MENU BRAD J. BERKNER

ibmsvg

Building software and systems

IBM AI

My role

  • Research and strategy roadmapping
  • Facilitate team alignment
  • Manage collaboration across teams
  • Design end-to-end experiences

UX Design Lead

  • Research
  • UX Design
  • UI Design
  • Usability testing
  • Project managment
  • Collaboration

The majority of my projects at IBM are under an NDA. The CMS project I explain here is not. This project is interesting because of how it has evolved since my arrival at IBM.

When I arrived at IBM, I was added to a project that had kicked-off a few months prior. The team had gone through extensive design thinking sessions with the IBM Brand Team who was our internal client. It became clear through initial discussions that building upon a CMS was the best path. The CMS could handle multiple profiles, form updates, and also manage the brand logo request process with 3rd parties. The team chose Wagtail CMS because it is open source and has dynamic streamfield (component) capabilities. Part of our requirments were to use IBM's Carbon Design system which was new for everyone.

The majority of my projects at IBM are under an NDA. The CMS project I explain here is not. This project is interesting because of how it has evolved since my arrival at IBM.

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Flight Case production video loop - ICONS 2019

Wrangler ICONS™ store windows - ICONS 2019

Multi-Channel ICONS Campaign 2019

Summary & Impact

The Brand team lead us through the style guide, photography, and a rough cut of the video for the campaign. They laid the foundation for how we were going to communicate the message. It was up to us to figure out how to package it and deliver it to our customers. We formed new bonds as a team and successfully launched a campaign that saw immediate impact over the first three weeks with improved AOV (average order value) and "brand heat". The customer feedback around our fit details and wash stories has been encouraging. In future campaigns, we will continue to push for enhanced details to share with our customers.

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