Puerto Rico

Grind & Brew Coffee Machine

Expressionist Coffee Machine for high-tier product line for global market that follows the Electrolux visual brand language.





2014 - 2015



Jaewan Jeong

My Contribution

Project lead

Concept development

Industrial design

User experience

Interesting Insights

I have studied all kinds of different place-of-origin coffee beans and find out that each bean has different oxidation rate. According to the data, I have made proper angle for the coffee bean container that reduce the risk that beans sticked on the container which is crucial for the taste.

UI&UX Flow Study

Attribute Profile Analysis

Prepared many rounds of presentation to persuade PM to get better design and user experience such as getting enough angle for the bean container, easy to access the water tank and coffee bean container. I had to do the analysis based on Attribute Profile.

Design Process

The Joggle

We used an identified shape that people can recognize and used it consistently across the family. It carries the brand and bonds the range togehter.

The Slant

It is the empathic value of our brand translated into product. It also visually continues the tilt theme in the lower tier of our portfolio and differentiates us from competition.

Ture to Material

Stainless steel wraps with folded top edge to simulate increased material thickness.

Squircle to Circle​

Simple form transitions with sophisticated surfacing. Tampered look adding stability and perceived product weight.

Introducing Expressionist Collection