Want to see how
I design AI-first tools
for industrial tech?

CLIENT

Novamark

YEAR

2023 - 2024

SCOPE

Product Design

INDUSTRY

Industrial Tech, B2B

Reinventing Laser Design with AI & UX

UX-led innovation that drove a 35% sales increase for Overmark’s laser engraving systems.

THE PROBLEM

Outdated tools were limiting modern laser hardware.

Overmark’s state-of-the-art machines were bundled with third-party CAD tools like EZ CAD and SCAPS—powerful but:

❌ Clunky, outdated interfaces
❌ Steep onboarding curves
❌ Inefficient workflows
❌ Poor brand alignment

DISCOVERY & STRATEGY

Researching the users, market, and software limitations

🎯 Audience: Industrial designers, artisans, and jewelry manufacturers
🔬 Methods: 15+ interviews · Competitive audits · Heuristic evaluations
⚙️ Pain Points: Long task sequences, intimidating UI, lack of previewing, no support for non-designers

Strategic Insight:

There was a gap between industrial power and creative usability. Nova-Mark could bridge it through:

A modern, visual interface
AI-assisted design tools
Cross-device flexibility
Embedded learning and onboarding

UX DESIGN APPROACH

We simplified Nova-Mark into 3 core flows:

1. Start – Clean dashboard for fast access to projects

2. Design – Logical side-nav tools (shapes, text, vectors)

3. Refine – Easy adjustments via Smart Assistant & Settings

Each step was tested through 3 iterative prototypes with real users, reducing average task time by over 40%.

PHOTOREALISTIC PREVIEW

“I want to see what this looks like before burning material.”

AI-powered simulation applies the design to a chosen material
Users preview engraved outcome in high fidelity
Less waste, fewer errors, more confidence

BUSINESS IMPACT

A UX transformation that delivered results.

📈 +35% increase in machine sales (especially entry-tier)
⏱️ Faster onboarding = fewer support tickets
😍 Better experience = higher user satisfaction
🧠 Stronger brand = competitive edge in industrial design

Same power. Smaller screen.

Nova-Mark mobile keeps all core workflows — redesigned for touch.

Create or edit projects on the go
Preview results from the shop floor
Sync with desktop

AI SMART ASSISTANT

“Design what I imagine — without needing Illustrator skills.”

Users place a shape
Click “Smart Design”
Describe a vision (“floral ornament”)
Get 3 instantly generated vectors
Refine, select, or regenerate

✅ Reduced creative friction and improved non-designer experience.

THE PROBLEM

Outdated tools were limiting modern laser hardware.

Overmark’s state-of-the-art machines were bundled with third-party CAD tools like EZ CAD and SCAPS—powerful but:

Outdated, clunky interfaces

Steep learning curve causing slow onboarding

Inefficient workflows with too many steps for basic tasks

User frustration leading to reduced productivity

Lack of brand alignment with Overmark’s premium identity

EZ CAD's interface is cluttered with an overwhelming array of icons and menus, making it difficult for users to locate essential functions quickly.
Its outdated design lacks intuitive navigation, often requiring users to click through multiple submenus to perform basic tasks, significantly slowing down the workflow.

Laptop screen with analytics dashboard, graphs, and magnifying glass for market research