IBM Design Thinking / Research / UX & UI Design

At IBM Center for Advanced Studies Benelux, I do/did my internship and wrote my thesis. I researched, conceptualized and designed the look and feel of a new, online crowdsourcing platform, called ECrowd. With ECrowd, users can set-up their own crowdsourcing application and generate the application for mobile phones. Unfortunately, this was a very technical and complex process. ECrowd users were not able to get started on their own. I used IBM Design Thinking to design ECrowd and improve its usability.

Project Goal

How can the interface and user assistance of ECrowd be designed in such a way that users can manage their own application independently?

The process

To know how the interface and user assistance could be designed, I started with identifying the stakeholders and conducting user research. I interviewed (potential) users and created personas and empathy maps. Some of those artifacts I created on my own, others I created in collaboration with my mentors or by organizing brainstorm sessions. I also regularly checked with team members to see what was possible within the time and resources available.


After the first weeks, I worked out the current user workflows and summarized user pain points. I organized an ideation workshop with the team and with stakeholders where we came up with ideas to improve the platform. I also conducted literature research to better understand relevant practices in designing user interfaces and user assistance. After that, I prioritized the ideas and created three hills (an IBM Design Thinking approach for setting project goals) focusing on solving specific persona problems.

Empathy Maps brainstorm

The hills mainly focused on onboarding and assisting users and designing an easy way for non-technical users to manage ECrowd. I created low-fi prototypes and implemented them into the platform. I tested the prototypes with 'Sponsor users' to see how they responded and to hear what they liked and not. According to their feedback, I changed some parts of the prototype.

The design

Before I started working in the ECrowd team, there was no focus on designing the interface. Therefore, I had the opportunity to define a global design for the platform, which I based on the IBM Design Language. To simplify the application, I restructured the menu. Also, users said they were lost after accessing ECrowd for the first time. This is why I created a knowledge base and a Dashboard landing page with basic information and guidance.

ECrowd Dashboard

Within ECrowd, users create crowdsourcing tasks to fill their crowdsourcing app. After research, I found that there were two main problems with this: technical users couldn’t see a live preview while writing code and non-technical users didn’t know how to start at all. Surprisingly, many users did not find the code editor to be the biggest problem: they liked the flexibility of ECrowd. Because ECrowd could potentially deal with users with a wide range of technical backgrounds, it was a challenge to come up with the best solution without losing the flexibility of the platform. I chose to implement a drag and drop system together with an advanced code editor with live preview functionality.

ECrowd Templates

Learning experience

Working on this project really helped me in improving my web and UX design skills. I did a lot of research to inform design decisions and I learned how I could apply IBM Design Thinking to build a better product. Because doing research was an important part of my thesis, I sometimes found myself putting too much emphasis on researching and analyzing the user situation, especially at the beginning of the project. Now, I would start prototyping much earlier. The complexity of the project was really challenging and working in a multidisciplinary team with people from different backgrounds was a great experience.