Agirrezabal: "The product is something that is alive and keeps developing because of input from our users"
After several years of research and work, we have just launched the new range of XM blenders. This family of five ranges comes with a wide selection of advanced features and great benefits that will be of interest to every user. In view of this, we wanted to delve deeper into these features and benefits to find out more about how the ideas came about.
We wanted to understand the origin of all the features and the reasons behind them, so we infiltrated the R&D&I department. We met with Gorka Agirrezabal, the person in charge of this project, which was started by Javier Hidalgo, to get his point of view and learn more about the process of creating the new XM range of blenders.
The source of it all: "We focus on the people who are going to use these machines, to understand what they need"
After all, what is product development based on? In our case, without a doubt, it is founded on the relationship with the user. From the very beginning, we meet with the end users in the kitchen, we see what they need and we start to design the project to meet that need. Through this contact, which is not a matter of a day or a month, but something continuous, we develop the product, seeing the features that we have to incorporate, what the machine has to be like, the specifications it has to have, etc.
We also look at what the competition is doing, but that is secondary. We focus on the people who are going to use these machines to understand what they need and what we should offer them. The product is something that is alive and keeps developing because of input from our users.
Design of the hood and blade: "The aim is to create a flow where the food is attracted to the blade without the user having to keep moving it. Thus, they avoid unnecessary fatigue"
The blade and hood of the new blenders have been specially designed so that the user doesn't have to move the machine inside the container; instead it's the food that moves. The aim is therefore to create a flow where the food is attracted to the machine without the user having to keep moving it. Thanks to the design, no matter what size the container is (within the limits set for each model), all machines create the necessary flow for perfect blending. This way the user avoids unnecessary fatigue regardless of the size of the container. We've attached a lot of importance to this.
Ergonomics: "We were inspired by SLR cameras to provide users with a convenient way to change arms quickly"
Another of the most important points has been ergonomics. We want the user to feel comfortable with the machine, both in terms of handling when working and in terms of avoiding unnecessary fatigue. Therefore, we considered it essential that the machine does not skid and fits well in the hand. Thus, in addition to the design, we've paid special attention to the grip, the non-slip rubber that surrounds the handle and prevents the machine from slipping or sliding out of the hand. It allows the blender to fit better in your hand and prevents it from slipping.
In addition, we have taken SLR camera users as a mirror. What do they want? To be able to quickly and easily change the lens so that they can use the one they need at just the right time, and know with a "click" that the lens is correctly positioned. We were inspired by this idea to apply a similar system in our machines. This has provided the machine with versatility and agility. In this way, we wanted to make it easy for the user to change the blender arm or whisk quickly and comfortably, and at the same time indicate that the desired arm is correctly positioned with a "click". That's where the click-on-arm feature came from.
Efficiency: "Thanks to the design of the hood and blade, and the effectiveness of the motor, we have created very efficient machines"
Blender efficiency has been an important point in the process of creating these machines. On the one hand, as I mentioned before, we've focused on the design of the hood and the blade, and the flow that is generated thanks to them makes the machine efficient. But, in addition, we've sought to make the motor as efficient as possible. In other words, we wanted the weight of the motor to be precisely that needed to give as much power as possible. Not a single gramme has been "wasted". Thus, thanks to the design of the hood and blade, and the effectiveness of the motor, we have created very efficient machines.
Durability: "We've used technical fibre-reinforced materials and motors designed for prolonged working"
We wanted to ensure that the machines have a very long life. In the design of the product, we've used technical material that is very resistant to the impacts that the machine may receive. These materials, in addition to being technical, have been reinforced with fibre to achieve the objective set. In addition, the motor is designed for prolonged working.
Versatility: "We wanted to create a model for each user"
With this comprehensive range, we have achieved a very high degree of versatility. Now, depending on their needs, each user can choose the right model for their work. We have taken this idea as a pivotal point and from it we have created an extensive range of products. We wanted to create a model for each user.