Future-state UX redesign

Why this mattered.

What I owned.

• Learning externally: competitors & industry

  I benchmarked industry patterns and direct and indirect competitors, comparing their approaches with the app, smart-fridge POS and coffee-machine POS to identify clearer ways to structure the experience.

• 
  Learning internally: customer support

  I worked with the customer support team to understand which scenarios generated the most tickets and which were hardest for the team to help customers resolve. Looking at both frequency and difficulty helped identify where clearer journeys could reduce support needs and make problems easier to recover from.

• 
  UX design & advocacy

  I created future-state designs from scratch in Figma and continue to develop and advocate for this direction, drawing on my knowledge of the product ecosystem and customer journeys.

What made it challenging.

• 
  An experience built feature by feature

  Over several years, features had been added to meet needs at different stages of the business’s development, without a shared view of the whole experience. Some were no longer useful; others needed to adapt to how the business had evolved. The challenge was to decide what to keep, rethink or remove, and connect it into a coherent journey.

• 
  A simple, coherent experience that remains familiar

  Many users are not digital natives, so canonical digital conventions cannot be assumed to be understood. At the same time, existing customers have learned where things are, even when the structure is confusing. The redesign must make journeys explicit and intuitive while preserving familiar cues, so changes do not make everyday tasks harder.

The direction taking shape.