Nespresso

Overview

During my collaboration with Nespresso, I contributed to key projects that significantly enhanced the brand's digital presence and engagement through a strategic blend of content strategy, A/B testing, and research translation. Our focus on crafting engaging, content-driven digital experiences, grounded in data-driven insights and continuous optimization, led to marked improvements in website conversion rates and deepened the relationship between Nespresso and its audience. By leveraging tailored content that highlighted the unique narrative behind each cup of coffee and employing rigorous A/B testing to refine user experience, our efforts were pivotal in elevating Nespresso's online visibility and reinforcing its commitment to quality, sustainability, and innovation, thereby enriching the overall brand experience for consumers globally.

Homepage Redesign

Our team undertook a rapid redesign of Nespresso's homepage, leveraging our past collaboration experiences. We aimed to create a homepage that would engage with new visitors as well as be functional for returning customers, all within the constraints of the Page Designer backend.

Given the tight deadline, we utilized analytics and research from Nespresso to pinpoint critical areas for enhancement:

• Facilitating the discovery of new coffee flavors for returning customers, enhancing their confidence in trying these new offerings.

• Promoting Nespresso's commitment to environmental sustainability, aiming to positively shift brand perception.

• Updating the homepage design to eliminate its outdated appearance, making it more contemporary and appealing.

ZONE DIAGRAMS & WIREFRAMING

In our early sketching sessions, we developed zone diagrams for the homepage, which were instrumental in organizing the page flow and layout. We segmented the page content into three primary sections: 'Promo' modules for showcasing new releases and offers, 'Product' modules to navigate users through product categories, and 'Content' modules to emphasize the brand's values and initiatives. Following this, we progressed to creating the initial wireframes, laying the groundwork for the design phase. This methodical approach allowed us to strategically organize information for optimal user engagement and navigation before diving into the design details.

HERO LAYOUT VARIATIONS

Nespresso faced challenges with ADA compliance due to their use of intricate imagery, which often made it difficult to overlay text directly. To address this, I developed guidelines to enhance content creation, enabling the incorporation of text over images without sacrificing legibility. I demonstrated this through various examples in the homepage's hero banner, showcasing multiple text lockup options. This approach allowed Nespresso to maintain their visually rich style while ensuring text readability, effectively balancing aesthetic appeal with accessibility standards.

FINAL HOMEPAGE DESIGNS

We quickly launched the redesigned Nespresso homepage, giving substantial consideration to their business requirements. By strategically adding content in critical areas, we found innovative ways to engage new users without compromising the experience for returning customers. This balanced approach ensured the homepage not only met Nespresso's immediate business needs but also enhanced user engagement and functionality across the board.

GUIDED SELLING COMPONENT

Following the homepage redesign, we revisited the homepage to enhance user discovery of coffees tailored to their preferences. To achieve this, we developed a guided selling component that quizzes users about their tastes and preferences, enabling us to generate personalized coffee recommendations for both Vertuo and Original capsules. This component not only provided a summary of the user's preferences but also included a call-to-action that directed them to a comprehensive product listing page with a curated list of suggested coffees.

Landing Pages

Our team developed a series of custom landing pages for Nespresso, each designed to showcase specific brand initiatives, products, or campaigns. These projects aimed to boost user engagement and increase conversion rates by delivering content tailored to various audience segments. Strategies included a comprehensive content strategy, visually appealing design, performance optimization, and continuous improvement through analytics.

Conclusion

Through this digital transformation of Nespresso's website, we achieved remarkable results. The homepage redesign and targeted landing pages not only elevated the brand's digital presence but also significantly improved user engagement and conversion rates. By revamping the content strategy to focus on Nespresso's commitment to sustainability and quality, we deepened the brand's connection with its audience, making its values and story resonate more strongly with users. The data-driven approach, underpinned by rigorous A/B testing and informed by industry research, led to a tangible improvement in site performance. This project not only met but exceeded our objectives, setting a new benchmark for how Nespresso interacts with its customers online, and solidifying its position as a leader in the premium coffee industry.

AWARDS

2021 W3 Awards Gold - Website Features - Best Visual Appeal - Aesthetics
2021 W3 Awards Gold - Website Features - Best Homepage