Engaging young coffee lovers:
Designing a social platform with AR/VR experiences for Nescafé
Engaging young coffee lovers:
Designing a social platform with AR/VR experiences for Nescafé
Engaging young coffee lovers:
Designing a social platform with AR/VR experiences for Nescafé
Nescafé
Nescafé
Nescafé
As a global coffee giant, Nescafé found itself at a crossroads. While the brand enjoyed a loyal following, it needed to adapt to the changing preferences of younger consumers. By recognizing the need to create a digital experience that would resonate with this new audience while honoring the brand's rich heritage.
As a global coffee giant, Nescafé found itself at a crossroads. While the brand enjoyed a loyal following, it needed to adapt to the changing preferences of younger consumers. By recognizing the need to create a digital experience that would resonate with this new audience while honoring the brand's rich heritage.
As a global coffee giant, Nescafé found itself at a crossroads. While the brand enjoyed a loyal following, it needed to adapt to the changing preferences of younger consumers. By recognizing the need to create a digital experience that would resonate with this new audience while honoring the brand's rich heritage.
As a global coffee giant, Nescafé found itself at a crossroads. While the brand enjoyed a loyal following, it needed to adapt to the changing preferences of younger consumers. By recognizing the need to create a digital experience that would resonate with this new audience while honoring the brand's rich heritage.
Problem statement &
Challenges
Problem statement &
Challenges
Nescafé, a timeless brand, needed to adapt to changing consumer preferences, particularly among younger demographics. To achieve this, they sought to create a digital experience that honored their heritage while resonating with modern tastes.
Bridging the Generational Gap: Balancing the needs of both younger, tech-savvy consumers and older, loyal customers.
Digital Transformation: Successfully transitioning a traditional brand into the digital age without alienating existing customers.
Engaging a Diverse Audience: Creating a platform that appeals to a wide range of users with varying interests and preferences.
Data-Driven Decision Making: Leveraging data insights to optimize the platform's features and user experience.
Bridging the Generational Gap: Balancing the needs of both younger, tech-savvy consumers and older, loyal customers.
Digital Transformation: Successfully transitioning a traditional brand into the digital age without alienating existing customers.
Engaging a Diverse Audience: Creating a platform that appeals to a wide range of users with varying interests and preferences.
Data-Driven Decision Making: Leveraging data insights to optimize the platform's features and user experience.
About the process
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
Discover
Define
Develop
Deliver
UI Kit based on brand guidelines
Coffee Moments feed
Built in AR/VR/AI features for IOS App.
Nescafé: Digital Store
Response of Qualitative &
Quantitative research
We conducted in-depth user research, including interviews and surveys, to identify two primary user personas:
The Digital Native: Young, tech-savvy individuals who seek immersive experiences and personalized recommendations.
The Traditionalist: Older, loyal customers who value heritage, quality, and a familiar user interface.
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
User Personas +
Empathy Map
How might we?
How might we create something valuable for such contrasting age segments?
How do we ensure to blend in various demographics ?
Goals
Expectations
Bio
Marianne is a tech journalist based in Sydney. With a deep interest in the latest technological advancements, she covers a range of topics, including artificial intelligence, cybersecurity, and emerging startups. When she's not writing, she can be found tinkering with the latest gadgets, attending tech conferences, or exploring Sydney's thriving startup scene. She also spends her free time discovering new hipster coffee shops around the city, always on the hunt for the perfect caramel macchiato.
Coffee quality has decreased.
She doesn´t want to support Starbucks anymore.
There is not many sustainable options available in the market.
There is not really strong interest for brands to bring young customers in by establishing new trends.
A perfect cup of coffee, ready in moments, for her hectic schedule.
She wants to support brands that engage and take their users into account.
She will love to know how other people prepare their coffee since she loves exploring new possibilities.
Frustrations
Influences
Personality
Technology
Extrovert
Creative
Messy
Independent
Risktaker
Messy
Mobile apps
IOS
Social platforms
News and media outlets
Professional camera
Microphone
28
Journalist
Her parents
Her boyfriend
Lifestyle and productivity influencers
Tech leaders
“I expect my high quality coffee to be:
- Ethically sourced
- Easy to prepare
- Diverse in flavor
- From a brand I trust.”
Marianne Johns
Sees
Reels on how to make coffee.
New coffee brands.
Lots of brands seeking her attention.
Thinks
Reflects about daily chaos and how to balance life and work.
Thinks about making time to go grocery shopping.
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Says
“I wake up with coffee in my hands.”
“Would love to have a nice mug for my morning coffee”
Pains
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Gains
The coffee high
The pleasure of enjoying the taste.
The experience of coffee by herself and with others.
Goals
Expectations
Bio
Marianne is a tech journalist based in Sydney. With a deep interest in the latest technological advancements, she covers a range of topics, including artificial intelligence, cybersecurity, and emerging startups. When she's not writing, she can be found tinkering with the latest gadgets, attending tech conferences, or exploring Sydney's thriving startup scene. She also spends her free time discovering new hipster coffee shops around the city, always on the hunt for the perfect caramel macchiato.
Coffee quality has decreased.
She doesn´t want to support Starbucks anymore.
There is not many sustainable options available in the market.
There is not really strong interest for brands to bring young customers in by establishing new trends.
A perfect cup of coffee, ready in moments, for her hectic schedule.
She wants to support brands that engage and take their users into account.
She will love to know how other people prepare their coffee since she loves exploring new possibilities.
Frustrations
Influences
Personality
Technology
Extrovert
Creative
Messy
Independent
Risktaker
Messy
Mobile apps
IOS
Social platforms
News and media outlets
Professional camera
Microphone
28
Journalist
Her parents
Her boyfriend
Lifestyle and productivity influencers
Tech leaders
“I expect my high quality coffee to be:
- Ethically sourced
- Easy to prepare
- Diverse in flavor
- From a brand I trust.”
Marianne Johns
Sees
Reels on how to make coffee.
New coffee brands.
Lots of brands seeking her attention.
Thinks
Reflects about daily chaos and how to balance life and work.
Thinks about making time to go grocery shopping.
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Says
“I wake up with coffee in my hands.”
“Would love to have a nice mug for my morning coffee”
Pains
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Gains
The coffee high
The pleasure of enjoying the taste.
The experience of coffee by herself and with others.
Goals
Expectations
Bio
Fernando, a dedicated chemist from Hermosillo, Mexico, balances his busy work life with a simple pleasure: a morning cup of Nescafé. A loyal customer for many years, he appreciates the classic taste and convenience, providing a perfect start to his day.
Coffee quality has decreased.
Coffee has become a costly expense for him.
To have both instant and machine coffee in a reliable way without compromising quality or taste.
To prepare coffee without compromising time and money.
Frustrations
Influences
Personality
Technology
Introvert
Analytical
Busy
Organized
Team player
Mobile apps
Android
Social platforms
47
Chemist
His parent, since he is a great coffee lover
Overall food publicity and marketing
“I expect the the traditional strong coffee flavor at an accessible price.
Fernando Gael
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Sees
His partner when he shares his coffee
New brands trying to get into the market.
Thinks
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Says
Coffee costs
Constant coffee changes
Pains
Nostalgia to past coffee memories
Coffee price on the rise
Gains
Great taste
Tiny morning rituals
Goals
Expectations
Bio
Fernando, a dedicated chemist from Hermosillo, Mexico, balances his busy work life with a simple pleasure: a morning cup of Nescafé. A loyal customer for many years, he appreciates the classic taste and convenience, providing a perfect start to his day.
Coffee quality has decreased.
Coffee has become a costly expense for him.
To have both instant and machine coffee in a reliable way without compromising quality or taste.
To prepare coffee without compromising time and money.
Frustrations
Influences
Personality
Technology
Introvert
Analytical
Busy
Organized
Team player
Mobile apps
Android
Social platforms
47
Chemist
His parent, since he is a great coffee lover
Overall food publicity and marketing
“I expect the the traditional strong coffee flavor at an accessible price.
Fernando Gael
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Sees
His partner when he shares his coffee
New brands trying to get into the market.
Thinks
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Says
Coffee costs
Constant coffee changes
Pains
Nostalgia to past coffee memories
Coffee price on the rise
Gains
Great taste
Tiny morning rituals
Happy path considering user persona diversity
Immersive Onboarding: Users are welcomed with an interactive onboarding experience, exploring Nescafé's history through AR/VR.
Daily Rituals, Digital Rewards: Users share coffee moments on the social feed, earning digital currency for rewards and virtual goods.
Community Engagement: Users connect with like-minded individuals, participate in challenges, and gain rewards.
Digital Treasure Hunt: Users leave virtual coffee traces, inviting others to claim them for digital currency.
Personalized Experiences: AI-powered recommendations tailor content, products, and experiences.
Seamless Shopping: Users purchase Nescafé products through the digital store, using earned digital currency.
A comprehensive UI kit was developed to ensure consistency and efficiency in the design process. The visual identity for the interactive exhibition was carefully crafted to reflect the brand's heritage and evoke a sense of nostalgia while incorporating modern design elements.
UI KIT / DS
A comprehensive UI kit was developed to ensure consistency and efficiency in the design process. The visual identity for the interactive exhibition was carefully crafted to reflect the brand's heritage and evoke a sense of nostalgia while incorporating modern design elements.
UI Kit / DS
The Coffee Moments feed allows users to share their daily coffee rituals, connect with other coffee enthusiasts, and participate in challenges and contests. The virtual store offers a curated selection of Nescafé products and accessories, personalized recommendations, and a seamless checkout process.
Feed and digital store
Project status
This under-review Nescafé project aimed to engage new and existing customers with a digital platform showcasing Nescafé's history, sustainability, and a coffee community. User-centered design and prototyping drove development, focusing on UI, social features, and gamification, including an interactive AR/VR exhibition. Expected outcomes include increased brand awareness and community engagement. This project highlights user-centric design and innovative technology.
The Coffee Moments feed allows users to share their daily coffee rituals, connect with other coffee enthusiasts, and participate in challenges and contests. The virtual store offers a curated selection of Nescafé products and accessories, personalized recommendations, and a seamless checkout process.
Feed and digital store
The immersive AR/VR exhibition transports users through Nescafé’s history. By sharing coffee stories and actively participating, users can have their moments featured in the live archive, ‘Nescafé is You and Me.’ This cements their legacy and rewards them with digital currency for digital store purchases.
Immersive exhibition
The immersive AR/VR exhibition transports users through Nescafé’s history. By sharing coffee stories and actively participating, users can have their moments featured in the live archive, ‘Nescafé is You and Me.’ This cements their legacy and rewards them with digital currency for digital store purchases.
Immersive exhibition
A/B Test:
Coffee Moments
To optimize the app´s performance, we conducted A/B tests with potential users to compare different design variations and feature implementations. By analyzing user behavior and gathering quantitative data, we were able to identify areas for improvement and make data-driven decisions.
A
The redesigned feed underwent significant revisions based on user feedback:
Less visual clutter
The navbar was moved to the lower part of the screen for better reach and usability considerations.
B
Project status
This under-review Nescafé project aimed to engage new and existing customers with a digital platform showcasing Nescafé's history, sustainability, and a coffee community. User-centered design and prototyping drove development, focusing on UI, social features, and gamification, including an interactive AR/VR exhibition. Expected outcomes include increased brand awareness and community engagement. This project highlights user-centric design and innovative technology.
Problem statement &
Challenges
Nescafé, a timeless brand, needed to adapt to changing consumer preferences, particularly among younger demographics. To achieve this, they sought to create a digital experience that honored their heritage while resonating with modern tastes.
Bridging the Generational Gap: Balancing the needs of both younger, tech-savvy consumers and older, loyal customers.
Digital Transformation: Successfully transitioning a traditional brand into the digital age without alienating existing customers.
Engaging a Diverse Audience: Creating a platform that appeals to a wide range of users with varying interests and preferences.
Data-Driven Decision Making: Leveraging data insights to optimize the platform's features and user experience.
Bridging the Generational Gap: Balancing the needs of both younger, tech-savvy consumers and older, loyal customers.
Digital Transformation: Successfully transitioning a traditional brand into the digital age without alienating existing customers.
Engaging a Diverse Audience: Creating a platform that appeals to a wide range of users with varying interests and preferences.
Data-Driven Decision Making: Leveraging data insights to optimize the platform's features and user experience.
Currently I’m open to new opportunities and projects. Feel free to reach out.
Currently I’m open to new opportunities and projects. Feel free to reach out.
Currently I’m open to new opportunities and projects. Feel free to reach out.
Currently I’m open to new opportunities and projects. Feel free to reach out.
Discover
Define
Develop
Deliver
UI Kit based on brand guidelines
Coffee Moments feed
Built in AR/VR/AI features for IOS App.
Nescafé: Digital Store
UI Kit based on brand guidelines
Coffee Moments feed
Built in AR/VR/AI features for IOS App.
Built in AR/VR/AI features for IOS App.
About the process
About the process
About the process
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
Designing a seamless happy path
Designing a seamless happy path
Designing a seamless happy path
Our design solutions focused on creating a seamless user journey ("happy path") that addresses all three pain ponts:
Rebranding: Complete brand refresh for an enhanced visual appeal for a clearer brand identity.
Streamlined Checkout: The checkout process was redesigned with fewer steps, progress indicators, and user-friendly interfaces. Designed for responsive layouts and built-in IOS app.
AR/VR AI Fitting Room: The fitted result incorporates itself into the overall checkout experience.
Immersive Onboarding: Users are welcomed with an interactive onboarding experience, exploring Nescafé's history through AR/VR.
Daily Rituals, Digital Rewards: Users share coffee moments on the social feed, earning digital currency for rewards and virtual goods.
Community Engagement: Users connect with like-minded individuals, participate in challenges, and gain rewards.
Digital Treasure Hunt: Users leave virtual coffee traces, inviting others to claim them for digital currency.
Personalized Experiences: AI-powered recommendations tailor content, products, and experiences.
Seamless Shopping: Users purchase Nescafé products through the digital store, using earned digital currency.
Immersive Onboarding: Users are welcomed with an interactive onboarding experience, exploring Nescafé's history through AR/VR.
Daily Rituals, Digital Rewards: Users share coffee moments on the social feed, earning digital currency for rewards and virtual goods.
Community Engagement: Users connect with like-minded individuals, participate in challenges, and gain rewards.
Digital Treasure Hunt: Users leave virtual coffee traces, inviting others to claim them for digital currency.
Personalized Experiences: AI-powered recommendations tailor content, products, and experiences.
Seamless Shopping: Users purchase Nescafé products through the digital store, using earned digital currency.
Response of Qualitative &
Quantitative research
We conducted in-depth user research, including interviews and surveys, to identify two primary user personas:
The Digital Native: Young, tech-savvy individuals who seek immersive experiences and personalized recommendations.
The Traditionalist: Older, loyal customers who value heritage, quality, and a familiar user interface.
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
LA AMO TANTISIMO
A LA BEBE DE MUNDO
ES VIDA GRANDE
ES AMOR CHIQUIVEBE
Project status
This under-review Nescafé project aimed to engage new and existing customers with a digital platform showcasing Nescafé's history, sustainability, and a coffee community. User-centered design and prototyping drove development, focusing on UI, social features, and gamification, including an interactive AR/VR exhibition. Expected outcomes include increased brand awareness and community engagement. This project highlights user-centric design and innovative technology.
A/B Test:
Coffee Moments
To optimize the app´s performance, we conducted A/B tests with potential users to compare different design variations and feature implementations. By analyzing user behavior and gathering quantitative data, we were able to identify areas for improvement and make data-driven decisions.
A
A/B Test:
Coffee Moments
To optimize the app´s performance, we conducted A/B tests with potential users to compare different design variations and feature implementations. By analyzing user behavior and gathering quantitative data, we were able to identify areas for improvement and make data-driven decisions.
The redesigned feed underwent significant revisions based on user feedback:
Less visual clutter
The navbar was moved to the lower part of the screen for better reach and usability considerations.
A
B
Response of Qualitative &
Quantitative research
We conducted in-depth user research, including interviews and surveys, to identify two primary user personas:
The Digital Native: Young, tech-savvy individuals who seek immersive experiences and personalized recommendations.
The Traditionalist: Older, loyal customers who value heritage, quality, and a familiar user interface.
User Personas +
Empathy Map
How might we?
How might we create something valuable for such contrasting age segments?
How do we ensure to blend in various demographics ?
Goals
Expectations
Bio
Marianne is a tech journalist based in Sydney. With a deep interest in the latest technological advancements, she covers a range of topics, including artificial intelligence, cybersecurity, and emerging startups. When she's not writing, she can be found tinkering with the latest gadgets, attending tech conferences, or exploring Sydney's thriving startup scene. She also spends her free time discovering new hipster coffee shops around the city, always on the hunt for the perfect caramel macchiato.
Coffee quality has decreased.
She doesn´t want to support Starbucks anymore.
There is not many sustainable options available in the market.
There is not really strong interest for brands to bring young customers in by establishing new trends.
A perfect cup of coffee, ready in moments, for her hectic schedule.
She wants to support brands that engage and take their users into account.
She will love to know how other people prepare their coffee since she loves exploring new possibilities.
Frustrations
Influences
Personality
Technology
Extrovert
Creative
Messy
Independent
Risktaker
Messy
Mobile apps
IOS
Social platforms
News and media outlets
Professional camera
Microphone
28
Journalist
Her parents
Her boyfriend
Lifestyle and productivity influencers
Tech leaders
“I expect my high quality coffee to be:
- Ethically sourced
- Easy to prepare
- Diverse in flavor
- From a brand I trust.”
Marianne Johns
Sees
Reels on how to make coffee.
New coffee brands.
Lots of brands seeking her attention.
Thinks
Reflects about daily chaos and how to balance life and work.
Thinks about making time to go grocery shopping.
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Says
“I wake up with coffee in my hands.”
“Would love to have a nice mug for my morning coffee”
Pains
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Gains
The coffee high
The pleasure of enjoying the taste.
The experience of coffee by herself and with others.
Goals
Expectations
Bio
Marianne is a tech journalist based in Sydney. With a deep interest in the latest technological advancements, she covers a range of topics, including artificial intelligence, cybersecurity, and emerging startups. When she's not writing, she can be found tinkering with the latest gadgets, attending tech conferences, or exploring Sydney's thriving startup scene. She also spends her free time discovering new hipster coffee shops around the city, always on the hunt for the perfect caramel macchiato.
Coffee quality has decreased.
She doesn´t want to support Starbucks anymore.
There is not many sustainable options available in the market.
There is not really strong interest for brands to bring young customers in by establishing new trends.
A perfect cup of coffee, ready in moments, for her hectic schedule.
She wants to support brands that engage and take their users into account.
She will love to know how other people prepare their coffee since she loves exploring new possibilities.
Frustrations
Influences
Personality
Technology
Extrovert
Creative
Messy
Independent
Risktaker
Messy
Mobile apps
IOS
Social platforms
News and media outlets
Professional camera
Microphone
28
Journalist
Her parents
Her boyfriend
Lifestyle and productivity influencers
Tech leaders
“I expect my high quality coffee to be:
- Ethically sourced
- Easy to prepare
- Diverse in flavor
- From a brand I trust.”
Marianne Johns
Sees
Reels on how to make coffee.
New coffee brands.
Lots of brands seeking her attention.
Thinks
Reflects about daily chaos and how to balance life and work.
Thinks about making time to go grocery shopping.
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Says
“I wake up with coffee in my hands.”
“Would love to have a nice mug for my morning coffee”
Pains
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Gains
The coffee high
The pleasure of enjoying the taste.
The experience of coffee by herself and with others.
Goals
Expectations
Bio
Fernando, a dedicated chemist from Hermosillo, Mexico, balances his busy work life with a simple pleasure: a morning cup of Nescafé. A loyal customer for many years, he appreciates the classic taste and convenience, providing a perfect start to his day.
Coffee quality has decreased.
Coffee has become a costly expense for him.
To have both instant and machine coffee in a reliable way without compromising quality or taste.
To prepare coffee without compromising time and money.
Frustrations
Influences
Personality
Technology
Introvert
Analytical
Busy
Organized
Team player
Mobile apps
Android
Social platforms
47
Chemist
His parent, since he is a great coffee lover
Overall food publicity and marketing
“I expect the the traditional strong coffee flavor at an accessible price.
Fernando Gael
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Sees
His partner when he shares his coffee
New brands trying to get into the market.
Thinks
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Says
Coffee costs
Constant coffee changes
Pains
Nostalgia to past coffee memories
Coffee price on the rise
Gains
Great taste
Tiny morning rituals
Goals
Expectations
Bio
Fernando, a dedicated chemist from Hermosillo, Mexico, balances his busy work life with a simple pleasure: a morning cup of Nescafé. A loyal customer for many years, he appreciates the classic taste and convenience, providing a perfect start to his day.
Coffee quality has decreased.
Coffee has become a costly expense for him.
To have both instant and machine coffee in a reliable way without compromising quality or taste.
To prepare coffee without compromising time and money.
Frustrations
Influences
Personality
Technology
Introvert
Analytical
Busy
Organized
Team player
Mobile apps
Android
Social platforms
47
Chemist
His parent, since he is a great coffee lover
Overall food publicity and marketing
“I expect the the traditional strong coffee flavor at an accessible price.
Fernando Gael
Hears
“A cup of great coffee to start the day with.”
“There´s nothing a good cup of coffee can´t fix.”
Sees
His partner when he shares his coffee
New brands trying to get into the market.
Thinks
Coffee chemicals and conservatives.
Not knowing where the coffee is sourced from.
Says
Coffee costs
Constant coffee changes
Pains
Nostalgia to past coffee memories
Coffee price on the rise
Gains
Great taste
Tiny morning rituals
Problem statement &
Challenges
Nescafé, a timeless brand, needed to adapt to changing consumer preferences, particularly among younger demographics. To achieve this, they sought to create a digital experience that honored their heritage while resonating with modern tastes.
Bridging the Generational Gap: Balancing the needs of both younger, tech-savvy consumers and older, loyal customers.
Digital Transformation: Successfully transitioning a traditional brand into the digital age without alienating existing customers.
Engaging a Diverse Audience: Creating a platform that appeals to a wide range of users with varying interests and preferences.
Data-Driven Decision Making: Leveraging data insights to optimize the platform's features and user experience.
About the process
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
Discover
Define
Develop
Deliver
UI Kit based on brand guidelines
Coffee Moments feed
Built in AR/VR/AI features for IOS App.
Nescafé: Digital Store
About the process
To ensure the success of the project, we employed a human-centered design approach, guided by the double diamond methodology. This iterative process allowed us to discover the needs and desires of our diverse user base through in-depth user research and detailed user persona development. We then defined the core problem and identified the key features and functionalities required to address it.
In the develop phase, we focused on creating a platform that caters to a wide variety of coffee enthusiasts.
Discover
Define
Develop
Deliver
UI Kit based on brand guidelines
Coffee Moments feed
Built in AR/VR/AI features for IOS App.
Nescafé: Digital Store
The redesigned feed underwent significant revisions based on user feedback:
Less visual clutter
The navbar was moved to the lower part of the screen for better reach and usability considerations.
B
A comprehensive 100-page brand guideline served as the foundation for a robust UI kit. This kit ensured design consistency across all platforms (web and mobile app) and facilitated a seamless user experience.
UI Kit / DS
To enhance the user experience and reduce cart abandonment, we implemented a simplified checkout process.
Through rigorous A/B testing and user feedback, we optimized the checkout flow by reducing the number of steps by 30%, adding clear progress indicators, and streamlining form fields.
Feed and digital store
The Coffee Moments feed allows users to share their daily coffee rituals, connect with other coffee enthusiasts, and participate in challenges and contests. The virtual store offers a curated selection of Nescafé products and accessories, personalized recommendations, and a seamless checkout process.