Click on picture above to see the video of the customer journey

Web Design & UI


    1. Skills: Information architecture, Work Flow/Layout/Interaction Design, Visual Design, Web Design, UX research, Customer journey mapping, Service Blueprint, User Interface design voor Ipad
    2. Client: Numdata BV
    3. Project: Ivenza online
    4. Tools Used: Illustrator, Photoshop, Axure, TYPO3

    5. Website:



    Ivenza is an intelligent system and concept for designing, presenting and production of panel based products for residential and office purposes. Ivenza is entirely webbased and can therefore be used on any PC on any location. Ivenza is aimed at manufacturers and retailorganisations that believe in high levels of automation and make custom designs on a regular bases. Ivenza is very well suited for mass customization.



    I took the role as a UX researcher how to turn the vision of Ivenza around to be of more interest to more target groups than production plants.

    Along the journey, I established new concepts which struck more complete offers, worked with a developer to a whole new concept applicable to mobile and desktop for consumers and retailers. User Experience Design: Visual Design, user journey



    Numdata I helped with user research and user experience design from the day I got to know the firm 2003 till 2015.





    Another mindset

    • Make changes in a program that is already working
    • Change the mindset and offers
    • Working with high (intelligent) experienced developers who developed the programm
    Team dynamics

    The design team for this project consisted of myself and one other front-end developer, a senior information architect and the business owner. The team was quite critical and I had to pull out my logical thinking hat quite a few times. For the front-end developer it was easy to understand, being half visual oriënted.

    Design Decisions


    Accessible with different mobile, tablets and Apple machines

    Use of high technolgy

    We thought that augmented reality and artificial intelligence should be used, to make a difference.


    Start at the beginning

    To kickoff I organised a workshop with key stakeholders at Numdata to define our goals for the product and our success metrics. We brainstormed what our users of the different target groups may want to achieve and detailed the design process for the project following the Double Diamond methodology.  Discover, define, design and deliver.

    User interviews and user research

    These interviews focused on understanding the needs and wants of the users of the different target groups. All of the information we collected led us to develop a deep understanding of the clients and to gather crucial insights in how there could be more need for using Ivenza when starting at the beginning of the customer journey.


    Our interview notes were combined and were then sorted into categories. We quickly identified three primary personas:

    From here, we could then begin to make statements about each persona we identified.

    • The customer user
    • The retail user
    • The CNC site user
    Customer journey's

    For three different targetgroups, three different user journey's were set up. As you can on the left above at the beginning of this webpage, we filmed the customer journey from the consumer.


    More than a CNC program

    Ivenza covers the whole journey of the product. The consumer can design at home on his tablet a cabinet, see the choice of materials at the DIY store, make the order final with salesperson if wanted. He can send the order to the production plant. There the order can go into production.

    E commerce MVP for Ivenza the product

    Homepage Ivenza concept
    Detailview Ivenza concept
    Listview Ivenza concept

    App for ipad and other tablets