Nespresso Homepage

The Brief

Create a captivating new Nespresso homepage experience that mixes brand voice, sustainability content, product highlights, and seasonal promotional marketing for both new and returning customers.

Research

Before diving into design, the team identified three core problems through research:

• Returning customers struggled to discover new coffee flavors with confidence.
• Customers perceived Nespresso negatively when it came to sustainability.
• New visitors found the existing homepage outdated and uninspiring.

Sketching & Zone Diagrams

Initial sessions created zone diagrams mapping module flow across the page. Content was organized into three categories: promotional modules, product modules, and brand content modules.

The team developed two distinct experiences — one for logged-out new customers emphasizing brand and product discovery, and another for returning logged-in customers highlighting promotions and coffee discovery.

Wireframing

Higher-fidelity wireframes were developed within the constraints of Nespresso's 'page designer' system, using simple imagery, text, and calls-to-action.

For logged-out users: a new customer signup banner, large product pathways for machines and capsules, coffee discovery modules covering bestsellers and regional origins, and evergreen sustainability modules with bite-sized content.

For logged-in users: capsule discovery modules were repositioned higher in the page hierarchy, with category pathways moved lower.

Guided Selling Module

An interactive product finder using three dropdown menus helped customers identify their preferred coffee type. Building on successful previous work, this module provided an alternative discovery pathway for users who weren't sure where to start.

Final Designs

The senior visual designer applied Nespresso's style guide while maintaining the integrity of the wireframes. Technical documentation was prepared for the development handoff. The redesign went on to win the W3 Gold Award for Best Homepage in 2021.