Meddle
Redesigning an Industrial IoT platform to unlock usability, trust, and growth
Context
Context
Context
CLIENT
Meddle: Industrial IoT platform for data collection and management in industrial machinery.
BUSINESS CONTEXT
Early-stage startup, born from an internal opportunity inside another company. No existing UX, website, or product structure
Early product. Wireframes existed, but no UX, UI, or design system.
ROLE
Solo product designer, working directly with the founder and engineering team.
TIMELINE
6 weeks initial delivery + 6 months of iterative refinement.
Year: 2022
~60 days, end to end.
Problem Statement
Problem Statement
PROBLEM:
Meddle had a strong technical foundation, but no product surface.
The platform was inaccessible to non-engineers, making sales conversations difficult and preventing the business opportunity from being validated.
Contraints: Highly technical domain, and tight timelines for business validation.
GOAL:
Turn complex technology into a usable, understandable, and sellable product quickly.
Outcome: Designed and shipped Meddle’s first website and product platform, turning the technology into a tangible product experience.
Impact
Impact
Impact
Design enabled the company to exist as a product.
Design enabled the company to exist as a product.
Defined the product experience from zero
Defined the product experience from zero
Clear user flows replaced fragmented navigation
Enabled sales conversations through a clear web presence
Feature expansion became possible through a solid UX foundation
Established trust in a small, emerging startup
Supported revenue generation
= from 0 to ~30k/month within a year after launch + top clients like Ferrari signed in
= from 0 to ~30k/month within a year after launch + top clients like Ferrari signed in
Approach
Approach
Approach
I approached the project with three principles,
that guided every design decision:
I approached the project with three principles,
that guided every design decision:
I approached the project with three principles, that guided every design decision:
Designed for speed and survival, not perfection
Systems before screens
Scalability over short-term speed
Design systems before screens
→ scalability beats speed
Prioritized what was necessary to sell demos
Prioritized what was necessary to sell demos
Avoided premature structural decisions by building flexible foundations to evolve
Avoided premature structural decisions by building flexible foundations to evolve
Exectution
Exectution
Exectution
Established the foundation
Defined the initial UX principles and UI kit.
Refined the visual identity starting from the existing logo.
Defined a scalable information architecture to support courses, guides, and tools.
Introduced progressive learning paths to accommodate different skill levels.
Defined a scalable information architecture to support courses, guides, and tools.
Introduced progressive learning paths to accommodate different skill levels.
Exectution
Exectution
Build the product
Improved product components and critical flows (notifications, errors, data states)
Exectution
Exectution
Build the website
Exectution
Exectution
Build the product
Improved product components and critical flows (notifications, errors, data states)
Exectution
Exectution
Build the website
Designed the website from scratch as a sales-driven landing
Outcome & Key Insights
Outcome & Key Insights
Outcome & Key Insights
key insights
Visual clarity significantly increases trust - especially for small, emerging B2B products competing with established players.
outcomes
A coherent product and brand identity
A website that became the main sales touchpoint
A product experience differentiated by clarity in a UX-poor market
outcome
A coherent product and brand identity
A website that became the main sales touchpoint
A product experience differentiated by clarity in a UX-poor market
KEY INSIGHT
Visual clarity significantly increases trust - especially for small, emerging B2B products competing with established players.
Learnings
Learnings
Learnings
Not every improvement should be done immediately
Scalability is a design decision made on day one
Scalability is a design decision made on day one
The right question is often: “Is this worth doing right now?”
Constraints improve focus when embraced early
Constraints improve focus when embraced early
Being effective as a designer means understanding timing, context, and business direction
Daily alignment and constant recalibration are as important as design quality
Problem Statement
Problem Statement
PROBLEM:
Meddle had a strong technical foundation, but no product surface.
The platform was inaccessible to non-engineers, making sales conversations difficult and preventing the business opportunity from being validated.
Contraints: Highly technical domain, and tight timelines for business validation.
GOAL:
Turn complex technology into a usable, understandable, and sellable product quickly.
Outcome: Designed and shipped Meddle’s first website and product platform, turning the technology into a tangible product experience.