Needs & Goals

The Nestle Japan website, like many Japanese corporate websites, was hard to navigate and was a jumble of information, stemming from not only the needs of different products and sub-brands, but also because of each departments request not being harmonised with an overall philosophy.

The goal of this project was to simplify the website and create a unified portal that is easy to navigate by consumers and takes them to the content they are looking for in the least amount of clicks possible.

Design & Challenges

The original website was built for a generation of desktop access and, with overly complicated series of nested menus not workable on mobile devices.

Furthermore, the design was bland and mostly based on whites and greys, making it hard to distinguish UI elements from content

Process

After analysing user behavior both in focus groups as well as with online analytics tools including heat-maps an funnel trackers.

We understood immediately that the information the end consumer wanted were much too difficult to find and began restructuring the whole website.

Outcome

The new website features a clear color scheme, a completely revamped menu, and a maximum 3 click process to find your product.

It also featured a completely re-organised filter system that allows you to find exactly the recipe you’re looking for, based on situation, calorie count or time.

Outcome

The result is a page that is not only easy on the eye, but easy to navigate and convenient to use on the mobile phone while on the go or making your favorite Nestle recipe.