Hi, you’ve reached your next coffee order at Nespresso
And there’s no need to be put on hold! The brand is reinventing the coffee experience in the digital space one click at a time.
When I was working with the Nespresso team in the Philippines, it was essential to optimize the digital storefronts as it was to upkeep a physical store — it was a constant reminder that they are interconnected to cater to the omnichannel experience. First on the agenda was to migrate from the WooCommerce platform into Magento. Owned by Adobe, it’s an e-commerce platform built with open-source technology that gives users the ability to control the look, functionality, and content of an online store.
To support that transition project, I’ve referenced the US website a lot, and found 4 key features that kept me clicking through one landing page to another.
Zero to Hero
The hero image is the welcome mat to any website, you want it to be as inviting and engaging as possible. Right when I entered the Nespresso website, their latest campaign pops up along with a carousel of ongoing promotions. All is right in my world when: the images aren’t pixelated; the CTA is clear and concise; the web layout is responsive in case I want to switch from desktop to shopping on-the-go with my phone, AND the free shipping notice I hoped for is declared at the top.
Best Options Forward
Navigating products is a breeze. The categories are pretty straightforward, aligned with how they are arranged on the topmost part of the page. I especially appreciate the inclusion of a recycling and sustainability tab, emphasizing that the brand stands for environmentally conscious values. Since Nespresso machines also cater to B2B channels, an accessible ‘For Business’ landing page allows clients to see their options before setting up a meeting.
Your Online Barista
Shopping for food and drink isn’t solely a visual experience so in the case of coffee, it’s helpful to have comparative tools that describe in detail taste and aroma, imitating the cafe experience for the customer through the screen. The ‘curated recommendations’ feature helps with that, not to mention the weirdly satisfying feeling I get answering mini online quizzes as if it will unravel a newfound personality. Another decision tool is present when shopping for machines — just hit the compare button on a product page to group features and specs in a table for a seamless purchase decision.
The Chatbot is Your Friend
Really, it is. Intrusive pings aren’t tolerated here. What I liked about the interface of this chat box is the list of contact lines segmented per model of the machine you own and their respective availability status, making voicing out a concern hesitation-free.
As a coffee drinker, I developed an appreciation for the evolving way we consume it — via e-commerce, mobile apps, subscription orders, or simply taking a walk to the nearest cafe. Whatever it is, Nespresso played a part in my habits, making my prized beverage never out of reach.
