The need for sustainable products poses a challenge for lab-based chemical R&D, especially with complex fluids. Deep insights on a product’s materials are crucial to make the right prototype decisions, but traditional trial-and-error does not go far enough. RheoCube is the first digital R&D software to offer a scientifically validated alternative to physical lab experimentation. With RheoCube, a material can be designed and exposed to outside forces. Different responses and transport properties can be measured, and data visualized, all in the cloud.