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IBM Highlights
Storytelling & Experience Design at Scale
TYPE
Various Digital Platforms
Industry
Technology (Enterprise b2b)
Duration
9 years
Tools
Figma, Adobe Creative Suite, Mural/Miro (collaboration), Content Repositories
Team/Role
UX + Product Design
During my tenure supporting IBM’s global marketing and communications teams, I led design initiatives that spanned internal tools, external platforms, and enterprise storytelling. Here are a few that stand out.
The Outcome
A unified ecosystem of design initiatives for IBM’s global marketing and comms teams.
The approach
Enterprise-scale systems thinking across internal tools, platforms, and storytelling.
The impact
Shifted teams from ad-hoc execution to brand-aligned, scalable experiences.
yourIBM
Personalized Experiences for Everyday Work
Challenge: Employees struggled with fragmented tools for daily tasks.
Approach: In Agile sprints, we designed a personalized workspace that centralized training, tools, and people.
My Role: Led visual design across teams, co-creating interaction patterns and accessible UI with designers, engineers, and PMs.
Outcome: Consolidated 10+ tools into a personalized dashboard that reduced context switching and was later productized by IBM’s Office of the CIO.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
w3 Publisher
Designing the System
Challenge: Define a small but flexible set of templates and styles that most IBM teams could use for intranet sites, aligned with the Carbon Design System.
Approach: w3 Publisher provided non-technical teams with components, templates, and styles so they could build on-brand, custom intranet sites without developer support.
My Role: As visual designer, I created the templates, set the grid, and defined the core styles that made the system usable across IBM.
Outcome: Enabled non-technical teams to self-maintain sites, cutting site creation time from weeks to hours; Top Account Marketing proved Publisher’s scalability and efficiency.
Using the System
Publisher’s true test came with the Top Account Marketing Field Guide, a self-managed hub for sales content. I owned the project end to end, driving content strategy, UX, and design while partnering with stakeholders to model content and create a flexible IA that could scale. Publisher also enabled real-time collaboration, with designs shown directly on the site during check-ins.
Client Value Launchpad
A Flight Plan for Client Conversations
Challenge: Sales teams needed a clear way to plan and guide client conversations, but content and tools were scattered across IBM’s ecosystem.
Approach: With no budget for a full platform, we built a Figma prototype that centralized navigation with guided paths and open exploration.
My Role: Directed content strategy, UX, and visual design for a small team of six, and facilitated workshops with stakeholders.
Outcome: Delivered flexible, scalable Figma prototype that helped sales teams prepare faster and stay on-message.
Ready for Lift-Off
The Figma prototype was delivered as a low-cost, fully wired framework. We used real IBM content to test engagement paths and tactics, proving the model’s viability, while leaving space for the client to vet and adapt additional content into the system.
Innovation Studio
Creating Cohesion Across Touchpoints
Challenge: Touchpoints needed a refresh to serve two audiences, clients on the public site and IBMers in Seismic, each with different mental models.
Approach: Updated the client-facing site with Carbon components and restructured Seismic content for employees.
My Role: As Creative Director, led UX, content strategy and design alignment across platforms, ensuring consistency.
Outcome: Delivered a unified story across touchpoints, tailored to distinct audiences that reduced duplication and improved adoption across teams.
Making the Same Story Work Twice
Wireframes of the client-facing site and Seismic internal site, showing how the same content was adapted for two audiences with brand alignment, clear storytelling, and sales enablement in mind.
Designing with Carbon
Carbon components used in the site refresh. I guided the team’s selection and implementation to ensure consistency across client and internal experiences.
Reports
Efficiency Through Design System Expertise
Challenge: Annual and CSR reports were high-stakes and chaotic, with rapidly evolving content.
Approach: Applied Carbon to standardize design, collaborating with writers, designers, and developers to keep workflows on track.
My Role: As Creative Director, guided design and cross-team alignment to turn chaos into clarity.
Outcome: Produced consistent, on-brand reports that translated complex stories into clear, efficient communications.
impact
Making Enterprise Complexity Coherent
Visual design has always come naturally to me, but I learned that the real impact comes from building systems that last. As I grew from senior designer to creative director, I led teams in creating scalable frameworks that streamlined workflows, brought clarity to complexity, and delivered value long after a project launched.
IBM Highlights
Storytelling & Experience Design at Scale
TYPE
Various Digital Platforms
Industry
Technology (Enterprise b2b)
Duration
9 years
Tools
Figma, Adobe Creative Suite, Mural/Miro (collaboration), Content Repositories
Team/Role
UX + Product Design
During my tenure supporting IBM’s global marketing and communications teams, I led design initiatives that spanned internal tools, external platforms, and enterprise storytelling. Here are a few that stand out.
The Outcome
A unified ecosystem of design initiatives for IBM’s global marketing and comms teams.
The approach
Enterprise-scale systems thinking across internal tools, platforms, and storytelling.
The impact
Shifted teams from ad-hoc execution to brand-aligned, scalable experiences.
yourIBM
Personalized Experiences for Everyday Work
Challenge: Employees struggled with fragmented tools for daily tasks.
Approach: In Agile sprints, we designed a personalized workspace that centralized training, tools, and people.
My Role: Led visual design across teams, co-creating interaction patterns and accessible UI with designers, engineers, and PMs.
Outcome: Consolidated 10+ tools into a personalized dashboard that reduced context switching and was later productized by IBM’s Office of the CIO.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
w3 Publisher
Designing the System
Challenge: Define a small but flexible set of templates and styles that most IBM teams could use for intranet sites, aligned with the Carbon Design System.
Approach: w3 Publisher provided non-technical teams with components, templates, and styles so they could build on-brand, custom intranet sites without developer support.
My Role: As visual designer, I created the templates, set the grid, and defined the core styles that made the system usable across IBM.
Outcome: Enabled non-technical teams to self-maintain sites, cutting site creation time from weeks to hours; Top Account Marketing proved Publisher’s scalability and efficiency.
Using the System
Publisher’s true test came with the Top Account Marketing Field Guide, a self-managed hub for sales content. I owned the project end to end, driving content strategy, UX, and design while partnering with stakeholders to model content and create a flexible IA that could scale. Publisher also enabled real-time collaboration, with designs shown directly on the site during check-ins.
Client Value Launchpad
A Flight Plan for Client Conversations
Challenge: Sales teams needed a clear way to plan and guide client conversations, but content and tools were scattered across IBM’s ecosystem.
Approach: With no budget for a full platform, we built a Figma prototype that centralized navigation with guided paths and open exploration.
My Role: Directed content strategy, UX, and visual design for a small team of six, and facilitated workshops with stakeholders.
Outcome: Delivered flexible, scalable Figma prototype that helped sales teams prepare faster and stay on-message.
Ready for Lift-Off
The Figma prototype was delivered as a low-cost, fully wired framework. We used real IBM content to test engagement paths and tactics, proving the model’s viability, while leaving space for the client to vet and adapt additional content into the system.
Innovation Studio
Creating Cohesion Across Touchpoints
Challenge: Touchpoints needed a refresh to serve two audiences, clients on the public site and IBMers in Seismic, each with different mental models.
Approach: Updated the client-facing site with Carbon components and restructured Seismic content for employees.
My Role: As Creative Director, led UX, content strategy and design alignment across platforms, ensuring consistency.
Outcome: Delivered a unified story across touchpoints, tailored to distinct audiences that reduced duplication and improved adoption across teams.
Making the Same Story Work Twice
Wireframes of the client-facing site and Seismic internal site, showing how the same content was adapted for two audiences with brand alignment, clear storytelling, and sales enablement in mind.
Designing with Carbon
Carbon components used in the site refresh. I guided the team’s selection and implementation to ensure consistency across client and internal experiences.
Reports
Efficiency Through Design System Expertise
Challenge: Annual and CSR reports were high-stakes and chaotic, with rapidly evolving content.
Approach: Applied Carbon to standardize design, collaborating with writers, designers, and developers to keep workflows on track.
My Role: As Creative Director, guided design and cross-team alignment to turn chaos into clarity.
Outcome: Produced consistent, on-brand reports that translated complex stories into clear, efficient communications.
impact
Making Enterprise Complexity Coherent
Visual design has always come naturally to me, but I learned that the real impact comes from building systems that last. As I grew from senior designer to creative director, I led teams in creating scalable frameworks that streamlined workflows, brought clarity to complexity, and delivered value long after a project launched.
IBM Highlights
Storytelling & Experience Design at Scale
TYPE
Various Digital Platforms
Industry
Technology (Enterprise b2b)
Duration
9 years
Tools
Figma, Adobe Creative Suite, Mural/Miro (collaboration), Content Repositories
Team/Role
UX + Product Design
Native gardening can feel like a puzzle—too many sources, too little support. I designed Haven to simplify the process through plant recommendations, visual planning tools, and advocacy support. The goal was to help people create ecologically meaningful spaces and feel confident doing it. Haven emphasizes clarity, community, and purpose-driven interaction.
The Outcome
A unified ecosystem of design initiatives for IBM’s global marketing and comms teams.
The approach
Enterprise-scale systems thinking across internal tools, platforms, and storytelling.
The impact
Shifted teams from ad-hoc execution to brand-aligned, scalable experiences.
yourIBM
Personalized Experiences for Everyday Work
Challenge: Employees struggled with fragmented tools for daily tasks.
Approach: In Agile sprints, we designed a personalized workspace that centralized training, tools, and people.
My Role: Led visual design across teams, co-creating interaction patterns and accessible UI with designers, engineers, and PMs.
Outcome: Consolidated 10+ tools into a personalized dashboard that reduced context switching and was later productized by IBM’s Office of the CIO.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
Custom Workspaces in Action
Demo of employees dragging, resizing, and organizing cards to create a workspace that adapts to their daily needs.
Guardrails for Growth
Design and development guidelines ensured consistency across teams, turning yourIBM into a scalable, cohesive platform.
From Tool to Platform
The launch’s success convinced IBM’s Office of the CIO to scale the platform, expanding it beyond an internal workspace into a productized offering.
w3 Publisher
Designing the System
Challenge: Define a small but flexible set of templates and styles that most IBM teams could use for intranet sites, aligned with the Carbon Design System.
Approach: w3 Publisher provided non-technical teams with components, templates, and styles so they could build on-brand, custom intranet sites without developer support.
My Role: As visual designer, I created the templates, set the grid, and defined the core styles that made the system usable across IBM.
Outcome: Enabled non-technical teams to self-maintain sites, cutting site creation time from weeks to hours; Top Account Marketing proved Publisher’s scalability and efficiency.
Using the System
Publisher’s true test came with the Top Account Marketing Field Guide, a self-managed hub for sales content. I owned the project end to end, driving content strategy, UX, and design while partnering with stakeholders to model content and create a flexible IA that could scale. Publisher also enabled real-time collaboration, with designs shown directly on the site during check-ins.
Client Value Launchpad
A Flight Plan for Client Conversations
Challenge: Sales teams needed a clear way to plan and guide client conversations, but content and tools were scattered across IBM’s ecosystem.
Approach: With no budget for a full platform, we built a Figma prototype that centralized navigation with guided paths and open exploration.
My Role: Directed content strategy, UX, and visual design for a small team of six, and facilitated workshops with stakeholders.
Outcome: Delivered flexible, scalable Figma prototype that helped sales teams prepare faster and stay on-message.
Ready for Lift-Off
The Figma prototype was delivered as a low-cost, fully wired framework. We used real IBM content to test engagement paths and tactics, proving the model’s viability, while leaving space for the client to vet and adapt additional content into the system.
Innovation Studio
Creating Cohesion Across Touchpoints
Challenge: Touchpoints needed a refresh to serve two audiences, clients on the public site and IBMers in Seismic, each with different mental models.
Approach: Updated the client-facing site with Carbon components and restructured Seismic content for employees.
My Role: As Creative Director, led UX, content strategy and design alignment across platforms, ensuring consistency.
Outcome: Delivered a unified story across touchpoints, tailored to distinct audiences that reduced duplication and improved adoption across teams.
Making the Same Story Work Twice
Wireframes of the client-facing site and Seismic internal site, showing how the same content was adapted for two audiences with brand alignment, clear storytelling, and sales enablement in mind.
Designing with Carbon
Carbon components used in the site refresh. I guided the team’s selection and implementation to ensure consistency across client and internal experiences.
Reports
Efficiency Through Design System Expertise
Challenge: Annual and CSR reports were high-stakes and chaotic, with rapidly evolving content.
Approach: Applied Carbon to standardize design, collaborating with writers, designers, and developers to keep workflows on track.
My Role: As Creative Director, guided design and cross-team alignment to turn chaos into clarity.
Outcome: Produced consistent, on-brand reports that translated complex stories into clear, efficient communications.
impact
Making Enterprise Complexity Coherent
Visual design has always come naturally to me, but I learned that the real impact comes from building systems that last. As I grew from senior designer to creative director, I led teams in creating scalable frameworks that streamlined workflows, brought clarity to complexity, and delivered value long after a project launched.