Design a minimal viable product

The problem

Consumers are increasingly concerned about their diet food and as a consequence want to learn more about what they eat. For the food industry, failing to provide correct information contained in the product labels with respect to market regulations can be a serious issue.

SGS, a leading certification company, provides product owners and their consultants with a saas paltform that allows them to collect and interpret food labels in a simplified way: the project consisted in creating a UI proposal for the minimum viable product after the analysis of user needs and product requirements.


SGS (Switzerland)


  • User personas
  • User flow
  • Customer journey map
  • Hi-fi wireframes
  • UI prototype


Sketch  Invision

Approach & solution

Product stakeholders gathered during brainstorming sessions to define the user profiles by analysing the data coming from market research and SGS internal surveys. Four user personas were identified:

  • the product owner, whose main need is to find reliable experts and to know the food regulations;
  • the reviewer, interested in providing an efficient service;
  • the marketer, more inclined to seize market opportunities avoiding excessive costs and penalties;
  • the advisor, mainly interested in legal compliance issues.

Starting from these data, the next step was to illustrate the customer journey map of the primary persona – the product owner – identifying the main pain points and opportunities of the user experience, which largely involve the reliability, range and timing of the service offered.


The user’s path was then tracked through a user flow to define the steps and interactions within the system: this document served as a blueprint for the prototype.

After several iterations, a UI prototype was designed using a high definition wireframe. The approved version was then translated into graphical mockups based on the client’s style guidelines.

Key points

  • Through the dashboard the user can have a clear and immediate access to main platform features and the latest reports based on the product to be tested and/or by repeating new tests on the same product.
  • Visual aids and previews facilitate the data acquisition and processing and guide the user in a step by step journey.
  • Direct contact with the expert / reviewer provides a more detailed service and helps in the resolution of errors and missing data.