Nespresso tasked us with revamping their US homepage with three major pillars in mind.

First, elevating the existing art direction from static, head-on countertop shots into something more moving to connect with consumers. Second, creating a seamless shopping experience that facilitates product discovery, discernment, and conversion. Third, showcasing Nespresso as an expert curator and tastemaker of premium coffee for every season—all while navigating within the bounds of existing components and Nespresso’s global brand guidelines as much as possible.

We crafted an elevated look and feel powered by sensory discovery, with an art direction that encourages engagement by activating the senses. Through macro photography, rich colors, and textural imagery we evoke the specific flavor profiles of Nespresso’s wide catalog of coffee. To accompany the new imagery, we stretched the bounds of the brand guidelines to bring a mature, legible elegance to the typography and use of brand colors.

We reduced friction from page-load to cart by introducing flexible product tiles that make it easy to differentiate between Nespresso’s many flavors through vital information, easy-to-grasp flavor profiles, transparent pricing, and a quick-add-to-cart function.

We introduced additional tools that made it easy to differentiate between Nespresso’s two discrete systems, Original and Vertuo, and the many machines within each lineup—ultimately guiding consumers to the machine that better suit their lifestyle.

To position Nespresso as an expert in taste, we included featured product opportunities for new and returning customers alike, including personalized recommendations based on past purchases.

We also created a short-form video recipe component to educate and inspire shoppers to explore their tastes. By leveraging existing short-form social media content, we kept the lift of content maintenance low while tying in relevant flavors and accessories.

Ultimately, we achieved full sign-off on our homepage proposal, which led to future engagement with the client to design further interior pages.