![](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/delonghi-logo.svg)# Helping customers navigate complex product range, in-store and online. How Rika helped De'Longhi turn browsers into buyers, and learned what their customers really wanted along the way. Vertical - [Consumer Electricals](https://mail.rika.digital/what-we-do#home-appliances) Client - [De’Longhi Group](https://mail.rika.digital/what-we-do#De%E2%80%99Longhi%20Group) Capabilities - [Advertising](https://mail.rika.digital/what-we-do#advertising) - [CX/UX/UI](https://mail.rika.digital/what-we-do#cx-ux-ui) - [Strategy](https://mail.rika.digital/what-we-do#strategy) Most people buying a premium coffee machine don't know what they need. They know what they want their mornings to feel like. A product page can list features and price points, but it cannot tell someone whether they want barista-level control or a great cup at the push of a button. Selector tools exist to bridge that gap. Most are abandoned, because people assume the tool won't understand them well enough to be useful, and the tools rarely prove them wrong. De'Longhi needed something different: a tool people would actually finish, that felt like a recommendation rather than a filtered catalogue. [![](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/Hero-Delonghi-Help-Me-Choose.png)](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/Hero-Delonghi-Help-Me-Choose.png) The Business challenge De'Longhi engaged Rika to redesign their existing coffee machine selector tool, which was functional but underperforming. With a range spanning pod machines, bean-to-cup automatics, manual espresso machines and filter options, the education gap between a customer arriving on site and a customer confident enough to buy was significant. The research burden sat entirely with the customer. The objectives were clear. Design and build a tool that would reduce friction in the purchase decision, generate genuine customer insight for De'Longhi, support marketing campaigns, and, critically, be something people would actually want to complete. #### Objectives The primary objectives for the De'Longhi selector tool were to: **Reduce decision friction:** Make it easier for customers to identify the right machine without having to work through product differences on their own. **Improve tool performance:** Redesign the existing selector to be more accurate, more engaging, and something people would actually complete. **Generate customer insight:** Capture real preference data from prospective buyers to inform how De'Longhi marketed and positioned its range. **Support marketing activity:** Build something deployable across the website, social and paid channels to bring more people into the purchase journey. **Drive commercial outcomes:** Give customers a recommendation they trusted, and connect that confidence to a purchase. [![](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/Cover%20-%20Hero2%20-%20Help%20me%20choose.png)](https://mail.rika.digital/images/New%20Case%20Studies/DeLonghi/Cover%20-%20Hero2%20-%20Help%20me%20choose.png) Strategy Most product selectors are built around what a machine does. Rika's view was that the more useful question was who the customer was. Someone who doesn't yet know the difference between a bean-to-cup and a manual espresso machine can't answer a question about technical features meaningfully. But they can tell you whether their mornings are rushed or relaxed, and whether they want coffee that feels made for them or coffee they take pride in making themselves. Emotional and lifestyle questions came first, coffee preference, morning routine, personal interests, before budget or features. The result felt like a recommendation from someone who understood the user, not an algorithm that had processed their inputs. Underneath, a decision matrix upweighted and eliminated machines based on cumulative answers until an optimal result emerged. The tool surfaced a primary recommendation alongside alternatives, giving users enough choice to feel in control without undermining the confidence of the result. ### Insights De'Longhi's own purchase decision data showed that appearance and brand reputation outranked price and technical characteristics among buyers. People were making an emotional decision and then justifying it rationally. The tools available to them, including the existing selector, were built the other way around. Asking someone what kind of coffee drinker they are before asking what they want a machine to do produces a more honest answer, and a more accurate recommendation. ### Approach **Decision matrix and question design.** Rika developed the logic engine first, using the Pugh Decision Matrix as the basis for mapping eight questions against six core machines and twelve alternatives. The matrix upweighted and eliminated options based on each answer, designed to reach a confident recommendation regardless of the path taken through the quiz. **Microsite.** The tool launched on a dedicated microsite, delonghicoffee.com, with a results page designed to give users what they needed to move forward: a clear recommendation, the reasoning behind it, and a direct route to the product page or further information. **Facebook and Instagram app.** The tool was adapted as a Facebook and Instagram app, extending the experience to audiences who weren't actively searching for a machine. Where the microsite captured people already in the market, social reached people at the point of interest rather than purchase intent. **Paid media.** Google Search and Display drove traffic to the microsite, while the Facebook campaign supported the app. A top-of-funnel campaign built around novelty coffee drinks, Cold Brew, Flat White, Nitro Coffee, proved particularly effective, meeting people at their interest in coffee culture before introducing the range. ### Creative theme Choosing a coffee machine isn’t simple however we framed the decision around a simple question: do you want coffee made for you, or made by you? This became the foundation of the experience, shaping the journey and guiding users towards the right machine. ### Deliverables - **Selector Tool UX & Interaction Design:** Design of the full user journey, including question flow, decision logic, and results experience to guide users towards a clear recommendation. - **Decision Matrix & Scoring Logic:** Development of the underlying model mapping user responses to machines, weighting and eliminating options to produce a credible outcome. - **Microsite Design & Build:** Creation of a dedicated, responsive experience with tailored results pages and clear routes to product exploration and purchase. - **Social App Adaptation:** Adaptation of the tool for Facebook and Instagram to extend reach and engage users earlier in the decision process. - **Paid Media Campaign Delivery:** Planning and execution of Search, Display and Social activity to drive traffic and engagement across all touchpoints. ### The Outcome Across the microsite and social channels, 17,000 users engaged with the tool delivering an 84% completion rate while generating valuable insight into customer preferences. #### Decision confidence Across the microsite and Facebook app, approximately 17,000 people engaged with the tool. Of those, 7,808 completed the selection process, an 80 to 84% completion rate in a category where most comparable tools are abandoned. #### Product engagement More than 4,500 users clicked through from their results page to either Shop Now or Learn More. The microsite referred 6,200 new users to De'Longhi's main site. #### Revenue The tool generated £17,000 in directly and indirectly attributable revenue across the campaign period. #### Customer insight The responses produced a detailed picture of the De'Longhi buyer: a strong preference for convenience, easy cleaning as the dominant feature priority ahead of all others, and flat white and cappuccino as the drinks people most wanted to make at home. #### Audience growth The campaign added over 400 new email subscribers to De'Longhi's owned audience. #### Scalable model The following year, De'Longhi commissioned a second version of the tool for the North American market, built on the same framework. ##### Related projects [ ![](https://mail.rika.digital/images/New%20Case%20Studies/Caterham/project-v.png) Driving the Future. 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