Having done the research and analysed it to collect all the vital information, it is now time to set a clear vision for the future. This is done by determining a clear target group, creating a measurable list of requirements and phrasing a stated purpose.
Design vision
Representative of the target group
Target group
Nespresso focuses on two main market segments: In-Home and Business, offering a wide selection of machines. Since a retail price limit is set by the PVC company for the product under design, the chosen segment is in-home usage. To position the product in the minds of the target group, further characteristics are set, keeping in mind Nespresso’s average users.
The intended audience is people from 35-50 years old, who lead a busy lifestyle in the city, where coffee is an everyday essential to get through the day. Even though they enjoy the active lifestyle, sometimes they feel a need to escape. They value high quality products as it makes them feel luxurious and privileged. The morning rush to work asks for a quick and effortless way for coffee, that still needs to be of high quality and premium taste. They are aware of the environmental issues, but do not put much time into contributing as it requires extra effort from them.
A persona is made, representing a clear image of the general target audience.