Creative Direction &
Experience Design
Experience Design
EDNA (EMAG DNA) is a modular digital ecosystem designed to unlock the full potential of networked production by offering improved configuration, operation and transparency across machine tools and entire manufacturing systems. This project has laid the foundation for the smart factory of the future.
Project Goal
The main objective was to create a single, intuitive interface for all EMAG machines and lay the foundation for a fully connected, smart manufacturing environment. This meant rethinking existing workflows, identifying common patterns across different machine types, and developing a scalable interface that could reduce complexity while increasing usability and efficiency. EDNA not only supports “chaotic production” and predictive maintenance but also ensures operability with fewer specialized personnel.
My role
With the amazing design and development team "Industrial Applications" at Intuity, we were responsible for translating complex industrial workflows into a coherent and intuitive user experience. My main focus was on:
- Conducting user research to understand the different needs and workflows of users
- Developing a standardized interface concept that can be adapted to different machines and user groups
- Analyzing critical process steps and visualizing these in 3D
- Developing UX principles to simplify and standardize the digital layer of production systems
- Designing visions for the ecosystem around the EMAG brand
key Learnings
- Designing for industry requires deep process understanding → True innovation in industrial design begins with immersing yourself in real-world workflows and user behaviors.
- A unified interface needs a modular foundation → Building a flexible yet consistent design system was key to scaling across diverse machine types.
- Cross-functional collaboration drives success → Working side by side with technical experts ensured our design solutions were both feasible and impactful.
- Empathy is a powerful design tool → Understanding the different needs of operators, technicians, and managers helped us create a truly inclusive system.
- Visualizing complexity reveals clarity → Mapping user journeys allowed us to identify inefficiencies and uncover opportunities for simplification.
This project challenged me to design at the intersection of digital and physical industry – and reinforced the value of user-centered design in environments traditionally driven by engineering. The result is a smarter, more transparent production experience that meets the needs of both machines and the people who use them.
Acknowledgment & Personal Reflection
Working on the EDNA project was a truly enriching experience – both professionally and personally. I would like to express my heartfelt thanks to the entire EMAG team and my colleagues at Intuity for their trust, collaboration, and shared curiosity throughout this journey.
The openness of the EMAG team to rethink established processes and embrace design as a strategic tool was inspiring. Our cross-disciplinary collaboration – between engineers, developers, and designers – was marked by mutual respect, transparency, and a shared vision of shaping the future of industrial production.
Personally, this project deepened my appreciation for the complexity and beauty of industrial workflows. It taught me that even the most technical environments benefit immensely from human-centered design. Being able to contribute to a solution that has the potential to make everyday work more efficient and intuitive for so many people is something I’m truly proud of.
Thank you to everyone involved – for the countless insights, the challenging discussions, and the collective drive to create something that goes far beyond the sum of its parts.
EDNA (EMAG DNA) is a modular digital ecosystem designed to unlock the full potential of networked production by offering improved configuration, operation and transparency across machine tools and entire manufacturing systems. This project has laid the foundation for the smart factory of the future.
Project Goal
The main objective was to create a single, intuitive interface for all EMAG machines and lay the foundation for a fully connected, smart manufacturing environment. This meant rethinking existing workflows, identifying common patterns across different machine types, and developing a scalable interface that could reduce complexity while increasing usability and efficiency. EDNA not only supports “chaotic production” and predictive maintenance but also ensures operability with fewer specialized personnel.
My role
With the amazing design and development team "Industrial Applications" at Intuity, we were responsible for translating complex industrial workflows into a coherent and intuitive user experience. My main focus was on:
- Conducting user research to understand the different needs and workflows of users
- Developing a standardized interface concept that can be adapted to different machines and user groups
- Analyzing critical process steps and visualizing these in 3D
- Developing UX principles to simplify and standardize the digital layer of production systems
- Designing visions for the ecosystem around the EMAG brand
key Learnings
- Designing for industry requires deep process understanding → True innovation in industrial design begins with immersing yourself in real-world workflows and user behaviors.
- A unified interface needs a modular foundation → Building a flexible yet consistent design system was key to scaling across diverse machine types.
- Cross-functional collaboration drives success → Working side by side with technical experts ensured our design solutions were both feasible and impactful.
- Empathy is a powerful design tool → Understanding the different needs of operators, technicians, and managers helped us create a truly inclusive system.
- Visualizing complexity reveals clarity → Mapping user journeys allowed us to identify inefficiencies and uncover opportunities for simplification.
This project challenged me to design at the intersection of digital and physical industry – and reinforced the value of user-centered design in environments traditionally driven by engineering. The result is a smarter, more transparent production experience that meets the needs of both machines and the people who use them.
Acknowledgment & Personal Reflection
Working on the EDNA project was a truly enriching experience – both professionally and personally. I would like to express my heartfelt thanks to the entire EMAG team and my colleagues at Intuity for their trust, collaboration, and shared curiosity throughout this journey.
The openness of the EMAG team to rethink established processes and embrace design as a strategic tool was inspiring. Our cross-disciplinary collaboration – between engineers, developers, and designers – was marked by mutual respect, transparency, and a shared vision of shaping the future of industrial production.
Personally, this project deepened my appreciation for the complexity and beauty of industrial workflows. It taught me that even the most technical environments benefit immensely from human-centered design. Being able to contribute to a solution that has the potential to make everyday work more efficient and intuitive for so many people is something I’m truly proud of.
Thank you to everyone involved – for the countless insights, the challenging discussions, and the collective drive to create something that goes far beyond the sum of its parts.
EDNA (EMAG DNA) is a modular digital ecosystem designed to unlock the full potential of networked production by offering improved configuration, operation and transparency across machine tools and entire manufacturing systems. This project has laid the foundation for the smart factory of the future.
Project Goal
The main objective was to create a single, intuitive interface for all EMAG machines and lay the foundation for a fully connected, smart manufacturing environment. This meant rethinking existing workflows, identifying common patterns across different machine types, and developing a scalable interface that could reduce complexity while increasing usability and efficiency. EDNA not only supports “chaotic production” and predictive maintenance but also ensures operability with fewer specialized personnel.
My role
With the amazing design and development team "Industrial Applications" at Intuity, we were responsible for translating complex industrial workflows into a coherent and intuitive user experience. My main focus was on:
- Conducting user research to understand the different needs and workflows of users
- Developing a standardized interface concept that can be adapted to different machines and user groups
- Analyzing critical process steps and visualizing these in 3D
- Developing UX principles to simplify and standardize the digital layer of production systems
- Designing visions for the ecosystem around the EMAG brand
key Learnings
- Designing for industry requires deep process understanding → True innovation in industrial design begins with immersing yourself in real-world workflows and user behaviors.
- A unified interface needs a modular foundation → Building a flexible yet consistent design system was key to scaling across diverse machine types.
- Cross-functional collaboration drives success → Working side by side with technical experts ensured our design solutions were both feasible and impactful.
- Empathy is a powerful design tool → Understanding the different needs of operators, technicians, and managers helped us create a truly inclusive system.
- Visualizing complexity reveals clarity → Mapping user journeys allowed us to identify inefficiencies and uncover opportunities for simplification.
This project challenged me to design at the intersection of digital and physical industry – and reinforced the value of user-centered design in environments traditionally driven by engineering. The result is a smarter, more transparent production experience that meets the needs of both machines and the people who use them.
Acknowledgment & Personal Reflection
Working on the EDNA project was a truly enriching experience – both professionally and personally. I would like to express my heartfelt thanks to the entire EMAG team and my colleagues at Intuity for their trust, collaboration, and shared curiosity throughout this journey.
The openness of the EMAG team to rethink established processes and embrace design as a strategic tool was inspiring. Our cross-disciplinary collaboration – between engineers, developers, and designers – was marked by mutual respect, transparency, and a shared vision of shaping the future of industrial production.
Personally, this project deepened my appreciation for the complexity and beauty of industrial workflows. It taught me that even the most technical environments benefit immensely from human-centered design. Being able to contribute to a solution that has the potential to make everyday work more efficient and intuitive for so many people is something I’m truly proud of.
Thank you to everyone involved – for the countless insights, the challenging discussions, and the collective drive to create something that goes far beyond the sum of its parts.