Founded in 1923, Loewe is renowned for its premium home entertainment products, celebrated for their minimalist industrial design.
As the design lead, I collaborated with teams across Product Marketing, Customer Service, Engineering, and Industrial Design to redefine the user experience. From conceptualizing innovative features to ensuring flawless final releases, I played a pivotal role as UX/UI Lead in delivering software solutions on time for more than 500,000 televisions, maintaining Loewe’s reputation for excellence.
Ideas
Ideas for the project, whether inspired by user feedback or proposed by the team, are regularly discussed and prioritized during dedicated meetings. These ideas span a range of possibilities, including new features, redesigns, improvements, and fixes. Once aligned, the process moves to creative sessions where we explore inspirations and analyze competitors, sketching out initial concepts.
→ This phase works like a funnel: starting broad with all potential directions, then refining our focus to what truly matters.
Wireframes
Wireframes serve as a crucial tool to communicate the concept and user stories to the team, ensuring all requirements are addressed. They also allow me to focus on the UX aspects and validate the flow without investing time in visual design prematurely.
→ This step is essential for aligning the team, enabling productive discussions about the concept’s rationale and its technical feasibility, especially with non-designers.
Visual Design
Once the wireframes are finalized, the focus shifts to crafting the user interface. This involves enhancing the screens’ appeal and usability by refining elements such as illustrations, typography, spacing, layouts, and color. Regular feedback loops within the team ensure the visuals align with the project requirements.
→ This step is the final phase before delivering a comprehensive style guide with assets and components to the software team.
The result:
A sleek, minimalistic and no-frills user-centered interface.
Tips & tricks
Get the most from your Loewe TV with helpful hints and hidden gems.
Live TV
A simple info bar that only shows what matters: the running content and upcoming programs.
Music Player
Play music from your phone over bluetooth and get the covers displayed in a beautiful way.
Recommendations
Get suggestions based on your watching history and programs or genres you are most interested in.
Quick Settings
Easy access to the most important settings, directly on the homescreen.
What I learned
Improving the operating system requires to embrace the company's vision, learn how to popularize ideas and fight for them. Especially while leading the design process.
The complex architecture of the "Loewe os" means a complex implementation with constraints . Each new software being released every 3 to 4 months, a lot of feedback loops are necessary to meet the technical feasibilities and the deadlines.
Conclusion
My tasks included to deliver 4 major softwares updates downloaded on more than 500k devices, with a range of 9 different models. Designing a minimalistic yet relevant Ui and Ux is a real challenge.
Even with a limited set of knowledge about our users and the complexity of testing prototypes, we managed to overcome those issues. Gut feeling, intuition, experience and trust accross the whole team helped bringing the concepts forward.
Zürich, CH