Known for its ceremonial Japanese matcha and cult London matcha bars, the brand needed an e-commerce experience that matched the calm, considered energy of its product. As JENKI continued to grow its DTC offering, the focus shifted toward subscriptions as a core revenue driver. Eleven partnered with JENKI to migrate their legacy, unfit Shopify theme, refine the user experience, and design subscription journeys that felt intuitive, premium, and effortless, all without losing the brand’s distinctive sense of ritual.
The brief was to seamlessly migrate JENKI’s existing Shopify theme while implementing best-practice UX and CRO recommendations identified in a pre-project UX & CRO Audit. The primary objective was to encourage subscription adoption — particularly for the Starter Kit — while also improving overall conversion rate and average order value. Alongside the migration, the site needed clearer product storytelling, more confident merchandising, and a flexible foundation that would allow the team to scale subscriptions using Recharge without operational complexity or heavy custom development.
The core challenge was designing and building a subscription model that felt simple for customers but remained operationally efficient for the JENKI team. The Starter Kit required a unique flow: customers receive the full kit upfront, followed by recurring matcha-only refills via Recharge. This needed to be clearly communicated visually, easy to manage in the Shopify admin, and frictionless at checkout. All of this had to be delivered while maintaining JENKI’s premium aesthetic and ensuring the experience encouraged long-term commitment rather than one-off purchases.
We approached the project with a clear focus on clarity, flexibility, and conversion. Starting with the Theme migration, we rebuilt the site using a custom design layered onto a robust Shopify theme, allowing us to move quickly while still delivering a highly considered user experience.
Subscription UX was the centrepiece. We designed a clear, step-by-step Starter Kit subscription flow that visually explained what customers receive upfront versus what arrives in future deliveries. Using Recharge Automate, we structured products and plans in a way that reduced admin overhead while giving customers confidence and transparency at the point of purchase.
From a UX and CRO perspective, we simplified navigation, improved product page hierarchy, and introduced clearer value messaging around subscriptions — highlighting convenience, savings, and ritual. Content modules were designed to be flexible, allowing the JENKI team to evolve storytelling and merchandising without relying on developers.
Post-launch, we continued working closely with the team to support optimisation. This included maintenance, launching new products, and iterating on mobile UX.
The result was a calmer, clearer, and more conversion-focused experience that aligned with JENKI’s brand while unlocking subscription growth.
The new Shopify experience delivered immediate performance gains. Conversion rate increased by 16%, average order value grew by 1.9%, and subscription checkouts rose by a massive 15%. Beyond the numbers, the JENKI team gained a flexible, scalable e-commerce foundation with subscription flows that are easy to manage and easy for customers to understand. Ongoing post-launch support ensured the site continued to evolve alongside the brand, reinforcing subscriptions as a core pillar of JENKI’s growth strategy.
