Fellow is known for beautifully designed coffee gear that blends precision performance with modern design. Their products are built for home baristas who care about both quality and experience. From grinders to espresso machines, everything they make feels intentional, premium, and thoughtfully engineered.
That same attention to detail extends beyond the product itself. Fellow puts serious effort into the full customer journey, especially after someone makes a purchase.
Buying a premium espresso machine is exciting, but setup can feel overwhelming.
Fellow wanted to help customers get up and running faster without relying on long PDFs or static help articles. Traditional manuals are hard to follow, easy to ignore, and don’t reflect the premium experience their brand is known for.
They needed a better way to guide customers through setup while making the learning experience feel simple, visual, and interactive.
Fellow created a step-by-step interactive quick start experience using Moast.
Instead of reading manuals, customers now get a visual walkthrough that feels more like a guided product tour. The experience lives on a dedicated learning page on their website, making it easy for customers to find support after purchase and for shoppers to explore before buying.
Using Moast’s carousel widget, they organized setup into clear, bite-sized steps. Advanced customization allowed the experience to match Fellow’s clean, premium aesthetic so it feels fully on-brand.
Customers can follow visual instructions, watch feature tutorials, and learn through video instead of dense text. It’s easier to follow, faster to understand, mobile-friendly, and reduces confusion during setup.
Fellow looked at a few different tools while building this experience, including Tolstoy.
In the end, they went with Moast because it was simply easier to use and gave them way more flexibility. They wanted full control over how everything looked and felt so it matched their brand, and Moast made that easy without a complicated setup or dev work.
It’s still early, but the impact is already clear.
Fellow now offers customers a much smoother onboarding experience that helps them set up faster and with more confidence. Instead of digging through manuals, customers get guided visually through every step.
This approach helps reduce friction after purchase, lowers the need for support, and extends Fellow’s premium brand experience beyond the checkout.
What used to be a static manual is now an interactive learning experience that customers actually want to use.
