Nestlé Dolcé Gusto
Nescafe Dolce Gusto is a sister brand of Netspresso, aimed at younger Millennials and Gen Z consumers.
A new global website was needed to meet the expectations of customers in eighty countries. The coffee market has evolved rapidly, and consumers have become more discerning and demanding in their tastes - in line with their generation.
In my role as Director of User Experience, I worked closely with the client, the product owner, researchers and a talented team of UX and UI Designers and Developers to uncover requirements, and then produce the new global e-commerce site, before working on localization.
Process
Key Learnings
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Customers wanted a more authentic, sensory experience, and to grow and share their expertise about coffee.
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Other experiences, were designed, such as customer messaging to alert customers about when they needed to buy more coffee, or change filters in the machine.
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The outcome designed was a social shopping experience that felt like Instagram, with barista video masterclasses, localized content, and a persistent cart.
Persona Development
Meet Guillaume & Sophia
Design
Process Flows for Registration & Sign-In
Information Architecture
Wireframes for the Mobile Site
Desktop Navigation Menus
Atomic Component Library
Understand
Personas were established, which led to journey mapping to understand the journey through the site; from creating an account, buying a machine, to trying new coffees, and becoming a regular customer.
Nestlé provided prolific research, and Ogilvy's Social Listening Department
provided data about the users' attitudes to coffee.
Research
Personas & User Journey
Competitive Analysis
Competitive analysis was performed to understand the online life of our users, analyzing Global brands, such as Zara Spotify and Apple, as well as Social Media apps, such as Instagram, in addition to online coffee retailers.