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In collaboration with V-ZUG, I led the UX design and development for Excellence Line, V-ZUG’s largest and most ambitious household product platform to date. Launched in 2021, this platform was built to unify multiple product categories under a single, seamless user experience.
Role:
User Research – Information Architecture –
Prototyping – UI Design – Art Direction
Outcome:
I simplified complex functions, creating products that are easy for beginners and experts to use, empowering them to excel in the kitchen.
Market Research
To gain a comprehensive understanding of the existing challenges, I conducted a thorough analysis of the platform’s operating concepts and usability flow. By working closely with cross-functional teams, I identified technical, usability, and communication barriers that had emerged over three years of development. This initial research highlighted inconsistencies in the existing interaction model and revealed opportunities to enhance user accessibility and experience.
Translate Research Data into Value
To ensure that the Excellence Line truly meets user needs, I utilized insights from market research to create a comprehensive Value Proposition Canvas. This involved a meticulous process of sorting and rearranging information to uncover deeper insights by grouping related data.
With the unique cooking personas I developed in mind, I crafted "Point of View Statements" that encapsulated the specific needs and contexts of each persona. For example, one persona embodies the confident cook who thrives on efficiency and reliability, requiring a robust machine that executes tasks quickly while they manage other elements of their meal.
In contrast, another persona seeks a supportive co-pilot—someone who can guide them through functions and alleviate the cognitive load of setting adjustments during the cooking process.
After establishing these statements, I translated them into "How Might We" questions to foster ideation and innovation. This reframing allowed the team to explore solutions that cater to the diverse requirements of each persona in various cooking scenarios.
By focusing on these insights, we ensured that the Excellence Line would provide tailored functionality and support, enhancing the cooking experience for all users, regardless of their skill level
Information Architecture
Through detailed visualization sessions, I quickly identifying that three separate interaction models were operating simultaneously within the platform. By consolidating these concepts, I was able to propose a unified structure that streamlined user interactions,
making the platform’s navigation intuitive and consistent. This new architecture provided a simplified mental model for users, allowing them to operate the system with minimal learning curve and maximum efficiency.
Prototyping
Next, I collaborated with engineers to align interaction flows with the underlying processes, creating a cohesive, easy-to-use interface. This involved introducing an intermediate layer in certain areas, resulting in an additional click in the flow at a few points. This slight increase in steps was carefully considered and hypothesized to improve clarity, minimizing user confusion and reducing cognitive load.
Usability Testing
To validate the revised interaction model, I facilitated a qualitative usability test with eight users. Working with engineers, we built a fully functional prototype integrated into a device, allowing us to gather authentic user feedback in a realistic setting. Participants navigated critical areas based on real use cases, enabling us to identify any potential design issues early.
The test confirmed that users were able to navigate the system not only smoothly but often faster, even with additional steps. The consistent operating logic reduced the likelihood of users getting “lost,” proving that a streamlined, uniform interaction model fosters faster and more confident navigation over time.
Iterative Refinement
Throughout the project, iterative refinement was fundamental. Based on usability feedback, I documented and prioritized additional areas for improvement, working closely with the development team to make updates. Each round of refinement ensured that the final product met high standards of usability and design.
Finally, I collaborated with the software team to define and document requirements for the platform’s implementation. This phase ensured that the conceptual improvements were translated effectively into the final product, delivering a user-centric platform that would support both novice and professional users in achieving their culinary goals.
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