Find your perfect Nespresso match
From chroma to action: a new and improved user experience that makes choosing your coffee as enjoyable as drinking it.
My Role: Research
2023
context of the problem
Choosing a Nespresso coffee machine and its compatible capsules can be a challenge for users, especially for those who are unfamiliar with the brand or who are not regular coffee drinkers. The wide range of models and capsule varieties can be confusing, leading to suboptimal purchasing decisions and an unsatisfactory user experience.
aim of the study
This study aims to identify the barriers and needs of users in the process of selecting a Nespresso coffee machine and capsules, in order to design a more intuitive and satisfying shopping experience.
To understand users' difficulties in choosing a Nespresso coffee machine and capsules, a combination of qualitative and quantitative research techniques was applied. This approach allowed information to be gathered on user perceptions and needs, as well as on purchasing patterns and the effectiveness of the current Nespresso interface.
🛑 In-depth Interviews
Interviews were conducted with three groups of users:
1️⃣ Users with no previous experience with Nespresso coffee machines (3 participants)
- They have never bought a coffee machine.
- They are not familiar with the differences between models.
- They need guidance to make a purchase decision.
2️⃣ Users who already own a Nespresso machine (3 participants)
- They want to change model or improve their current experience.
- Some have had problems with capsule compatibility.
- They are looking for more customisation or integration with apps.
3️⃣ Non-regular coffee drinkers (2 participants)
- Considering buying a coffee machine, but not sure if it is worth it.
- May be interested in occasional coffee options or alternatives such as tea pods.
🎯 Key insights gained
- First-time users do not understand the differences between coffee machines and capsule systems.
- There is confusion about capsule compatibility, leading to misguided purchases.
- The search filters in the online shop do not facilitate the choice according to the user's needs.
🛑 Quantitative Surveys
An online survey was designed and sent to 200 participants to validate purchasing patterns and levels of knowledge about Nespresso coffee machines and capsules.
63% of respondents did not know which model of Nespresso coffee machine to choose at the time of purchase.
38% have bought the wrong capsules on at least one occasion.
70% consider that the search filters on the web do not help them find the best option for them.
45% would like to try flavours before buying new capsules.
🎯 Impact of the study
This data confirmed that the problem of coffee machine and capsule selection is real and affects a significant part of users.
🛑 Competitive Analysis
To identify best practices in the industry, a benchmarking of other brands' product presentation strategies was carried out.
The following were analysed:
Dolce Gusto (sistema de cápsulas similar, pero con más opciones de bebidas).
Keurig (marca popular en EE.UU. con un enfoque fuerte en variedad de cápsulas).
CoffeeB (plastic-free capsule system, more sustainable).
Breville y De’Longhi (cafeteras más premium con personalización avanzada).
Key findings
✅ Keurig excels in ease of capsule choice with advanced filter system.
✅ Dolce Gusto has a clear visual guide to capsule and machine compatibility.
✅ CoffeeB focuses on sustainability and its biodegradable capsule system makes it attractive to environmentally conscious users.
❌ Nespresso has little visual guidance, leading to confusion for new users.
🎯 Impact of the study
This analysis helped identify opportunities to improve online shop navigation and communication about compatibility.
🛑 Usability Testing
Usability tests were conducted with 5 users (other than those interviewed) to assess the ease of purchase and clarity of information.
Exercise conducted:
Each participant had to select and purchase a coffee machine and a set of capsules.
Decision times, navigation errors and purchase confidence levels were measured.
4 out of 5 users were unsure which capsules were compatible with their chosen coffee machine.
3 out of 5 users did not find the way the models are presented on the website helpful.
2 out of 5 users abandoned the purchase process due to lack of clarity in the options.
🎯 Impact of the study
It was identified that the shopping experience could be improved with better visual organisation, clearer compatibility labels and an interactive wizard to guide the decision.
🛑 Heuristic Analysis
An evaluation of the Nespresso website was carried out using heuristic usability principles (Norman & Nielsen).
Main friction points identified:
❌ Visibility of system status: no clear indicator of capsule compatibility on the checkout page.
❌ Recognition over recall: Users must memorise model names rather than receive suggestions based on needs.
❌ Error prevention: There is no warning when trying to buy capsules incompatible with the selected coffee machine model.
🎯 Impact of the study
This analysis reinforced the need to improve the interface with more accessible information and automatic recommendations based on the user's profile.
📌 Summary of Methodology
RESEARCH TECHNIQUE
OBJECTIVE
KEY RESULTS
In-depth interviews (8 persons)
Understanding users' needs and frustrations
New customers do not understand the differences between models and capsules
Quantitative surveys (200 responses)
Validate purchasing patterns and product knowledge
63% of users find it difficult to choose a coffee maker
Competitive analysis
Identifying good practices in the industry
Brands such as Keurig and Dolce Gusto offer better visual guidance
Usability testing (5 participants)
Evaluating the usability of the website and the app
4 out of 5 users had questions about capsule compatibility
Heuristic analysis
Detecting web usability problems
Lack of clear information on compatibility and error prevention
This methodology allowed us to obtain a complete picture of the problem and design effective solutions to improve the shopping experience for Nespresso coffee machines and capsules.
🛑 Difficulties in Choosing a Coffee Machine
The research findings show that users face multiple barriers when choosing a coffee machine and its compatible capsules. Three main problems were identified:
1️⃣ Model Variety
2️⃣ Complex Technical Descriptions
3️⃣ Inefficient Search Filters
1️⃣ Problem: The variety of models can be overwhelming
Nespresso offers more than 10 models of coffee machines, each with different features and prices. This wide choice may confuse users who are not familiar with the brand or who are looking for a simple option.
📌 Relevant fact:
70% of households in the UK own a coffee machine (source: Mordor Intelligence), indicating mass adoption, but also potential saturation of choice. More info here
🔹 Impact on user experience:
New buyers are not clear which model to choose.
Lack of clear classification by needs (e.g. quick espresso vs. frothy latte).
📊 Figure 1: Users' perception of model variety
2️⃣ Problem: Complex Technical Descriptions
Users reported that the technical specifications of the coffee machines do not align with their general knowledge. Terms such as 19 bar pump pressure, centrifugal extraction system or Aeroccino milk container are not intuitive for those who have no experience with capsule coffee machines.
🔹 Impact on user experience
Customers do not understand what real benefits technical features offer.
They are forced to look for information from other sources, which slows down the purchase decision.
📊 Example of confusion of terms
TECHNICAL CHARACTERISTICS
TYPICAL USER QUESTION
Pressure 19 bar
Does that mean better quality coffee?
Aeroccino
Is it a separate accessory or is it integrated?
Vertuo System
How is it different from Original?
Bluetooth connectivity
What is it for in a coffee machine?
3️⃣ Problem: Inefficient Search Filters
The filters on the Nespresso website do not allow filtering by consumption habits, forcing users to read multiple product descriptions.
📌 Example of current filters on the website:
❌ Only allows filtering by price, size and colour.
❌ There are no filters for preferred coffee types (e.g. short espresso, cappuccino, Americano).
❌ No filters for user experience level (novice, intermediate, expert).
🔹 Impact on user experience:
70% of respondents said that filters did not help them find the best option.
📊 Figure 2: Usefulness of search filters on the Nespresso website
❌ Confusion about Capsule Compatibility
The wide variety of capsules available and the different Nespresso systems create confusion among consumers.
1️⃣ Capsule Compatibility
2️⃣ Compatibility Information Not Visible
3️⃣ Confusing Nomenclature
1️⃣ Capsule Compatibility: Myth of Universality
Many users assume that all Nespresso capsules work in any machine, which is not true.
🔹 Impact on users:
38% of respondents have bought wrong capsules at least once.
Potential frustration and negative brand perception.
2️⃣ inconspicuous Compatibility Information
In physical retail outlets, there is not always clear signage about compatibility.
In the online shop, capsule compatibility is often in small print or requires clicking through several sections to check.
🔹 Impact on users:
Doubts and delay in the purchase decision.
Need to seek help from customer service or forums.
3️⃣ Confusing Nomenclature
The terms ‘Original’ and ‘Vertuo’ generate doubts among users.
❌ Problem identified in interviews:
One user mentioned, ‘I don't know if “Original” means it's better or if it's just a different type.’
Another said, ‘I had a hard time understanding that “Vertuo” makes bigger coffee
🔹 Impact on users:
Extra time researching before buying.
Risk of choosing a coffee maker incompatible with their ideal consumption.
🛑 Lack of Orientation for New Buyers
Users with no experience with capsule coffee machines find the selection and purchase process difficult.
1️⃣ Lack of Digital Assistants
2️⃣ Technical Language
1️⃣ Lack of Digital Assistants
There is no interactive tool to guide users to choose a coffee machine based on:
📊 Frequency of consumption
Coffee size preferences
Priorities such as sustainability or connectivity
📢 Ideal decision flow for an interactive assistant.
Increased difficulty in finding the ideal model.
Dependence on external information before buying.
2️⃣ Technical Language that Discourages Buying
The use of technical terminology can discourage shoppers looking for a straightforward experience.
📢 Example of difficult terms vs. friendlier language:
CURRENT LANGUAGE
SUGGEST ALTERNATIVE
‘Centrifugal extraction system’.
‘Extract coffee with advanced technology for a balanced taste’.
‘1.2L water tank’.
‘You can make up to 10 coffees without refilling the water’.
🔹 Impact on users:
Lower conversion in online shopping.
Need for clarification before deciding on a model.
📌 Visual Summary of Identified Problems
PROBLEM
IMPACT ON USERS
POSSIBLE SOLUTION
Difficulty in choosing a coffee machine
Confusion, abandonment of purchase
Best Buying Guide and Advanced Filters
�Confusion about capsules
Wrong purchase, frustration
Clear information on website and packaging
Lack of orientation for new buyers
Dudas, búsqueda externa
Interactive assistant and more accessible language
🎯 Conclusion of Findings
These issues directly affect the conversion of new users and the satisfaction of existing customers. Data from surveys and interviews reinforce the need for a more intuitive, clearer experience adapted to different levels of consumer knowledge.Based on these findings, the following section presents improvement proposals focused on UX/UI and communication to optimise the choice of a coffee machine and its capsules.
Based on the research findings, three key areas have been identified where improvements can be implemented to optimise the user experience when choosing a Nespresso coffee machine and capsules:
1️⃣ Interactive coffee machine selection wizard
2️⃣ Improvements in capsule compatibility information
3️⃣ Optimisation of the web and app experience
Each approach is designed to reduce friction in the purchase process, improve clarity of information and guide users in an intuitive way.
1️⃣ Interactive Coffee Maker Selection Wizard
A guided questionnaire that, according to consumption habits (frequency, type of coffee, available space, budget), suggests the best option.
📌 Problem:
New buyers find it difficult to choose a model due to the number of options and lack of personalised information.
🎯 Solution:
A digital assistant on the Nespresso website and app that guides users through a short questionnaire to recommend the best coffee machine for their needs.
📊 Implementation:
✔ Visual Categorization:
Introduce icons for capsule types, intensity levels, and flavors.
Use color coding (e.g., green for sustainability, dark brown for strong coffee, light for mild flavors).
✔ Smart Dynamic Filters:
Live filtering that updates results as users adjust selections.
Pre-set filters based on common needs (e.g., "Show only compatible capsules").
✔ Personalization & Guidance:
"Find My Coffee" quiz to help users pick the right capsule.
Show top-rated or best-selling capsules based on user history.
FEATURES
CURRENT NESPRES
PROPOSED UX
Capsule Type
Text-based list
Icon-based selection
Intensity & Flavor
Small labels, unclear
Color-coded visuals
Filtering System
Static, no live updates
Interactive, real-time results
User Guidance
None
"Find My Coffee" assistant
Sustainability Info
Hard to find
Clear, highlighted options
🔍 Benefits:
✔ Facilitates catalogue browsing.
✔ Reduces search time and increases conversion rate.
2️⃣ Improvements in capsule compatibility information
A guided questionnaire that, according to consumption habits (frequency, type of coffee, available space, budget), suggests the best option.
❌ Problem to solve:
Users do not know which capsules are compatible with which coffee machines, leading to confusion and purchasing errors.
🎯 Solution:
Create a more visual and clearer experience to identify the compatibility of capsules with each coffee machine model.
📍 Example of improved product description:
1. More visible compatibility labels in the online shop and on the packaging:
A colour system where:
Blue = Original Capsules; Green = Vertuo Capsules ; Red = Capsules compatible with both systems (if developed in the future).
2. Interactive visual comparator:
A pivot table graphic where the user can select their coffee machine and automatically see which capsules are compatible.
Example: User chooses ‘Vertuo Next’ → Only Vertuo capsules are shown, excluding Original capsules.
3. Clear icons on the capsule packaging:
Compatible coffee machine icon on the box of each capsule.
QR code on packaging redirecting to a page with compatibility information and recommended recipes.
3️⃣ Optimising the Online Platform Experience
❌ Problem to solve:
Current filters do not effectively help users find the best option and technical terminology can be confusing.
🎯 Solution:
Redesign the navigation and content of the website and app to make it more intuitive.
📍 Example of improved product description:
1. More intuitive search filters in the online shop:
Instead of listing models without context, add filters based on real use cases, such as: ‘For strong and short coffee’, ‘For making cappuccinos and lattes’ and ‘For offices or frequent use’.
Additional filters such as price range, size and additional functions.
2. Redesign of the product pages:
Visual comparison between models within the same category.
More user-friendly explanations with less technical terms and more visual examples.
FAQ section based on common user questions.
3. More accessible language in communication:
Replace technical terms with descriptions based on user experience.
Include a short video in each product sheet showing the coffee machine in use.
📌 Summary of Proposals and Benefits
PROPOSAL
IMPLEMENTATION
BENEFITS
Interactive coffee machine selection wizard
Guided questionnaire based on consumption habits
Faster and safer purchase decision
Improvements in capsule compatibility
More visible labels, colour and QR codes
Fewer shopping errors, better in-store experience
Web and app optimisation
Intuitive filters and more accessible language
Clearer, more efficient navigation
🎯 Conclusion of Findings
These improvements would transform the Nespresso shopping experience, helping new shoppers to easily choose their ideal coffee machine and compatible capsules. In addition, optimisation of the website and app would make navigation more fluid and user-friendly, boosting conversion of undecided users.In the next phase, prototypes and A/B tests could be developed to validate the impact of these proposals and ensure their effectiveness on the user experience.
This research has identified the main challenges faced by users when choosing a Nespresso coffee machine and its compatible capsules. Through interviews, surveys, usability tests and competitive analysis, it became clear that the abundance of options, lack of clear information and confusing terminology generate friction in the purchasing process.
The improvement proposals developed seek to address these problems with concrete solutions:
✅ An interactive assistant that personalises the selection of the ideal coffee machine according to user habits and preferences
✅ Improved labelling and visual communication to make capsule compatibility clearer
✅ Optimisation of the website and app with more intuitive filters and accessible language for new shoppers
Implementing these solutions will not only improve the user experience, but can also translate into increased purchase conversion, reduced returns and increased brand loyalty.
As a next step, it would be key to develop prototypes of these solutions and conduct A/B testing to validate their impact on user decision-making. By iterating on these results, Nespresso will be able to offer a more intuitive and accessible shopping experience, aligned with the expectations of today's consumers.
