The Designer’s Guide to Speaking the Language of Business.
Author, Video Producer, and Workshop Facilitator
My Role
Product Lead: The Field Guide
I led a team of four to deliver the field guide for our 400+ designers in Cloud Data on AI on how to align around and speak to business outcomes.Director & Producer: The Videos
After we published, I self-produced 14 videos by interviewing product managers, our VP of design at IBM, and our VP of Design in IBM Cloud.Design Lead: The Campaign:
I worked with the VP of Design in Cloud to craft our rollout strategy: presenting the field guide at our All Hands meetings, emails, and messaging our team managers. I also managed a slack channel, posting content every week for 12 weeks to continue engagement over time.
Lights, camera, action!
I interviewed over 16 design leaders and produced 18 videos to fulfill this mission.
Produced by Dave Huber. Animation by Lisa Kaiser
Produced by Dave Huber. Animation by Lisa Kaiser
All on one site
People are busy and have a hundred things going on. Making it easy for our designers to access all of our enablement content was critical. That’s why I created an internal site with a PDF of the field guide, all of the videos, and new design thinking activities for teams to benchmark the competition.
Social proof
Want to get your teams adopting a new behavior? Seeing leaders from across the org talk about how they’re doing it is wildly effective.
Measuring success
It’s not enough to just make content and rollout a campaign. We need to know if we’re actually making progress. That’s why I created a survey to send out to all of our designers before we launched. A follow-up survey will show how we did.
Campaign strategy
Our goal isn’t to just publish a field guide. Our goal is to change the way our design teams think and operate. This requires a tremendous amount of messaging, communications, and visual triggers to get teams to adopt new habits.
You can read more about it on my Medium article, published by UX Collective.
Here are more pages from the field guide:
