IBM WATSONX LAUNCH

The Journey from
Watson to watsonx

The Journey from Watson to watsonx

IBM wanted to reposition Watson for the AI era. This project required deep collaboration with the Branding team to communicate the transformation of Watson to watsonx—a brand refresh to reassert IBM’s AI dominance amid a changing landscape.

Client / Stakeholders

Client /

Stakeholders

IBM New York

Services

UX Design

My role

Journey Lead

Date

Nov, 2022 to May, 2023

Nov, 2022

to Mar, 2023

Rethinking IBM Watson’s Brand in an Evolving AI Landscape

Repositioning IBM Watson was a unique challenge. With new AI players on the rise, we needed a strategic approach to showcase watsonx as the future of enterprise AI. Through careful planning and cross-team collaboration, we crafted a narrative that honored Watson’s legacy while positioning watsonx as IBM's next big leap.

Crafting the Message for IBM’s Core Audiences

Leveraging Affinity and Empathy Maps, we captured each persona’s journey, identifying needs at every touchpoint. By mapping interactions in detail, we designed experiences that kept users informed, engaged, and primed for launch day.

Creating a Multi-Layered Web Experience

From wireframing IBM’s homepage to designing dedicated pages for watsonx.ai™, watsonx.data™, and watsonx.governance™, our design focused on a clear, concise user flow. Each sub-product needed to communicate both its unique capabilities and its place in the watsonx ecosystem.

Building Momentum with a Strategic Waitlist

Our digital launch strategy centered around a waitlist, offering early access to select companies.

This generated excitement and exclusivity around watsonx’s new capabilities, signaling IBM’s commitment to AI-driven transformation in the enterprise space.

Results of this collaborative process:

Reestablished IBM as a leading voice in AI innovation, aligning with modern industry needs.

Enhanced IBM’s brand visibility, reinvigorating interest from tech and business communities.

Launched watsonx driving high engagement and early platform adoption.

Talented designers I worked with on this project:

Program / Brand Manager: Russell Wakelin

UX Lead: Teany Hidalgo

Talented designers I worked with on this project:

Program / Brand Manager

Russell Wakelin

UX Lead

Teany Hidalgo

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Let's connect,

and cocreate meaninful experiences!

rafael@pmakers.com.br

Instagram

Github

Brazil
Campinas, SP

Let's connect,

and cocreate meaninful experiences!

rafael@pmakers.com.br

Instagram

Github