Nesquik before

The Challenge

Nesquik needed an update that would be mobile-optimized. Since 90% of site traffic was to product and nutrition pages, and knowing that consumers equate health with simplicity and transparency, and moms want to give their kids something fun, but are looking for a company that supports good values, the challenge was creating a visually rich design that telegraphs clarity, honesty, and fun.

The Action and Planning

I championed and managed end-to-end UX strategy, competitive audit, creative leadership, and design direction of a team of three while working closely with the client and developers.

The team and I were able to concept and develop the UX in tandom before starting design. The UX strategy was unique because it approached flavor first instead of the norm of serving size first like most CPG brands. This approach was more emotional, straight-forward, and followed the way consumers thought about the product.

Concept sketches

UX Strategy