JURA COFFEE MACHINE // PRODUCT DESIGN

JURA COFFEE MACHINE // PRODUCT DESIGN

Lucerne University of Applied Sciences and Arts - Art & Design Design Management International Design and Process Product Design with Daniel Aeschbacher October - November 2012 by Diego Beck, Dina Dändliker, Amelia Herzog, Monica Scott

TABLE OF CONTENTS

4

Introduction

6 7 8 9 10 11 13

RESEARCH PHASE Expectancy profile Persona (user research) Contextual Data Technical Data Product Evaluation Poduct Architecture Product property profile

16 18

CONCEPT PHASE Conceptual ideation Concept evaluation

20 21 22 24

FINAL CONCEPT PHASE Concept research Moodboard and persona Final concept description Sketches and mock-up

27 28 29 31

POST ACTION REVIEW Time management Tasks and responsibilities Personal findings Project review and conclusion

33 34

REFERENCES Text Images

36 37 41 45 46

APPENDIX Detailed benchmarking matrix Detailed findings of user research Conceptual Ideation and identifying opportunities Brainstormin session Presentation

INTRODUCTION INTRODUCTION

No matter if it is on the go, in a small café or at home after dinner – coffee is one of the most consumed beverages of our time. So it is essential to every coffee drinker, that the brown gold liquid tastes fresh, aromatic and strong – attributes, that a good coffee machine should be able to fulfil. In our project we will look at the coffee machine ENA Micro 1 from Jura, which is used in the domestic environment. We want to find out what changes, mostly product based, can be made to improve the satisfaction of the target users. This will be done by an intense research phase, which will be followed by a conceptual phase. In the end we will come up with a concept that will include the suggested improvements. Firstly, as mentioned above, we will start with the research phase, which is crucial to building a good fundament to base the concepts on. This research will give us the base for knowing what is expected from a coffee machine. Now it is time to look at the contextual and technical data of the ENA Micro 1, which is supported by looking at the architecture of a simple and basic coffee machine. This will then all lead into a comparison between the ENA Micro 1 with its competitors. All the information from the research phase will then be analysed and used to create the Product Property Profile. This profile shows the actual profile of the Jura ENA Micro 1, and is compared to the Expectancy Profile, which was created at the beginning based on our personal expectations of a coffee machine. This comparison then leads us into the next step, the conceptual phase. In this phase we will look at the opportunities to improving the product. After knowing what and where our opportunities are, all team members are required to brainstorm potential concepts of improvement. The most viable concept will then be presented to the top management of the company Jura. In the end this project should not only show up how products can be im-

4 proved, but it should also show up in what directions a company and its products can move to increase their general attraction towards their users and the public itself. (JURA Elektroapparate AG, 2012)

JURA ENA MICRO 1

The company Jura was founded in 1933 in Switzerland. It started out with producing high quality household appliances and in the 1980’s it created its first coffee machine. Ever since, Jura is known for its great and highly qualitative coffee machines all over the world. Jura has and still follows the bean-to-cup philosophy, even though the world of capsules has slowly but surely conquered the coffee machine market. The Jura ENA Micro 1 is Jura’s bean-to-cup answer to the on-going trend of coffee capsule machines, which tend to be small, compact but still with a great and trendy design. The Jura ENA Micro 1 covers all those aspects and many more. The coffee machine’s main message is “simply espresso”. This represents the functions of “just” having the ability to make a great espresso and a great regular coffee, which in the end is the purpose of this coffee machine. It has a simple design and operating system, which make it easy to use but still high in design aesthetics. Another important aspect of this coffee machine and Jura in general, is the eco friendliness and energy efficiency. The ENA Micro one does not only have the automatic energy saving mode, it also includes a pre-programmed turn-off-time and the Zero-Energy-Switch. All in all, the ENA Micro 1 is the smallest coffee machine Jura produces, but it follows the same quality, design and philosophy of any other bigger Jura coffee machine. (JURA Elektroapparate AG, 2012) • Size: 23 x 32,3 x 44,5 cm • Price: 400-750 Fr. • Guarantee: 25 months

RESEARCH PHASE

EXPECTANCY PROFILE

6

RESEARCH PHASE

WHAT DO I EXPECT OF A COFFEE MACHINE

On this page we outline what we as a group expect from a coffee machine. These expectations were not based on the Jura coffee machine, it is meant to be a general input on the topic coffee machine in general. The expectations are divided into subtopics, such as design, functions and general requirements. These show the most important requirements according to our findings.

SEMANTIC DIFFERENTIAL FANCY BIG TOUCH SCREEN

DESIGN • Should be a sleek, simple and modern design • Should be able to fit into any type of kitchen style • Should have a decent size and weight • Shouldn’t have a touch screen, but nice and simple buttons • Should be able to fit and use different sizes of cups FUNCTIONS • Should be make espresso, coffee and have a stream for hot water. • Should be able to make two coffees at once • Should be able to use beans and powder for decaf • Should be easy to clean (clean itself) • Should be easy to use, quiet and quick • Should turn itself off if not being used for some time • Should be heated fast and stays hot at all time • Should have standby mode GENERAL • Should have an excellent price-performance ratio • Should be able to function for several years/decades and have a long guarantee period • Should have good advertisement for the coffee machine – leaves impression • Should have ability to get it fixed at any type of store for such purposes • Should have ability to buy and take home straight away

SLEEK, SIMPLE

ESPRESSO, COFFEE BEANS, POWDER (GRINDER) ONE CUP SYSTEM COMPLICATED TO CLEAN EXPENSIVE SHORT TERM USAGE

SMALL BUTTONS LATTE MACCHIATO ETC CAPSULES TWO CUP SYSTEM EASY TO CLEAN AFFORDABLE LONG TERM USAGE

VISUAL 1 // Semantic differential on the expectancy profile

PERSONA

7

RESEARCH PHASE

JURA FREAK

REGULAR COFFEE DRINKER

JURA SALES ASSISTANT

As a design manager, working over time is not unusual. So my day is long and so should my energy level be.

Hosting dinner parties might seem terrifying to some people, but for me it’s the most pleasure I get out of anything.

“But how does this work?” “But I want to use capsules” These and many more statements belong to my daily input from the customers I want to satisfy.

My name is Damian, I am 35 years old, and I don’t know what I would do without a freshly brewed espresso when I need one. It’s not only the excellent flavour that makes my taste buds go wild, it’s the whole experience of pressing the button until the last drop of the brown gold. Yes, I love my coffee. And I especially love the machine making it.

As a mother of two children, a wife to a business man and a part-time accountant, hosting other events might seem impossible to others, but to me it is a challenge I gratefully accept. I enjoy preparing an evening full of laughter, good food, wine and the all-important coffee.

I work for Jura coffee machines as a sales assistant. Even though I have only just started two years ago, I have experienced the most different customers possible. They all look at me like there is something wrong: “How old are you young man? Do you even understand coffee machines?”. I had my first coffee when I was 13, bought my first own machine with 16 and at an age of 25, I have gone through all you can experience when it comes to coffee. I know quality. And I give my customers the best advice.

(primary user)

I’ve been using the same machine for years and I would never want to change. Its sleek and timeless design represents my style and its simple functions fit in well with my general view on life – simplicity and quality, the key to success. Never mind if I am on my own, with my girlfriend or when I have business partners over – I am able to serve them the best espresso or coffee, in the warmest cups they have ever held. And if they prefer the tea, no worries, just ask me.

VISUAL 2 // Visualisations of each persona

(primary user)

And especially the coffee after dinner gets my blood bubbling. Even though my coffee machine doesn’t get used a lot by the family, it is quickly ready to make those wanted espressos, coffees, cappuccinos, lattes or even the typical English tea. Doesn’t matter if it’s with freshly grinded coffee beans or the popular capsules. I like to give my guests a selection of choices, because the machine does the same for us. If we don’t want to have it standing around we can just store it in a cupboard, which would actually be a shame, because its design is modern, beautiful but still colourful at the same time. All for a reasonable price you just cant say no to. That’s all we want and need in a coffee machine.

(secondary user)

A good coffee machine should be convincing on the in and outside. The first thing you see is the design, which should be timeless, simple and elegant. When it comes to functions, the must-haves are a good and quiet bean grinder and a broad choice of functions you can choose from. This includes self-cleaning, standby or a timer function. In the end, you want a good price-performance-ratio and a guarantee for a life full of quality. So when my customers ask me how they can get the best quality in a good coffee, I say: “It’s all in the Jura”.

CONTEXTUAL DATA

8

RESEARCH PHASE

CONTEXTUAL DATA

As we all know, a product on its own cannot function. The user, the objects and the environment play a crucial role when it comes to using the full potential of a product, which in our case is the Jura ENA Micro 1. We will describe the process from the beginning of feeling the need for a coffee until the last sip of the brown gold. This will show how all the components interact with each other during the process. It all starts with the need for a coffee. This need can appear after you woke up, had lunch or even late in the evening – if you need a coffee, you make yourself a coffee. The first thing you do is walk to the coffee machine, which most probably will be located in the kitchen on the counter. Firstly, you turn the coffee machine on. Then you check if the water tank and the bean container are full, if not, you fill them up to the top. While the coffee machine is heating up you go to the cupboard and get your coffee cup, which you then place under coffee nozzle. Then you press the start button and while the fresh coffee is pouring into the cup you get the saucer and the spoon ready. After the coffee cup is filled up you take the cup and place it on the saucer. If you require any milk or sugar you may add it now. Then you take your coffee to the coffee table, sit down and enjoy it. After you after you finished drinking your coffee until the last drop, you get up and take your coffee cup, saucer and spoon to the dishwasher. There you place them into the dishwasher and hope that they get cleaned for another coffee.

The interaction of the ENA Micro 1 with its user, its objects and its environment: • Jura freak • Regular coffee drinker

END USER

ENA MICRO 1 • • • • • •

Coffee spoon Coffee cups Coffee saucer Coffee beans Sugar Milk

ENVIRONMENT

OBJECTS

• • • •

Kitchen Counter Coffee table Dishwasher

VISUAL 3 // Interaction between coffee machine, user, objects and environment

Comparison between the Jura Freak and the Regular Coffee Drinker, based on importance of criteria. +

Jura Freak

Eco-friendliness Ease of use Usage of fresh beans Two dosage/aroma levels Ease of maintenance Single cup system Three cup sizes Price

VISUAL 4 // Comparison matrix

–

Importance

–

Regular Coffee Drinker

+

TECHNICAL DATA

9

RESEARCH PHASE

TECHNICAL DATA

The Jura Ena Mirco 1 is a compact one-cup coffee machine intended for domestic use. It is not only reduced in its size with its measurements of 23 x 32.3 x 44.5 cm, but it is also reduced to just making coffee and espresso. Its functions are concentrated on a single program with three options for coffee sizes and two options for coffee aroma and strength. Its unique characteristics include the Aroma+ grinder and the micro brewing system. EXTERNAL 1 TOUCH PANEL // contains a symbol for each of the functions (different cup sizes, coffee strengths/aroma) 2 ON/OFF BUTTON // intuitively placed on the bottom right hand corner 3 BEAN CONTAINER // comes with a silicone cover that seals in the aroma of the beans and keeps them fresh. 4 GRINDER ADJUSTMENT SWITCH // covered by the right hand flap which is located between the touch panel and the bean container 5 CHUTE FOR GROUND COFFEE // covered by the left hand flap which is located between the touch panel and the bean container 6 WATER TANK // placed in the back of the machine and holds 1.1 litres. 7 COFFEE SPOUT // adjustable from 58 to 141 mm 8 CUP GRILLE // attached to DRIP TRAY and COFFEE GROUNDS CONTAINER INTERNAL a AROMA+ GRINDER // gently and homogeneously grinds coffee beans to ensure maximum flavour b MICRO BREWING UNIT // extracts the exact amount of coffee c INTELLIGENT PREHEATING FEATURE // ensures that cups have ideal temperature and crowned with a velvety crema d ENERGY SAVING MODE // automatic, with a programmed switched off time (JURA Elektroapparate AG. Instructions for use for ENA Micro 1, 26 - 27. 2012)

6 5

3 4 2

1

7

8

IMAGE 1 // Technical overview of the Jura Ena Micro 1 machine

PRODUCT EVALUATION

10

RESEARCH PHASE

We chose three competitors to compare with the Jura Ena Micro coffee machine. The main criteria were, that it had to be a small, automatic coffee machine with a focus on regular coffee and espresso. But it shouldn’t have the possibility of frothing milk internally, but we will allows external milk frothing containers. Another deciding factor was the price, which had to be no less than 400 and no more than 1000 Swiss Francs.

BENCHMARKING MATRIX

Now we have created a matrix, which is based on set criteria from the areas general features, design features and functions. All four coffee machines will be evaluated on each criteria point and scored. In the end we should be able to see the strengths and weaknesses of each coffee machine, which will allow us to see where potential lies. Score system: 1-5 stars (one being weak and 5 very strong)

MELITTA CAFFEO SOLO

Melitta is a German coffee company that has branches and offices worldwide. They sell coffee as well as coffee filters and coffee makers. The Melitta Caffeo Solo is a simple, compact coffee machine, which is easy to use. The coffee machine belongs to the smallest automatic coffee makers in the world. The special criteria that sets the Melitta apart from its competitors is the possibility to choose three different kinds of coffee strengths and also the option of pouring two cups simultaneously (Melitta, 2012). • Size: 20 x 32.5 x 45.5 cm • Price: 400-600 Fr. • Guarantee: 24 months

PHILLIPS SAECO XS

Philips is an electronics company with its headquarters in Amsterdam and employees in over 60 countries. In their household division they offer a wide range of different kinds of coffee makers. The Philips Saeco Coffee maker is an automatic espresso machine. It is not only small, but is also very energy efficient and has a panarello, which can be used to heat milk (Philips, 2012). • Size: 42 x 29.5 x 32.5 cm • Price: 400-600 Fr. • Guarantee: 24 months

JURA ENA MICRO 1

MELITTA CAFFEO SOLO

PHILIPS SAECO XS

NIVONA CAFEROMATICA

71

70

67

73

GENERAL PRICE GUARANTEE

DESIGN SIZE SIMPLICITY ELEGANCE MODERNITY NEUTRALITY MATERIAL OVERALL DESIGN

FUNCTIONS GRINDER SYSTEM COFFEE TYPES MILK SYSTEM HOT WATER JET

NIVONA CAFEROMATICA 767

Nivona is based in Germany and their company goal is to create attractive coffee machines that are an alternative to traditional coffee makers.The Caferomatica 767 is a quiet machine with the option to create additional kinds of coffee to a standard espresso; with it’s detachable milk container the user also can make cappuccinos and latte macchiatos (Nivona, 2012). • Size: 24 x 34 x 46 cm • Price: ca. 900 Fr. • Guarantee: -

COFFEE NOZZLE CLEANING SYSTEM HEATING SYSTEM USABILITY STANDBY OVERALL FUNCTIONS

END RESULT

IMAGE 2 // Images of benchmarking matrix | VISUAL 5 // Benchmarking matrix

> A more detailed version of the benchmarking matrix can be found in the appendix.

PRODUCT ARCHITECTURE

11

RESEARCH PHASE

ARCHITECTURE OF A COFFEE MACHINE

Unfortunately, we weren’t able to examine the product architecture of the Jura Ena Micro One. Nevertheless, it was of high importance to the project and to us to get to know the key components that make a coffee machine work. Luckily, we found a coffee machine from the brand “Wellness & Care Electronics”. This machine is reduced to the key elements of a coffee brewing process, which makes it perfect to examine and understand the product architecture of coffee machines in general.

6 4 2

10

7

The following images and the correlating explanations help to understand the key characteristics of a coffee machine’s architecture. 1 ON/OFF button 2 signal lamp (water is hot enough) 3 small groove for aligning the cord

9

8

4

4 filter holder

11 10

5 cord space 6 tank cover

8

7 water tank 8 coffee dispender 9 cup support base 10 permanent filter 11 spoon to pour the coffee powder in

10

2 1

12 VISUAL 6// Images of product architecture.

1

5

12 integrated water boiler

2

3

12 SKETCHES OF BASIC COMPONENTS

VISUAL 7 // Sketches of basic components

PRODUCT PROPERTY PROFILE PRODUCT PROPERTY PROFILE

After doing research we have come to a point where we want to know if the Jura ENA Micro 1 under achieves, matches or even exceeds the expectations we had at the beginning of our project. To show that up, we recaptured all-important steps in our research phase and created a matrix, which compares the Product Property Profile to the Expectancy Profile. To recapitulate, the coffee machine we are looking at is the ENA Micro 1 from the Swiss company Jura. This coffee machine only produces espresso and coffee, which makes it Jura’s most basic coffee machine produced. It works with one program, three different coffee sizes and two different types of coffee strengths and aromas – so it is reduced to the minimum. Even though it might not be the most versatile coffee machine for a price of 450-700 Fr., its guarantee and life long lasting system sure makes up for it. When it comes to the users, the ENA Micro 1 counts three main types to their target group. The primary users are, firstly, the typical Jura freak. A sophisticated, mid thirties, business man or woman, with the love for a good espresso or coffee, at any time of the day. The emphasis is on the coffee itself, but everything extra is nice to have. Secondly, we have the regular coffee drinker. A middle aged, woman or man, who likes coffee but doesn’t really drink it on a daily basis. A coffee machine to them is here for their private usage, but also to serve guests and their every wish. If it is just an espresso, a cup of tea or a tasty latte macchiato – if somebody wants it, they can have it. Our last and secondary user is the young and motivated Jura sales assistant. To make a long story short: to him or her, every Jura coffee machine is great, but because the knowledge about good coffee and good machines is so extensive and detailed, selling the best machine is what makes him or her happy. If they use that specific machine, it can only be the best option for their customers. When talking about options it is clear that there are other coffee machines

RESEARCH PHASE

13

than the ENA Micro 1. We looked at the three, in our eyes, main competitors, which are the Melitta Caffeo Solo, the Philips Saeco XS and the Nivona Caferomatica. All four were scored on several criteria points. In the end there were two who stood out, which are the ENA Micro 1 and the Nivona Caferomatica. In our opinion, a Jura ENA Micro 1 coffee machine user will probably stay one, because of the price-performance-ratio the Jura coffee machine has. It might be expensive compared to others, but they make up for it with timeless design and excellent performance over years and years. But how can we make the typical Jura users want the coffee machine even more? And how can we get other coffee drinkers to want a Jura coffee machine?

ANALYSIS USER RESEARCH

As a part of our research process we created a survey and sent it to friends, family and acquaintances. The detailed questions and answers can be found in the appendix. After reading through their answers and comments we came up with the following analysis: Around 60% of all the people who filled out the survey drink coffee more than once a day. More than half of these people prefer latte macchiato to regular coffee, which shows the distinct need for a milk frother. Although most people want a capsule machine, other elements like design, usability and affordability are important to them whilst buying a new coffee machine. The average price people spend on coffee machines is around 450 Fr. An interesting observation is that people will either buy a really cheap machine (between 15-150 Fr.) or a really expensive machine (1000 Fr +). This leads us to believe that someone interested in buying a coffee machine is willing to spend more money if there are also more functions and possibilities to make other kinds of coffee. The main items coffee drinkers would like to change on their current machines are: the size of the water tank, integration of a milk frother, higher temperature of the coffee, and simpler usage.

14 Together with the analysis insights, the expectancy and the personas we created and example of “the ideal coffee machine”. We then used a matrix to directly compare the Jura Micro Ena 1 with this ideal version of a coffee machine. By doing this we can directly see possibilities for improvements and can use this valuable information for the ideation and concept phase.

EXPECTANCY PROFILE VERSUS PRODUCT PROPERTY PROFILE EXPECTANCY PROFILE “IDEAL COFFEE MACHINE” JURA ENA MICRO 1

CONCLUSION: WHAT NEEDS TO BE CONSIDERED WHEN DESIGNING IMPROVED MACHINE

BEANS/POWDER

• uses both beans and powder

• bean grinder and powder chute

AMOUNT

• - makes two coffees at once

• only one coffee at a time

CLEANING SYSTEM

• cleans itself

• cleans itself

HEATING SYSTEM

• heats up fast, stays hot, coffee comes out hot at all times

• coffee not always hot

USABILITY

• easy to use and self explanatory

• simple design and function reduction makes it easy to use

STANDBY

• stand by mode possible

• stand by mode possible

BUTTONS

• no touch screen • nice simple buttons

• has touch screen

> people prefer buttons to touch screen !

WATER TANK

• water tank must be as large as possible

• 1.1 l capacity

> water tank must be as big as possible !

! nice to have

GENERAL PRICE

450 Fr.

400-750Fr.

GUARANTEE

25 months

25 months

SIZE

• compact and small enough to fit into a cupboard • has decent size and weight

• 23 x 32.3 x 44.5 cm (W x H x D) • is compact, small and fits into a cupboard

SIMPLICITY

• sleek and simple design • easy to use

• simple and elegant • easy to use

MODERNITY

• modern design

• clean and modern design

NEUTRALITY

• fits into any type of kitchen style

• suitable for most households

GRINDER SYSTEM

• grinder is silent

• silent grinding system

COFFEE TYPES

• can make espresso, coffee, latte macchiato and cappucino

• espresso, coffee and ristretto

MILK SYSTEM

• can froth milk

• cannot froth milk

> important to be able to froth milk !!!

HOT WATER JET

• has stream for hot water

• does not have a water jet

> some people want to make tea !

COFFEE NOZZLE

• possibility to have different cup sizes

• height adjustable coffee nozzle

!! important to have

> coffee is a social thing, most of the time for two or more people !! > coffee needs to be as hot as possible !!

!!! necessity

VISUAL 8 // Expectancy profile vy product property profile

DESIGN > the size is to big for small kitchens !!!

FUNCTIONS

As clearly visible in this graph Jura’s design is so simple, clean, modern and perfect that it doesn’t need to be improved at all. The only area Jura could adjust in the design is the size. When it comes to the functions, people always want more and more. The Jura Micro Ena could be enhanced with some kind of milk system for all the users that want to make themselves a cappuccino or a latte macchiato. Tea drinkers would also appreciate the possibility to let out hot water. Adjustments could also be made to the heating system to make the coffee as hot as possible. A water tank can never be big enough and the 1.1-liter tank that the Jura Micro Ena 1 has, could definitely be enlarged without changing the size of the coffee machine. One change that would keep the actual coffee making the same, is adjusting the user interface.. Many people complained about the touch screen and prefer to have buttons on their coffee machine.

> The detailed findings of the user research can be found in the appendix.

CONCEPT PHASE

CONCEPTUAL IDEATION

CONCEPT PHASE

After all the research and comparing both the expectancy profile and the product property profile we all brainstormed ideas and opportunities for the Jura Micro Ena 1 together. After the brainstorming session we grouped similar ideas together and created four subtopics. Each group member took a subtopic and came up with a concept. In order to compare all theses ideas we built up our concept definition the same. We first stated the general problem and then possible solutions. Each solution was explained shortly followed by its pros and cons. Out of theses solutions one was picked and turned into a concept.

CAPSULES VS BEANS

GENERAL PROBLEMS Our research analysis revealed that some coffee drinkers prefer having an affordable coffee machine that works with capsules, than having a more expensive Jura, which can only brew coffee with one type of beans. This is due to the fact that people generally consider the coffee brewing process of a capsule machine to be simpler and faster than the one of a machine like Jura. Another reason for coffee drinkers to prefer a capsule machine is that capsules allow the user to have the choice between several coffee aromas. Unfortunately, people generally believe that a capsule machine is cheaper than a machine, which grinds the beans. This is certainly true if you only consider the cost of the machine itself. However, if one adds the cost for capsules or coffee beans for the minimum use of a coffee machine (5 years), the capsule machine would be much more expensive. CONCEPT DESCRIPTION The only solution approach, which could be realised without changing the size and the key function (grinding) of the machine would be: several bean slots inside the machine. This would enable the user to try out different coffee tastes. So the owner of the machine would have the possibility to take a certain kind of beans for his espresso, another one for his coffee and one for his latte macchiato (if the machine comes with a milk frother or a steam

16

wand). The user would then still have the possibility to use the chute for ground coffee if he would like to have a decaffeinated coffee. This solution would go into the direction of a capsule machine with the advantage of being able to brew coffees with different beans and aromas. This approach would be much more eco-friendly, since capsule machines produce much more waste than machines with grinders.

GOT MILK?

GENERAL PROBLEMS The research analysis showed that it is very important to coffee drinkers to have the possibility to froth milk. Even coffee maker users that don’t drink latte macchiato or cappuccino themselves want to be able to offer these drinks to their guests or fellow coffee drinkers. CONCEPT DESCRIPTION The best and most practical idea to turn into a concept is the use of a steam wand. With this ,Jura can keep the simple, clean and modern design everyone knows and loves. The steam wand would be attached to the coffee machine and it wouldn’t be a disturbing external feature like the external milk frother. By it just being a simple wand and not a milk tank, it easier to clean and to use. A further possibility could be to have a switch that can turn from steam to water so the user can also let out hot water out for tea.

WATER IS THE SOURCE OF COFFEE

GENERAL PROBLEMS The analysis from our research showed us that the majority of our users see the water and water tank as a crucial part of a good coffee machine. They want enough water for more than one or two coffees, they want the tank to contain nough water for several days of drinking coffee. The general problem

17 is that the water tank of the Jura ENA Micro 1 only holds 1.1 litres, which in our opinion is not enough when considering that the user drinks four coffees a day and the cleaning system uses the water too. So what possibilities are there to over come the lack of water problem? CONCEPT DESCRIPTION When it comes to making a good coffee with a good coffee machine, the water is a crucial aspect. So one issue people face with coffee machines is the water tank, which mostly isn’t full and cannot even contain water for more than two days. Our solution to the water problem is to use a direct connection between the Jura ENA Micro 1 coffee machine and the water conduit. This means that every time you turn on the coffee machine, the water automatically runs through the pipe connected to both of them, which flows into the coffee machine and gets heated. The water can be pulled from the conduit constantly, which means that when the water is used it flows and when not, it “waits”. So no matter if you just want a coffee, an espresso or you choose the self-cleaning process – there is water when you need it.

CONCEPT DESCRIPTION As a result of the previously described problems, we thought of a concept, which should resolve both problems simultaneously. After studying the product architecture of a coffee machine we realised, that the cause for the problem of lukewarm coffee is due to the short water pipes inside of the machine. The water pipes only start to heat up, after the coffee machine is turned on. As soon as you press the coffee button, the cold water moves through the very hot (but short) water pipes, mixes up with the coffee powder, gets filtered and comes out of the nozzle in a low temperature. Therefore, the water pipes inside of a coffee machine should be longer so that the water has got more time to heat up and can reach a higher temperature. Additionally, the water pipes should run directly under the cup support base. Consequently, the water will be able to heat up enough while running through the longer water pipes. The coffee cups that are placed in the cup support base will become warm at the same time because of the water pipe, which will be along under the cup support base and give off heat.

Even though this might be a longer and more costly aspect of a coffee machine, it contributes not only to the usage of the machine, but also to the sustainability, which is a big want of Jura itself and all their coffee machines. In the end you don’t have to worry about having enough water every time you use the coffee machine, and you are helping the environment and you wallet.

HOT, HOT, HOT!

GENERAL PROBLEMS According to our surveys and interviews during our research phase, we gained two important insights concerning the coffee temperature that could contribute to the improvement of the Jura ENA Micro 1.

> The detailed concepts with problems and opportunities can be found in the appendix.

CONCEPTUAL EVALUATION CONCEPT EVALUATION

All concepts were brought together and compared. Although each concept was valuable and could be a realistic possibility we came to the following conclusion after a feedback session with out lecturer: Most of our concepts were technical improvements on the Jura Micro Ena 1, which the user could get by just choosing another coffee machine of theirs. Juras products are at a very high technical level and people that already have a Jura are loyal customers and will stay with the brand forever. Juras problem is not so much keeping current customers, but acquiring new ones. By just comparing the Jura coffee maker to competitors that also use ground beans we completely neglected the brand with the highest market share at the moment: Nespresso. But just simply following in Nespressos footsteps and creating a capsule system would be the wrong approach. Jura should keep the attributes that make them unique, like tradition, high quality, fresh beans and great coffee and combine them with the aspects that make Nespresso so successful. For example bringing the price of their machines down, creating smaller, more compact machines and targeting users who have just learned to enjoy coffee. In order to find out exactly what differences the two brands have, further research was conducted on Nespresso and finally compared with Jura. The graph on the right visualizes the ideation and concept creation process. We started with divergence; taking a broad look at the coffee market and even writing down our first thoughts and ideas without doing any research at all. This created and supported a constant flow of ideas, with more of a focus on quantity instead of quality. We then sorted the ideas and started to converge, and narrowed the ideas down to a few focus points. We could then use the market, user and product research to create concepts. We narrowed down all the concepts ideas to four semi-final concepts. Because none of the concepts was 100% what we were looking for we decided to diverge again. Like that we could think out of the box and generate new ideas. As research

18

CONCEPT PHASE

we compared Jura to Nespresso. After comparing these two brands we converged to the very core and could create a single, convincing, final concept. GENERAL RESEARCH WITH DIRECT COMPETITORS (MELITTA, PHILIPS, NIVONA)

CAPSULES VS BEANS

GOT

WATER IS THE SOURCE

MILK?

? COMPARISON BETWEEN MARKET LEADER NESPRESSO JURA MICRO ENA 1

JURA MINI One VISUAL 9 // Concept evaluation

HOT, HOT, HOT!

FINAL CONCEPT PHASE

CONCEPT RESEARCH

20

FINAL CONCEPT PHASE

According to our previous research phase almost 50% of the interviewees own a Nespresso coffee machine. Clearly Nespresso is an expert in binding their customers to their products and their services. In todays market it is not only about keeping customers, but more importantly focusing on long-term strategies and acquiring new clients.

NESPRESSO’S STRATEGY OF CUSTOMER BONDING + CUSTOMER ACQUISITION In general people buy their first coffee machine when they move out of their parents place into a shared apartment. Usually young adults live with roommates in a shared apartment, or by themselves in a 1-2 bedroom studio. Both options don’t offer an unlimited amount of space and they are forced purchase a small coffee machine. Furthermore as most young adults either study or don’t earn a full salary yet, they have to think about the price of a coffee machine very carefully. The average price of a small coffee machine on the current market is between 300 and 600 Swiss francs. Nespresso however offers their smaller machines at a lower price between 120 and 200 Swiss francs. This low price logically attracts young adults’ attention more than the other brands. Nespresso may offer their small coffee machines at a lower price, but they make up for their “loss” with their unique capsule system. All Nespresso coffee machines work exclusively with the original Nespresso coffee capsules. As a result, once a Nespresso coffee machine has been bought the customer is forced to buy the capsules, which Nespresso sells at a very high price. Naturally, after a certain period of time a Nespresso coffee drinker will pay even more for his coffee machine and capsules than another coffee drinker for his machine and its coffee powder. In other words, Nespresso may charge more for the actual coffee consumption than other brands do, but the customers do not realize it because the price of the coffee machine combined with the cost of single capsules seems fairly cheap.

It is not just the affordable price of a Nespresso coffee machine that makes it so attractive to young adults. The design of their machines also plays an important role in the consumer buying decision. The iconic design of Nespresso machines is very unique and one can see why their machines attract first-time coffee drinkers. Their design is fresh and trendy, but also has a certain “maturity” to it. A young person buys a Nespresso machine as a status symbol; firstly to show that he appreciates good design and secondly to show that he is ready to take on adulthood with all it’s ups and downs: Any task can be mastered with a cup of coffee. (Nespresso, 2012) (Nespresso [Brochure], 2012)

SEMANTIC DIFFERENTIAL AFFORDABLE COMPACT SIMPLE DESIGN CLASSICAL YOUNGER TARGET AUDIENCE LIMITED COFFEE VARIETY NON-TECHNICAL CAPSULES SIMPLE USER INTERFACE

EXPENSIVE BIG COMPLEX DESIGN

JURA NESPRESSO JURA MINI

TRENDY OLDER TARGET AUDIENCE BROAD COFFEE VARIETY TECHNICAL (BEANS) GRINDER COMPLICATED USER INTERFACE

VISUAL 10 // Semantic differential of Jura, Nespresso and the Jura Mini

MOOD BOARD & PERSONA

FINAL CONCEPT PHASE

MOOD BOARD

PERSONA // JURA MINI One

sustainable trendy

affordable

young

fresh compact

VISUAL 12 // Mood board for the JURA MINI One

21

When you move out for the first time you think about all the things you can live without, and the things you can’t live without. And I just CAN’T live without a great coffee machine. Hi, my name is Joshua, I am a student in the first semester and I just moved into a shared apartment in Lucerne. My new room IMAGE 3 // Persona for the JURA MINI One mates are really cool, but when it comes to good coffee machines, they really are the worst. When I told them that I really don’t appreciate their dirt box in the kitchen, they wanted to know what my idea was of a good coffee machine. So I told them exactly this: “A good coffee machine only does espresso and coffee – so there are no unnecessary extras needed. The coffee is made by using the best beans, putting them into the grinder in the coffee machine and pressing one simple button – simple and also eco-friendly. Of course you can add milk to your coffee, but that should be your duty, not the coffee machine’s. When it comes to the design, the same rules apply. A clean cut, simple and sleek body makes any coffee machine timeless and suitable for every environment. And if you feel the need to brighten your life, you should be able to choose any colour for your coffee machine. All of these aspects belong to a good, and most importantly, affordable coffee machine.” So what else could you possibly need?

FINAL CONCEPT DESCRIPTION As we already know, Jura stands for quality and tradition incorporated into a highly technical machine. Our final idea is to keep those crucial aspects of the Jura coffee machines and combine them with the newest trends on the coffee machine market. Therefore, our final concept is to create a sub brand, which goes by the name of “JURA MINI”, which offers compact coffee machines at an affordable price, targeted towards a younger generation. The coffee machines from the new sub brand, which go by the name “One”, are compact, fun, fresh and trendy and work with the well-known Jura technological standards and quality. And all this at the affordable price of 250 Fr.

FINAL CONCEPT PHASE

22

er has the ability to choose their favourite colour or pattern from a wide range of colours. This allows the customer to customize their new JURA MINI One to their personal preferences.. • The size: Even though the ENA Micro 1 is small and compact, compared to the other Jura coffee machines, we believe the new coffee machine “One” can be even smaller and more compact. With the measurements of 15 x 27 x 30 cm, it will fit perfectly in any smaller kitchen without taking up too much space.

FUNCTIONS AND SYSTEM

VISUAL 11 // Sketches of the JURA MINI One

DESIGN

Jura coffee machines are known for their good and classic design, which can especially be seen in the ENA Micro 1. For the new coffee machine “One” we want to keep the overall design from the ENA Micro 1, but incorporate two key differences, which are: • The colours and patterns: Instead of sticking to one colour, the custom-

When looking at a coffee machine, the functions and the system are the most important factors to be considered before the actual purchase. The “One” coffee machine has the same functions and system as the ENA Micro 1, just simpler. It will still be a bean-to-cup coffee machine with the ability to make great espressos an coffees with a few minor changes. These are the three “new” features: • The two buttons: The “One” coffee machine will only have two buttons, one for espresso and the other one for coffee. This does not only make it simple in design and functionality, but also easier to use. • The grinder system: If the body shrinks, the inside does too. This means that the heart of the coffee machine, the grinder, is going to be smaller. This doesn’t mean that it is less efficient, it will just decrease the overall size and make it more spacious. • The bean system: We decided to keep the coffee beans, because quite frankly, that’s what Jura stands for and it represents freshness and good quality coffee. This means we had to try to incorporate full coffee beans into a capsule system. As a result, we came up with the so called “Squares”, which are whole coffee beans pressed together to a compact, rectangular form and can be applied like a regular coffee capsule exclusively with the Jura Mini “One”. Additional-

23 ly, the “Squares” will be sold in different kinds of beans and aromas to serve the Jura customers’ desire for a multitude of coffee varieties. So Jura will be able to make up their short-term loss from the under-priced Jura “One” by selling the “Squares”. However, since whole coffee beans are pressed together to a “Square”, there will not be any unnecessary packaging anymore like the aluminium capsules from Nespresso. Therefore, the Jura Mini “One” will take Jura a step further towards eco-friendliness and enforce their corporate image of a liable and sustainable brand. In the end, the necessity of a coffee bean container becomes unnecessary and consequently the Jura “One” is able to get his small and compact form.

EMOTIONS.

You give me energy” “ “I like waking up to you in the morning”

me “You make “ ” feel mature” I picked you, I coloured you... “I chose you, You are mine ” “ You pick me up when I am low

You warm me up when I am cold

You are always there “ for me You love it when I push your buttons

”

“ You accompany me on

“

”

”

”

my first steps to dependency

All this and much more is what I feel when I think about you my “One” and only.

CONCLUSION

In the end, it can be said that with the Jura “One” a perfect balance is found between Nespresso’s strategy of customer acquisition and and Juras high standard of quality and technological advancement. Furthermore, the new “Squares” system of the Jura “One” presents the environmentally friendly alternative to Nespresso’s capsule system in a fresher and healthier perceived way. Finally, as an affordable entry-level model the Jura “One” ensures the acquisition of new customers and guarantees a successful longterm strategy for the brand and its next generation of customers.

JURA MINI one SKETCHES

FINAL CONCEPT PHASE

These sketches contain our first ideas for the new coffee machine One which is part of Jura’s subbrand Jura Mini. The sketches ought to help building the prototype.

VISUAL 13 // Sketches as a reference for model building

JURA ENA MICRO 1 vs JURA MINI One

24

These pictures compare the difference in size between the Jura Ena Micro 1 and the JURA MINI One.

IMAGE 4 // Jura Ena Micro 1 vs JURA MINI One

25 MOCK-UP OF JURA MINI One

These pictures show the final concept prototype and how well the JURA MINI One fits in a small kitchen.

IMAGE 5 // Pictures of the JURA MINI One mock-up

POST ACTION REVIEW

TIME MANAGEMENT

WEEK 41 12.10.

13.10.

WEEK 42 14.10.

15.10.

16.10.

WEEK 43 17.10.

18.10.

19.10.

20.10.

21.10.

27

POST ACTION REVIEW

22.10.

23.10.

WEEK 44 24.10.

25.10.

26.10.

27.10.

28.10.

29.10.

30.10.

31.10.

01.11.

02.11.

PERSONA + USER RESEARCH

CONTEXTUAL + TECHNICAL DATA

PRODUCT EVALUATION

PRODUCT ARCHITECTURE

RESEARCH PHASE

EXPECTANCY PROFILE

CONCEPT EVALUATION

FINAL CONCEPT RESEARCH

FINAL CONCEPT DESCRIPTION

MOODBOARD

JURA MINI // MOCK-UP

FINAL CONCEPT PHASE

CONCEPTUAL IDEATION

CONCEPT PHASE

PRODUCT PROPERTY PROFILE

DOCUMENTATION FOR TUTOR

CONTROLLING

GENERAL

PRESENTATION

VISUAL 14 // Visual of time management

PERSON RESPONSIBLE

BRAINSTORMING

TEXT

SUMMARY

VISUAL

TAKING MACHINE APART

SKETCHING

MODEL BUILDING

LAYOUT

CHAIRWOMAN IN TEAM MEETINGS

VISUAL 15 // Visual of asks and responibilities PROJECT REVIEW + CONCLUSION

PERSONAL FINDINGS

TASKS + RESPONSIBILITIES

TIME MANAGEMENT

CONTROLLING

DOCUMENTATION FOR TUTOR

PRESENTATION

JURA MINI // MOCK-UP

MOODBOARD

FINAL CONCEPT DESCRIPTION

FINAL CONCEPT RESEARCH

CONCEPT EVALUATION

CONCEPTUAL IDEATION

PRODUCT PROPERTY PROFILE

PRODUCT ARCHITECTURE

PRODUCT EVALUATION

TECHNICAL DATA

CONTEXTUAL DATA

PERSONA + USER RESEARCH

EXPECTANCY PROFILE

INTRODUCTION

TASKS + RESPONSIBILITIES POST ACTION REVIEW

28

AMELIA

DIEGO

DINA

MONICA

PERSONAL FINDINGS

POST ACTION REVIEW

AMELIA HERZOG

When we started our project I was nervous because I didn’t really know what my part was going to be in this project. I knew my designing skills weren’t the best but I tried to stay confident and take my strengths into account. As the first few days went by we had not only grown as a team, but I had also found my spot in the group and I knew where I was going to be able to show my talents. As the project went on we as a group and I as a member were both confronted with issues, obstacles and questions, which had to be solved, over come and answered. These difficult milestones were probably the hardest part of the whole project because we had started out so sure about what we were doing and then moved into a blurry zone where nothing was set and clear. But we knew the project had to continue and so we sat down together, discussed all problems and issues and picked up right where we had left, and so we were able to finish our project with a concept and conclusion all of us were happy and pleased with. Even though this project was strongly about gaining new academic knowledge, it also gave me a lot of insights on a personal and group internal level. I had to learn to see the whole picture and not just pieces of it. I had to let other people take the lead in certain areas where I was not as strong, which made me learn to let go. And one of the most impressive insight about myself was they way I was perceived by my team members. All in all, I really enjoyed working with my group and on this project. The findings I get out of this project, academic or personal, can help me not only improve my general knowledge, but also my work ethic and personal skills.

29

DIEGO BECK

All in all, in my opinion the Jura project was a very interesting and instructive project. Although we had some difficulties at the beginning of how to structure all the tasks to be done, we found an appropriate way to continue with our project and were able to carry on structured and freshly motivated. After we finished the research phases and developed four provisional concepts, we realised that none of these four concepts really matched with the already existing product. We got stuck again and had difficulties to come up with a next step into the right direction. However, with several coaching sessions and feedbacks we managed it once again as a team to find the right solution that is now satisfying for everyone in our team. I was also very pleased with the brand we were given and really enjoyed to get a detailed insight into the world of coffee, since I am not a coffee drinker. Furthermore, I learned during the project that a cup of coffee is not just a cup of coffee. It is all linked to emotions and a whole experience that is able to connect people together. Furthermore, if I were asked at the beginning of the project how it will turn out at the end, I would had never thought that something like the Jura Mini “One” is going to be our final concept. However, the Jura Mini “One” is a concept that I totally support and personally think is thought through quite well. All of our team members did a very good job and it was a pleasure to work in such a motivated and creative group. Although sometimes we had some differences of opinions, we were always able to find an appropriate solution that was satisfying for everyone. In the end, that is what good teamwork is all about.

30 DINA DÄNDLIKER

I was quite confused at the beginning of the Product Design assignment since the project started with some open questions. As soon as these questions were answered and the initially two projects were reduced to one, more detailed project I started to enjoy working on the project. This was also the stage when we decided to work within the same groups as we work with in the New Product Development Project, which made it a lot easier to deal with the assigned workload of all the different projects. All of our group members were quite pleased with the assigned product: the Jura coffee machine. We started working on the project fully motivated, which made it not only enjoyable but also very interesting. We were able to divide the tasks according to everyone’s strengths and expertise. This is why the first stage of the project went very well and we were also done quite fast with our research phase. After the research phase every team member worked out a concept for improving our chosen machine, the Jura Ena Micro 1. While discussing and trying to choose one of the concepts we realised that none of the concepts is fully satisfying and none of them is a true long-term solution. Thanks to the cross evaluation in class and the helpful input of the lecturer we decided to develop a concept for an entirely new product: the JURA MINI One. We suggest that Jura needs not only to pay attention to their direct competitors but also to the current market leader, which is Nespresso. As soon as we decided to create a fully new concept, a suggestion for a new product, I was again highly motivated. Working out the final concept which brainstorming sessions, sketches and model building was a lot of fun. To sum it all up, I am very pleased with the direction our project went and our final concept solution. It was fun working on this Product Design project and especially working in this group. Even though we all are different people, with different backgrounds and opinions we could manage to find common ground and divide the tasks equally.

MONICA SCOTT

Overall I thought the Jura Project was very successful, enjoyable and challenging in a good way. Although setting up a clear structure and defining the tasks at the very beginning was tough by the time we had a clear overview it was time to really get going. We had a product everyone knew and everyone could talk about, whether coffee drinker or not. This made the brainstorming, market research and user research quite easy and also interesting to execute. Things started to get hard after realizing that our Jura machine, the Lamborghini of coffee makers, was a very good machine and thus difficult to improve. We had completed user research, market research and all talked about any-and everything we knew about coffee. We divided up concepts but none of them really convinced us. Thanks to the cross evaluation and feedback session with the class and the lecturer we could get new ideas and inputs from people who hadn’t seen our project yet. From then on it went well again and we could look at our project from another viewpoint. Back on track creating the final concept and making sketches models was time consuming but we all had a clear idea of where we were going and were all happy with our final idea. We were lucky to have a group where everyone participated equally and everyone knew their own strengths and weaknesses. We could divide the tasks accordingly and apart from minor discussions we didn’t have any conflicts.

PROJECT REVIEW + CONCLUSION After three weeks of looking at all different types of coffee machines with all different functions and designs, we can clearly say, that there is not one coffee machine that caters for everybody’s needs and wishes at once. But there are hundreds of coffee machines that cater for specific needs and wants, so it is all about the right choice for the right consumer. We used the ENA Micro 1 coffee machine from Jura as our starting point, which is one of the most basic bean-to-cup coffee machines on the market. This made it quite clear for us that we were going to work with basic coffee machines and which needs and wants they should fulfil. Like with every project, you start with research. We asked ourselves, our family and friends and even total strangers, what they expect from a good coffee machine. We assumed we would already know what they were going to answer, but in the end we were quite surprised. And little did we know, being surprised was going to be a common feeling throughout the whole project. So now we had set the expectations, we wanted to know if the ENA Micro 1 measures up to them. We examined the technical and contextual data of our coffee machine, held it up against four main competitors and ultimately compared it with our expectancies. Our conclusion: The ENA Micro 1 is one of the best in its category, but it might be too expensive, it has no extra features and like all coffee machines, there is always room for improvement when it comes to the heating. We were a bit surprised, because we expected Jura to be even more flawless. We had now found their flaws and were quite confident when it came to finding ideas on how to improve them.. We came up with concepts to each improvement area and selected the one, which was going to be the most implementable. As we were heading towards having our final concept we realized that there was something missing. We recaptured all our steps and conclusions and they all seemed plausible. After consulting with an external expert, we suddenly knew where we went wrong. We tried to make a perfect coffee machine, perfect for everybody. There was absolutely nothing wrong with the

POST ACTION REVIEW

31

ENA Micro 1, it was just only for a specific target group. And like we already mentioned above, there is no coffee machine that caters for everybody’s need and wants – so there is no point in trying to create one. We needed something new, something that improves the whole picture of Jura and not a near to perfect product of theirs. So we added another small research phase and finally ended up with the perfect solution. In the end, the room for improvement was not the ENA Micro 1 and Jura’s current market, it was the future market they had to get into if they wanted to keep up with the trends. And to do so, Jura just needs to put their wellknown quality into a new coffee machine, which is perfect for the new target audience.

REFERENCES

REFERENCES

33

TEXT

INTERNET SOURCES • Jura Elektroapparate AG (2012). ENA Micro 1. Jura. Retrieved October 17, 2012, from: http:// www.ch.jura.com/home_ch_x/coffee_home_use_ch/ena_micro_line/ena_micro1.htm • Jura Elektroapparate AG (2012). Unternehmen & Presse. Über Jura. Retrieved October 15, 2012, from: http://www.ch.jura.com/home_ch_x/company_press/about_jura.htm • Jura Elektroapparate AG (2012). Ena Micro 1. Last retrieved October 22, 2012 from: http://www. uk.jura.com/home_uk_x/products_home_use/ena_micro_line/ena_micro1.htm • Melitta (2012). Saeco Xsmall. Last retrieved October 22, 2012 from: http://www.melitta.ch/de/ CAFFEO-SOLO-184.html?scrolltoindex=0 • Philips (2012). Caffeo Solo. Last retrieved October 22, 2012 from: http://www.philips.ch/c/kaffeemaschinen/xsmall-class-schwarz-hd8745_22/prd/de/ • Nivona (2012). Caferomatica 767. Last retrieved October 22, 2012 from: http://nivona.com/de_ cafeRomatica767.AxCMS • Nespresso (2012). Machines. Last retrieved October 27, 2012 from: http://www.nespresso.com/ ch/en/pages/buy-coffee-maker • Nespresso (2012). Accessories: Les Collections. Last retrieved October 27, 2012 from: http://www. nespresso.com/ch/en/accessoires-Nesp • Nespresso (2012). The Club. Last retrieved October 27, 2012 from: http://www.nespresso.com/ch/ en/pages/the-nespresso-club

ONLINE BROCHURES • Jura Elektroapparate AG (2011). Instructions for use for ENA Micro 1, 26 - 27. Retrieved October 16, 2012 from: http://www.ch.jura.com/home_ch_x/service_support_ch/manual_home/manual-machines/download_manual_jura_ena-micro1_en.pdf

BROCHURES • Jura Elektroapparate AG (2012). Nespresso - Coffee, body and soul.

REFERENCES

34

IMAGES + VISUALS

IMAGES

IMAGE ON FRONT PAGE

• Jura Elektroapparate AG (2012). Ena Micro 1. Last retrieved October, 2012 from: http://www.uk. jura.com/home_uk_x/products_home_use/ena_micro_line/ena_micro1.htm

IMAGE 1

• Adjusted in Adobe Illustrator by Dina Dändliker with original images from: Instructions for use for Ena Micro 1. Page 26 + 27. Last retrieved October, 2012 from: http://www.uk.jura.com/home_ uk_x/service_support/manual_home/manual-machines/download_manual_jura_ena-micro1_ en.pdf

IMAGE 2

• Jura Elektroapparate AG (2012). Ena Micro 1. Last retrieved October, 2012 from: http://www.uk. jura.com/home_uk_x/products_home_use/ena_micro_line/ena_micro1.htm • Melitta (2012). Saeco Xsmall. Last retrieved October, 2012 from: http://www.melitta.ch/de/ CAFFEO-SOLO-184.html?scrolltoindex=0

VISUAL 3

• Draft: Amelia Herzog and Diego Beck. Finalised by Dina Dändliker in Adobe Illustrator.

VISUAL 4

• Draft: Diego Beck. Finalised by Dina Dändliker in Adobe Illustrator.

VISUAL 5

• Draft: Amelia Herzog and Monica Scott. Finalised by Dina Dändliker in Adobe InDesign.

VISUAL 6

• Draft and photographs: Diego Beck. Finalised by Dina Dändliker in Adobe InDesign.

VISUAL 7

• Photographs: Diego Beck. Sketches on top: Dina Dändliker.

VISUAL 8

• Philips (2012). Caffeo Solo. Last retrieved October, 2012 from: http://www.philips.ch/c/kaffeemaschinen/xsmall-class-schwarz-hd8745_22/prd/de/

• Draft: Amelia Herzog and Monica Scott. Finalised by Dina Dändliker in Adobe InDesign.

• Nivona (2012). Caferomatica 767. Last retrieved October, 2012 from: http://nivona.com/de_cafeRomatica767.AxCMS

• Made by Dina Dändliker in Adobe Illustrator.

IMAGE 3

• The Berry (2012). Hot men: drinking coffee. Last retrieved October, 2012 from: http://theberry. com/2012/04/18/berry-hot-men-drinking-coffee-28-photos/

IMAGE 4 + 5

• Photographs made by Monica Scott. Mock-up made by Dina Dändliker and Monica Scott.

VISUAL 9

VISUAL 10

• Draft: Diego Beck. Finalised by Dina Dändliker in Adobe Illustrator.

VISUAL 11

• Made by Diego Beck in Adobe Illustrator.

VISUAL 12

• Made by Diego Beck in Adobe Illustrator with several images found on google.com.

VISUALS VISUAL 1

• Made by Dina Dändliker in Adobe Illustrator.

VISUAL 2

• Made by Dina Dändliker in Adobe Illustrator with several images found on google.com.

VISUAL 13

• Sketches made by Dina Dändliker and Monica Scott

VISUAL 14

• Made by Dina Dändliker in Adobe InDesign.

VISUAL 15

• Made by Dina Dändliker in Adobe InDesign.

APPENDIX

BENCHMARKING MATRIX DETAILED BENCHMARKING MATRIX

JURA ENA MICRO 1

MELITTA CAFFEO SOLO

PHILIPS SAECO XS

HOT WATER JET

Not available *

Not available *

Available *****

Not available *

COFFEE NOZZLE (BASED ON AMOUNT)

Only one existent, but able to move up and down for cup sizes **

There are two existent, ability to move up and down for cup sizes *****

There are two existent, not able to move it up and down ****

There are two existent, also ability to change height of them and there is a light that shines on coffee cup *****

CLEANING SYSTEM

Existing and integrated, works on its own without having to clean by hand *****

Existing and integrated but also dependant on cleaning by hand ****

Existing and cleans coffee circulatory before and after every coffee, also have to clean by hand ****

Existing and does everything needed, even cleans milk container *****

HEATING SYSTEM

Fast pre heating, always heated when on and on standby *****

Good heat level and short time for pre heating, but no emphasis on it ***

Good heat level and short time pre heating, but no emphasis on it ***

Good pre heating time and general heating throughout usage. ****

USABILITY

Only three touch screen buttons to use *****

Three simple touch screen buttons and a small screen but also a rotary knob to choose size of coffee ****

Several buttons, clearly described but could be simpler ***

Two simple buttons and a screen showing selection. But it might be a bit confusing when selecting ****

STANDBY

Energy Save Mode and power switch of system, very eco friendly settings *****

With one button you can cap it form the energy source, which can also be done by setting timer *****

Turns off by itself but no Energy saving function real standby system which caps power *** ****

OVERALL FUNCTIONS

User friendly, too simple and a bit poor in functions but eco friendly ***

User friendly, good functions but too simple in general functions, like cleaning and heating ***

User friendly but slightly too many buttons. Very good when it comes to variety of coffee types ****

NIVONA CAFEROMATICA

GENERAL PRICE

400-750 Fr. **

400-600 Fr. ****

400-600 Fr. ****

Ca. 900 Fr. ***

GUARANTEE

25 months ****

24 months ***

24 months ***

Existent but not specified **

SIZE

23 x 32.3 x 44.5 cm (W x H x D) *****

20 x 32,5 x 45,5 cm ****

42,0 x 29, 5 x 32,5 cm ***

24 x 34 x 46cm ***

SIMPLICITY

*****

****

***

****

ELEGANCE

*****

****

***

*****

MODERNITY

*****

*****

***

***

NEUTRALITY

Nearly suitable for every household ****

Nearly suitable for every household ****

Neutral, but not that suitable for every household ***

Neutral and nearly suitable for every household ****

MATERIAL

****

****

****

****

OVERALL DESIGN

Very good ****

Very good ****

Good ***

Very good ****

GRINDER SYSTEM

Very quiet and well integrated in the whole system ****

Quiet and also well integrated into whole system ****

Quiet and well integrated into whole system ****

Very quiet well covered up, integrated into system and emphasized on *****

COFFEE TYPES

Espresso and Coffee, only 3 different types of sizes **

Espresso and Coffee, three different sizes and coffee strengths ****

Cappuccino, Latte Macchiato, Tea, Espresso and Coffee *****

Cappuccino, Latte Macchiato, Tea, Espresso and Coffee. Can decide on size, strength and hotness *****

MILK SYSTEM

Not available *

Not available *

Not integrated but able to heat with hot water jet ***

Not integrated but opportunity to connect milk container with machine ****

DESIGN

36

APPENDIX

FUNCTIONS END RESULT

71

70

67

Very good, very user friendly and up to date. Very good when it comes to variety of coffee types ****

73

USER RESEARCH

APPENDIX

DETAILED FINDINGS OF USER RESEARCH UGIUZO

37

38

39

40

CONCEPTUAL IDEATION

IDENTIFYING OPPORTUNITIES (APPENDIX)

CAPSULES VS BEANS GENERAL PROBLEMS Our research analysis revealed that some coffee drinkers prefer having an affordable coffee machine that works with capsules than having a more expensive Jura, which can only brew coffee with one type of beans. This is due to the fact that people generally consider the coffee brewing process of a capsule machine to be more simple and faster than the one of a machine like Jura. Another reason for coffee drinkers to prefer a capsule machine is that capsules allow the user to have the choice between several coffee aromas. Unfortunately, people generally believe that a capsule machine is cheaper than a machine, which grinds the beans. This is certainly true if you only consider the cost of the machine itself. However, if one adds the cost for capsules or coffee beans for the minimum use of a coffee machine (5 years), the capsule machine would be much more expensive. POSSIBLE SOLUTIONS

41

+ possibility of having the choice between several different coffee aromas - the bean dispenser needs to be added to the machine which would mean that the machine gets bigger. - a grinder that only holds on a portion of beans is difficult to construct - the design would be changed VARIOUS BEAN DISPENSERS INSIDE OF MACHINE: A third solution would be, that the machine holds several instead of one container for beans. The bean container would dispense portions of the whished bean time. This would enable the user to choose between different bean flavours. And the coffee would still be brewed with freshly grinded coffee beans which would guarantee the genuine aroma. + possibility of having the choice between several different coffee aromas +/- there would then be a need for smaller packages of coffee beans which could be provided by Jura as well + design stays the same

BEAN CAPSULES: One possibility would be to develop some sort of capsules that contain beans instead of prepared ground coffee. - capsules with beans inside do not work out. Capsules need to contain ground coffee - would not correlate with the philosophy of Jura, since their product portfolio does not include capsule machines

CONCEPT DESCRIPTION The only solution approach, which could be realised without changing the size and the key function (grinding) of the machine would be: several bean slots inside the machine. This would enable the user to try out several coffee tastes. So the owner of the machine would have the possibility to take a certain kind of beans for his espresso, another one for his coffee and one for his latte macchiato (if the machine comes with a milk frother or a steam wand). The user would then still have the possibility to use the chute for ground coffee if he would like to have a decaffeinated coffee.

SMALLER BEAN GRINDER: Another solution would be that the bean grinder is only able to hold exactly the amount of beans needed for brewing one or two coffees. The user would therefore be able to choose the flavour of the coffee at any time. An approach to this solution would be that several dispensers, which contain different beans would be attached upon the machine.

This solution would go into the direction of a capsule machine with the advantage of being able to brew coffees with different beans and aromas. However, this approach would be much more environmental friendly, since capsule machines produce much more waste than machines with grinders.

42 GOT MILK? GENERAL PROBLEMS The research analysis showed that it is very important to coffee drinkers to have the possibility to froth milk. Even coffee maker users that don’t drink latte macchiato or cappuccino themselves want to be able to offer these drinks to their guests or fellow coffee drinkers. POSSIBLE SOLUTIONS MILK TANK: One possibility is to have an integrated milk tank that the user fills with milk before making a coffee beverage, which includes milk and/or froth. The milk frother could be placed near the water tank and be integrated in the Jura coffee machine without changing its design. + The design of the Jura Micro Ena remains the same - An integrated milk tank is hard to clean EXTERNAL MILK FROTHER: A second possibility is to have an external milk-frothing device like one of Juras competitors the Nivona Caferomatica. It could be a cylindrical device like the above mentioned, but could also have a different shape. It could either be connected to the machine with a tube or could be totally separate.. + Easier to clean than integrated milk tank - Design would be affected ,the coffee maker becomes less elegant PANARELLO / STEAM WAND: Another possibility for an external milk-frothing device is the use of a panarello or steam wand. This gives the user the possibility to not only use steam to heat up and/or froth milk but also the ability to make hot water. + Easy to clean

+ Design stays the same, simple steam wand will suit the machine CONCEPT DESCRIPTION The best and most practical idea to turn into concept is the use of a steam wand. Like this Jura can keep the simple, clean and modern design everyone knows and loves. The steam wand would be attached to the coffee machine and it wouldn’t be a disturbing external feature like the external milk frother. By it just being a simple wand and not a milk tank, it easier to clean and to use. A further possibility could be to have a switch that can turn from steam to water so the user can also let out hot water out for tea.

WATER IS THE SOURCE OF COFFEE GENERAL PROBLEMS The analysis from our research showed us that the majority of our users see the water and water tank as a crucial part of a good coffee machine. They want enough water for more than one or two coffees, they want the tank to contain water enough for several days with drinking coffee. The general problem is that the water tank of the Jura ENA Micro 1 only holds 1.1 litres, which in our opinion is not enough when considering that the user drinks for coffees a day and the cleaning system uses the water too. So what possibilities are there to over come the lack of water problem? POSSIBLE SOLUTIONS BIGGER WATER TANK: The first solution is to increase the size of the water tank. This should be incorporated in the general body, which means it should not be visible, should fit in with the design and it shouldn’t influence other parts of the product body. + It is a tangible adjustment, low costs and low time needed

43 -

The possibility of incorporating it in the existing body without any changes in the other body parts is impossible. Too obvious and no solution for the long term

CHANGE WATER SUPPLY: The second solution to the water problem would be to create a water supply directly from the conduit under the kitchen sink. This would be done by using a pipe, which would be connected to the coffee machine and the conduit, to create a water stream. This will decrease the over usage of water when it is not necessary. + Control over water usage (sustainability) + No water tank means more space for other parts in the coffee machine - Might be too time consuming when installing the coffee machine into the kitchen (costs) CONCEPT DESCRIPTION When it comes to making a good coffee with a good coffee machine, the water is a crucial aspect of both. So one issue people face with coffee machines is the water tank, which mostly isn’t full and can not even contain water for more than two days. Our solution to the water problem is to use a direct connection between the Jura ENA Micro 1 coffee machine and the water conduit. This means that every time you turn on the coffee machine, the water automatically runs through the pipe connected to both of them, which flows into the coffee machine and gets heated. The water can be pulled from the conduit constantly, which means that when the water is used it flows and when not, it “waits”. So no matter if you just want a coffee, an espresso or you choose the self-cleaning process – there is water when you need it. Even though this might be a longer and more costly aspect of a coffee machine, it contributes not only to the usage of the machine, but also to the

sustainability, which is a big want of Jura itself and all their coffee machines. In the end you don’t have to worry about having enough water every time you use the coffee machine, and you are helping the environment and you wallet.

HOT, HOT, HOT! GENERAL PROBLEMS According to our surveys and interviews during our research phase, we gained two important insights concerning the coffee temperature that might contribute to the improvement of the Jura ENA Micro 1. POSSIBLE SOLUTIONS WARMER CUPS: Firstly, several interviewees said that their coffee cups are too cold by the time the coffee oozes out of the nozzle. Consequently the fresh coffee cools down very fast and the whole enjoyment of drinking a hot cup of coffee is gone. WARMER COFFEE: Secondly, we were told that in addition to the first problem several coffee machines are not able to heat up the coffee to certain temperature. As a result lukewarm coffee comes out of the nozzle into a cold cup, which results in a decline of the consumer’s satisfaction. In general it can be said that some types of coffee machines face a lack of an appropriate heating system for the coffee as well as a possibility for warming up the coffee cups. CONCEPT DESCRIPTION As a result of the previously described problems we thought of a concept,

44 which will be able to resolve both problems at the same time. After studying the product architecture of a coffee machine we realised that the cause for the problem with the lukewarm coffee is because of the short water pipes inside of the machine. By the time the coffee machine is turned on, the water pipes start to heat up as well. Then the cold water moves through the very hot (but short) water pipes, mixes up with the coffee powder, gets filtered and comes out of the nozzle in a low temperature. Therefore the water pipes inside of a coffee machine should be longer so that the water has got more time to heat up and can reach a higher temperature. Additionally the water pipes should run along directly under the cup support base. Consequently the water will be able to heat up enough while running through the longer water pipes. The coffee cups that are placed in the cup support base will become warm at the same time because of the water pipe, which is will along under the cup support base and give off heat. + It will guarantee fresh coffee with the right temperature + Preheated cups will keep the coffee warm for a longer time and it is more comfortable to drink a coffee out of a preheated coffee cup + The energy, which is used for heating up the water pipes can simultaneously be used to warm up the coffee cups - Longer water pipes require more space. Since the Jura ENA Micro 1 is already a quite voluminous coffee machine it might be counterproductive

BRAINSTORMIN SESSIONS BRAINSTORMING FOR CONCEPTS

APPENDIX

45

PRESENTATION

JURA ENA MICRO 1 SIMPLY ESPRESSO

GENERAL RESEARCH WITH DIRECT COMPETITORS

GENERAL RESEARCH WITH DIRECT COMPETITORS

GENERAL RESEARCH WITH DIRECT COMPETITORS FANCY BIG TOUCH SCREEN ESPRESSO, COFFEE BEANS, POWDER (GRINDER) ONE CUP SYSTEM COMPLICATED TO CLEAN EXPENSIVE SHORT TERM USAGE

SLEEK, SIMPLE SMALL BUTTONS LATTE MACCHIATO ETC CAPSULES TWO CUP SYSTEM EASY TO CLEAN AFFORDABLE LONG TERM USAGE

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

GENERAL RESEARCH WITH DIRECT COMPETITORS

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

CAPSULES VS BEANS

GOT MILK?

WATER IS THE SOURCE

HOT, HOT, HOT!

?

GENERAL RESEARCH WITH DIRECT COMPETITORS

WHICH CONCEPT

CAPSULES VS BEANS

WATER IS THE SOURCE

GOT MILK?

?

HOT, HOT, HOT!

COMPARISON: MARKET LEADER vs. JURA MICRO ENA 1

GENERAL RESEARCH WITH DIRECT COMPETITORS

CAPSULES VS BEANS

WATER IS THE SOURCE

GOT MILK?

? COMPARISON: MARKET LEADER vs. JURA MICRO ENA 1

HOT, HOT, HOT!

COMPARISON: MARKET LEADER vs. JURA MICRO ENA 1

JURA

NESPRESSO

AFFORDABLE COMPACT SIMPLE DESIGN CLASSICAL YOUNGER TARGET AUDIENCE LIMITED COFFEE VARIETY NON-TECHNICAL CAPSULES SIMPLE USER INTERFACE

JURA MINI EXPENSIVE BIG COMPLEX DESIGN TRENDY OLDER TARGET AUDIENCE BROAD COFFEE VARIETY TECHNICAL (BEANS) GRINDER COMPLICATED USER INTERFACE

JURA MINI One

GENERAL RESEARCH WITH DIRECT COMPETITORS

CAPSULES VS BEANS

WATER IS THE SOURCE

GOT MILK?

? COMPARISON: MARKET LEADER vs. JURA MICRO ENA 1

JURA MINI One

HOT, HOT, HOT!

JURA MINI One

You give me energy” “ “I like waking up to you in the morning”

“

You make me feel mature You pick me up when I am low “ ” I chose you, I picked you, I coloured you... You are mine You warm me

“

“

”

You are always there “ for me You love it when I push your buttons

”

up when I am cold

“ You accompany me on

“

”

”

”

my first steps to dependency

”