Digital Product Experience

INDUSTRY: EDUCATION & NON-PROFITS

IBM Service Corps Consulting Project // 2020

How might IBM be able to utilize its own technological expertise and resources to support people impacted by the pandemic?

RESEARCH

By making learning resources available as part of the IBM Reignite program, volunteer consulting teams sought to connect the right resources to the people who needed them most. As a global company, IBM partnered with local nonprofits and government agencies to better understand the needs in regional job markets.

DESIGN

Empathy Maps: I led an empathy mapping workshop with client’s leadership team to better understand the unique needs and situations of people seeking workforce support.

Personas: Armed with empathy map information and additional research, we identified eight priority personas that our learning platform needed to cater to at launch to be successful in our regional market. Needs differed by level of education and work experience, thus we segmented customers accordingly.

Stakeholder Interviews: Our team partnered closely with our stakeholders at the non-profits to better understand their needs, as well as the needs of their constituents.

BUILD

Learning Pathways: Our learnings from our research phase uncovered 8 distinct personas that needed to be served with our product. We customized learning pathways for each persona, catering to their different needs in job experience and interests.

Marketing Toolkit: We created a marketing toolkit to allow our partner organizations to easily reproduce and share brand-approved marketing assets with their partners.

Roadmap: To ensure the launch would be successful after our project ended, we developed a 6-month roadmap outline key milestones and metrics across implementation, execution, and awareness.

Learn more about the Reignite program here:
https://www.ibm.org/initiatives/ibm-service-corps/reignite