NESPRESSO - e-commerce

SIMPLIFYING THE user purchasing experience

 
 

The client

Nespresso is part of the International Nestlé Group and sells coffee machines and capsules around the world. All Nespresso coffee is roasted, ground and encapsulated in one of three factories in Switzerland but the company sells its system of machines (Original) and capsules worldwide, as well as the Vertuo Line system in North America and other countries.

The brief

I joined the content team at Nespresso on a 10 months contract to deliver campaign products across digital. During my time there I worked on many different projects, one of them being The difference Page, a comparison page of the Original Nespresso Coffee Machine versus the (new) Vertuo Machine.

The ChallengeS

This project had a strong need for extensive user and market research to understand the preferences and pain points of Nespresso global customer base.

The complexity increased with the existence of various versions of the page on multiple Nespresso websites worldwide, necessitating a consistent yet localized approach.

USER RESEARCH AND TESTING

I conducted comprehensive user research to analyse the current Difference page on the UK Nespresso website. This involved running in-depth user interviews to analyse both the existing comparison page and the dedicated Vertuo Machine page.

Given the company's focus on the Vertuo Machine campaign during a significant marketing push, my research aimed to uncover how users perceived the Vertuo range compared to the Original Nespresso machines. I carefully selected a diverse group of participants to represent various demographics and coffee preferences.

Through these interviews, I gathered qualitative data on user interactions, preferences, and pain points. Key areas of focus included:

  1. User Understanding and Clarity: Assessing how well users understood the differences between the Original and Vertuo machines.

  2. Information Relevance and Accessibility: Identifying the most critical information users needed to make an informed decision and how easily they could access it on the current pages.

  3. Design and Usability: Evaluating the overall user experience, including navigation, layout, and aesthetic appeal of the pages.

Screenshots of some of the test results

takeaways from user testing

  1. Users are confused and annoyed by copy. They want clearer information, less ‘marketing’

  2. Slider layout isn’t user friendly, they want to see information side by side

  3. They want to see more of the machine from the start of the journey

  4. Users want to know about the taste of coffee (what is the different in taste compared to Original). They want simpler language than explains final coffee aromas rather than technical words they don’t understand

  5. They want to feel inspired and discover what type of recipes they will be able to make with the machine

  6. They love videos and interactive content

  7. Some users have concerns regarding capsules prices and availability, information needs to be clearer

Design solution