Explain a complex proposition across machines, coffee, taste, recipes and sustainability without overwhelming customers.
Global web experience · User research
Nespresso
Helping customers understand what makes Nespresso distinctive through clearer content, stronger hierarchy and evidence-led design decisions.
ResearchWeb UXProduct Design
Project at a glance
My roleSenior Product Designer in the global content team
EngagementTen-month contract
ReachGlobal, multi-market web experience
ScopeResearch, testing, UX and web design
I planned and ran research, identified where content and navigation created friction, and translated the findings into a clearer page structure.
A prioritised experience organised around customer questions, with clearer comparison, stronger visual hierarchy and simpler routes forward.
01
Helping customers understand the difference
I joined Nespresso’s global content team for ten months. A key focus was the Difference page, an important part of the brand story that needed to help customers understand the proposition and find the information most relevant to their needs.
02
The global content challenge
The experience brought together extensive information about machines, coffee, taste, recipes and sustainability. It also needed to work across multiple markets, creating a tension between the depth of the story and the clarity of the customer journey.
03
Researching expectations and friction
I planned and ran user testing to understand what people expected from the page, which messages they understood and where the structure made it difficult to progress. The research gave the team evidence for deciding what to prioritise rather than treating every message equally.
04
What customers needed to move forward
Testing revealed confusion in parts of the copy and a need for clearer comparisons between machines. Customers also wanted more guidance around taste and simpler routes into recipes and capsules. These findings became practical criteria for the redesign.
05
Restructuring around customer questions
The final direction reorganised content around clearer customer needs, with more purposeful interactions and a stronger hierarchy that could work across markets. The page moved from presenting a large volume of information to helping customers understand, compare and choose a relevant next step.
06
An evidence-led direction for global teams
The work gave content, product and market teams a shared rationale for the page structure and recommendations. It connected qualitative research to specific changes in hierarchy, navigation and interaction rather than treating testing as a final validation step.
Selected details