UX • UI • Product Strategy
Content & Experience Hub
Embedded in the content experience strategy team, focused on unifying client experiences globally through internal tooling.
Responsible for end-to-end design process, collaborating with 2 content strategists and 4 engineers to build a web application with CMS for 1,500 global users in 6 months.
Who are we targeting
Primary
Event Strategists
Produce events across the globe
Own execution
Content Strategists
Collect valuable resources
Develop and maintain framework
Secondary
Event Field Marketers
Sales
Product Marketing
Key insights
🚩 Team support and resources vary
🚩 Inefficient siloed event design and creation
🚩 Limited repeatability and scalability
🚩 Inconsistent or absent unified go-to-market narrative
🚩 Hard to find and out of date content
🚩 Dysfunctional cross-discipline workflows
Making it happen
Conducting user interviews, live illustrating discussion, demoing prototypes often—allowed for instant feedback loops with valuable insights for strategic planning to optimize our execution.
Set expectations and scope at the start—establish our stake in the ground.
Visualizing our conversations during meetings lead to quick alignment and approvals.
Engaging with users from the start helped establish roadmap, uncover issues, and lower technical debt.
Higher fidelity prototypes allowed for finessing interactions, driving stakeholder alignment and buy-in.
We concentrated on choosing content, not just gathering it. By creating our own AI tool, we automated CMS entry and analyzed content pieces, allowing us to scale content alignment and management.
💥 Curated GTM Content — Telling a unified global IBM story.
💥 Blueprints — Implementing cohesive strategies across markets.
💥 Consolidated Resources — Leveraging the latest and greatest.
💥 AI integrations — Working smarter not harder, content gathering and entry automations.
Homepage
Build an Event, Cart
Campaign Detail Page
Event Blueprint Detail Page
What we made
Centralize the best-in-class event content and GTM narratives streamlining our users’ experience allowing them to place more focus on achieving their business goals.
The results
Reached target team adoption in
2 months
Contributed win revenue
$10.7B
37%
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Great place for top performing content to promote collaboration between GEOs and programmatic execution with top accounts.
The ability to grab a blueprint and personalize to our audience keeps us on time and budget.
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Blueprints save hours of meetings, messages, effort to locate and validate resources.
Telling a consistent story is crucial to filling the pipeline with actionable leads. The Hub keeps my team in alignment with the right business objectives to support IBM’s goals.
Quality of conversions improved
Teamwork makes the dreamwork.
Selina Kim — Product Manager
David Nixon — Lead Engineer