Client
Nestlé Nespresso
Project Type
Digital Transformation
Role
Global Product Design Lead
Team
Product, Design, Engineering, UXR, Content, Accessibility, SEO
Timeline
Oct 2024 - Present
Transforming Nespresso’s fragmented global platform into a unified, scalable digital experience.
Overview
Nespresso is replacing 42+ independently managed websites with a single global platform. Alongside a complete redesign, the business is moving from a monolithic architecture to a composable platform, creating a more scalable and inspirational experience while giving markets the flexibility to focus on growth instead of maintaining local websites.
Scope
The transformation touches almost every part of the digital experience, from customer journeys and product features to a complete visual refresh, new content direction, and modular templates. It also introduces a new CMS, brings B2B and B2C experiences closer together, and establishes a shared foundation for future growth.
My role
I built and lead the design team behind the transformation, working closely with Product, Engineering, UX Research, Content, Accessibility, SEO, and local markets. My role combined strategy and hands-on design, shaping the vision, aligning stakeholders, and driving the experience from concept to delivery. I also coached and mentored designers, helped define ways of working, and supported the growth of the team as the programme scaled.
Impact at a glance
Markets
User tests
Workshops
Web blocks
Global template
Markets
User tests
Workshops
Web blocks
Template
Markets
User tests
Workshops
Web blocks
Global template
Impact so far:
The team established the foundation for replacing 42+ decentralised websites with a shared global platform, creating a scalable operating model that reduces duplication and supports future global rollout.
Impact at a glance
Markets
User tests
Workshops
Web blocks
Global template
Markets
User tests
Workshops
Web blocks
Template
Markets
User tests
Workshops
Web blocks
Global template
Impact so far:
The team established the foundation for replacing 42+ decentralised websites with a shared global platform, creating a scalable operating model that reduces duplication and supports future global rollout.
Context
From Fragmentation to Scale
Over time, Nespresso’s digital ecosystem had grown into independently managed market experiences, resulting in inconsistent customer journeys and duplicated investment. At the same time, the business was evolving its brand and digital strategy, creating the opportunity to rethink the platform and establish a more cohesive experience that could scale globally.
Context
Transactional → Inspirational
The goal was to move beyond a linear shopping journey and create a richer digital experience that reflects Nespresso’s wider coffee lifestyle. By combining commerce with storytelling through a modular approach, the platform became more scalable, easier to personalise, and flexible enough to support both global consistency and local needs.
What was the challenge?
Fragmented Global Platform
Decentralised evolution
42+ markets had evolved independently, resulting in duplicated investment, inconsistent experiences, and limited scalability.
🌍
Global Markets
One vision, many needs
Balancing the needs of 42+ markets, each with different priorities, customer behaviours, and local requirements, while creating a consistent global experience.
🤝
Cross-functional Alignment
Driving consensus
Bringing together Design, Product, Engineering, Content, UX Research, Accessibility, SEO, and local markets around one direction.
🧩
Legacy Experience
Years of complexity
Incremental changes had created fragmented journeys and inconsistent patterns that no longer reflected how customers shop.
📈
Business Priorities
Growing while evolving
Supporting subscriptions, promotions, storytelling, and commercial goals without disrupting an active global business.
What was the challenge?
What was the challenge?
Fragmented Global Platform
Decentralised evolution
42+ markets had evolved independently, resulting in duplicated investment, inconsistent experiences, and limited scalability.
🌍
Global Markets
One vision, many needs
Balancing the needs of 42+ markets, each with different priorities, customer behaviours, and local requirements, while creating a consistent global experience.
🤝
Cross-functional Alignment
Driving consensus
Bringing together Design, Product, Engineering, Content, UX Research, Accessibility, SEO, and local markets around one direction.
🧩
Legacy Experience
Years of complexity
Incremental changes had created fragmented journeys and inconsistent patterns that no longer reflected how customers shop.
📈
Business Priorities
Growing while evolving
Supporting subscriptions, promotions, storytelling, and commercial goals without disrupting an active global business.
1.
Research & Insights
We started by bringing together insights from customers, markets, analytics, and stakeholder workshops. Looking at the problem from different angles helped us build a clearer picture of where the experience was falling short.
Common themes quickly emerged around discovery, content, consistency, and scalability. These insights helped align teams around the biggest opportunities and informed many of the decisions that followed.
Methodologies
Discovery & Research
The discovery phase brought together user research, analytics, stakeholder workshops, usability testing, and Baymard best practices to identify key pain points and guide design decisions.
👥
Usability testing (Customers & Prospects)
Usability testing with both existing customers and prospects validated key decisions, uncovered friction points, and refined the experience before development.
🔍
Quantitative and CRC Data
Quantitative data from CRC, CMI, and analytics identified behavioural patterns, validated assumptions, and helped prioritise opportunities for improvement.
🌍
Teams & markets pain-points
Workshops with markets, squads, and cross-functional teams uncovered pain points, aligned priorities, and informed key product and experience decisions.
2.
Strategic Decisions
Rather than redesigning individual pages, we focused on creating a shared framework for decision-making. Design principles, journey prioritisation, and phased delivery helped the team stay focused on what mattered most while reducing delivery risk.
3.
Building the Platform
Instead of creating one-off page designs, we focused on building a platform that could scale. Shared templates, reusable patterns, and Design System foundations helped create consistency across the experience.
We also introduced governance and clear implementation guidelines, giving markets the flexibility they needed without losing sight of the bigger picture.
4.
Designing for Scale
Scalability influenced almost every decision we made. The goal wasn't just to redesign a website, but to create a composable ecosystem capable of supporting more than 40 markets while balancing global consistency with local flexibility.
Strategy
Strategy
1.
Research & Insights
Research & Insights
We started by bringing together insights from customers, markets, analytics, and stakeholder workshops. Looking at the problem from different angles helped us build a clearer picture of where the experience was falling short.
Common themes quickly emerged around discovery, content, consistency, and scalability. These insights helped align teams around the biggest opportunities and informed many of the decisions that followed.
Methodologies
Discovery & Research
The discovery phase brought together user research, analytics, stakeholder workshops, usability testing, and Baymard best practices to identify key pain points and guide design decisions.
👥
Usability testing (Customers & Prospects)
Usability testing with both existing customers and prospects validated key decisions, uncovered friction points, and refined the experience before development.
🔍
Quantitative and CRC Data
Quantitative data from CRC, CMI, and analytics identified behavioural patterns, validated assumptions, and helped prioritise opportunities for improvement.
🌍
Teams & markets pain-points
Workshops with markets, squads, and cross-functional teams uncovered pain points, aligned priorities, and informed key product and experience decisions.
2.
Strategic Decisions
Strategic Decisions
Rather than redesigning individual pages, we focused on creating a shared framework for decision-making. Design principles, journey prioritisation, and phased delivery helped the team stay focused on what mattered most while reducing delivery risk.
3.
Building the Platform
Building the Platform
Instead of creating one-off page designs, we focused on building a platform that could scale. Shared templates, reusable patterns, and Design System foundations helped create consistency across the experience.
We also introduced governance and clear implementation guidelines, giving markets the flexibility they needed without losing sight of the bigger picture.
4.
Designing for Scale
Designing for Scale
Scalability influenced almost every decision we made. The goal wasn't just to redesign a website, but to create a composable ecosystem capable of supporting more than 40 markets while balancing global consistency with local flexibility.
Visual Direction
Homepage (modular approach)
The Homepage combines fixed and flexible blocks, allowing markets to adapt content to local needs. Clear governance ensured consistency while supporting different block combinations, priorities, and storytelling approaches.
Selected examples
Fragmented Global Platform
Decentralised evolution
42+ markets had evolved independently, resulting in duplicated investment, inconsistent experiences, and limited scalability.
🌍
Global Markets
One vision, many needs
Balancing the needs of 42+ markets, each with different priorities, customer behaviours, and local requirements, while creating a consistent global experience.
🤝
Cross-functional Alignment
Driving consensus
Bringing together Design, Product, Engineering, Content, UX Research, Accessibility, SEO, and local markets around one direction.
🧩
Legacy Experience
Years of complexity
Incremental changes had created fragmented journeys and inconsistent patterns that no longer reflected how customers shop.
📈
Business Priorities
Growing while evolving
Supporting subscriptions, promotions, storytelling, and commercial goals without disrupting an active global business.
Visual Direction
Homepage (modular approach)
The Homepage combines fixed and flexible blocks, allowing markets to adapt content to local needs. Clear governance ensured consistency while supporting different block combinations, priorities, and storytelling approaches.
Selected examples
Selected examples
User flows
Before designing templates, we mapped end-to-end user journeys to create a bird’s-eye view of the experience. This helped identify priorities, define required templates, and break delivery into focused packages aligned across design, product, and engineering.
Animations
Animations and micro-interactions were thoughtfully crafted and documented across all blocks and components, reinforcing Nespresso’s premium brand while ensuring consistency and scalability across markets.
Animations
Animations and micro-interactions were thoughtfully crafted and documented across all blocks and components, reinforcing Nespresso’s premium brand while ensuring consistency and scalability across markets.
Animations
Animations and micro-interactions were thoughtfully crafted and documented across all blocks and components, reinforcing Nespresso’s premium brand while ensuring consistency and scalability across markets.
Purchase Coffee & Machine – Happy paths
Designed for customers who like to explore before buying, these journeys combine inspiration, education, and product information to help people discover the right products and purchase with confidence.
Visual Direction
Homepage (modular approach)
The Homepage combines fixed and flexible blocks, allowing markets to adapt content to local needs. Clear governance ensured consistency while supporting different block combinations, priorities, and storytelling approaches.
Animations
Animations and micro-interactions were thoughtfully crafted and documented across all blocks and components, reinforcing Nespresso’s premium brand while ensuring consistency and scalability across markets.
Visual Direction
Reflections
What I Learned
Leading work at this scale taught me that the biggest challenges aren’t always design problems. Building alignment across teams, adapting to different market needs, and driving change together are just as important as creating great user experiences.
What I'd Do Differently
Looking back, I’d spend more time working with local markets and keeping everyone better in the loop. I’d also promise myself fewer hands-on deliverables, giving me more time to review the team’s work, plan ahead, and support others. And I’d definitely push back on a few deadlines to avoid rushed decisions and shortcuts that you end up regretting later.
Selected Works – Soon
Selected Works – Soon
More case studies are currently being prepared and will be added soon, featuring recent projects, real-world challenges, and the thinking behind the final outcomes. I’m taking the time to document them properly rather than rushing them out.
In the meantime, feel free to get in touch. I’m always happy to discuss other projects I’ve worked on, share additional examples, or walk you through work that isn’t yet available on the portfolio.
Navigation
Navigation
Details Page
Details Page
B&Q Search
B&Q Search
Refined PDP
Refined PDP
Tesco VR
Tesco VR
Defined Nespresso’s global navigation strategy, creating a scalable information architecture that balanced global consistency with local market needs.
Coming soon
Client
Nestlé Nespresso
Project Type
Digital Transformation
Role
Global Product Design Lead
Team
Product, Design, Engineering, UXR, Content, Accessibility, SEO
Timeline
Oct 2024 - Present