Not every design project starts with wireframes.

Some start with questions.

One of my favourite personal projects focused on something many people experience but rarely think about:Choosing a coffee machine.

At first, it seemed like a simple purchasing decision.

But the more I explored the experience, the more I realised it involved uncertainty, comparison and decision-making at almost every step.

Rather than redesigning an interface, I wanted to understand why the experience felt more complicated than it needed to be.

The product wasn't the problem
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Nespresso offers a wide range of machines, accessories and coffee capsules.

The products themselves are well designed.

The challenge wasn't the product.It was helping people decide which product was right for them.

Many users weren't asking: "Which machine is the best?"

‍They were asking:"Which one is the best for me?"

‍That difference completely changed the direction of the research.

Understanding how people choose
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Instead of starting with solutions, I focused on understanding behaviour.

I analysed the existing purchasing journey.

Compared competitors.

Explored customer reviews.

Studied discussions in online communities.

Mapped common questions.

The same concerns appeared repeatedly.

People weren't overwhelmed by the number of products.

They were overwhelmed by uncertainty.

Small doubts become purchasing barriers
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Several patterns quickly emerged.

Users struggled to understand:
- The differences between machine models.
- Capsule compatibility.
- Long-term costs.
- Maintenance requirements.
- Which machine matched their habits.

None of these questions were particularly difficult individually.

Together, however, they created hesitation.

And hesitation often delays purchases.
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Research changes assumptions
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One of the biggest lessons from this project was how often assumptions differ from reality.

Before conducting the research, I assumed users mainly compared technical specifications.

Instead, emotional questions played a much bigger role.

People wanted reassurance.

They wanted confidence.

They wanted to avoid making the wrong decision.

The experience wasn't only about choosing a coffee machine.

It was about reducing uncertainty.

Better information creates better decisions
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The project reinforced something I've experienced in many other products.

Users rarely need more information.

They need better organised information.

Helping people compare products.

Explaining differences clearly.

Reducing cognitive load.

Presenting information progressively.

These small improvements often have a greater impact than adding new features.
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Research before redesign
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Although this project never became a full interface redesign, it reminded me why research matters.

Without understanding the real problem, it's easy to spend time improving the wrong thing.

Research doesn't simply validate ideas.

It changes them.

And sometimes, discovering that a different problem exists is the most valuable outcome of all.
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Looking back
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This project reminded me that good design doesn't always begin with creativity.

It begins with curiosity.

By observing behaviour instead of making assumptions, we gain a clearer understanding of what people actually need.

And that's often where the best design decisions begin.