User experience design and research impact in an eCommerce department: the case of Jacobs Douwe Egberts

This Master thesis report is a professional-oriented report for my User Experience (UX) internship at the Global eCommerce Team of JACOBS DOUWE EGBERTS (JDE) company based in Utrecht, Netherlands. JDE is a Dutch privately owned company that owns numerous beverage brands. More specifically, the Direct-to-Consumer eCommerce department of the Company is responsible for the online experience and activities of two brands that are owned by JDE, L’OR Espresso and TASSIMO. Additionally, for each of these brands, the department is in charge for several of their online markets in other countries, with the largest ones being in France, Spain and the United Kingdom. The main objectives of my 5-months internship were to support the Conversion Rate Optimisation (CRO) team in increasing the customer experience on the eCommerce shops and to assist in transforming business requirements into easy-to-use design interfaces. More specifically, I was assigned to work on two main projects; The first project concerns the subscription business model of both brands (L'OR and TASSIMO) and, the second project is about customer research of L’OR aimed to identify different behaviour patterns among customers and improve personalisation. By following an Agile project management process, I was able to successfully complete both of these projects by the end of my internship and deliver promising results.