How customer insights power Breville’s product innovation

Breville's iconic brand, built over decades, hinges on deep customer understanding. The global brand uses Dovetail to ensure every product aligns with user needs, driving brand loyalty and market leadership. Read on to hear from some of Breville’s world-class team: Senior Category Manager & Head of Research Tom Groundes-Peace, and Senior User Experience Designers Constance Docos and Andrew Gregorace.

Since 1932, Breville has been a pioneer in kitchen appliances, a legacy built on understanding and exceeding customer expectations. By placing customer research at the forefront, the Breville team ensures every product reflects the needs and desires of their global audience. This commitment to understanding their customers is what sets Breville apart, allowing them to craft appliances that are not only functional but also deeply resonant.

Breville’s design philosophy is all about helping consumers simplify mastery, so they can master every moment. So when it comes to Breville espresso machines, the team ensures that every type of consumer—from the casual coffee drinker to the serious barista, finds joy and ease in Breville’s products.

With the help of Dovetail, Breville team members seamlessly capture nuanced customer insights, allowing them to refine designs and create products, like their celebrated espresso machines, that are as technologically sophisticated as they are intuitive. To cater to every type of consumer from novice to pro-user, the team at Breville navigates the delicate line between automation and control, ensuring each user feels empowered—not overwhelmed.

Breville's success is a testament to the power of collaboration across their diverse teams. From chefs and experts putting appliances to the test in their various test kitchens to engaging with retailers and consumers around the world, holding focus groups, and involving engineers and designers to learn every step of the way, Breville’s commitment to design excellence runs deep. UX designers like Constance and Andrew, industrial designers, researchers, and more, work seamlessly together, fueled by a shared passion for creating exceptional appliances.

Dovetail enables this collaborative environment by providing a central hub for all of Breville’s research data, standardizing the categorization of data at scale, and instantly connecting the team to centralized insights, ensuring everyone is aligned and informed. What’s more, with the help of Dovetail, the team at Breville brings the voice of their customer to everyone in the organization, empowering better decisions backed by customer insights. This unified approach allows Breville to maintain its position as a global leader in design excellence, consistently pushing the boundaries of what’s possible in kitchen innovation.

Breville’s commitment to continuous research is integral to their success in developing appliances, like the new Oracle Jet. The team credit user feedback, which is incorporated into into every stage of the design process, as a crucial piece for design excellence.

Tools like Dovetail help in managing and analyzing this wealth of information, enabling Breville to quickly identify patterns and trends. This continuous loop of research and refinement ensures that every Breville product is not just good—but exceptional.