Women Leaders in AI

As a UX design lead with IBM’s Watson Marketing team, I designed a 2021 marketing campaign and website to promote the Women Leaders of AI initiative, which spotlights women leaders in AI worldwide through virtual events and online community.

We started by analyzing user journeys through user testing and heat maps to better understand how performance could improve and where to pivot design.

We also created a social campaign to promote the campaign externally and posts for each of the honorees to share with their own networks, which gave traction to this inspiring initiative.

The campaign rebrand and redesign has paid off with a +13 point increase in engagement rate from 2020. The social posts are among the highest preforming year-to-date with above 80% on-site engagement for both Twitter and Linkedin.

Special thanks to Ashley Legiadre for her beautiful illustrations.

View website here.