GREAT DESIGN, SMOOTH INTERACTIONS, UNIQUE EXPERIENCES: WHAT MADE LAVAZZA’S COFFEE MACHINES A MARKET SUCCESS
Design is deeply linked to market success as it plays an essential role in creating product differentiation, improving product positioning, or even bringing to market something we did not know it was missing. Stated differently, design is a key business asset to generate actual and perceived value to final users and drive up willingness to use, buy and pay.
The long lasting collaboration between Pininfarina and Lavazza, the Italian world-famous coffee producer, represents the perfect example. It dates back to 1993 and over the years saw the development of countless coffee machines for home, office and professional use.
Nevertheless, design should not be merely intended as a tool to make products look pretty, but it must embrace a more holistic perspective to build up a deep understanding on user needs, preferences and context of use.
During our long lasting collaboration with Lavazza, we have leveraged on an iterative design approach to explore each and every aspect of the human-product interplay, enabling us to take informed decision to bring value in the market.
In the definition of the Lavazza Firma Inovy – winner of several prestigious design awards such as the iF Design Award, the German Design Award and the Red Dot Award – the Pininfarina Industrial & Experience Design Team worked to combine Lavazza’s unique ability to prepare great coffee with an impactful design, intended as the perfect calibration among sheer attractiveness and smooth interactions.
Aesthetics is surely the first element to draw the attention of consumers and to communicate, in a non-verbal way, the quality and technology of a given product. Pininfarina has indeed worked extensively, taking care of all the details such as the minimal graphic interface and the chrome finishes, to create a premium, one of a kind, design able to stand up against competition.
A satisfying experience is the element truing a beautiful product into a great one. The exploration of different configurations with internal and external stakeholders lead to the identification of the main pain points and the definition of the resulting solution. The definition of a simple and minimalistic user interface and the integration of visual feedbacks were conceived to facilitate the interaction and prevent possible user frustrations.
We seek to converge timeless design with satisfying experiences to create pure emotions for final users and business value for our clients: this is the Pininfarina philosophy.
Nicola Girotti – Head of Ideation & Industrial Design