IBM Support

IBM offers thousands of products and services delivered over multiple channels. Our team was challenged by executive leadership to reimagine the future of support at IBM for a more unified system. 



Previously, each product’s support was operated independently and these disjointed and siloed support structures leave customers who are subscribed to multiple offerings frustrated and lost.

With my team, we studied and mapped the current experience for small and large clients across our hardware, on-premise software, cloud and hybrid-cloud IBM offerings. As the researcher, I worked with clients and the design/development team to iteratively build a new system for the future.


UX Designers, Visual Designers, Product Managers


UX Researcher




In order to understand how to improve the customer support at IBM, we studied and mapped the current experience for small and large clients with hardware, on-premise software, cloud and hybrid-cloud IBM offerings.



Market Research

User Interviewing (Client and Agent)

Observation of Support Operations



Storyboarding and concepting


Experience Mapping

Alignment with support stakeholders


Usability Testing with users

UI development

Prototyping, testing and iteration


Final UI

Project KPI’s for development phase

Product Roadmap

Presentation to stakeholders




As the researcher on the team, my job was to create a research strategy that allowed us to understand the individual experiences of our two user groups, clients and support agents, and find commonalities between them. At the end of each day, I led design thinking activities to share knowledge across our two design teams.




I led our team through a series of client interviews across our SaaS, Hardware, On-Premise, and Hybrid Cloud products. Along with competitive analysis of similar companies, we synthesized our findings into 11 key insights that focused on pain experienced by clients and support agents at IBM. These insights were key to creating buy-in with our executives when presenting solutions.

Example Insight:

Information is lost in translation.

“A lot of times you have to explain who you are, what the deal was, [and that] we need a fix now.” - Client




Our team developed and tested a series of UI’s envisioning the future of support for clients and support agents. With our Product Managers we crafted Key Performance Indicators, KPIs, to measure the success of the solution, focusing on the insights we based our solution off of.

We presented our final solution to Senior Leadership and it led to the creation of a new design team to implement our roadmap across all of IBM.

Using Format