Market research is the empirical foundation of product specification.
Project Start: the Need for Rejuvenation
In 2018, my team advocated for a double boiler home machine to meet high demand at a gap in product offerings. Introduced in 1997, the Silvia had a weakening grip on home espresso sales, the largest segment for espresso machines.
Creating an Identity
To carry on the legacy of the Silvia in a format that squarely met the needs of the specialty coffee world, I proposed an identity that indicated both performance and simplicity: the Silvia Pro.
Market Cycle of Home Espresso
Product Identity
After examining the appetite and trajectory of the market, we began to piece together a product specification based on features, design, and price point. The proposal was partially implemented with the Silvia Pro in 2020, and then fully implemented with the Silvia Pro X in 2021.
Prototype Testing
Consulting Experts
To maintain a firm grasp on the Silvia Pro’s reception, I reached out to many experts in the industry to receive feedback on prototype testing. I received valuable feedback on product features and pain points. This helped refine my prototype testing procedure and allowed us to see the product from different perspectives.
Market Launch
With both the Silvia Pro and Pro X, I strategized a global product launch that kept a tight lid on public communication until the market release. This was to delay the buzz of new product interest until it could help drive sales. Working with influencers and distributors, content was created and compiled, then planned for release on the week of the global launch. Lifestyle content, tutorial videos, and unboxing walkthroughs were made available as soon as the product was launched, and warehouses across the nation held stock to sell. This planning resulted in a massive and continual increase in sales and market share.