MAX is the Corporate HMI System that NiEW Design created for IMA. It is the result of a user-centered design project that included field research and testing with real operators all around the globe. Its core value is flexibility. On one hand, the system adapts contents to each user's goals and skills, on the other hand it lets users customize a wide part of it with their own favorite features and controls. It is multi-device ready. All customizations are available by default and are totally compliant to strict pharma standards – an industry first. MAX is not just a machine interface, it is a system.