AI First: A new user experience in just 8 weeks
How the mymuesli configurator became an interactive social experience through generative engineering.
AI-driven UX design in record time
With a clear focus on an "AI First" approach, we supported mymuesli in the complete redesign of their digital core. The project centered on transforming the highly functional muesli configurator into a dynamic social commerce application. To realize this vision in record time, we anchored the concept of generative engineering deeply in every development phase. From initial prototyping with Figma Make and automated user interviews via Dovetail to direct code handoff using Claude Code, cutting-edge artificial intelligence worked in perfect harmony. This technological acceleration was complemented by a strategic UX concept based on interactive storytelling and smart nudges. The result, achieved in just eight weeks, is a brand-aligned, high-converting experience that demonstrates how AI creates measurable business value.
On mobile devices, the previous configurator reached its limits: as users scrolled endlessly through over 80 ingredients, they quickly lost track of the price and the ideal mix ratio, leading to genuine "decision paralysis." The experience was further hindered by rigid error messages and a lack of flexibility when adjusting muesli creations after the fact. Additionally, following various system changes in the past, the user interface had become increasingly detached from the emotional mymuesli brand world, feeling like a purely functional, separate tool.
We began with a fundamental redesign that drastically increases transparency and user guidance. Rigid menus have given way to smart nudges, while a dynamic bar visualizes the price and ingredient ratio in real time. In parallel, we established an entirely new storytelling component that brings the principles of social media into e-commerce: through influencer stories, users can adopt and customize inspiring creations directly. Community stories highlight data-driven trends of the week, while health and seasonal stories focus on specific occasions and nutritional goals. To implement this vision, our UI/UX experts orchestrated the generative AI process to ensure that maximum technological speed and an emotional, brand-specific user experience complement each other seamlessly.
Jessica Paracz, Business Leader Marketing
From AI concept to development handover
AI prototyping & rapid iteration:
To massively accelerate the conceptual phase, we translated the strategic UX concept directly into an AI prototype using Figma Make. Instead of designing isolated clickflows, we created an interactive live website. By utilizing around 300,000 Figma tokens, we tested and optimized hundreds of design variations in a very short time—resulting in a product that could be experienced as a whole immediately.
Automated UX research with Dovetail:
We subjected the live prototype to qualitative test runs under real-world conditions. The analysis of the user interviews was carried out entirely automatically via the AI tool Dovetail. The system converted identified UX optimizations and insights directly into user story drafts, which flowed seamlessly into the project management tool Asana for prioritization.
UI/UX orchestration & brand integration:
While 80% of the functional design was scaled through AI, our design experts took charge of the crucial 20%. We defined the core visual elements, set the strategic "baseline," and solved complex interaction challenges. This ensured that the AI-generated grids merged seamlessly with the brand-specific emotions of mymuesli.
AI-powered development handover:
We established a paradigm shift in the development handover process. Instead of endless specification documents or granular design files, we simply provided the URL of the final prototype website. The mymuesli team, whom we simultaneously onboarded to Claude Code, was able to use the AI to crawl the site and automatically extract both specifications and code snippets.
Modular scaling of the social experience:
Not just technically accelerated, but consistently focused on conversion: we systematically integrated derived story templates into the system. Through new formats for influencer, community, health, and seasonal stories, we created a robust foundation to permanently transform the formerly functional configurator into a high-converting brand experience.
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