IBM Marketing: Project Afterburner
In early 2021, IBM partnered with Adobe to transition IBM's global marketing team to a new and more efficient marketing process while leveraging Adobe tools. As IBM Marketing prepared for new processes to be implemented, I created educational onboarding materials for marketers, transformation communication visuals, and other design support needed to ensure a seamless transition. This included deliverables like clickable prototypes and visualizing future state user journeys.
My Role
Collaborators
Sr. UX/UI Designer
Yana Krasnitakaya, Project Lead
Serena Peters, Marketing Consultant
Saralyssa Gonzalez, Marketing Consultant
Mary Kate Frietch, Copy Writer
Project Duration
Jan 2021 - Sept 2021
9 months
Visual Communication & Educational Materials
Delivering integrated customer experiences requires a certain level of orchestration behind the scenes. I created an interactive prototype for IBM Marketers to use as an educational guide and to showcase what an ideal future-state customer journey would look like.
With each step of the customer's journey, you can see how our Adobe platforms work together behind the scenes to bring this experience to life. Also highlighted along the way are marketing opportunities, key customer actions, educational tech facts, and knowledge-testing quizzes.
During this project, I also designed various process maps to help IBM marketers visualize and align on future-state, task-oriented workflows.
I worked closely with strategy and operations experts to determine each step of the new process, noting when tasks were automated, and what roles were involved throughout the process.
Project
Feedback
"This was the singular most insightful, visionary, and lucid presentation I have yet attended in my years at IBM. This format and content were the secret sauce. Charts and flow maps were presented as support and not the main focus. Well done!”