Demystifying Abstract
Tech
IBM Watson
2020
Immersive Experience Program
Creative directed and led the transformation of nascent technology emerging from IBM’s research org into a crafted and highly polished experiential strategic offering for executives and researchers.
Roles
Conceptual Vision | Experience Strategy | Creative & Design Direction
Visual & UX Design | Program Brand & Marketing
Challenge
Create and lead a holistic brand experience that humanizes the technology & capabilities of IBM Watson. Define a conceptual strategy for the brand experience centers and define aesthetics & visual language for the global program.
Intent
Visitors to the Immersive centers had both outsized expectations of Watson thanks to overzealous marketing and a lack of expertise in the technology of AI and its applications to business domains.
Opportunity
Transform how IBM presents Watson to clients and focus on tangible experiences that leverage live data & accurate technology to excite, inform, and challenge visitors.
Program Overview
Iterative
design
Prototypes & experimentation
Rob’s leadership style challenged the group to take a completely new approach to the work. He prioritized the use of real data and integrated, functional Watson services to build the experience, while carefully balancing the needs of both content owners and customers. The results were refreshing and inspiring. Rob has a knack for guiding the often turbulent process with measured, thoughtful responses. He’s a quick study, and wise in his approach.
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IBM Technical Partner Design Director
Creative
Impact
$6B
Business impacted
in 2019
93
Point increase
in Net Promote Score
15K
Annual Visitors
Globally
Awards &
Recognition