Nespresso
Client
Nespresso
Duration
3 × (2-week Design Sprint)
Focus
Optimize the Core User Flow → Checkout · Homepage · Subscription · Mobile UX
The sprint aimed to optimize the core user flow to increase engagement, conversion, and AOV. This included simplifying the checkout, reducing drop-off, strengthening mobile UX, and clarifying the page structure to remove friction.
A short and clear overview of the issues that were holding back conversion:
- Weak CTAs & missing trust signals
- Unnecessary fields, high checkout drop-off
- No upsells, bundles, or recommendations
- Poor mobile optimization
- Confusing page structure, high friction
- No prioritization of key actions
Experience strategy from the elite to the individual
Nespresso needed to evolve from a niche, connoisseur-focused experience to one that serves a broader spectrum of users. We restructured the digital ecosystem around three core segments, aligning navigation, guidance, and product pathways to how real customers make decisions.
The result is a premium yet approachable experience that adapts to different levels of knowledge and intent — positioning Nespresso as a companion to individual taste and routine, not just a product catalog.
Solving pain points through key features and design language
We rebuilt core journeys to remove friction and guide users toward high-value actions: clearer product pathways, faster decisions, and a more intuitive route into subscriptions and repeat purchases. Each feature was shaped around measurable impact across discovery, comparison, and checkout.
A streamlined visual system brings clarity and consistency throughout the experience, improving scanning, hierarchy, and overall conversion while scaling across Nespresso’s full product ecosystem.
A streamlined, insight-driven design system
With the updated visual direction established, we built a modular design system that unifies Nespresso’s product storytelling with clearer, more functional decision support. The system scales across machines, capsules, and subscriptions — adapting to different levels of product complexity while keeping the interface clean and predictable.
It enables users to compare options quickly, understand key differentiators, and make confident choices without navigating unnecessary noise. Subjective preferences like flavor profiles or intensity are surfaced alongside essential functional attributes, giving customers the right level of context at the right moment.
We aimed to develop a design system for Nespresso to guarantee consistency and optimal performance at scale. The navigation emerged as our primary focus, utilizing a blend of functional and expressive motion to create an innovative wayfinding solution that directs and engages users effectively.
A smarter approach to storytelling
Given the breadth of Nespresso’s product ecosystem — machines, capsules, accessories, services, and subscriptions — the previous structure made it difficult for users to quickly understand what mattered to them. To resolve this, we redefined the information architecture from the ground up.
We mapped a new, streamlined site structure and developed a content system that aligns each page with a specific user intent. This clarified where new pages were required, where consolidation improved clarity, and how guidance should scale across different product categories.
The updated visual identity was paired with modular content patterns that allow pages to adapt based on user needs — simplifying the surface for newcomers while enabling deeper exploration for returning customers.
Motion and progressive disclosure were integrated to keep the experience lightweight, reducing cognitive load while supporting higher-intent decision making.
A frictionless product-to-checkout flow
We rebuilt the product flow to minimize decision friction and shorten the path from interest to purchase. The new product page surfaces only the essentials — clear visuals, key specs, flavor cues, and transparent pricing — allowing users to make confident choices in seconds.
The redesigned Add to Cart step removes unnecessary barriers and keeps users in context, while the checkout flow has been streamlined into a fast, logical sequence optimized for mobile-first completion.
By reducing cognitive load and tightening the journey end-to-end, the experience now converts at a significantly higher rate — moving shoppers from product discovery to confirmed purchase with far less drop-off.
