Redesigned AskNestle for Diverse Nutritional & Dietary Needs
After closely monitoring the website activities, we discovered a significant interest in health, nutrition, and meal plans by different target audience. The challenge was to segment this audience, create user flows, develop a feature list, and design a high-fidelity interface that appeals to them.
FMCG
UI/UX Intern
3 Months
Objective: Ask Nestlé is a digital platform aimed at empowering users with personalized nutrition guidance, meal planning, and health insights. The project's goal was to redesign the existing website to better serve a diverse audience seeking reliable nutritional information and tools.
Outcomes
+41.2M
Number of Parents visiting the website
+1.2M
Number of personalized meals plans generated
+3.7M
Number of articles that were read on the website
Client Requirements
Nestlé India wanted to create a user-friendly digital platform that promotes healthy eating habits through personalized nutrition content. The key requirements included developing an intuitive interface for parents, fitness enthusiasts, and users with dietary restrictions; integrating personalized meal planning and BMI tools; organizing a large recipe database in a searchable and accessible format; and ensuring the overall design reflected Nestlé’s brand values of health, trust, and family nutrition. The platform also needed to be responsive across devices, scalable for future features, and optimized for performance and accessibility.
Understanding the Pain Points
User research and audits for Ask Nestlé uncovered key usability issues. The site was poorly optimized for mobile, despite 95% of users accessing it via mobile devices. Users faced unexpected logouts, slow load times, and confusing navigation due to the lack of a back button or breadcrumbs. Adding food items especially on the immune scale was unintuitive. The absence of a global search bar and bite sized content further limited exploration. These pain points, shown in the image below, guided our redesign to improve mobile performance, usability, and content discoverability.
Synthesizing Research Insights
User research revealed that recipes were the most visited content, while expert articles saw low engagement due to dense formatting. With 95% of users on mobile, a mobile-first design was critical. However, only 23% returned, often due to unclear navigation and lack of relevant content. A rising number of fathers were engaging with nutrition content, and over 1 million users preferred Hindi, signaling a need for regional language support. High repeat usage of tools like the immune scale also emphasized the value of gamified, personalized features. These insights shaped a more intuitive, localized, and user-driven redesign.
Competitor Analysis
The competitor analysis focused on websites that offer similar nutrition information. This evaluation helped us identify best practices and gaps in the market to enhance our own platform's offerings.
Need Gap Analysis
Target Users & Personas
Showcases key user personas and segments identified during our research for the Ask Nestlé platform. We categorized users into four primary groups based on age and parenting stage: parents of young children, parents of teenagers, health-conscious adults, and individuals aged 18–29. Featured personas like Garima (a working mother of a young child) and Joseph (a father of a teenager) helped us understand their distinct needs, challenges, and behavioral patterns. From feeding struggles and trust in food sources to managing teen nutrition and screen time, these insights guided our content structure, personalization features, and tone of voice to better resonate with each target group.
Information Architecture
In Information Architecture, sections highlighted in yellow denote existing areas with detailed improvements, while those in purple indicate new suggested sections aimed at enhancing the overall user experience.
Lo-Fi Wireframe
Hi-Fi Screens
Conclusion
In conclusion, the Ask Nestlé redesign was deeply rooted in user-centered research and strategic design thinking. By understanding the unique needs of diverse user groups from young parents to health-conscious individuals we were able to address critical pain points, streamline navigation, and enhance mobile usability. The final design not only improved engagement through personalized tools and content but also aligned with Nestlé’s mission to make trusted nutrition accessible to all. This case study reflects the power of empathetic design in creating meaningful digital health experiences.