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Client

Nespresso

+32% Checkout Completion Rate through experience-led optimization

Duraton

6 months

Focus

Subscription eCommerce , Customer Lifecycle Architecture, Retention & Loyalty

Designing a revenue system for a leading premium coffee brand where strong demand was undermined by fragmented decision flows and early commitment pressure.

Designing a revenue system for a leading premium coffee brand where strong demand was undermined by fragmented decision flows and early commitment pressure.

Context

Nespresso is a leading premium coffee brand operating at global scale.


UXLab was engaged to solve a structural challenge rooted in decision complexity rather than visual execution.

The objective was not to refine the interface.
It was to align experience logic with how users actually evaluate, commit, and purchase at scale.

Challenges

Challenges

Despite strong brand equity and high purchase intent, the existing experience introduced friction at critical decision points. Early commitments were required while users navigated overlapping paths that competed for attention and intent resolution.

The result was hesitation and abandonment, particularly on mobile. The root cause lay in misaligned decision architecture rather than usability.

Outcomes

+32%

Checkout Completion Rate

Strategy

Scalable execution model

UXLab approached the engagement as a revenue system design initiative.

Rather than redesigning screens, we examined how intent formed, evolved, and broke down across the journey. Particular focus was placed on where uncertainty accumulated, where commitment was forced too early, and how friction compounded across successive steps.

The strategy centered on restructuring the experience to reduce cognitive load, preserve momentum, and support confident progression toward purchase.

Execution

Experience restructuring

Execution translated strategic intent into a repeatable experience system rather than a series of isolated optimizations. The objective was to move the product from a static transactional flow toward a personalized purchasing companion that adapts to user behavior over time.

The experience was designed to support recurring decisions such as replenishment, exploration, and upsell without introducing interruption or pressure. Personalization was applied to timing and relevance rather than surface-level customization, ensuring recommendations felt supportive and contextually appropriate.

Result

Sustained conversion gains

The increase in checkout completion was the direct outcome of structural changes applied across the full decision journey. By resolving intent earlier and removing premature commitment pressure, users entered checkout with greater confidence and reduced hesitation.

Performance gains were consistent across devices, with the most significant improvements observed in mobile flows where decision friction previously compounded fastest. Trial-to-paid conversion increased fourfold as users encountered fewer decision reversals and clearer progression paths.

These results were achieved without interface redesigns or visual experimentation. The impact was driven by experience logic, sequencing, and behavioral alignment, producing gains designed to remain stable over time rather than decay after launch.