DC Coffee
Shopify 2.0 MigrationSubscription Commerce2022
DC Coffee is a premium artisan coffee brand known for ethically sourced beans and exceptional roasting quality. The store was running on an outdated Shopify 1.0 theme with significant technical debt. I led a complete migration to Shopify 2.0 — preserving all custom functionality while unlocking modern theme architecture, improved performance, and subscription commerce capabilities.
The existing Shopify 1.0 theme had years of custom functionality baked in — from complex product bundles to custom checkout logic. The challenge was migrating to Online Store 2.0 without losing any features. I rebuilt the entire theme using JSON templates and Sections Everywhere, giving the team full CMS flexibility while preserving all custom logic. The migration improved CMS management efficiency by over 20%.
Coffee subscriptions are the lifeblood of recurring revenue. I integrated Recharge with a custom passwordless customer portal — allowing subscribers to manage their orders without remembering yet another password. The subscription widget was seamlessly embedded into product pages, working alongside the Recharge API for real-time subscription state management. This frictionless experience contributed to a 35% increase in average order value.
Performance was a key deliverable. I optimized every aspect of the theme following Shopify's performance best practices — from lazy loading images to minimizing render-blocking resources. The result: PageSpeed Insights scores of 50+ on mobile and 90+ on desktop, with SEO and Accessibility scores reaching a perfect 100. The site delivers a consistently fast, responsive experience across all devices and browsers.
- AOV Average Order Value increase with subscriptions +35%
- PageSpeed Mobile 50+ · Desktop 90+ Core Web Vitals
- SEO & A11y Lighthouse scores optimized 100
- CMS Management efficiency improvement +20%