Nespresso - B2b Homepage

2021

Agency:

Astound Commerce

Team:

2 People -

Sr. UX Designer (me),

Sr. UI Designer

About Nespresso:

Nespresso brings luxury coffee and espresso machines straight from the café and into your kitchen.

Engagement Description:

Nespresso was a retainer client of Astounds and would frequently come to us with new ideas and initiatives aimed at improving the site.

Overview

This project was for Nespresso’s Professional side of their business, the B2B side of their site. The ask was to refresh their homepage and bring it further into line with their key 2022 business priorities.

The overall timeline for this project was relatively short, so we relied on analytics and information provided to us by Nespresso as well as our past knowledge from working on other Nespresso projects.

Key points and goals

Nespresso’s Professional customers visiting the site could be segmented into the following channels: Hospitality/Hotels, Office, Restaurants/Fine Dining
Offer more small/medium sized businesses with solutions that offer a clear path to purchase

Underline Nespresso’s unparalleled services
Push more users to self service to alleviate calls to their COE

Experience design explorations

The following screens were designed mobile first, for a screen size of 375x667.

It was important to demonstrate that Nespresso was the expert when it came to everything involving their machines, service, and coffee. I aimed to remove any uncertainty and calculation on the users part by offering guides and hand holding for new and returning users. It was also important to showcase the wide breadth of their offering via the homepage as well as their other services.

I did this by:

Implementing a multi-step wizard to guide the user to a perfect machine.
Introducing capsule assortments, aimed to allow users to select popular assortments of capsules that would cover a typical spread of desired coffee types. The number of capsules and distribution of flavors would be based on how many coffee drinkers the user was shopping for. This was aimed to make coffee selection easier with less time spent selecting coffee.
Exploring the technology that sets Nespresso’s machines apart from their competitors. This allows users to select different machines and learn how it affects them and their coffee drinkers.
Reassuring users by introducing: how to get started, testimonials, as well as outlining the other services and benefits Nespresso has to offer.