Nespresso
Challenge
To redesign Nespresso shopping experience. This project was an exercise for Aela’s Master of Interface Design bootcamp. Made with most respect for Nespresso UX designers, who are doing an awesome work already.
My role
To help increase machines and coffee sales, which involved competitive and heuristic analysis, user research, new information architecture and interface.
01
Discover
PROJECT ENVIRONMENT
CLIENT
Satisfaction of their needs.
Brand opinion.
NESPRESSO
Sales increase.
Appreciation of the Nespresso brand.
KPIS
How to measure success?
of coffee and machines.
COMPETITIVE ANALYSIS
| COMPETITORS |
loja.escolhatres.com.br
|
www.nescafe-dolcegusto.com.br
|
| CAPSULE SHOPPING SPEED |
Don’t have any option for a fast shopping.
Shopping flow: Home> Capsules> Capsule page> Shopping Cart. |
Don’t have any option for a fast shopping.
Shopping flow: Home> Flavors> Capsule page> Shopping Cart. |
| MENU LIST ORDER |
Menu prioritization stimulates shopping.
1. Coffee Machines, 2. Capsules, 3. Cappuccinos, 4. Accessories, 5. Packs, 6. New Products, 7. Club Tres etc. |
About Us menu prioritization doesn’t meet the user needs.
1. About us, 2. Capsules, 3. Coffee machines, 4. Machine cares, 5. Accessories etc. |
| CAPSULE SELECTION |
It’s easy and stimulative.
Users can filter by intensity, newest, top sellers, top rated, lowest and highest price. |
It’s hard to find an specific capsule.
There isn’t a filter feature. |
| PRICE OPTIONS |
Good discount options.
Best prices for bulk purchases. |
Great discount options.
It’s possible to buy a pack of capsules with a better price. There is a discount program that you can change points for capsules, machines, accessories etc. |
Is Nespresso Website attending the user needs?
CONTEXT
| CERTANTIES | ASSUMPTIONS | DOUBTS |
|---|---|---|
|
Nespresso capsules are found in supermarkets. Appliance stores sell Nespresso machines in both physical and online stores. |
Users have a machine at home, at work,
or they’re looking for one to buy.
The users sometimes spend a little more for a hight a quality product. Most users are over 25 and work. |
What causes people to buy machines and coffee capsules online and what makes them give up to go to a physical store? What are the users needs when buying a Nespresso machine or capsules? Is there any concern about the environment considering the garbage generated with the use of the machine of coffee Nespresso? |
QUALITATIVE RESEARCH
Research Plan
One: who already has a machine.
Two: who is deciding which one to buy.
(none, very little, machine owner, much knowledge or professional)
(price, quantity supported, type of drink, aesthetics).
(Favorite flavors, strength, new flavors, promotional packs).
RESEARCH RESULTS
66% always buy their favorite coffee, and sometimes try new flavors.
25% choose through the strength of the coffee.
Users understands an assorted capsules pack as a freebie.
What feature is important?
Does all the drink type (61%); Beauty (44%);
Price (41%);
Number of coffees supported (38%);
They aren’t interested in learning coffee beverage recipes. They don’t have time to do it.
90% is concerned about sustainability.
Insights
Offer the user’s favorite coffee
flavor first and the option to
repeat last shop.
Make the coffee strength
visible.
Users have some concern if the machine is suitable for their use.
The machines need to look
beautiful in the website.
Inform about Nespresso capsule recycling options.
02
Define
How to improve the shopping experience at
Nespresso Website?
PERSONA 1
Julia
ALREADY HAS A CAPSULE COFFEE MACHINE
Age: 25 – 50
Technology Proficiency: Medium
Activities: Work
USER JOURNEY MAP - PERSONA 1
| STAGE | ACESSING NESPRESSO.COM TO BUY CAPSULES | CHOOSING CAPSULES | SHOPPING CAPSULES |
|---|---|---|---|
| MOOD | In a hurry. | Excited. | In a hurry. |
| DOING | Buying coffee capsules, because they are running out. | Looking for my favorite coffee and something new to try. | Checking out. |
| THINKING | I don’t want to waste more time or pay more to buy capsules at nespresso.com compared with when I buy it at my local supermarket. | I want to add my favorite coffee first, and then I’ll check if I’ll buy anything else. | I don't want to waste time filling a long form. If it’s going to take a long time, I’d rather buy it in my local supermarket. |
| OPPORTUNITIES | Insert shortcuts to: quick purchase, such as repeating last purchase with the option to review the quantity; buy your favorite coffee; buy coffees with the same strength as the favorite. | Make the shopping flow very fast. If the user feels that is taking too long and give up, he’ll be very stressed. | Speed up the checkout process. Include freebie capsules, considering the amount that are being purchased; offer harmonization tips for purchased coffees. |
PERSONA 2
Emerson
IS LOOKING FOR A NEW COFFEE MACHINE
Age: 25 – 50
Technology Proficiency: Medium – High
Activities: Work
USER JOURNEY MAP - PERSONA 2
| STAGE | ACESSING NESPRESSO.COM TO BUY A NEW COFFEE MACHINE | CHOOSING A COFFEE MACHINE | SHOPPING THE COFFEE MACHINE |
|---|---|---|---|
| MOOD | Insecure. | Excited. | Satisfied. |
| DOING | Looking for the right machine for my need on coffee machines brand websites, blogs and youtube reviews. | Studying features, price and aesthetics of each coffee machine. | Checking out. |
| THINKING | What's the best value for money
coffee machine. I have many questions to decide the right machine for me. |
What kinds of coffee beverage does this machine make? Will it look beautiful in my living room/kitchen? | I can’t wait to make a coffee with my new machine. |
| OPPORTUNITIES | Inform that Nespresso has several models for all people needs. |
Insert full information of each model
and make easy to compare machines.
Include pictures of coffee machines in real living rooms and kitchens. |
Highlight the Nespresso machine experience: access to coffees from around the world, with different flavors, strengths and aromas. |
HOW TO OFFER A BETTER SHOPPING EXPERIENCE
Fast Shopping
Prioritize menu and content for buying coffee capsules.
Reduce the sign-up form to essential items, with the possibility of completing the form in the future.
Offer repeat last purchase option for logged-in users.
Best Value for
Include freebie capsules by surprise, according to the shopping cost.
Highlight promotions.
Trustful Shopping
Make delivery dates clear.
Highlight Nespresso machine experience: access to coffees from around the world and many different flavors, strengths and aromas.
03
Develop
IA – OLD SITE MAP
Issues
Home content doesn’t prioritize key site actions: buying coffee or machines.
There are many pages of content, distracting the user and hiding the main goals of the website: buying coffee or machines.
IA - NEW SITE MAP
The new architecture gives priority to the purchase of coffee or machines which are the main contexts of use.
IA – WIREFRAME
Homepage
1. Quick coffee purchase
The first item that appears when accessing the site, after the header, is the button that leads to the coffee purchase page.
Goal: to accelerate the shopping process.
2. Quick coffee machine purchase
The machines appear right next. With a swipe left navigation of cards, users can quickly view all machines.
Goal: to show the user the variety of models available, suitable for the most diverse usage profiles and to accelerate the coffee machine shopping process.
3. Recycle
Search tool for Nespresso capsule recycling spots.
Goal: to inform users that Nespresso is working hard on sustainability actions and is already providing a recycling alternative near the customer’s home.
4. Fixed tab bar
The fixed tab bar is placed in the entire site. Items: Coffees, machines and shopping cart.
Goal: quick access. These items were chosen to be at the tab bar considering the main contexts of use: buying coffee, and secondly, buying coffee machines.
Coffee Selection
1. Quick coffee selection
Users swipe left to select the coffee category. When user taps on a category, the coffee list bellow is changed.
Goal: to make the coffee selection easier.
2. Quantity modal
Tapping on the add to cart button opens a modal for quantity selection, without leaving the screen and wasting time.
Goal: to make coffee selection easier for the user that is shopping more than 1 coffee flavour.
Checkout
1. Fast ways to fill address form
Current location button or zip code will fill in the address form automatically.
Goal: avoid stress in filling out the form.
2. Only necessary data is requested
When selecting payment method, only the extremely necessary data is required, and appear on the same screen.
Goal: to speed up payment.
User Dashboard
1. Shop status information
Goal: answer the user who accessed the website only for stay up to date on the purchase status.
2. Repeat last shop button
Goal: to provide a very quick shopping option for those who always buy the same coffee.
After Shopping
1. Send free coffee to users
When users buy a significant amount of products at the website, Nespresso will send free coffee and surprise them.
Goal: to bring an emotional appeal, strengthen communication and make users try other coffee flavors.
Favorite coffee gift
“We know you love Ristretto, so we’re giving you
5 more capsules so you can enjoy some more :)”
Similar coffee gift
“We know you love Lungo. How about trying this
another coffee, which has the same strength?
We’re giving 5 gift capsules for you. Try them and
tell us what you think :)"
DESIGN PRINCIPLES - BRANDING
Nespresso Brand Essence: https://www.nestle-nespresso.com/brand/brand-essence
04
Deliver
MOBILE
TABLET
DESKTOP
STYLE GUIDE
05
User Testing
User Profile
29 years, user who already owns a Nespresso machine and is buying capsules online.
34 years, user who never bought a machine or coffee online.
Tasks
I asked them to buy a specific coffee at Nespresso website and repeat the same task
at the new website proposal (study), and I timed it.
I checked if the delivery process after shopping is clear to them.
I observed if the website use are fluid, considering the tap on buttons, website
navigation etc.
Results
Users were able to complete the suggested tasks without any issue and they gave
some insights, to very simple improvements.
06
Final Words
Developing a project with so many challenges from end to end was a stimulating experience. Early on,
when I arrived at the result that the current Nespresso website has an excellent usability, I was faced with
the first obstacle:
What improvements will I propose? What am I going to do?
And then, it was in research that the most interesting and challenging part of the project was revealed.
I identified that customers don't want to waste time buying capsules online, as they are available at
the nearest supermarket.
And so, the big challenge of the project was understood:
How to make the shopping process faster, more reliable and advantageous?
From this moment on, I embarked on a journey of learning about user needs, information architecture, e-commerce, tests and more tests until I reached the proposed solution.