Client:
Wilbur Curtis
Year:
2021
Role:
Industrial Design, Graphic Design, Visualization
The Curtis Primo Cappuccino Gen 4 is a self-serve beverage dispenser designed for high-traffic environments like convenience stores, gas stations, and cafeterias.
It delivers cappuccinos, lattes, and specialty drinks with intuitive controls and efficient performance. The Gen 4 redesign focused on updating the user interface and aesthetic styling to reflect modern consumer expectations while addressing operational needs. My role in the project centered on crafting a refined industrial design that balanced visual appeal, intuitive functionality, and manufacturability.
When Curtis came to us, the system worked, but the experience needed focus. The Customer Interface Module (CIM) had accumulated visual noise, inconsistent labeling, and unclear interaction cues over time. Our goal was to refresh the interface without disrupting the familiarity that long-time users counted on.
Understanding the front-end.
We started by studying the environments where this machine lives—gas stations, hotel lobbies, corner stores. These spaces are visually noisy, often dimly lit, and full of competing signage. We watched how customers approached the machine, made decisions, and interacted with the interface. Many were confused by flavor labeling, unclear button groupings, and where to place their cup.
We also benchmarked competitors and adjacencies - the takeaway: Curtis didn’t need to reinvent the category, but it did need a more intuitive and legible presentation.
The research helped define a core tension: how to modernize the interface without alienating a loyal base of users who just want a reliable cup of coffee.
Early sketches explored new shapes, button placements, and labeling strategies. We pushed into a range of grille patterns and light treatments—some playful, others more restrained. Three concepts emerged:
A simple chamfered form with tactile membrane buttons and a bold “X marks the spot” grill
A sleeker take with capacitive touch and backlit alignment cues
A high-feedback layout with physical buttons, backpainted labels, and glowing acrylic graphics
Prototypes were rigorously tested to ensure every detail served its purpose.
Our design direction was tested early and often—through quick physical mockups, CMF samples, and full-featured prototypes. Because this machine operates in harsh conditions, every surface, label, and lighting element had to prove its durability. We split prototyping responsibilities between design and engineering, testing molded parts alongside legacy sheet metal to make sure the design would hold up—visually and structurally. That collaborative, cross-team approach helped us push things like backlit acrylic and enhanced button feedback into production without disrupting the machine’s manufacturing base.
Evaluated translucent label strip with backlighting for even illumination
Verified molded part integration with existing sheet metal and internal components
Refined button placement, spacing, and alignment with flavor callouts
Tested graphic sizing and icon visibility across varied lighting conditions
The redesign introduced a more contemporary visual language while preserving the Curtis brand identity.
The redesign modernizes the interface without making it feel foreign. Key proportions stay the same, but everything’s cleaner, crisper, and more legible. A subtle chamfer frames the front panel. Labels are better lit and easier to read. Button groupings are clearer, with improved tactile response. The dispense area is underlit to gently guide cup placement. And while every detail is tighter, the overall feel is still recognizably Curtis—functional, approachable, and unpretentious.
Geometric Simplicity: Clean chamfered edges and flat planar surfaces create a modern, professional look suitable for various retail environments.
Lighting as a Feature: Integrated lighting highlights key interaction zones, such as cup alignment and flavor selection, enhancing usability and drawing attention to the machine’s interface.
Signature Styling Elements: Custom perforation patterns on the grill and subtly illuminated logos communicate cup placement and reinforce brand recognition while adding visual interest.
Material and Finish Strategy
We worked closely with Curtis to define a cohesive material and finish palette that would feel elevated—but still appropriate for a convenience-store setting. Front-facing panels use a mix of molded plastics and metal trims, with matte surfaces for smudge resistance and gloss selectively applied to emphasize touchpoints. We introduced back-printed acrylics to enhance graphic visibility and brand polish without relying on stickers or screen components that would complicate maintenance.
Premium Surfaces: A mix of matte black ABS and powder-coated steel creates a sleek, high-quality appearance, while gloss accents subtly highlight interaction zones.
Durable Coatings: Powder-coated surfaces and abrasion-resistant coatings ensure longevity in demanding environments.
Easy Maintenance: Reverse-printed flavor labels mounted behind a continuous translucent panel.
Usability Enhancements
The redesigned interface simplifies decision-making and supports faster interactions. Lighting is used only where it adds value—specifically to improve legibility of the flavor labels. Button groupings were restructured for better alignment with flavor graphics, and all icons were scaled for clarity at a glance - a modular structure that can expand from a minimal three-drink footprint all the way up to eight.
Instead of overwhelming the interface with tech or decorative lighting, we focused on reinforcing key moments of user decision: what drink to choose, and where to place the cup.
Backlit Faceplate: Flavor label lighting enhanced with soft, even backlighting for better readability.
Clear HDI Hierarchy: Labels and buttons aligned for clear visual association.
Intuitive Graphics: Graphic system simplified to reduce scanning time.
Durable Touchpoints: A mechanical button design was used its reliability, with improved placement, form, and spacing.
The machine's layout was restructured to improve the experience for customers and operators through modular design that allows for easy servicing of drip trays, buttons, and flavor labels, minimizing downtime.
The Primo Cappuccino Gen 4 embodies Curtis’s commitment to innovation and user-centric design.
The Primo Gen 4 isn’t trying to compete with touchscreen kiosks or high-end espresso bars. It’s built to do one thing well: serve coffee quickly and clearly, in places where convenience matters most. This redesign respects that mission. It elevates the experience without overcomplicating it, proving that even in overlooked categories, thoughtful design still makes a difference.
For Customers: A sleek, intuitive interface makes specialty coffee accessible and enjoyable.
For Operators: Easy maintenance and durable components reduce operational strain.
For Curtis: A modernized design strengthens brand presence and competitiveness in the self-serve beverage market.