UX & UI for powerful mathematical optimization

AIMMS makes the best out of complicated situations. It does that literally: When a business process has many moving parts, AIMMS’ top-notch software can calculate optimal solutions. If a multinational has a few dozen distribution centers, hundreds of suppliers, thousands of trucks, and millions of customers, AIMMS can help it stay on top of everything.

While AIMMS’ prescriptive analytics software is world class, its user experience (UX) was not there yet. That’s where we came in. Our goal is to improve its UX so that AIMMS’ customers can focus on optimizing their businesses instead of struggling with the software. We held workshops in Seattle and the Netherlands, sketched road maps, built a design system and a component library, gave talks at conferences, worked closely with AIMMS’ developers in the Netherlands and India, and had lots and lots of conference calls.

After two years of close collaboration with us, AIMMS’ software has now an appealing, intuitive interface and user-friendly features. All of its new applications have UX design ingrained from the get-go. And I continue working with them on a daily basis.


2017 - present


Digital designer


Interface design, strategy, user experience research

Team size


Read more about this project at Total Design