean
Size: 12 oz
$24.00 USD Free shipping over $50
Roasted Thursday to Sunday. Ships within 1–3 days of roasting, or pick up at 601 N. Market St.
Add to cart
Roasted to orderWilmington, DE
Free shippingover $50
No blendssingle origin only
Coffee story

A double anaerobic natural from Ximeng in Yunnan, processed by Torch Coffee. Red currant up front, a rum-like sweetness in the finish.

Brew guide

Pour over 1:16 at 94°C, 3 minutes. AeroPress 15 g to 230 g, 2 minutes. French press 1:15, 4 minutes.

The plan

On a duplicate theme, reviewed on a preview link, then live. Products, collections and metafields stay as they are.

1
Keep the theme, redesign the sectionsYour live theme is Dawn 15.4, not Horizon. It's fast and your metafields are wired in. A switch costs days and gains nothing.
0 h
2
Cards with notes, roast, process, quick addFrom the metafields you already fill in.
4 h
3
Grind and size as variantsWhole bean, pour over, drip, espresso, French press. 12 oz and 2 lb. Set once for every coffee.
3 h
4
Subscribe and saveShopify Subscriptions, free app. Every 2 or 4 weeks, 10% off. The biggest lever for selling nationwide.
3 h
5
Coffee finderThree questions on your tags. Replaces the “Start Here” tile.
4 h
6
Product pageNotes big, options up top, roast schedule and shipping promise, Junip stars under the title, brew guide, sticky Add to cart on mobile.
5 h
7
Collection filtersRoast, process, taste, price. Today: availability and price only.
2 h
8
Home pageKeep the hero, add a real H1 for Google (there is none today), the finder, best sellers with notes, the roastery story, pickup and events.
4 h
9
SEO and speed passTitles and H1 on every template, alt text, lazy loading, product structured data so tasting notes show in Google.
3 h
10
Testing and handoverDesktop and mobile, a test order, a short guide to editing the new sections.
2 h
Three weeks, a preview link after each stage.≈ 30 hours

One evening, no access.

With theme access the cards and the grind options can be on a preview link this week. Full redesign in three weeks.

Andrei PataletaFull-stack engineer, ex-CTO · Miami
andrewpataleta.com
China - Ximeng Natural$24 · 12 oz · whole bean
Add to cart