IBM Watson

An agile website evolution

Ogilvy placed me on a cross-agency Agile team in the nascent IBM Labs to lead the UX effort in evolving the initial brand launch site for Watson, IBM’s AI offering, to a fully fleshed out marketing site aligned with IBM's marketing goals.   Watson was still a very new offering for IBM - the marketing strategy was constantly evolving.   The team had to be very nimble to respond to these evolving needs.  I implemented a lean UX approach paired with rapid prototyping to respond to the constantly changing communication needs of the site.  As the senior most member of the team, I worked in concert with the product owner to map out an experience strategy that could be implemented in an iterative and agile framework, as well as to prioritize the roadmap.

[Agency: Ogilvy]

In my role I focused on producing just the right amount of documentation to lead and facilitate rapid design and dev iterations.   Design decisions were often expressed primarily on whiteboards or posted sketches and marked up print outs.  At times, a deeper level of documentation was needed as well to codify some of the larger design decisions, as well as map out a strategy moving forward.  

One of the first initial design challenges was to more clearly focus the experience and content on the two primary audiences - C-suite decision makers and developers.  Towards the end of my tenure on the team, I started to align the property with the newly released IBM design system.