Nespresso - Recycling Study
(About)
Client:
NESPRESSO / ITAB
Industry:
Retail / Sustainability
Role:
User Researcher, Field Study
Duration:
1 week
Client:
NESPRESSO / ITAB
Industry:
Retail / Sustainability
Role:
User Researcher, Field Study
Duration:
1 week
Client:
NESPRESSO / ITAB
Industry:
Retail / Sustainability
Role:
User Researcher, Field Study
Duration:
1 week
(Process)
(01)
Overview
Nespresso and ITAB wanted to understand how to increase customer engagement with their new in-store Recycling Bin - a large furniture installation that visualizes capsule recycling in real time and connects to Nespresso’s sustainability campaign via QR. My task was to explore how customers perceive and interact with the initiative, and how store staff experience the system operationally.
(01)
Overview
Nespresso and ITAB wanted to understand how to increase customer engagement with their new in-store Recycling Bin - a large furniture installation that visualizes capsule recycling in real time and connects to Nespresso’s sustainability campaign via QR. My task was to explore how customers perceive and interact with the initiative, and how store staff experience the system operationally.
(01)
Overview
Nespresso and ITAB wanted to understand how to increase customer engagement with their new in-store Recycling Bin - a large furniture installation that visualizes capsule recycling in real time and connects to Nespresso’s sustainability campaign via QR. My task was to explore how customers perceive and interact with the initiative, and how store staff experience the system operationally.
(02)
Challenge
While the Recycling Bin concept was well-intentioned, both Nespresso and ITAB lacked insight into why engagement was low. We needed to uncover what motivated or discouraged customers from bringing used capsules to the store instead of recycling them at home, and how the in-store experience could make sustainability feel rewarding, not burdensome. We also had to balance the marketing intent (storytelling and brand value) with staff practicality - ensuring the installation worked as both a symbolic and functional touchpoint.
(02)
Challenge
While the Recycling Bin concept was well-intentioned, both Nespresso and ITAB lacked insight into why engagement was low. We needed to uncover what motivated or discouraged customers from bringing used capsules to the store instead of recycling them at home, and how the in-store experience could make sustainability feel rewarding, not burdensome. We also had to balance the marketing intent (storytelling and brand value) with staff practicality - ensuring the installation worked as both a symbolic and functional touchpoint.
(02)
Challenge
While the Recycling Bin concept was well-intentioned, both Nespresso and ITAB lacked insight into why engagement was low. We needed to uncover what motivated or discouraged customers from bringing used capsules to the store instead of recycling them at home, and how the in-store experience could make sustainability feel rewarding, not burdensome. We also had to balance the marketing intent (storytelling and brand value) with staff practicality - ensuring the installation worked as both a symbolic and functional touchpoint.
(03)
Solution
I designed and conducted a 3-day in-store field study in Nespresso’s Stockholm flagship. Using a combination of customer and staff interviews, contextual observations, and behavioral mapping, I captured both the emotional and practical dimensions of the recycling experience. Key insights included: - Customers wanted clearer incentives or feedback loops for recycling — beyond the satisfaction of doing good. - The recycling furniture felt visually understated, leading many to overlook it. - Staff needed a simpler emptying and maintenance flow, as the physical design created friction in daily routines. - Messaging on the display could better connect action with impact, turning “dropping capsules” into a meaningful interaction. Findings were synthesized into a research report with actionable design suggestions for both Nespresso’s marketing team and ITAB’s furniture designers.
(03)
Solution
I designed and conducted a 3-day in-store field study in Nespresso’s Stockholm flagship. Using a combination of customer and staff interviews, contextual observations, and behavioral mapping, I captured both the emotional and practical dimensions of the recycling experience. Key insights included: - Customers wanted clearer incentives or feedback loops for recycling — beyond the satisfaction of doing good. - The recycling furniture felt visually understated, leading many to overlook it. - Staff needed a simpler emptying and maintenance flow, as the physical design created friction in daily routines. - Messaging on the display could better connect action with impact, turning “dropping capsules” into a meaningful interaction. Findings were synthesized into a research report with actionable design suggestions for both Nespresso’s marketing team and ITAB’s furniture designers.
(03)
Solution
I designed and conducted a 3-day in-store field study in Nespresso’s Stockholm flagship. Using a combination of customer and staff interviews, contextual observations, and behavioral mapping, I captured both the emotional and practical dimensions of the recycling experience. Key insights included: - Customers wanted clearer incentives or feedback loops for recycling — beyond the satisfaction of doing good. - The recycling furniture felt visually understated, leading many to overlook it. - Staff needed a simpler emptying and maintenance flow, as the physical design created friction in daily routines. - Messaging on the display could better connect action with impact, turning “dropping capsules” into a meaningful interaction. Findings were synthesized into a research report with actionable design suggestions for both Nespresso’s marketing team and ITAB’s furniture designers.
(04)
Result & Conclusion
The study led to tangible design changes - including clearer calls-to-action on the digital screen, refinements to the furniture ergonomics, and new content guidelines emphasizing real impact per drop. Beyond design, the research helped reframe recycling as a customer experience challenge, not just a logistical one. The collaboration strengthened dialogue between ITAB’s physical retail team and Nespresso’s digital marketing group, creating a shared understanding of how behavioral design and brand storytelling can work hand in hand to drive sustainability engagement. Personally, this project reinforced the importance of observing context before optimizing design - seeing how space, motivation, and micro-interactions shape human behavior in subtle but powerful ways.
(04)
Result & Conclusion
The study led to tangible design changes - including clearer calls-to-action on the digital screen, refinements to the furniture ergonomics, and new content guidelines emphasizing real impact per drop. Beyond design, the research helped reframe recycling as a customer experience challenge, not just a logistical one. The collaboration strengthened dialogue between ITAB’s physical retail team and Nespresso’s digital marketing group, creating a shared understanding of how behavioral design and brand storytelling can work hand in hand to drive sustainability engagement. Personally, this project reinforced the importance of observing context before optimizing design - seeing how space, motivation, and micro-interactions shape human behavior in subtle but powerful ways.
(04)
Result & Conclusion
The study led to tangible design changes - including clearer calls-to-action on the digital screen, refinements to the furniture ergonomics, and new content guidelines emphasizing real impact per drop. Beyond design, the research helped reframe recycling as a customer experience challenge, not just a logistical one. The collaboration strengthened dialogue between ITAB’s physical retail team and Nespresso’s digital marketing group, creating a shared understanding of how behavioral design and brand storytelling can work hand in hand to drive sustainability engagement. Personally, this project reinforced the importance of observing context before optimizing design - seeing how space, motivation, and micro-interactions shape human behavior in subtle but powerful ways.
