Brewed to Perfection: Designing a Purpose-Driven Subscription Experience
Designing for Purpose, Not Just Purchase
Our Gorongosa isn’t just a coffee brand, it’s a conservation initiative funding girls’ education, rainforest restoration, and wildlife protection in Mozambique. They needed a simple, scalable way to generate recurring revenue through a subscription service. I led the design of a seamless e-commerce flow that balanced conversion goals with storytelling, helping customers support an impact-driven mission with every bag.
A flexible, values-driven subscription flow that made recurring giving feel seamless, intentional, and empowering.
From Problem to Solution
Our Gorongosa had no existing subscription model. My task was to design a new subscription flow that made sign-up intuitive, flexible, and trust-driven—while also weaving in the brand’s values. I partnered closely with developers and stakeholders to map user journeys, prototype key screens, and validate the experience with real users. The final design was intuitive to navigate, easy to manage, and grounded in storytelling that kept the brand’s mission front and center.
When a product’s values are embedded in every interaction, users don’t just convert—they connect.
