Improving the returning customer journey

The new Nespresso app was initially launched as a minimum viable product, focusing on rapidly delivering core features to match the existing app. After rolling out to all major markets, we shifted our attention to optimising the experience for returning customers, the primary target audience.

We prioritised engagement and retention by improving the discoverability of new products and services and making it easy for users to reorder coffee.

My work involved auditing the current experience, conducting user and competitor research , and designing and validating scalable solutions for all markets.

To maximise impact, we identified high-value user journeys that offered the greatest benefits to both users and the business. As all journeys begin on the home tab, we tailored this experience to be flexible and highly personalised. Another important journey was streamlining the creation and management of coffee subscription plans to make the process clearer, quicker, and more intuitive for users.