Company Introduction
Swiss Smyze is a hospitality tech startup redefining service with a fully automated robotic bar system. The mission: blending innovative robotics with a seamless, futuristic user experience.
Year
Nov 2020 - July 2021 (Multiple Phases)
My Contribution
I led the end-to-end product design for the core ordering interface across both On-site Kiosk and Mobile platforms.
Scope: Information Architecture, User Flows, UI Design, and Usability Testing.
Cross-Functional: Beyond UX, I bridged gaps as a Project Manager and Marketing Lead to ensure the product met business goals.
The Key Insight & Pivot
The Hypothesis (V1) "I initially designed a feature-rich Native App, assuming users wanted loyalty points and profiles."
The Reality (Data) "Field testing revealed a 75% drop-off at the sign-up screen. In a busy station, the barrier was too high."
The Pivot (V2) "I spearheaded the shift to a Frictionless Web Client. We removed the login wall entirely to prioritize speed."
Mapping the Physical-Digital Experience
Mapping the Experience As a cross-functional team bridging hardware and software, we started by mapping the full ecosystem—from the customer’s first glance at the robot to the final drink collection. We then zoomed into specific interaction points to ensure the screen synced perfectly with the machine.
As the robotic logic was complex and unfamiliar to users, I focused on humanizing the technical constraints. I employed storyboarding to visualize the physical context, structured the Information Architecture to simplify the ordering flow, and validated early concepts through low-fidelity prototyping.
Process mapping and early concepts
Prototyping
Phase 1: The "App-First" Hypothesis
Moving from sketches to high-fidelity, our initial strategy focused on retention and engagement. We assumed that a 'premium' robotic experience required a native app ecosystem similar to Uber or Starbucks. I designed V1 to prioritize user profiles, loyalty points, and gamification, believing these features would drive repeat visits."
We assumed a premium robotic experience required a dedicated Native App ecosystem to drive retention.
Core Concept: A personal companion app with user accounts.
Key Features: Location finder, Loyalty points, and Social sharing.
The Goal: Maximize user engagement and repeat visits.
Login
Select Drinks
Payment
Scalable Design System: The Foundation for Speed
To ensure consistency across the App (V1), Web Client (V2), and Kiosk, I established a centralized component library following Atomic Design principles. This robust system allowed us to:
Pivot Fast: Rapidly assemble V2 screens using existing atoms (colors, type, icons) without starting from scratch.
Bridge the Gap: I aligned component naming conventions in Figma with the engineering team's code structure, reducing handoff friction."
Iteration & Implemention
High-Fidelity Design & Iteration
The Investigation My initial V1 design was a feature-rich Native App focused on retention (profiles, loyalty points). To validate this hypothesis, we didn't just rely on analytics — I spent two months on-site, incentivizing customers with free drink vouchers to get honest, qualitative feedback.
The Hard Truth The data served as a wake-up call. 75% of users (On site researc = 37) rejected the sign-up wall, explicitly stating: "I don't want points. Just let me tap, pay, and get my drink." It became clear that while I designed for retention, the business actually needed speed.
The Pivot Recognizing that user friction was killing conversion, I made the strategic decision to kill the App model entirely. We pivoted to a No-Login Web Client (V2), prioritizing immediate transaction speed over user data collection.
Version 1
This iterative process was a crucial learning experience. It taught me the importance of prioritizing a simple, accessible user flow and aligning product design directly with business and user needs. The significant reduction in customer support calls after the launch of V2 validated that these strategic changes were the right decisions for the product.
Context-Aware Design: One System, Two Touchpoints
Mobile Experience (Personal)
Optimized for one-handed use while queuing. I used a vertical scroll pattern to fit more content on the small screen, allowing users to easily browse the full menu with just a thumb while waiting in line.
Kiosk Experience (Shared)
Optimized for arm-length interaction. I switched to a grid-based layout to make all categories visible at a glance—no scrolling required. Large touch targets ensure the screen is accessible for users of all heights.
Result
From Pixel to Physical: The Live Experience
Impact
Shipped & Scaled: Successfully launched and operated in high-traffic commercial environments for over 2 years.
Efficiency Boost: Slashed weekly customer support tickets by 80% (from 50+ to <10), proving the effectiveness of the self-service model.
Reflections
Design Beyond the Screen: This project taught me that for hardware products, the UX doesn't stop at the pixel. The "wait time" animation mirroring the robot arm's movement was just as crucial as the UI buttons.
Data Over Ego: Pivoting from my V1 App (which I loved) to the V2 Web Client (which users needed) was a humbling lesson. It reinforced that the best design isn't the most feature-rich one—it's the one that removes the most friction.
