- Client
- Siolim Speciality Coffee Roasters
- Industry
- Specialty Coffee · D2C E-Commerce
- Location
- Indore, Madhya Pradesh
- Services
- UX Audit & Redesign · Shopify Theme Customization · IA
Client & project overview
India's first co-roasting space, outgrowing its own storefront.
Siolim Speciality Coffee Roasters began in 2022 on a simple premise: bring farm-direct, ethically-traded Indian coffee to a wider audience. It opened as Indore's first specialty coffee roastery in 2023, added the Siolim Barista School in January 2024, and by September 2024 had become home to India's first co-roasting space — a hub where roasters, farmers and coffee lovers collaborate directly.
As the catalog grew — microlots, single-origin coffees, blends, a barrel-aged "Madeera" line finished in rum and whiskey casks, cascara, brew gear and merch — the existing Shopify storefront hadn't kept pace with the range. Vistaar Webx was brought in for a UX and storefront redesign: reorganising the catalog, giving the flagship Madeera line room to tell its own story, and tightening the path from homepage to checkout.
What Vistaar built & delivered
A catalog rebuilt around how people actually buy coffee.
Catalog Restructuring
Roasted coffee split cleanly into microlots, single origins and blends, with barrel-aged Madeera (rum & whiskey) broken out into its own showcase rather than buried in the general shop.
A Stage For The Signature Line
A dedicated Madeera landing experience pairing the oak-barrel-ageing story with its own product cards, positioning it as the brand's signature rather than one SKU among many.
A Low-Commitment On-Ramp
The Discovery Pack surfaced as a clear first step for new visitors, alongside tasting-note-led product cards and an FAQ covering roast freshness, grind choice and brew method.
Services involved
- UX audit
- Information architecture
- Shopify theme customization
- Product page redesign
- Content structuring
- Conversion-focused layout
The challenge
A catalog that had outgrown its shelf.
Specialty coffee buyers shop on nuance — roast level, origin, tasting notes, brew method — and a barrel-aged line like Madeera needs room to tell its own story instead of competing for attention with a 250g bag of filter coffee. As Siolim's range expanded, the existing storefront's structure hadn't scaled with it: the flagship Madeera line risked reading as just another SKU, and first-time visitors had no obvious entry point into a catalog spanning microlots, blends, brew gear and merch.
The objective: rework the UX and information architecture so a first-time visitor could find their entry point in a few clicks, and the Madeera line could carry the weight it deserved as the brand's signature offering — without disrupting Siolim's existing Shopify backend or fulfilment setup.
Featured pages
Three pages doing the heaviest lifting.
Madeera
Rum- and whiskey-barrel-aged coffee given its own showcase, separate from the general shop.
Roasted Coffee
Microlots, single origins and blends split into distinct, browsable collections.
Discovery Pack
A low-commitment sampler surfaced as the clear first step for new visitors.
Before & After
From One General Shop To A Catalog With Clear Entry Points.
Catalog Structure
BeforeRoasted coffee, Madeera and gear mixed into one general shop flow
AfterSegmented into Roasted Coffee (microlots/single origin/blends), Madeera and samplers as distinct entry points
Madeera Line
BeforeOne SKU among many in the general catalog
AfterDedicated landing page with its own story and shop-all link
First-Time Buyer Path
BeforeNo clear low-commitment entry point
AfterDiscovery Pack surfaced as the try-first option
Product Information
BeforeMinimal at-a-glance detail on cards
AfterTasting notes, roast level and brew method on every card, plus an FAQ on freshness and grind choice
Outcome
A Catalog People Can Actually Shop, On The Client's Own Store.
- Catalog reorganised across Roasted Coffee, Madeera, Cascara, Samplers and Merch collections, live on Siolim's existing Shopify domain
- Dedicated Madeera showcase page shipped as the flagship product experience
- Discovery Pack surfaced as a dedicated low-commitment sampler entry point
- Product cards restructured with tasting notes, roast level and brew method up front
Our subscription flow is now as smooth as a good pour-over. Customers manage their orders easily, and the design reflects our brand perfectly.