Nespresso drives its digital transformation from Barcelona, developing global solutions to improve the shopping and loyalty experience across more than 40 markets.
Nespresso is a globally recognised brand known for its business model built around the sale of premium coffee machines and capsules. Yet its digital innovation has been key to continuing to deliver an exceptional shopping experience. In this interview, we speak with three key members of the Nespresso digital team: Andrea Barboza (Product Owner), Jenniffer Camacho (Product Lead Mobile) and Caio Miolo (UX Researcher), who walk us through the challenges and strategies shaping the company's digital transformation.
Nespresso's Digital Structure
From Barcelona, Nespresso's digital hub leads the development of digital experiences for markets across more than 40 countries. Its structure enables a global strategy with local adaptations, ensuring a consistent customer experience wherever in the world you are. This digital centre is responsible for enabling and optimising the digital capabilities that allow local markets to operate efficiently.
"In Barcelona we have our digital headquarters, where we have product, experience, technology and data teams. We are the enablers of the digital capabilities that our markets can use." - Jenniffer
The Barcelona team works hand in hand with the teams in each market to ensure that digital solutions are functional and adaptable to the needs of customers across different regions. This ongoing collaboration makes it possible to improve the user experience and maintain brand consistency across all digital platforms.
Development of the New Nespresso App
The team decided to revamp the mobile application as part of its digital innovation drive, improving the user experience and optimising the underlying technology. Through a series of Design Sprints, they iterated on the proposal to build a modern, efficient application. The decision to rebuild the app from scratch was driven by the need to improve the technology and navigation, ensuring that the purchase process is smoother and more intuitive for users.
"We want to simplify the purchase process and improve the technology behind the application. We started with a first Design Sprint to understand what improvements users needed." - Andrea
Development was carried out iteratively, beginning with an MVP (Minimum Viable Product) rolled out to a select group of markets before a global deployment. The application is already live in several markets and continues to evolve with new features and improvements based on user feedback.
User Research at Nespresso
The UX Research team plays a fundamental role in validating new features and user experiences. The combination of quantitative and qualitative data has been key to optimising the application. Research makes it possible to understand how users interact with the app and to identify opportunities for improvement before definitive changes are implemented.
"From as few as 5 to 8 moderated interviews, we can obtain valuable insights, but we always cross-reference with quantitative data from platforms such as UserTesting." - Caio
Moreover, the UX Research team works in close collaboration with the design and product teams to ensure that decisions are grounded in real data rather than assumptions. This approach makes it possible to prioritise improvements with the greatest impact on the user experience.
The Challenges of Managing a Global Product
One of the greatest challenges is balancing the needs of different markets, ensuring that features are relevant at both a global and local level. Each country has different regulations, purchasing behaviours and expectations, which constantly requires the team to adapt the application to meet the needs of each region.
"Balancing the requirements of different markets is a challenge. Every country has its own particularities, from regulations to commercial strategies." - Jenniffer
The team must prioritise features according to their potential impact across different markets, taking into account not only sales volumes but also regulatory compliance and customer satisfaction. This complexity means that product management at Nespresso is a constant exercise in adaptation and learning.
Integrating AI into Digital Processes
The team is already using artificial intelligence to optimise internal processes and improve the user experience. AI has made it possible to streamline data analysis and categorise customer feedback more efficiently.
"We use AI models to analyse user feedback in the stores and understand their needs more quickly and effectively." - Jenniffer
In the future, AI could play an even more significant role in personalising the customer experience, helping to deliver more precise recommendations and optimising the purchase process.
Nespresso's digital innovation reflects the importance of a user-centred approach, combining technology, research and strategy to improve the experience of its customers on a global scale. From Barcelona, this team continues to innovate and adapt to the needs of a constantly evolving market, ensuring that Nespresso maintains its leadership in the ecommerce and customer experience industry.
Discover more in the full interview on our YouTube channel
If you would like to learn more about how the Nespresso team is leading the digital transformation of the ecommerce industry, don't miss the full video of the interview. It is a great opportunity to delve deeper into their strategies, learnings and visions for the future of the digital experience.
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