Maizu
type of work
Framer
role
UX Designer
timeframe
August - December 2025
A bottled water delivery service that sources water from the purest mountain streams.
Accessing clean and pure drinking water is a significant concern in today's fast-paced world. Many individuals face challenges in finding a reliable source of high-quality water. Existing bottled water options often lack transparency in their sourcing methods, leaving consumers uncertain about the purity and origin of the water they consume. Furthermore, the inconvenience of purchasing and transporting heavy water bottles adds an additional burden to individuals seeking a consistent supply of clean drinking water.
As the design lead, I led the end-to-end redesign of Fleetwood’s digital presence, establishing a comprehensive design system to bridge the gap between the diner’s legendary in-person charm and a high-performing, seamless user interface.
OBJECTIVES
REIMAGINING FLEETWOOD DINER
The process began with an immersive analysis of Fleetwood’s physical atmosphere and market position to bridge the gap between its grit and a modern web experience. I translated the diner’s iconic sticker-bomb aesthetic and neon signage into a cohesive visual system through iterative sketching and refinement.
OBJECTIVES
DESIGN TOKENS
I created a scalable design system using Primitives, Semantics, and Tokens to streamline the handoff from design to development. Primitives establish foundational values such as colors and typography, while semantics assign them context-specific meanings. Those are then converted into tokens to provide developers with production-ready assets. This ensures consistency, efficiency, and adaptability across the platform.
To mirror the 24/7 nature of the business, I leveraged my design system to create a dynamic interface that transitions from light to dark mode at sunset, simulating the moment the physical neon flickers to life.
OBJECTIVES
INTEGRATED ONLINE ORDERING
