Nestlé Baby Foods website

Client: Nestlé Central America
Year produced: 2005

Challenge

Nestlé sells a line of infant nutrition products across Central America. In 2005, the company introduced a new way to position these products in the market, organizing them based on the four initial stages of babies' lives.

The company already had a website aimed at providing nutritional information to young mothers. However, this website contained no product information at all. Nestlé wanted to add product information to this site, and to reorganize it in a way that helped educate customers about the four stages.

Response

We started by analyzing the typical customer’s needs and expectations. In order to educate the client on these needs, and to give the audience a “human” face, we produced two personas that would serve as our targets. They represented middle- and lower-class users. (The latter had been under-served by the previous design).

After analyzing the site’s content, we proposed a new information architecture that was a radical departure from the sites’ previous structure. In order to allow the client to better understand the new site structure and navigation, we produced a set of fully navigable HTML wireframes.

Once the IA was approved, we produced a new visual design that was better aligned with the new product packaging and brand guidelines, while providing a fun and light-hearted environment for young mothers.

Results

After various iterations, a version of this design was successfully implemented, and it led to an increase in site traffic.