Case Study: IBM Voices
Empowering an enterprise with social data.
Unifying IBM's social programs into a single platform for analysis, discovery and insight.
Results
180k+
Users per mos.
50+
Applications of Voices API
Voices accomplishments:
- The first dynamic, data-driven experience on ibm.com.
- The first responsive, mobile-first design patterns on ibm.com.
- The only IBM Design Studio work selected to be shown to the Board of Directors in their tour of the studio.
- Featured as the main story on ibm.com homepage for a week.
Role
Product owner, Design lead
The problem
IBM was spending millions of dollars creating social media content and programs but had no way to measure the effectiveness of their efforts or see how people were truly reacting to the company online.
The solution
Working with Enterprise Social Media leadership and IBM Studio leadership, I led a multi-disciplinary team that created a platform that gathered social content and data, measured it against a consistent metric in order to bring transparency to IBM's social output.
The "best" of IBM Social.
The request from leadership was to see the "best" content, which meant creating a metric that aligned to IBM's definition of business value for media and social engagment.
Born from data.
Before any design was done, there were extensive sessions establishing what data was available, what was relevant and how we could leverage it.
Mobile-first, first.
There were no existing patterns for dynamic content so we had to create them. We worked with the Global pattern team to create the first mobile, responsive patterns for dynamic content on ibm.com.
The Voices API.
We were overwhelmed with requests to develop uses for Voices, so we created an API and usage guidelines so other teams could leverage our capabilities to meet there specific needs. The API was the first developed in the IBM Design Studio leveraged in over 50 global instances from marketing and sales to data insights.
The week at-a-glance.
A view of the week of performance of Voices aggregating the velocity of trending topics throughout the week and allowing exploration of the specific content and individuals that created the trend.
Industry analysis tool.
Moving beyond IBM data we created a tool that could monitor specific industy conversations to determine the trending brands, topics and content to see if IBM was having an impact in larger industry conversations.
Voices + Watson.
Partnering with the Watson team, we created concepts for Watson to be able to analyze large, unstructured sets in order to determine sentiment, intent and a related business action.
