IBM – THINK Marketing

Project Description

Cultivating a Digital Community for High-Value Business Leaders

THINK represents an innovative model for engaging select high-value business and organization leaders. It’s a comprehensive, multi-touch program anchored by a dedicated digital community. Initially conceived as web iPad applications to support exclusive leadership events (Marketing Leadership Exchange in June 2012 and THINK Finance in April 2013), THINK evolved into a broader online community. This platform enables CXOs to connect, share knowledge in marketing and finance, and learn about business transformation. Sharing a common foundation and content structure, these online properties became integral to a 360-degree program designed to empower CXOs and their organizations to navigate contemporary business imperatives.

The Challenge

The primary challenge was to create a meaningful and engaging digital experience for busy, high-level executives. This required delivering valuable content and fostering interaction in a way that respected their time and addressed their specific needs around business transformation. The platform needed to facilitate learning from experts, peer-to-peer knowledge sharing, and direct access to support, all within a user-friendly and easily digestible format. Furthermore, the platform’s success hinged on driving consistent engagement and providing a valuable resource beyond the initial events.

My Role: UX Lead, Collaborative Strategist, Iteration Driver

As the UX Lead within an 8-person collaborative team, I played a crucial role in shaping the THINK digital experience. This involved:

Leading User Experience Vision: Initially organizing and guiding the user experience strategy for the online community.
Driving User-Centered Design: Participating in the development of user personas and scenarios to inform feature identification and prioritization.
Facilitating Collaborative Design: Working closely with developers, the product owner, design lead, and content strategist to define key areas and the core functionality for launch.
Employing Agile Methodologies: Utilizing SCRUM to rapidly prototype, test, and iterate on new ideas based on usage data and customer feedback.
Contributing to Information Architecture: Collaborating on the content structure and ensuring easy navigation and access to information.

Approach and Outcome

User-Centric Foundation: The project began with the creation of user personas and scenarios to deeply understand the needs and contexts of the target CXO audience.
Prioritization for Core Value: Through collaborative discussions, the team identified a comprehensive set of potential features and tools but then strategically eliminated the majority to focus on building a strong core online presence for the initial launch.
Rapid Prototyping and Iteration: Utilizing tools like Google Docs, whiteboards (with subsequent photography), and Axure for prototyping allowed for quick visualization and iteration of design concepts.
Agile Development with Feedback Loops: The team operated using SCRUM methodology, enabling rapid deployment of new ideas and the ability to quickly retire unsuccessful ones based on usage data and customer feedback.
Cross-Functional Collaboration: Close collaboration within the 8-person team, comprising developers, a SCRUM master, a product owner, UX and design leads, a content strategist, and a business liaison, ensured a holistic approach to the project.

The THINK program adopted a user-centric approach, specifically tailored to the needs of busy CXOs. The online community was designed with easily digestible content, interactive tools, and clear pathways for learning and engagement. The focus was on providing value and fostering connections rather than direct product sales, reflected in the subtle IBM branding. The application of SCRUM methodology enabled a flexible and iterative development process, allowing the team to adapt based on user feedback and data. The collaborative nature of the team ensured diverse perspectives were considered in shaping the user experience and the overall direction of the platform.

The Impact

By focusing on the unique needs of high-value business leaders and employing a user-centered, agile approach, the THINK program achieved:

Creation of an Engaged Community: The platform attracted 800 users with a significant 15% monthly return visit rate, indicating valuable and sticky content.
Establishment of a Knowledge-Sharing Hub: THINK provided a space for CXOs to learn from experts and share knowledge with their peers.
Development of a Strategic Engagement Model: It created a multi-touch program anchored in a digital community, strengthening IBM’s relationship with key clients.
Laying the Groundwork for Future Engagement: The platform provided a foundation for ongoing interaction and the delivery of valuable insights to this select audience.
Demonstration of Agile Innovation: The successful application of SCRUM allowed for rapid development and adaptation, showcasing an efficient approach to digital engagement.