“Such a vision for coffee is extremely captivating, since mind-body balance is an increasingly important aspect in today’s life”
Coffee consumer, asked about the newly Lavazza wellbeing manifesto
Lavazza’s Research and Development team decided to learn and integrate a more user-centred and design-driven approach into their work.
We designed a complete process, from research to product creation, including co-design and consumers co-creation, fast pretotyping, testing and educational methodology transfer.
Six months of implementation alongside a multidisciplinary team of Lavazza professionals, integrating teams from different areas of R&D and Marketing, culminated in the development of a case study.
The approach
The first application of this approach was to envision a scenario where coffee plays a role in the wellbeing of its consumers. This led to an examination of how Italians consume coffee and their definition of wellbeing.
The work commenced with an exploration of the brand’s values and an analysis of the wellbeing landscape, aiming to identify areas that could be coherent and credible in creating a new interpretation of coffee. This involved delving into the deep roots of the raw material and its direct impact on people.
A total 110 consumers and 20 professionals from R&D and Marketing participated in the research and development process.
We identified a coherent message associating coffee with wellbeing and then translated it into an original range of products.
96 consumers
were involved throughout the entire process.
14 micro influencers
JOINED CONSUMERS DURING CONCEPT CLINICS AND ANALYSIS
14 Workshops
FROM CO-DESIGN, TO OPPORTUNITY MAPPING, CONCEPT CLINICS AND IDEAS TASTING.
Wellbeing projection
LAVAZZA WELLBEING’S TERRITORY, VISION AND POSTURE AND 21 CONCEPTS FOR THE FUTURE
From research to people interaction
The project kicked off with a period of extensive research and workshops to examine solutions from the perspectives of the consumer, the market and coffee professionals.
The stages of research and development have passed through co-creation, co-design, concept clinics, pretotyping development and clinics. A total of 14 iterative activities that made it possible to understand, project, analyze and progressively evolve all the learnings, solutions and strategies obtained.
This helped us to write together a manifesto of well- being which from that moment on helped the decision-making process, starting with the design of a range of products focused on this theme.
The project delivered the methodological implementation, strategic guidelines for the wellbwing territory and a series of products and services for future implementations.
Key implemented actions:
- Marketing and R&D integrated process
- Point ‘manifesto of wellbeing’ for internal communication
- Lavazza and its Wellbeing’s territory. Vision and Posture
- Learnings for the Dewaxed coffee implementation
- Fast testing of R&D new developments
- 9 product and service concepts selected for the future
- iTierra! Wellness platform launched
- New Cascara products tested at US Open 2023
Results after app launch:
- More than 450,000 customers are using the app, giving them access to enhanced money management tools
- Contributes to 30% annual growth in mobile app usage, with millions of digital transactions in 2021
- 93% of total transactions run on digital channels
- 45% growth in average daily login on the mobile app
