IBM
IBM case study
Design Workshop | User Flows | User Journeys | UX Design | UI Design
IBM expanded their newsletter subscription offerings and approached our team to redesign the subscription journey for both logged-in users with IBM accounts and new users without one.
The Process
We were presented with an exciting challenge: what was once a simple process of subscribing to a single newsletter would no longer be sufficient. We wanted to allow users to select a unique combination of newsletters tailored to their interests and needs, while keeping the journey simple and streamlined to avoid drop-off along the way. I facilitated and led a workshop with key stakeholders to understand the current and desired process, pain points, and key functionality. We designed a solution for email subscription and mapped out a future-state experience featuring a more robust user hub — one that would allow users to manage their profile and discover, save, and share IBM content. I created current state and future state user flows and user journeys to inform our design decisions for the current scope, and for future state possibilities.
The Results
I produced high-fidelity mockups and a fully clickable prototype covering two distinct user paths: one for existing IBM account holders, and one for net-new users requiring account creation. Designing both journeys required careful attention to where the flows diverged and converged, ensuring a consistent experience regardless of starting point. Throughout, I adhered closely to IBM's brand guidelines and Carbon Design System, maintaining visual and interaction consistency with IBM's broader product ecosystem.
