The Twist on Product Design
I recently bought a Twist, the new portable espresso machine from Mypressi. I initially bought it because I love espresso, but I didn’t want to have the permanent footprint of an espresso machine in my kitchen with its limited counter space. The fact that the Twist is completely portable was extremely appealing. But once I started using the Twist, I realized it was so much more than simply a portable espresso maker.
It turns out the Twist is a great model for talking about product design basics because it embodies three key tenets of well designed products: it fulfills a specific need, it’s easy to use, and it engages the emotions.
It fulfills a specific need. People have been creating espresso machines for decades, and practically all of them have been cookie jar size or larger. It’s sufficiently safe to say that the counter top espresso industry is crowded and has options for just about every preference. There are steam driven, piston driven, pump driven, air pump driven; semi-automatic, automatic and super-automatic. If you’re looking to create a new entry in the espresso maker market, good luck.
However, there are very few portable espresso makers. In fact, a quick search on Google Products reveals that there are two main options: the Handpresso Wild and the Mypressi Twist. Granted, not everyone wants (or needs) a portable espresso maker, but for certain people, like me, they’re very appealing. Mypressi recognized that there was an opportunity create a product that fulfills a specific need and created an outstanding device.
It’s easy to use. While the Twist is certainly not as easy as pressing the button on a Nespresso machine, it’s easy enough that Mypressi explains how to use it in the manual with four simple illustrations. Unfortunately, I don’t have a scanner and wasn’t able to find a digital version to include here, so you’ll have to take my word that it’s as easy as I explain here:
- Fill the basket with coffee.
- Place the basket in the holder and lock the water bowl (the top half of the sphere) into place.
- Fill the water bowl with hot water.
- Pull the trigger.
Products designed to be portable often end up being overly complex because the designers attempted to cram every bit of full-size functionality into a device a quarter of the size. (As a mobile interaction designer, I’m painfully aware of this problem.) Mypressi wisely didn’t bother with the bean grinders, pressure gauges, water filtration or any other controls outside of a release button; they included only what was required to make espresso using a pressurized device. When you start with the absolute requirements, the product is already one step towards being easier to use by simplicity alone.
It engages the emotions. For true coffee lovers, just the thought of coffee makes them happy. If I told them that I’m making an espresso, they would immediately perk up. So before they know anything about how I’m making the coffee, their emotions are already engaged.
Then I show them the Twist.
“That’s an espresso maker?”
“Yes. And it makes exceptional espresso.”
“How?”
“With a pressure cartridge. The cartridge sits in the handle, and you pull the trigger to extract the shot.”
“That’s neat!”
This has been the common reaction of just about everyone I’ve shown the Twist to. They were happy about the thought coffee before, but now they’re truly excited.
Then I show them how it works, going through the four steps above. Despite the steps not being very different from typical espresso makers or very surprising, there’s something unmistakably delightful about handling the machine. I liken it to loading a gun. I’m personally not fond of guns, but gun collectors often talk about the experience of loading the gun as a distinguishing factor between various models.
Once the now excited coffee drinker goes through the four steps and pulls the trigger to release the compressed air, they have a feeling of accomplishment. And the more times you go through the process, the more you enjoy the process. Using the Twist is a routine I’ve learned to love.
Then they taste the coffee. I’ll be the first to admit that it doesn’t make the best espresso I’ve ever tasted, but it’s very good. This review from Espresso Parts said it nicely:
So… does it taste like espresso? Yes. Is is the same espresso? No. It has all of the flavors of a traditionally pulled espresso, maybe a little softer (to know what I mean you may have to try it yourself). The mouth feel is… well… like a draft Guinness; and why shouldn’t it be, it is pulled with the use of NO2.
The idea of coffee made them happy, the concept behind the Twist made them excited, the experience of using the Twist made them feel accomplished, the taste of the coffee made them smile. Good products look good and work well. Great products tell a story that you want to listen to every time you use them.
Next time you want to explain product design to someone - or make a great espresso from anywhere, look no further than the Twist.
