illy | yuanhao design

Project Description

Design Brief

illy was seeking to re-establish its products and services in the U.S. market. The founders had a dream of “providing the best coffee in the world” and they intended to achieve this by exploring ways to promote the brand in the marketplace through new product development.

Design a personal coffee maker that competes favorably with other products in the $300-$600 range.

Disclaimer：This project is a conceptual design created as part of an academic assignment and is not affiliated with or endorsed by Illy.

illy Duetto

Every Cup, Your Choice

The illy Duetto is a beautifully crafted coffee machine that seamlessly blends options for espresso and pour-over coffee into one elegant design. With dual-brewing capabilities, it caters to the tastes of both espresso aficionados and pour-over enthusiasts. Featuring a sleek, modern aesthetic that reflects illy's signature style, the Duetto incorporates advanced brewing technology for precise temperature and extraction control, ensuring each cup delivers a rich, balanced flavor. This machine embodies illy’s commitment to a premium coffee experience.

Quick brew or drip perfection—this machine does it all.

Capsule Mode

Drip Mode

Ground Dryer

Story Board

Preset their morning coffee preferences through the app

illy Duetto brews illy capsules

Brews a cup of fragrant coffee

Enjoy coffee on the way to work

Free time in the afternoon or weekend, choose favorite illy coffee beans

Use drip mode to make coffee, enjoy the fun of brewing

Taste of single-origin drip coffee

Easily take out and use dried grounds as organic fertilizer for plants

UI Design

Capsule Mode

On / Off

Drip Mode

Grounds Dryer

Capsule Mode

Brewing Cup Size

Brewing Temperature

Drip Mode

Brewing Temperature

Cup Size

Grain Size

Brewing Time

Brand Value
Quality
Illy ensures premium coffee through meticulous bean selection and precise roasting, delivering consistent flavor.
Aesthetic
Illy’s minimalist Italian designs enhance the coffee experience, combining elegance with functionality.
Sustainability
Illy supports sustainable coffee farming, fair trade, and eco-friendly production practices.
Innovation
Illy pioneers advanced coffee technologies, improving brewing methods while maintaining quality.
Experience
Illy creates a rich coffee experience, blending high-quality products with immersive brand culture.
illy Product Line
X1 iperEspresso Machine
X7.1 iperEspresso Machine
illy Easy Espresso Machine
Y3.3 iperEspresso Machine
The design should continue illy's tradition of excellence and be consistent with the brand's image and values.
Coffee Maker Market Positioning

This matrix compares Nespresso, BRUVI, Lavazza, Ninja, Keurig, and Illy across brand positioning and user experience in the $300-$600 price range. It highlights where each brand stands in delivering a premium home coffee experience.

Illy should focus on strengthening its premium positioning and improving user experience to match top competitors like Nespresso and BRUVI. Enhancing the luxury and convenience of its machines will help it stand out in the U.S. market.

Regular
Premium
Poor Experience
Good Experience
Market Trends
Single-origin coffee
Sense of experience
Sustainability
Design Pillars
Aesthetics
Performance
Sustainability
Concept Ideation
Key Features

Bean
Capsule
Coffee Ground Reuse
One for brewing with Illy capsules, and the other for drip coffee using Illy coffee beans
Dries used coffee grounds, allowing them to be repurposed as fertilizer for plants
User Group
Millennials
Gen Z
These consumers value the experience and personalization of the product and tend to choose products that reflect their lifestyle.

Brand Value

Quality

Illy ensures premium coffee through meticulous bean selection and precise roasting, delivering consistent flavor.

Aesthetic

Illy’s minimalist Italian designs enhance the coffee experience, combining elegance with functionality.

Sustainability

Illy supports sustainable coffee farming, fair trade, and eco-friendly production practices.

Innovation

Illy pioneers advanced coffee technologies, improving brewing methods while maintaining quality.

Experience

Illy creates a rich coffee experience, blending high-quality products with immersive brand culture.

Coffee Maker Market Positioning

This matrix compares Nespresso, BRUVI, Lavazza, Ninja, Keurig, and Illy across brand positioning and user experience in the $300-$600 price range. It highlights where each brand stands in delivering a premium home coffee experience.

Illy should focus on strengthening its premium positioning and improving user experience to match top competitors like Nespresso and BRUVI. Enhancing the luxury and convenience of its machines will help it stand out in the U.S. market.

Regular

Premium

Poor Experience

Good Experience

User Group

Millennials

Gen Z

These consumers value the experience and personalization of the product and tend to choose products that reflect their lifestyle.

Market Trends

Single-origin coffee

Sense of experience

Sustainability

Design Pillars

Aesthetics

Performance

Sustainability

illy Product Line

X1 iperEspresso Machine

X7.1 iperEspresso Machine

illy Easy Espresso Machine

Y3.3 iperEspresso Machine

The design should continue illy's tradition of excellence and be consistent with the brand's image and values.

What should the next generation of illy coffee maker be?

The next Illy coffee maker should be multifunctional, smart, and designed for quick, convenient brewing. It should cater to the trend of premium, personalized coffee experiences, allowing users to easily customize each cup.

Concept Ideation

Key Features

Bean

Capsule

Coffee Ground Reuse

One for brewing with Illy capsules, and the other for drip coffee using Illy coffee beans

Dries used coffee grounds, allowing them to be repurposed as fertilizer for plants