Meeting commercial market needs long term begins with designing products for longevity.
Product Testing: the Grounds for Innovation
Repeated, unbiased testing of core technology shed light on necessary advancements for heat exchange thermodynamics for consistent espresso. With the Invicta, setting a new bar for performance was the goal, relying heavily on the US R&D lab.
Researching the Market
With the Rancilio Invicta, the market informed the skeleton of the project in terms of growth segment and valuation of features. Customer surveys bolstered these findings and identified anticipations for Rancilio products. In addition to high performance, the goal with the Invicta was a competitive price.
Creating the Product Identity
Product Strategy: Cost and Fit
After proposing a new design to Rancilio’s industrial designers, my team worked with the Italian R&D team to piece together the Invicta’s features based on performance and cost. I performed data-focused testing in order to propose an upgrade to the core tech that improved performance without impacting cost. This kept in line with the project goals of high performance at a competitive price. The RS1, pictured here, set the tone for the Rancilio Specialty family feel, of which the Invicta is the 2nd model.
Prototype Testing
Partnerships
After vetting new tech and building out UI, the next goal was to focus on testing with key partners for the go-to-market strategy. This allowed for a final vetting in high-volume settings before the market release. Working with key partners also provided engaging content for the release.
Market Launch
To galvanize as much buzz as possible, all public communications about the Invicta were put on hold until the release, which was coordinated with production models in stock. The launch was held in conjunction with the largest coffee trade show of the year, and the Invicta was the competition machine for the US Latte Art Championship. The combined attention digitally and in person greatly drove interest and cohesiveness for the Invicta, and the strategy allowed for in-stock sales at Rancilio’s booth.