Designing a new subscription service
Overview
New concepts for coffee and machine subscription that make customers' lives easier and bring them closer to the Nespresso brand. The concepts are ready to be quantitatively tested to be validated in the market.
Context
For several years, Nespresso has offered a coffee subscription service to its customers (BtoC). There are two types of subscriptions: a machine subscription and a coffee subscription. The two offers are not well understood by the customers, and the unsubscribe rate is high. Nespresso wants to design a new offer and a new subscription journey through an in-depth user study.
Problem
What useful and engaging subscription offer can be designed for Nespresso coffee consumers?
Method
Design sprint: user immersion (conduct of interviews, focus groups, diary study) and ideation sessions with the project team.
- strategic framing
- field immersion (interviews, benchmark, diary study, focus groups)
- ideation sprints
- concept cards
- prior agency work
Overview
New concepts for coffee and machine subscription that make customers' lives easier and bring them closer to the Nespresso brand. The concepts are ready to be quantitatively tested to be validated in the market.
Context
For several years, Nespresso has offered a coffee subscription service to its customers (BtoC). There are two types of subscriptions: a machine subscription and a coffee subscription. The two offers are not well understood by the customers, and the unsubscribe rate is high. Nespresso wants to design a new offer and a new subscription journey through an in-depth user study.
Problem
What useful and engaging subscription offer can be designed for Nespresso coffee consumers?
Method
Design sprint: user immersion (conduct of interviews, focus groups, diary study) and ideation sessions with the project team.
- strategic framing
- field immersion (interviews, benchmark, diary study, focus groups)
- ideation sprints
- concept cards
- prior agency work
