Case Study
Designing the SIP Lab for Nestlé Coffee Partners: A Revenue Driving Story Engine for Coffee Strategy
Designing the SIP Lab for Nestlé Coffee Partners: A Revenue Driving Story Engine for Coffee Strategy
The Nestlé Coffee Partners SIP Lab is a digital, story-driven sales platform designed to help teams communicate coffee strategy with clarity and impact. It brings together shopper motivation, category insight, and brand perspective into guided narratives that retailers can explore, discuss, and align around.
ROLE
CLIENT
TIMELINE
OUTCOME
Experience Designer
UX, Motion, 3D
Nestlé Coffee & Beverages
2022 — 2025
Ongoing Partnership
2M+
Revenue Generated
Challenge
Elevating Retailer Conversations Through Immersive Coffee Storytelling
Coffee is an emotional category, but it’s often sold through static decks and data-heavy presentations. Those formats struggle to convey shopper mindset, path-to-purchase behavior, and the cultural role coffee plays in everyday life. The challenge was to create a digital tool that made strategy feel intuitive and tangible, while remaining flexible enough to support different retailers, conversations, and moments in the sales cycle.
My role focused on bringing the SIP Lab’s strategy to life through the experience layer. Partnering with strategy and brand teams, I helped translate existing frameworks into clearer UX and UI patterns, motion-driven storytelling, and immersive visuals that made the platform easier to understand, navigate, and advocate for internally. This work played a key role in aligning leadership, selling the vision forward, and helping the system gain momentum as it evolved.
Challenge
Elevating Retailer Conversations Through Immersive Coffee Storytelling
Coffee is an emotional category, but it’s often sold through static decks and data-heavy presentations. Those formats struggle to convey shopper mindset, path-to-purchase behavior, and the cultural role coffee plays in everyday life. The challenge was to create a digital tool that made strategy feel intuitive and tangible, while remaining flexible enough to support different retailers, conversations, and moments in the sales cycle.
My role focused on bringing the SIP Lab’s strategy to life through the experience layer. Partnering with strategy and brand teams, I helped translate existing frameworks into clearer UX and UI patterns, motion-driven storytelling, and immersive visuals that made the platform easier to understand, navigate, and advocate for internally. This work played a key role in aligning leadership, selling the vision forward, and helping the system gain momentum as it evolved.
Strategy
A Strategy Centered Around Shopper Motivation
We built the SIP Lab around simple shopper motivations, often using “I Want” statements to make strategy easier to understand and act on. Behavioral insight and category analytics shaped a modular, narrative-first digital experience that could be personalized in real time for each retailer conversation.
The goal was to shift from presentations to a guided interactive flow—helping retailers understand the shopper first, then translate that insight into decisions. 3D environments made the context tangible, creating stronger alignment in every session.
Strategy
A Strategy Centered Around Shopper Motivation
We built the SIP Lab around simple shopper motivations, often using “I Want” statements to make strategy easier to understand and act on. Behavioral insight and category analytics shaped a modular, narrative-first digital experience that could be personalized in real time for each retailer conversation.
The goal was to shift from presentations to a guided interactive flow—helping retailers understand the shopper first, then translate that insight into decisions. 3D environments made the context tangible, creating stronger alignment in every session.
"I Want" statements + engagement setup personalization
Design Solutions
Transforming a Static Tool Into an Intuitive, Story-Led Experience
With the strategic foundation in place, we translated these principles into the UX, UI, and immersive elements of the SIP Lab. My role focused on elevating the SIP Lab’s user experience: proposing UX upgrades, prototyping new UI patterns, and creating motion-driven narratives that helped leadership align on a clearer, more immersive direction. In later stages, I also led the development of interactive 3D panoramas and explored immersive frameworks to modernize how retailers navigate the experience.
Design Solutions
Transforming a Static Tool Into an Intuitive, Story-Led Experience
With the strategic foundation in place, we translated these principles into the UX, UI, and immersive elements of the SIP Lab. My role focused on elevating the SIP Lab’s user experience: proposing UX upgrades, prototyping new UI patterns, and creating motion-driven narratives that helped leadership align on a clearer, more immersive direction. In later stages, I also led the development of interactive 3D panoramas and explored immersive frameworks to modernize how retailers navigate the experience.
UX and UI Evolution
I redesigned core interface behaviors to make the tool more intuitive and story-led. This included prototyping new navigation models, refining layout and hierarchy, and producing concept trailers that secured leadership buy-in for the updates.
UX and UI Evolution
I redesigned core interface behaviors to make the tool more intuitive and story-led. This included prototyping new navigation models, refining layout and hierarchy, and producing concept trailers that secured leadership buy-in for the updates.
Interactive Environment Development
When the Lab updated it's 3D experiences, I created high-fidelity panoramic renders of various retail environments and conducted R&D into fully immersive real-time web-based options. We ultimately adopted an approach using static panoramas and strategic information overlays that delivered immersion without unnecessary technical overhead.
Interactive Environment Development
When the Lab updated it's 3D experiences, I created high-fidelity panoramic renders of various retail environments and conducted R&D into fully immersive real-time web-based options. We ultimately adopted an approach using static panoramas and strategic information overlays that delivered immersion without unnecessary technical overhead.
Motion as a Strategic Storytelling Layer
I developed motion graphics and animated sequences that clarified category ideas, framed narrative moments, and brought the system’s intent to life. These assets helped teams communicate the experience internally and provided a cohesive emotional thread throughout the tool.
Motion as a Strategic Storytelling Layer
I developed motion graphics and animated sequences that clarified category ideas, framed narrative moments, and brought the system’s intent to life. These assets helped teams communicate the experience internally and provided a cohesive emotional thread throughout the tool.
Impact & Outcomes
From Static Presentations to an Immersive Selling Engine
The SIP Lab evolved into a core part of how Nestlé Coffee Partners shares insights, aligns retailers, and activates strategy. The redesigned experience drove measurable business impact and improved retailer engagement, strengthening understanding and creating a consistent narrative teams could rely on across markets.
Impact & Outcomes
From Static Presentations to an Immersive Selling Engine
The SIP Lab evolved into a core part of how Nestlé Coffee Partners shares insights, aligns retailers, and activates strategy. The redesigned experience drove measurable business impact and improved retailer engagement, strengthening understanding and creating a consistent narrative teams could rely on across markets.
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"
The SIP Lab has helped close sales over and over again.
— Merchandising VP
"
Clients just love the shopper testimonial videos. They find them highly relatable.
Vice President, Sales & e-Commerce, Purina Nestle
"
Everyone loves the interactive store and home environments.
— Client Leadership
"
The SIP Lab has helped close sales over and over again.
— Merchandising VP
"
Clients just love the shopper testimonial videos. They find them highly relatable.
Vice President, Sales & e-Commerce, Purina Nestle
"
Everyone loves the interactive store and home environments.
— Client Leadership
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ROLE
Experience Designer
UX, Motion, Strategy
CLIENT
Nestlé Purina
TIMELINE
2022 — 2025
Ongoing Partnership
OUTCOME
+2M
Revenue Generated