Some aspects of this study are not fully explained or visible in detail in order to uphold the protection and confidentiality of the client's information.
Project context
Our agency has been chosen to work on this project for Nespresso after a bid.
Nespresso has asked us about creating a new mini-site focused on recipes, a Recipes Hub from scratch to be integrated into the current e-commerce site.
Nespresso headquarter created a recipe website but it didn't meet the brand SEO and business objectives of the company. Additionally this site had low traffic because it wasn't linked to the French Nespresso e-commerce site.
Goals challenges
Offer a new experience for designing the future recipe platform with a Mobile First approach.
Integrate the Recipe Hub onto the e-commerce site by creating relevant entry points (up-selling + cross-selling) to generate more sales.
Value the Nespresso coffee experience to discover coffee in all its dimensions through effective storytelling and a more inspirational approach (UX writing).
Deliver all screens to clients within a very short timeframe.
Methodology
We were integrated into the on-site product teams to establish work processes (collaborative workshops design review design critique ideation workshops etc.)
Discovery phase :
Lightening demo research :
We conducted a competitive benchmark of how recipes were presented on their websites and sought out additional sources of inspiration.
Key findings report :
Conduct an audit of the current state and note the various possible improvement areas and discover new opportunities.
Map out the steps of the current journey with the team and vote for the most meaningful information.
Informal discussion:
Discussions with internal teams to gather more contextual information identify pain points and collect needs.
Delivery phase :
The ideas gathered during the workshops:
This exercise involves rephrasing these ideas as opportunities in the form of "How Might We: »
Integrate the Recipe Hub into the Nespresso e-commerce site with relevance?
Improve recipe display on the Hub?
Simplify adding items to the cart from a recipe's detail page?
Optimize conversational marketing to recruit new customers?
Making recipe steps more immersive?
Getting more sales from coffee recipes?
Creating a "Recipes" entry at the bottom of the coffee menu and on the home page.
The solutions for the delivery phase:
Creating a "Recipes" entry at the bottom of the page sticky from the coffee menu and on the homepage.
Adding a carousel with visuals to access the detailed recipe page.
Adding editorial content to enhance the Nespresso café experience by creating content pages for SEO.
Ability to see the products of a recipe or video ad in an Instagram-style product panel.
More relevant titles for filters addition of allergens for more customization.
Addition of UGC (User Generated Content) with recipe ideas from influencers or created by chefs to increase inspiration.
Recipe steps with more immersive content (videos & micro-interactions).
Results
- Thanks to an effective collaborative work with the agency the (editorial UX, AD) work was delivered on-time despite a very tight deadline for this project. A good number of proposed solutions are on the current site.
- Despite the deadline we were able to implement a collaborative methodology that allowed the team to move forward quickly avoiding any circular and unnecessary discussions during our sharing sessions. The workshop was very well received by the teams.
- However we would have appreciated more insights from the client in order to carry out our work. There is no one-size-fits-all methodology one must be flexible and adapt according to the urgency of the project and the client.