The Nespresso Native E-comm project sought to redefine the brand's native app experience by initiating a comprehensive design transformation tailored to the evolving needs of its users. This initiative focused on enhancing usability, streamlining visual coherence across iOS and Android platforms, and aligning the apps with the latest technological advancements. The objective was to create an intuitive and engaging user experience while strengthening Nespresso’s brand identity. By addressing modern customer expectations and market trends, the project established a scalable design framework to future-proof the app ecosystem and elevate the digital presence of the brand.
As the Lead Digital Product Designer at Nespresso, I spearheaded a transformative design initiative aimed at redefining the user experience for their native iOS and Android applications. My role encompassed crafting innovative and functional user interface solutions, collaborating closely with cross-functional teams, and directing the overall design strategy. Leveraging over 15 years of expertise in digital product design, I ensured that the project adhered to the highest standards of usability, scalability, and aesthetic appeal, positioning Nespresso’s digital estate for its next evolutionary phase.
The app's complex custom navigation bar hindered user interaction, and inconsistent use of view patterns like push pages and modal views led to user confusion.
Over-engineered patterns confused users, and difficult recovery flows made it hard for them to recover from errors or unintended actions.
Interactive elements lacked clear affordances, making them hard to identify. Inconsistencies and visual clutter affected content hierarchy and scalability.
Disorganised design files and an undocumented component library without a management process made modifications cumbersome and created delivery dependencies.
There was no dedicated design team or established processes. UX/UI direction was led by non-designers, with no market feedback, undefined goals, and a lack of guiding design principles or a digital UI brand language.
The beta had to be released in three months.
Dev squads didn’t have the capacity to rework or create new components without impacting beta release.
Backend systems were not owned by our team and were poorly documented.
We couldn't alter Nespresso's existing UI foundations, including the colour palette and iconography
The beta phase scope was defined, but some user journeys needed refinement and others required design
I was the sole designer working hands-on with three engineering squads.
In the first phase, I focused on supporting the beta release by simplifying the navigation to enhance the user experience, addressing the most critical UX problems, and designing the mandatory features essential for the beta launch.
In the second phase, I aimed to establish a foundation for transformation by setting new design standards and processes to tackle underlying issues. I began building a design team by recruiting additional designers and a UX researcher, and planned for post-beta improvements, using the beta release as a stepping stone for more significant changes.
Deepen the understanding of both the user and the project context to uncover key insights that will guide future decisions.
Focus on improving navigation and foundational UX elements to create a more intuitive and seamless user experience.
Experiment with visual styles, interactions, and components to establish a unified and user-friendly UI language.
Develop a robust design system to ensure visual and functional consistency while streamlining collaboration between design and development teams.
Engage with users to test prototypes, gather feedback, and validate design decisions to align the product with user needs.
Implement large-scale improvements that fundamentally enhance the product’s value, usability, and long-term impact.
Positive Growth Trend continues steady.+85K downloads YTD.
Increase in the last trimester.Conversion rates are steady and on a positive trend.
Increase in transactions in the last trimester.3% of the volume of transactions now come from the New App.
Reduced uninstall rate vs. Old App, both platforms combined.