UX/UI Case Study · Mobile App · Concept Project
| My rol | UX/UI Designer — full process |
|---|---|
| Duration | 10 months |
| Tools | Figma, Maze, FigJam |
| Type | Concept project · UX/UI Certification |
| Platform | Mobile iOS |
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The Challenge
Nescafé was losing at-home consumers to the growing coffee shop culture and premium coffee options. The challenge was to design a mobile app that would change the perception of instant coffee and build a digital habit — with measurable goals: 30% downloads in 6 months, +20% monthly active users, and +25% online sales in 9 months.
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| Goal | Target | Timeline |
|---|---|---|
| Increase app downloads | 30% | First 6 months |
| Increase monthly active users | 20% | First year |
| Increase online sales | 25% | First 9 months |
A three-phase research process was conducted: exploratory research to understand the category context, consumer behavior analysis, and competitive benchmarking. The goal was to identify why daily coffee drinkers were avoiding instant coffee at home.
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Key Insight
Users weren't giving up coffee — they were giving up Nescafé. The reason wasn't taste: it was perception. Instant coffee didn't feel modern, inspiring, or social.
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From the exploratory research and behavior analysis, 5 main pain points were identified:
· Lack of trust in instant coffee quality · Low inspiration to prepare attractive recipes at home · Perception that instant coffee is not a modern or aspirational option · No sense of community or emotional connection around the product · Difficulty discovering relevant products and varieties