I'm Joel, a Product Designer by day and Digital Artist by night.

Adobe
Adobe Journey Optimizer — selecting archetypes for personalization
Adobe

Hyper-personalization.

Defined where generative AI belonged in the marketer's workflow, reaching 40% beta adoption.

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VMware
VMware Cloud on AWS — the EDRS autoscaling dashboard
VMware

Autoscaling, redesigned.

Turned a read-only autoscaling screen into a control dashboard, cutting customer infrastructure spend 15–30%.

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IBM
IBM Hardware Management Console — the redesigned setup
IBM

Hardware Management Console

Transformed the user experience of HMC by using design thinking methodologies, resulting in lifting the NPS by 40 points.

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Play
Play

Things I make for myself.