Design vision

Stated purpose

Design a coffee machine for in-home usage, that uses a single-portion system. The idea needs to be more sustainable than industry standards yet does not result in a decrease in comfortableness nor efficiency. The aim is to make eco-friendliness easy, so that customers will contribute to the global goal of sustainability. It shall be targeted towards middle-age and –class users in the style of Nespresso, offering them a chance to escape a busy lifestyle with a taste of luxury and quality.

In the process the value proposition canvas is also filled. This makes clear what are the needs of the customer and what can Nespresso as a brand offer. Moreover, the new sustainable product direction is included. The value proposition sets a clear aim for what the new product shall offer, creating new pain relievers and gains for the customer, whereas also maintaining important characteristics of Nespresso. If the two sides are in line with each other, a good fit between the product and market is found.