IBM Selected Work
Overview & Target Audience
Developed a comprehensive experience for IBM Consulting Advantage, an AI-powered platform designed to accelerate cloud adoption.
This platform enhances productivity for over 160,000 IBM Consultants, leveraging advanced software assets and methods, including agents and applications, to deliver scalable solutions and accelerate client time-to-value.
View more about IBM Consulting Advantage here.
Designer's Role
Senior Product Designer leading the development of 3 workflows in an end-to-end process.
Collaborated with cross-functional teams, including engineers, product leads, QA testers, and stakeholders, to deliver the product.
Worked alongside:
2 other designers
3 Product Managers
7 key business stakeholders
51 developers/QA testers/AI engineers
3 SVPs reporting to the COO/SVP of IBM Consulting, Mohamad Ali.
Goals
Our goal is to design the next generation of Advantage, aligning it with the current landscape of other AI products.
With the team having operated without designers for over five years, my objective was to simplify complex processes and create an intuitive, user-friendly experience for all levels of AI understanding.
Recognition
Advantage has been awarded the Artificial Intelligence Excellence Award in the Business Services for 2025.
It is the first-of-its-kinda AI delivery platform recognized for accelerating client value across business domains.
Challenges
Continuously developed new features to reflect the evolving AI landscape while addressing diverse user needs worldwide. Prioritized changes that would make both regional and global impacts.
Designed with scalability in mind, balancing the needs of teams ranging from small groups to thousands of users.
Identified gaps in the current digital experience and incorporated global feedback into the designs.
Adapted to the evolving design requirements to improve experiences supporting multi-model, multi-agent, and multi-assistant systems, helping consultants streamline their work.
Process
Understand User Needs, Globally & Regionally
Crossfunctional Collaboration
End-to-end Design to Delivery
Process
Collaborated with a cross-functional team to gather business requirements and align on user needs. Partnered with product managers and the UX Research Lead to create impactful user stories, informed by industry standards, trends, and extensive global user research.
Helped conduct over 25 hours of user interviews to better understand the current landscape of Advantage and identify pain points, using insights to prioritize new features in the backlog alongside other work.
New Features & Impact
Over 6+ months working on Advantage, I developed new features now integrated across the platform:
Strong Brand Identity: Created logos and a visual identity for the platform, applications, agents, and assistants, ensuring brand recognition across IBM.
Engagement & AI Enablement: Helped users understand and implement new AI technologies within their workflows.
Alignment with IBM Design Language: Upgraded UI to align with the Carbon Design System and AI Essentials Kit, strengthening brand consistency and user trust.
Reasoning Models: Developed features to showcase how our models reason, aligning with industry standards.
Team Analytics Page: Created a dashboard for team owners to track activity, model/agent usage, and gain deeper insights into team performance.
Next Steps
To continuously improve our AI powered platform so that it will continue to be a leading example in the consulting world.
Impact:
Developed a desktop experience that enables employees to seamlessly integrate AI into their daily workflows, ensuring secure and efficient operations for our clients.
From Our Stakeholder:
"With our ongoing innovation on IBM Consulting Advantage, we are positioning IBM Consulting to be at the forefront of the consulting industry."
Mohamad Ali
SVP and COO of IBM Consulting
"With IBM Consulting Advantage, IBM is applying AI to make its consultants faster and more efficient while also delivering better results for clients at lower cost. They're at the leading-edge of the industry, building the future in which human expertise combines with AI-powered software to radically change how consultants support clients' business transformations."
David Cushman
Executive Research Leader, HFS Research
Deep Dive of Work
Want to know more about the specific screens that I did within each workflow? Please reach out if you have further questions, I'd be happy to chat and show my work in a 1:1 call.
IBM Consulting Advantage: the process of creating icons and branding
Day to day workflows managing designs between our 3 teams and 3 different Product Managers across: Advantage, Assistants and ScribeFlow work streams
Specific Features (ie: Deep research and reasoning, insert multi-models in chat, our enablement piece, etc)
Our Team
Karen Wong - Senior User Experience Designer
Susan Aboelela-DaSilva - Lead UX Researcher
Emma Herrera - Director of Product Design