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AI & Intelligence

IDC

Bringing a legacy Market Intelligence firm into the AI era

VP of User Experience Design · 2024 — Present

VP of User Experience Design
Role
16 Designers
Team
2024 — Present
Timeline
Blackstone Portfolio
Company
The Challenge

Customers Can't Find Answers — At a Price

50%
of search queries go unanswered — users can't find what they need
0
session memory — users start from scratch every time
3+
layers of navigation before reaching critical insights
User Research

Four Archetypes

Personas can overcomplicate design. We distilled dozens of user personas into four behavioral Archetypes — making the design more focused and the platform adaptable to how people actually consume research.

Sentinel Pathfinder Investigator Trailblazer
F
Felipe Procurement Officer
M
Melinda VP, Market Intelligence
C
Colin Sr. VP, M&A
E
Emily Event Planner
Consumption Style → ↑ Business Priority
Sentinel
Fast Consumption · Maintain Focus
Relies on concise, strategic insights to maintain operational stability.
Pathfinder
Slow Consumption · Maintain Focus
Digs deep into data to find scaling opportunities through experimentation.
Investigator
Fast Consumption · Expand
Thrives on meticulous analysis, uncovering hidden patterns in data.
Trailblazer
Slow Consumption · Expand
Uses big-picture insights to chart bold paths for growth and innovation.
The Solution

IDC AI

I led the design of IDC's first AI-native research platform — replacing legacy search with a conversational interface that turns decades of market intelligence into validated, citable answers in seconds.

Conversational AI Interface
Natural language queries replace complex search filters, letting users ask questions the way they think.
Evidence-Backed Responses
Every AI-generated insight cites its source, giving users confidence in the data behind the answer.
Session Memory
Context carries across sessions so users can pick up where they left off, building on prior research.
Platform Experience

From Discovery to Delivery

Users move through a seven-step workflow — from asking a question to exporting branded deliverables — with an auto-opening Canvas workspace for side-by-side data exploration.

Discover & Enter
Start a new query or resume prior work
Create Project
Group chats, data, and outputs by goal
Ask AI & Canvas Opens
Chat opens Canvas with interactive tables
Explore & Visualize
Slice data and create charts in Canvas
Evaluate Vendors
Compare and shortlist with TechMatch and MarketScape
Collaborate
Share projects and reuse queries across teams
Export Outputs
Export branded presentations and briefs
Key Results

Impact at scale

3
Tech stacks unified under one design system
16
International UX team established from zero
AI
Platform taken from concept to launch
3
Companies consolidated into one portfolio
Product Demos

See it in action

IDC AI
The AI-powered research and intelligence platform
Ask AI
Canvas Opens
Another Initiative

TechMatch

Alongside IDC AI, I spearheaded IDC's first AI-powered self-service software sourcing platform. TechMatch uses intelligent matching to connect technology buyers with the right solutions, replacing manual evaluation processes with data-driven recommendations.

TechMatch Platform
AI-powered self-service software sourcing
Next Project
Foundation Medicine