Product design and UX/UI for the new coffee machine generation Schaerer Coffee Soul

Challenge: different users, one clear product experience

Schaerer faced the challenge of developing a new generation of coffee machines that had to go far beyond technical performance. The machines needed to appeal to very different customer segments, from high-throughput hospitality environments to office settings with constantly changing users.

The core question was: how can a complex, high-performance system be designed to remain intuitive to use, while also conveying a strong brand identity and delivering commercial value? In the coffee machine market, success is not defined by product quality alone, but also by how easily beverages can be configured, presented, and sold.

Approach: translating brand DNA into product logic, design, and interface

Milani did not start with the form of the machine, but with the brand behind it. The first step was to analyze the brand DNA of Schaerer and develop a distinct product language for the two product lines.

Based on this foundation, Milani redesigned the coffee machine from the ground up, with the goal of reducing complexity while enabling flexibility across different usage contexts. A central element is a large-format touchscreen that acts as the main interface between user and machine, adapting to different scenarios. Beverage offerings can be expanded, reduced, or customized depending on whether the machine is used in hospitality or office environments.

The new interaction design by Milani focused on clarity and intuitive workflows. Functions are logically structured, guiding users safely through processes, even in fast-paced daily operations. In the physical design, this logic translates into a calm and approachable aesthetic. Technical complexity is deliberately pushed into the background, creating a welcoming and accessible overall appearance.

Result: improved usability, greater flexibility, increased revenue potential

With the new Coffee Soul generation, design, functionality, and user experience are closely aligned. The machines are intuitive to operate, reducing training effort and minimizing errors in daily use.

The flexible interface allows beverage offerings to be tailored precisely to different environments, whether in hospitality or office settings. At the same time, the scalable product logic enables a broader range of beverage options, clearly structured and easy to manage. This turns the machine from a pure preparation tool into an active sales instrument. The user experience is further enhanced by integrated features such as a milk refrigeration unit and the option to preheat cups and glasses, contributing to a consistent and high-quality coffee experience.

The new product language also strengthens the brand perception of Schaerer Coffee. The machines appear premium yet approachable, clearly standing out from traditional, highly technical-looking coffee machines. Attention to detail makes them a visual highlight while maintaining an inviting atmosphere despite the integrated high-tech.