Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
COMPANY: IBM / ROLE: DESIGN DIRECTOR
In 2012, the business was facing major issues due to poor user experience across its SaaS solutions, as evidenced by customer & sales feedback. I was hired to build the Design practice from ground zero, establish Design principles, successfully integrate Design within cross-functional org, develop a strong Design Thinking culture, and drastically transform User Experience across IBM Smarter Workforce SaaS applications.
In my role, I established & built a successful global Design practice of 24 talented designers (UX, VD, FED). I dramatically transformed the user experience across multiple apps through an innovative, mobile-first Design strategy and Design Thinking. I created & developed an active user program with 50+ clients. I drive thought leadership & innovative cross-functional Design Thinking initiatives: client experience maps, roadmap program. etc.
Across 6 client experiences
From design dark ages to design transformation at scale
From no designers to solid design practice
Leveraging Enterprise initiative at the local IBM Smarter Workforce org level
Hills, Sponsor Users, and Playbacks
Set of living guidelines
Unique brand voice for our domain, employee engagement / workplace technology
Key differentiators
Color, Typography, Grid, Iconography, etc.
Getting to playback 0 & go to market
PM, Design, & Engineering are part of the three-legged stool
Cross-team collaboration blending agile & design thinking on the road to market
Searchable library of design patterns across all Talent Suite apps - from atomic to modular
Created & enabled roadmap government & template across all products
Support for go-to-market campaigns, events, decks, infographics, etc.
Talent + Practice + Spaces = Outcomes
Mural.ly, Sketch, InVision, Axure, Release Blueprints, and much more
.. for pretty much everything!
Design is not UI.. ensuring great experiences across user / customer journeys
Explained
Before…
… and after
From customer, analysts, etc.