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UX for the front end of IoT








Building an MVP:

From Design Thinking to Value Proposition and UX Design

The IOT startup Mozaiq asked studiomem to help sharpen the understanding of their customers, specifically, where they would find value and use cases within their innovative IOT platform. Following a user-centric design thinking process, we delivered needs and pain points of key stakeholders (customers, sales, developers) to then sharpen their value proposition and build a compelling MVP (minimum viable product).

What it is and how it works


The startup was funded by Bosch, ABB and Cisco. It offers a completely new cloud-to-cloud platform that allows businesses to connect products, services and data to help deliver seamless IoT. The platform has its own algorithm capable of translating features of products into atomic elements called measures. A highly intuitive "configurator", allows the user to combine these measures into so-called logic units that blend devices, services and data into new business propositions. 

Create new services & functionalities - drag n' drop style


Say, you want to offer a "delivery-to-car" option for your online retail store. Within minutes, mozaiq allows you to configure the delivery terms, logistics partners and car brands that you need to create and launch your new service.

The best part is, once your API is part of the system, you do not have to create a case for each brand you want to work with; your product becomes automatically compatible with all brands in the system. 


Axel Godoy, CEO

"studiomem supported us in sharpening the understanding of mozaiq's key customers and in structuring core-backend functionalities to help drive our development towards an impressive MVP.


They supported us in aligning our business goals with our user's goals - 

I highly recommend them!"

So what is cloud-to-cloud IOT, and what does Mozaiq offer?

Revealing customer needs


Sales Country Manager,

IoT component manufacturer

“The biggest issue in IoT is that the players 

don’t find each other: the hardware guys never find the cloud guys, and somehow you need to help them connect to be able to create new businesses.”

“What we need is more innovation, more speed-to-market, and a completely different approach to marketing.

There is now the millenials segment which needs entirely new ways of adressing."

Head of Product Management,

French B2C insurance provider

Mozaiq is a technology-driven company. When we initially joined this project, there was considerable debate about which customer to target how the design of the platform would deliver to their needs. So we helped bring clarity into the discussion by interviewing a range of potential clients from Startups and large corporations to better understand their expectations for an effective IoT platform.

It became clear, that any solution should be useable by both the Project Managers and C-level professionals alike, easily enabling them to create and test their specific, new use cases. Secondarily, the desired experience should be clear for the developer picking up for implementation a draft-idea from a manager, with the ability to customize it to their own use. The necessity to build an effortless system for businesses and brands to achieve the dream of interoperability was understood as a main priority.

studiomem Mozaiq design thinking workshop

The mozaiq platform creates value with 3 main features:

  • A use case designer for businesses to create their own use cases and logics, expanding their product capabilities (e.g. a blinds manufacturer can develop the capability to control the blinds based on a time of the day or the weather from their app while also talking to a smart lamp to control the brightness in the room);

  • A marketplace where businesses can “grab” clouds they want to make their device compatible with, while others can “sell” the usage of their clouds per user per day (e.g. a smart lamp controller can be compatible with all smart lamps inside the platform easily);

  • A forum to build and foster community, where new, unique use cases can come to life and spread the usability of the platform as the one-stop-shop solution for IoT interoperability;

Building the wireframe

After delivering the key insights from User Research, we supported mozaiq in the realization and implementation of the above 3 features. Most of the supporting features of the system such as sign up, log in, profile settings, company settings, adding clouds, visualizing cloud subscriptions, had to be refined multiple times to make sure they achieved the highest standards of security.

studiomem mozaiq ux design structure

Creating the UX structure

After the structure had been defined, we helped mozaiq visualizing and building the complete experience and the different elements that are part of it. The product holds high complexity, therefore we wanted to simplify the different sections and, at the same time, provide knowledge to the users on what they were doing. We created a video explaining each one of the sections of the platform, building consensus towards what the product offers, how the product would be marketed and whom it would be marketed to.

UI Design: Visualising the experience

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