How La Marzocco reduced support backlogs through redesigned communication and data systems

La Marzocco is an international company that specializes in making artisanal coffee machines for personal and business use. They are known worldwide for the quality of their machines and their commitment to the craft of coffee.

This project focused on their aftersales department — the team responsible for handling support requests from clients across the globe.

La Marzocco's aftersales department was dealing with two major problems.

Inefficient communication flow. All client requests went directly to the main support hub in Italy, bypassing local support hubs entirely. This created huge backlogs at the central hub while local hubs had little to do.

Fragmented data system. Information was spread across four different databases. Every time a problem came in, an aftersales advisor needed to check all four databases just to get the information they needed. This slowed everything down.

— Redesign the communication flow so local support hubs handle first-level requests, reducing the central backlog

— Unify the fragmented data system into a single, efficient structure

— Reduce the number of support requests reaching the second-level team

— Deliver a working solution within 5 weeks

In just 5 weeks, Donux delivered a fully redesigned communication flow and a unified data system for La Marzocco's international aftersales department. Local support hubs now handle first-level requests directly, significantly reducing the backlog at the central Italian hub. The consolidated data system replaced four fragmented databases, giving advisors everything they need in one place and cutting response times across the board.

Discovery and research
We started with user research. La Marzocco arrived enthusiastic and full of information, which allowed us to quickly drill into precise details about how their aftersales process worked, where the bottlenecks were, and what the advisors actually needed.

Communication flow redesign
We mapped out the existing flow and designed a new one. The new communication flow routes client requests to local support hubs first, escalating to the central Italian hub only when necessary. This distributes the workload properly.

Data system consolidation
We tackled the four-database problem head on. We designed a unified data system so advisors can find everything they need in one place, instead of jumping between four separate sources.

Iteration, prototyping, and testing
We focused on multiple cycles of iteration, prototypes, and testing. Each round brought us closer to a solution that actually worked for the people using it daily.

Final delivery
The full redesign — both the communication flow and the data system — was delivered in 5 weeks.

The project deliverables included:

— New communication flow diagrams

— Unified data system UX and UI design

— Prototypes used during testing cycles

— Consolidating four separate databases into one coherent system without losing critical information

— Redesigning an international communication flow that works across multiple support hubs in different regions

— Delivering a complete overhaul in just 5 weeks

— Designed a tiered communication flow that routes requests to local hubs first, reducing the central backlog

— Created a unified data system replacing four fragmented databases

— Used rapid iteration cycles with prototyping and testing to move fast without sacrificing quality

Before the redesign, all client requests went directly to the central support hub in Italy, bypassing local hubs entirely and creating huge backlogs. Aftersales advisors had to check four separate databases for every incoming problem, slowing down response times across the board.

After the redesign, a tiered communication flow routes requests to local support hubs first, with escalation to the central hub only when necessary. A unified data system replaced four fragmented databases, giving advisors everything they need in one place and cutting response times significantly.