While working as Nespresso's digital art director I was tasked with suggesting a redesign for the company consumer website. The redesign received very positive feedback but in the end we couldn't go through with the project due to the global consistency of the brand.
Who, What and Why
Nespresso is the leading home coffee capsule machine brand. Using the innovative capsule invention, Nespresso positioned itself early on as an industry leader. Furthermore it created an entire brand culture surrounding the product, creating exclusive boutiques and using chic product design and famous brand ambassador, Hollywood start George Clooney.
Who, What, Why
Nespresso is the leading home coffee capsule machine brand. Using the innovative capsule invention, Nespresso positioned itself early on as an industry leader. Furthermore it created an entire brand culture surrounding the product, creating exclusive boutiques, using chic product design and advertising with famous brand ambassador, Hollywood start, George Clooney.
The Nespresso user is a coffee lover! They consider themselves experts on the subject of coffee, they expect high quality and are willing to pay for it. Coffee for them is a type of ritual and as such they want the whole shopping experience to match this lifestyle. When they visit the boutiques they get one on one personalised treatment, and enjoy exploring new flavours. The users are mostly 20-50 professionals, who can afford what they consider a necessary luxury and are at least partially tech savvy and willing to embrace new technologies.
Unlike everything else in the brand, the Nespresso website does not promote the same brand values and experience. The User experience is out dated, confusing and convoluted. The user interface is not to the same high standard level as the branding, the product and the boutiques are. Where in all other brand aspects Nespresso is synonymous with innovation, everyday luxury and high quality, in the case of its website, Nespresso is way behind the times.
The redesign required a full overhaul of the UX. This was done by streamlining many of the categories and focusing on two main goals- selling products and selling the lifestyle. Once I defined these goals I could combine different parts that were redundant, while creating new parts that would help elevate the site while driving sales and experience.
Presenting the three main sales categories in a clear way, immediately bellow the welcome hero image slider, to help the user reach what they are looking for quickly.
A section that promotes the lifestyle and core brand values.
Information sections that people may search for on the homepage, but don't need to be top of mind.
Coffee specific filters on top of page. Because this is a brand that has very specific users they need to be able to filter to their exact wants.
Clearly presenting each capsule like you would fashion items in a fashion brand.
Clicking the "Quick view" option opens a popup with all the relevant information.
A section that presents all the main information of the capsules and allows easy buy buttons.
Connecting the lifestyle and the coffee bean origin buy telling about the origin country.
Going into more technical details about the product, with a technical diagram.
Video section explaining the roasting process,
Another option to press the buy button.
A section that suggests additional products based on the buyers selection
Coffee bean location inspiration
Jewels and luxury items
Exotic locations culture
Once I had my UX and visual inspirations I set out to build the site UI, combining lifestyle photography, minimalist product photography and technical sketches.
From the top I wanted to promote the sense of quality, expertise and luxury that is associated with the brand. By creating a header banner I could promote certain products while simultaneously selling the lifestyle with stunning photography.
Presenting the three main sales categories in a clear way, immediately bellow the welcome hero image slider, to help the user reach what they are looking for quickly. The page is made up of photos and cleaner sections with icons to create a rest for the eyes. The combination of a serif font and a calligraphy font that connect to the artistic and sophisticated style of the brand.
Nespresso is a lifestyle brand and it is important to promote this.
A bestsellers gallery in coffee colors, hovering shows the colors and pressing on the plus opens a quick view of the product.
Finding a boutique and a help section are what people search for most in the site, after the product sections of course.
Instagram is one of the main ways lifestyle brands promote themselves these days, and it is important for Nespresso to bring it's Instagram feed to the forefront of the customer's mind.
The main business of this website is selling capsules. In my redesign the capsules are presented in a highly appealing way, as a high end product, almost like precious jewels.
Coffee specific filters
In addition to the technical information, the product page also takes the user into the Nespresso lifestyle and on a journey to the coffee beans' origins.
The specific product page presents the capsule in an appealing way, with all the coffee related information and technical information.