Jeel Jasani

User Experience
Present Team
Daniel Clark
Pixel perfect wireframes
User flows
Vanessa Garcia
Paper Prototype
Paula Le
Clickable prototypes
High Fidelity Designs
User flows
Playback decks


I am working at IBM as the lead designer for Watson Customer Experience Analytics. I joined IBM in December 2015 at their San Francisco Design Studio. My role involves conducting user research sessions with clients, taking these research findings and creating innovative and intuitive user flows. I also create wireframes (lo, mid and high fidelity) and work regularly with Offering Managers and Developers to ship designs to implementation and plan the product roadmap.

A lot of the information about this project been kept confidential due to a signed NDA. Please feel free to see my other projects to see my design process. The images used are not the best quality due to privacy restrictions.

"Above all…good design must primarily serve people."

Thomas J. Watson, Jr., President, CEO and Chairman of the
Board 1952–1971

Watson Customer Experience Analytics

Watson Customer Experience Analytics allows you to view your sites and apps from the customer perspective to discover opportunities. It provides a seamless, end-to-end view of the customer experience to understand and optimize every journey and gives you the insights you need to resolve issues, boost conversions and maximize lifetime customer value.

The Problem Statement

One of the biggest challenges organizations face today is understanding how customers interact with their brand across the multitude of touch-points, regardless of channel, to deliver a consistent and exceptional customer experience

User Personas

Watson Customer Experience Analytics offers users analytics from the macro to the micro level. Therefore it caters to multiple roles at a company.

Kristy - Customer Experience Manager
Kristy analzes customer journyes and makes strategic recommendations about how to improve the customer experience ensuring business goals are met.

Anthony - Customer Data Analyst
Anthony recommends business oppportunities by analyzing data and can identify new high-opportunity customer segments based on a deeper understanding of actual customer experiences.

Evan - Marketing Channel Owner
Evan optimizes the customer's experience within his channel with a focus on ensuring that the individual interactions unite to create a holistic experience across the channel.

Key Features

User Journeys

Visualize complete, cross-channel customer journeys across devices and over time. Know where customers are in their journey and learn how activity in one channel impacts performance in another.

Mindset Analysis

Understand which events impact discovery, purchase consideration and advocacy to increase conversion, revenue and customer loyalty.

Web Analysis

WCXA includes Pre-built and customizable digital analytics reports allowing a deeper dive into customer behaviour on the web.

Session Replays

Zoom in to see where customers struggled and pinpoint trouble spots. Replay any session to see exactly what your customer experienced. Identify new opportunities to improve the customer experience and refine the journey to deliver more conversions.

IBM Design Thinking

At IBM we practice design thinking at a global scale. With teams dispersed across the globe, collaboration and alignment among key project stakeholders in our organizations can be extremely challenging. IBM Design Thinking adds three scaling practices to the conventional design thinking approach - Hills, Playbacks and Sponsor Users. These practices enable us to gain focus and alignment and ultimately develop truly great product outcomes.

The Keys

Hills are about the team coming together on the things we know are most important to the user. They are user-centric statements that define the mission and scope of a release and focus the work on desired market outcomes.

Playbacks are both project milestones and informal delivery check-ins that align teams, stakeholders and clients around scenarios that show the value of your offering.

Sponsor Users
Sponsor Users are real people with real opinions. They're actual users who you can build your product with. Sponsor Users help to surface many aspects of the problem that you're trying to solve in a Hill.

My Contribution

At IBM I have worked on various parts of the product and worn many different hats. Here I am walking through a specific project that I owned and delivered on end to end.

Journey Pattern Analysis

Journey pattern analysis provides a summary of the behavioral sequences that are most likely to lead to a specific outcome. It takes advantage of cognitive pattern analysis to identify the behavioral patterns that drive your customers’ journeys. You can drill into these patterns to see exactly what interactions your customers are performing.

User Needs

Users want to sift through the noise within a customer journey and see what interactions are important for the specific outcome. There is too much to look at and it can be overwhelming.

Hill - The Customer Experience Manager can automatically identify the most impactful interaction patterns in her customer's journey.


I organized a Design Jam with our Offering Managers, Developers, Information Designers and the Design team to further research and scope out the user needs. We started by creating Empathy Maps to understand our users more. Next we mapped out the As-Is of WCXA to highlight the gaps and painpoints. Once we were clear on those we went ahead and jotted down the To-Be scenario where we would address these gaps. The entire team then voted on the to-be mapping to pick out ideas that we felt would best solve the problem at hand. We then created a prioritization grid that would help us narrow down which ideas we should focus on going forward.


Following the internal research session, the entire team took a first stab at sketching out ideas for how our solution would look in product. Everyone presented their ideas and we voted on them to pick the top 3. At the end of the Design jam the we, the design team went back with three solutions to explore and create user flows for.

Flow Diagram

I started to build on the top 3 concepts by first narrowing down the user flow for houw a user would use Journey Patterns.

Design Process

Once the flow was finalized, it was a matter of producing a plethora of ideas of how this feature would look and function. I started with lo-fi prototypes, then went on to mid-fi and finally created hi-fi wireframes for the final solution.Between each iteration I would have internal playbacks where the broader team would give their feedback and input that I would account for in my next iteration.

Lo-fi Prototyping

I began my iterations with paper prototypes. I built on the existing prouct with quick sticky notes to show ideas for possible solutions.

Mid-fi Prototyping

For my next iteration, I dabbled in Illustrator to work on the existing source files. To make it quick and since these were mid fidelity, I did not pay extra attention to the actual visual design but more on the flow and function of journey pattern analysis.

User Testing

To get validation on if we had interpreted our users' needs correctly we tested the mid-fi designs with sponsor users. Their invaluable input allowed us to finalize on our solution.

Hi-Fi Prototyping

I then created a hi-fidelity pixel perfect wireframes keeping the IBM Design guide in mind. I did an internal playback of these designs and then we showed them to our sponsor users for feedback again. We also tested these at Amplify, which is an annual conference held by IBM.

Final Designs

Based on all the feedback we received on our hi-fi designs, we modified the mocks. Here are my final designs for Journey Pattern Analysis that currently exist in WCXA.

WCXA Website

Here is a link to the IBM Marketplace website where you can see more details about our product - Watson Customer Experience Analytics

The Team