Case Study 2: exocad Icon Design
Speaking to the World Without Words
Story:
exocad, a global leader in dental CAD/CAM, needed an interface that spoke across continents and cultures.
I led the design of an intuitive icon system that required no tooltip, no translation—just immediate clarity.
Partnering directly with the CEO and product teams, we reimagined how function could feel and behave universally.
The result: a visual language that scaled globally, reducing support load and driving adoption.
What I Did:
Led visual icon system redesign
Conducted cross-cultural design validation
Created scalable design tokens and usage principles
Unified legacy tools under one visual grammar
Impact:
🌍 Became the default standard across global deployments
🧠 Reduced onboarding and training time
🏆 Played a role in exocad’s growth to #1 in its segment
