Case Study
Growing Customer Base and a New Shopping Experience for an International Coffee Brand
Context
Nescafe Dolce Gusto is a sister brand of Netspresso, aimed at younger Millennials and Gen Z consumers.
Company:
Nestlè Dolcè Gusto/ Ogilvy Paris
Role:
User Experience Design Director
Expertise:
UX Strategy, Research, Product Design, UX/UI, Team Leadership, Internationalisation, Client Presentation
Market:
Ecommerce
Challenge
To improve business revenue, grow and retain users through the creation of a new global website, to meet the expectations of customers in eighty countries.
Younger Millennials and Gen Z want to explore coffee origins, develop their palates, and build expertise so that they appear discerning and knowledgeable about coffee.
Research
Analysing Existing Research
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Nestlé conducted extensive research about their audience.
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Ogilvy's Social Listening Department gave insights about the users' attitudes to coffee.
Develop Personas
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Based on existing research, I created personas, to understand the users' journey, from creating an account, buying a machine, to trying new coffees, and becoming a regular customer.
Competitive Analysis
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Performed to understand the online life of our users, analyzing Global brands, such as Nike, Zara, Spotify and Apple, and Social Media, including Instagram, in addition to online coffee retailers.
Personas
Uncovering the online and offline shopping habits of our users-
Example of a persona I developed:
Online Prospect, Sophia
Name:
Sophia
Customer Type:
New User, Not Registered
Country:
Brazil
Status:
Online Prospect
Path to Website:
Saw an ad on TV
Motivation:
Wants coffee shop quality coffee at home.
User Journeys
First Purchase
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Compares machines.
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Chooses the coffee maker she wants by taking the "Machine Finder" quiz.
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Adds "Mini Me" coffee machine to shopping cart.
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Looks at different types of coffee.
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Uses "Coffee Finder" quiz to choose coffee style.
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Adds Espresso Caramel Coffee to Cart.
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Completes checkout.
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Signs up to receive offers.
Return Purchase
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Sees useful story about machine-care in the "My Coffee Stories" section.
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Watches machine care video.
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Opens the Coffee Finder and chooses Mexico Chiapas Grandé coffee capsules.
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Adds Mexico Grandé capsules to cart along with Peru Espresso Bio capsules.
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Checks out.
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Opens Premium loyalty club message and signs up.
I usually order cappucino or espresso when I go to the coffee shop, but I want to know more about other coffee styles too.
I seem to like coffee grown in Mexico the best, but I'd like to know about other coffee with a similar taste.
Insights
Users wanted a sensory, discoverable experience, with a social media feel, new ways to find coffee styles, barista videos and a persistent cart makes the browsing and shopping experience frictionless.
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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.
Simplify Onboarding, Growth & Customer Retention
Through Progressive Disclosure & Messaging
UX Design Approach
Make New Coffee Styles Discoverable
To encourage discoverability, I added interactive elements, such as the Coffee Finder and Machine Finder Quizes to help users explore and learn about different coffee styles and find the best coffee machine.
Visual Design
Make New Coffee Styles Discoverable
I went through several iterations to find the right balance before landing on a questions based approach.
UX Process
Better Onboarding & Customer Retention
I made the end to end process of new prospect to engaged customer seamless by adopting a conversational approach with customers, where users received prompts and offers to keep them engaged, and so that they never run out of coffee.
Because coffee machines and capsules are available in stores, as well as online, I wanted an experience where users could visit their online account and receive reminders and always know exactly how much coffee was in their supply.
Results
32%
increase in sales in the first month after launch due to the new experience with the persistent cart and the the new ways of finding new coffee flavours.
18%
reduction in cart adandonment, due to simplified experience.
29%
reduction in time to purchase, due to the persistent shopping cart.