Alexandros

Knauf’s dealer network lacked a unified, transparent view of orders, driving repetitive inquiry calls and manual status chasing. Objective: reduce operational friction, free dealer time for revenue work, and scale globally with a coherent product ecosystem.

Approach Lead UX from discovery to delivery using Lean Startup, Design Sprint, and Dual Track Agile. Conducted 50+ interviews to isolate the primary pain: order transparency. Built two design systems (web/apps) for velocity and consistency. Implement Product Analytics to measure user behaviour and improve growth.

Solution

• Unified Order Table: Single source-of-truth consolidating delivery statuses; simplified visual signals to reduce cognitive load.

• Delivery View: Day/week calendar view to plan warehouse/fleet logistics without drilling into multiple orders.

• Notifications: Configurable channels/events to end constant manual monitoring.

• Shareable Order Details: Propagate transparency downstream to applicators (dealers’ customers) and cut call chains.

Results (measured & staged)

• Inquiry/service calls: early pilots ~-20%; modeled reduction ~-50% at scale.

• Admin time saved: ~2 hours per user/week.

• Deployment: Pilot Summer 2022 → Launch Winter 2022 → 9 markets live; roadmap to 21 markets by 2026.

Why This MattersThis is an archetype of ops-to-growth product work: remove low-value toil, increase customer trust, and compound adoption via clarity + speed. The two-tier design system de-risks multi-product portfolios and shortens time-to-value for subsequent modules.

Transferable Plays

• Instrument transparency, not just access: compress “Where is my order?” into one screen; measure call deflection.

• Design for the network, not one node: serve the dealer and their customer to eliminate call cascades.

• Simplify status semantics: fewer, clearer states beat colorful icon gardens in high-throughput tables.

Occhio offered no direct online purchasing, losing demand from customers who needed inspiration and decision confidence before buying premium lighting. Objective: relaunch website and launch e-commerce with product configurator that preserves brand charisma while optimizing for conversion.

Approach Dual hat (UX + Product Ownership). Grounded in research identifying two core personas (“Quality-Seeker,” “Status-Seeker”) with shared needs around inspiration/assurance. Applied “Branded Interaction Design.”

Solution

• Mindset-based Navigation: support browsing by room, product type, or exact name—multiple entry paths to the same goal.

• Product Page Re-architecture: mini-configuration + value prop + price + primary CTA above the fold; shift from purely visual spectacle to decision-ready utility.

• Conversion UI & Education: high-contrast CTAs on key pages; interactive animations to explain features; AR previews to answer “Will it fit and look right at home?”

Results (commercial & experiential)

• Bounce rate ↓ 15%.

• Conversion ↑ to 1% (noted as on-par for premium interior).

• Online sales grew to 6% of total revenue (from 0%).

• Launch: Summer 2018; Award: Annual Multimedia Award – Gold (2019).

Why This MattersLuxury brands can be both emotive and efficient; when you place configuration, price, and buy-CTA where intention lives, you convert brand desire into cart action without diluting the brand. AR closes the imagination gap, raising decision confidence and reducing returns.

Transferable Plays

• Design for multiple discovery mindsets: room/type/name = three fast lanes to relevance.

• Form follows conversion: beauty and speed aren’t opposites; put decision enablers above the fold.

• Educate visually: short feature animations beat paragraphs; add AR where scale/fit matters.