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Luccid.ai

Luccid.ai

Product Redesign
UX/UI Team: G. Gibson and A. Vangelatos
Duration: 3 weeks

Product Redesign
UX/UI Team: G. Gibson and A. Vangelatos
Duration: 3 weeks

Imagine crafting your dream home with a few simple clicks and then collaborating with a handpicked architect to develop it. This is the revolution that a Berlin-based startup, is bringing by using the power of artificial intelligence. As UX/UI team, our mission was to completely restructure their product while integrating new, cutting-edge features.

Imagine crafting your dream home with a few simple clicks and then collaborating with a handpicked architect to develop it. This is the revolution that a Berlin-based startup, is bringing by using the power of artificial intelligence. As UX/UI team, our mission was to completely restructure their product while integrating new, cutting-edge features.

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Nespresso

E-commerce Redesign
UX: A. Vangelatos, K. Demchenko
, UI: A. Vangelatos
Duration: 3 weeks

Brief: Choose a well-known online shop and redesign it according to data collected from user research.

You are to consider making changes to the existing Information Architecture, Layout, and Visuals.

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Why Nespresso?

Coffee capsules can be found in nearly every home or office, and Nespresso is recognized for its speed, high quality, and recyclable capsules. But as times change, so do our drinking habits and the way we purchase things. Online shopping has become an integral part of our lives, offering speed, transparency, and convenience. Therefore, it’s crucial to continuously rethink how we can improve the E-commerce experience.

The Biggest Challenge

Upon first glance at the website of a well-established global company, it doesn’t seem that there’s much room for improvement.

A strong brand presence combined with appealing design and beautiful graphics gives the impression that the experience should be seamless and intuitive.

But is it really so?

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old version

Why Nespresso?

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Affinity Diagram

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"How Might We" Statements

Research & Findings

To gain firsthand experience, we explored their online store and ordered a few products. This allowed us to pinpoint certain areas for further improvement. However, these were assumptions that required validation from real users.

Through Surveys and Interviews, we discovered that while users trusted the platform and appreciated its interface, they had specific frustrations.

The most significant ones included:

  • The website's structure was unclear.
     

  • The content felt scattered.
     

  • The capsule variety was overwhelming.
     

  • It was not possible to search items.
     

  • Many users left due to required registration before product selection.
     

  • The total purchase amount was not visible.
     

  • The Shopping Bag (basket) pop-up lacked item adjustment.
     

  • Users often confused "offers" with "gifts".
     

  • The recycling program was hard to locate.

Primary and Secondary Personas:  Two different client segments

Site Redesign and New Features

Using the Design Thinking Process, we revamped the website's structure, emphasizing areas users are most interested in, such as "Coffees", "Coffee Machines", and "Accessories".
 

After experimenting with various prototypes and addressing user pain points, we developed a clear visual language that integrated Nespresso's brand identity, resulting in a fresh and more user-friendly online store.
 

New Features:
 

Search Bar / Navigation

  • Added a Search Bar with filters.

  • Added an Order History for quick shopping.

  • Compacted information to shorten site length.
     

Menu Bar

  • Kept only vital details.

  • Opted for a minimalist design.
     

Quick Shop & Go

  • Inspired by many modern supermarkets that offer a select range of necessities at their entrance, we dedicated a small area in the middle of the home page in a similar manner.
     

Capsules Button

  • Increased their size, included crucial details.
     

Shopping Bag

  • Implemented a +/- button for item adjustment.
     

Gifts / Offers

  • Improved the language to differentiate and "Gifts" became "Gift Ideas".
     

Checkout

  • Added "Continue as a Guest" button.

Site Map

User Flow

Moodboard and Style Tile

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Wanna see the full UX Design process?

Then visit Medium to discover more details about the research, the design process, the success metrics, and much more.

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