Conversion Flow Friction Reduction
Identified and eliminated critical friction points across mobile and desktop navigation to simplify capsule search and selection, reducing checkout drop-off rates.
User Testing and In-Depth Interviews (IDIs) for Nescafé Dolce Gusto
How I led a complex remote UX research setup in English from Chile to evaluate users in France (6+ hour time difference), analyzing coffee consumption habits and the usability of Nescafé Dolce Gusto’s new e-commerce platform.
Nestlé France SAS is the French subsidiary of the multinational food and beverage group Nestlé, responsible for marketing leading brands in the French market, including the Nescafé Dolce Gusto coffee division.
Project Context & Challenges
In early 2021, as UX Manager at Torresburriel Estudio, I led user experience research for Nescafé Dolce Gusto’s e-commerce platform in France, commissioned by Ogilvy France.
The goal was to understand French consumers’ habits and evaluate the web platform to identify optimization opportunities in the coffee capsule purchase flow.
To achieve these objectives, we conducted remote moderated usability tests and in-depth interviews (IDIs) from Chile and Spain with a sample of 20 users across various regions of France. Participants were required to be capsule coffee consumers and possess fluent English skills for session execution and qualitative data analysis.
The planning and preparation phase of the project presented the following challenges:
- Session moderation in English with French participants.
- A broad sample size (N=20) with a highly specific user profile.
- A 6+ hour time difference between France and mainland Chile.
Approach and Process
To comprehensively optimize the user experience on the web platform, we implemented an exploratory and evaluative research methodology structured in distinct session phases:
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Coffee Capsule Purchasing Habits
In this initial phase, we explored participants’ coffee buying habits (specifically coffee capsules) uncovering key decision criteria and selection patterns.
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Coffee Capsule Machine Usage
To build on these insights, we examined user perceptions and decision-making processes regarding coffee capsule machines available in the market.
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Specific Tasks
Participants were divided into groups to interact with client-provided prototypes of the new Nescafé Dolce Gusto web platform across various product search and purchase scenarios.
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Post-Task Questions
Following task execution, we gathered qualitative feedback through targeted questions to assess overall perceptions and prototype usability.
Impact and Results
The research provided strategic insights into French consumer behavior alongside key usability findings that guided checkout flow optimizations and future platform iterations.
Product Detail Page Optimization
Refined catalog visual layouts and copy to address key questions regarding coffee attributes, lowering pre-purchase uncertainty.
Personalization
Strategy
Defined functional requirements for personalized product recommendations and offers based on past purchasing behavior and browsing patterns.
Pre-Launch Risk Mitigation
Early validated prototypes with target market users prior to full deployment, ensuring the platform met the surge in e-commerce demand during the pandemic.