Poli15 nescafé final analysis

Nescafé – webpage analysis

Group 7

Bertie Behrendt Lucie Simpson Melis Akyüz Ralph Zähringer

WHY?

The aim of the project is to propose a design for the website which is more customer-focused, easier to use and more satisfying for the pur-poses of both the user and the company.

The goal is to alter the website in a way which will be more attractive to the customers. However the website needs to become more functio-nal and interesting to the user. The design also needs to provide simpli-city, another essential point to obtain the balance between performan-ce and the easiness.

How?To provide this new design approach, the project will develop around a new aspect. Our desire is to provide the customer with a user centered design which will be provided by the possible user experiences.

Personas – Who is your client?

To improve your sales and your service you have

to know who is buying your products, visiting your

webpage or entering your store. And who could it

be in future.

Michele (49) Milano works for a business company consequently works a lot, long periods of time, tra-vels a lot drinks coffee to stay awake, fit, workable need to be fast available, »coffee to go«, no wasting time 5-6 times a day: in the morning, several times at work, on the travellings

everywhere he can get from, automat

Lucia (20) Torino student drinks coffee because she studies a lot during night 4 cups a day drinking at university and at home

She wants to apply for an internship.He wants to try and discover some new kinds of cof-fee.

Andriano (40) Federica (49)

Veronacouple, two children teacher and doctor drinking together in the morning with the family 3 cups a day stay awake in the morning and keep going working

They care about the conditions of production and wanted to get more information about origin of the coffee.

Ornella (62) Francesca (65)

Lecco retired

meet togheter for talking, spending time, drinking coffee and eating some biscuits

like coffe, joining the time,

She wants to look for some coffee goods; such as a mug.

Michele (49) Andriano (40) Federica (49)

Lucia (20) Ornella (62)

Francesca (65)

Wants to buy coffee online

Wants to get a job/internship

Wants to discover new types of coffee

Wants to find information on new stores

Tasks

Nescafé and Co. – Who are the competitors?

Nescaffé is not alone on the market. To strenghten

the market position and to react to changes it is in-

dispensable to know its competitors.

As one of the largest coffee distributors, Nescafe supports responible farming, production and consumption. Their range of products allows them to have many customers across the globe.

Competitors

An Italian based company, dis-trbuting in 140 countries. A fun-damrental part of their business is ‘respecting people and the en-vironment‘.

Jacobs is a brand of coffee based in Germany tracing its beginnings back to 1895. Its major markets are Austria, Germany and Eastern Eu-rope.

In general – the benchmark analysis

The aim is it to provide a demonstrative analysis

of the subjective use of your webpage. It will show

very clearly where are the strenghts and weaknes-

ses of the appearance of your company, especially

compared to your competitors.

Organisation of Content provided data by the website

Graphic Coherence quality and order of design

Number of Steps to Buy easiness of finding the requirement in the website

Fun of Use keeping the interest of the user

Speed period of time required to open a page

Branding reflecting values of the brand Language variety in the language options

Parameters

Organisation of Content

Graphic Coherence

Product Information

Fun to useSpeed

Branding

Language


Graphic Coherence

Product Information

Fun to useSpeed

Branding

Language


5

Graphic Coherence

5

Product Information

9

Fun to use 6

Speed 8

Branding 7

Language 0


Graphic Coherence

Product Information

Fun to useSpeed

Branding

Language


6

Graphic Coherence

2

Product Information

6

Fun to use 5

Speed 6

Branding 5

Language 1


Graphic Coherence

Product Information

Fun to useSpeed

Branding

Language


4

Graphic Coherence

3

Product Information

7

Fun to use 4

Speed 5

Branding 8

Language 9


Graphic Coherence

Product Information

Fun to useSpeed

Branding

LanguageOrganisation of Content

5 6 4

Graphic Coherence

5 2 3

Product Information

9 6 7

Fun to use 6 5 4

Speed 8 6 5

Branding 7 5 8

Language 0 1 9

In detail – the website analysis

1. Nescafé 2. Jacobs 3. Illy

The aim is it to have a closer look to the content

and usability of the webpage. Compared to it's

competitors it is possible to make conclusions out

of it to provide a progressive costumer solution.

wants to buy coffee

The wesite has a shop option which leads the user to a part has “coffee related” products.

Our users’ aim is to able to buy coffee directly from the

website.

wants to apply for a job/an internship

If a user looks for a job - or an internship application in the

website, nescafe.it redirects the user to brand’s company website.

An information related is not given, also required data could

be included in the website itself.

wants to discover new types of coffee

The website gives the required information easily. Without directing to another page, the options of

coffee types are available.

wants to find informations about locations

The website has the information about the locations of the shops. However this information is reached

by three click.

wants to buy coffeeThis website has a drop-down tab, when you hover over „pro-ducts“ in menu.Klicking it leads you to a list of Jacobs product range.If you select one of the products, you are directed to a page with product information, but no pos-sibility of purchase.

2 klicks, Operation not possible

wants to apply for a job/ an intershipIn order to find the job offers, you need to klick on „career but-ton“ in the footer, that redirects you to the website of the parent company.

wants to apply for a job/ an intershipAfter the redirection to the other site you have to reselet the career button, and pick the „Join Team“ tag on the next page in order to arrive at the job search engine. It would be easier if the first career tag would lead to the search engine and skip the re-dundant steps inbetween.4klicks

wants to discover new types of coffeeIf you hover over „products“ in menubar, a dropdown tag opens. Klicking it on the desired type of coffee leads you to a list of Jacobs product range.If you select one of the products, you are directed to a page with product information.The required actions are logical and clear. 2 Klicks

wants to find information about locations

Navigating through the main page, the menu bar and footer there doesn‘t seem to be any tag that leads to information on stores. The conclusion is, that this service isn‘t provided by the company.

wants to buy coffeeIllys website has a well visible shop tag in the menu bar. After klicking it one has to surpass one annoying pop-up in order to arrive on the site with theproduct range navigationbar. The „Speci-al Offer“ tag is autoselected.

wants to buy coffeeAfter selecting the type of coffee you are looking for, the product range is displayed, and you can add the coffee to your shopping cart.Klicking on the shopping cart leads you to the next step where you can complete the purchase. 6 klicks are required to arrive at this point.

wants to apply for a job/ an intershipKlicking on the „Work with Us“-Tag in the footer leads you to the Career page,where you can check the open positions.With only two clicks these steps are intuitive and fast.

wants to discover new types of coffeeHovering over the „coffe tab“ opens up a drop down menu that allwos you to explore the product range, and the different types of coffee with jsut one click.

wants to find information about locations

Right at the top there with a field titled „Find Illy“ with re-duced oppacitiy and pinhead symbol, commonly associated as a marker for location. If you type in your location, a map is opend with stores and coffee places in thhat area. Selecting one of them leads to a page with the specific adress. All in all a series of short and logical steps.

What is to change – Conclusions

Offer coffee in your online shop!

Your clients love your coffee, they wanted to drink it!

Make it more easy for them to get it! What could be more content and secure

than buying directly from your website?!

(Will also have a positive effect on the Nescaffé branding presence)

Online-Shop

Could be more clear who is behind Nescafé and how to geht in touch with your

company.

Faster, More clear, more connected!

(graphical solution is required )– positive example is »Illy«

I want to work for Nescaffé! – If i want to have a job at »Nestlé« I would search

for »Nestlé«!

wants to apply for a job/an internship

If a user looks for a job - or an internship application in the

website, nescafe.it redirects the user to brand’s company website.

An information related is not given, also required data could

be included in the website itself.

wants to apply for a job/ an intershipKlicking on the „Work with Us“-Tag in the footer leads you to the Career page,where you can check the open positions.With only two clicks these steps are intuitive and fast.

JobOnline-Shop

Offer different languages on your site – this increases your client range.

Be present for everybody, if he can buy your products in his country or not.

Anyway he could get your client and a transmitter to others!

And he could be everywhere ;)

LanguagesJobOnline-Shop

How is it looking – the mock-up

LOGIN

ABOUT USit all starts with a... HOW TO FIND USOUR COFFEE WORK WITH USSHOP

Have a great experience!

IT

LOGIN


coffee

products

nescafé

a cup of nescafé


IT


LOGIN



WHERE we are SHOPS

Via Giuseppe Ripamonti, 1620136 Milano

IT

wants to discover new types of coffee

The website gives the required information easily. Without directing to another page, the options of

coffee types are available.

LOGIN


coffee

products

nescafé

a cup of nescafé


Before:

After:

Bertie Behrendt Lucie Simpson

Melis Akyüz Ralph Zähringer

Design

Poli15 nescafé final analysis