How can coffee appliances act as assistants to optimize coffee quality?
Role
Lead Designer
Client
Philips Domestic Appliances
Duration
5 months
Problem space
The importance of quality and aftercare
customer care calls is related to coffee quality (n=38k).
1 in 3
lower score on "Excellent customer care and after sales." than competitors as Siemens and Jura.
20%
of coffee quality issues, such as weak coffee, inconsistent temperature, and slow brewing, are fixable without customer care involvement.
80%
consumer frustration and desire is "Higher coffee quality" (n=733).
№1
Evaluation
Validated by the industry
RESULT
Both solutions were presented to a panel of product stakeholders at Philips Domestic Appliances and received strong validation. The Coffee Evaluation was highlighted as a strategically recurring touchpoint. The Barista Assistant was endorsed as a key onboarding differentiator, directly addressing the top user frustration of not knowing how to get the most out of their machine.
Market fit
Solving a Clear Market Need
"I constantly see people in online communities crowdsourcing their machine settings. This feature could directly provide answers for optimal coffee."
— Product Manager
Lifecycle
Targeting the Right Journey Stage
"The Barista is perfect for onboarding, but the real genius is the Evaluation, that's the recurring value a user needs."
— Product Owner
User impact
From Error Code to Expert Guidance
"Coffee Evaluation feels less like an error message and more like a teacher."
— User
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My time in Philips DA
As part of Philips Domestic Appliances, I worked across teams in product marketing and digital management. As a sole designer on this project, I managed the full design process from user research and concept development to prototyping and validation. While navigating complex systems and adapting to shifting dynamics, this experience strengthened my ability to translate insights into scalable, user-centered design solutions while maintaining clarity and focus in fast-paced, cross-functional environments.
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