IBM watsonx Orchestrate

The Context

Every year at THINK, IBM speaks to thousands of business leaders about the future of enterprise technology. Since 2023, watsonx Orchestrate has become central to that conversation, reflecting AI's growing importance to business transformation.

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Over four years, we've helped evolve the experience alongside the platform itself: from showcasing broad AI capabilities, to a single AI interface, to ecosystems of specialised agents managed in one place.

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This year's focus was clear: one central control pane to orchestrate, manage, and optimise AI agents at scale.

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The Approach

Translating the complexity of the AI agent lifecycle into a simple, engaging experience required careful interrogation, facilitation, and collaboration.

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Working closely with IBM's engagement, product, and design teams, we identified the core stages needed to shape a new user journey. Together, we built a cohesive narrative around a six-step process, giving visitors a clear understanding of both the lifecycle and the decisions involved at each stage.

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This led to a cyclical concept, visually reinforcing the continuous, iterative nature of building, managing, and optimising AI agents.

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The Design

We transformed a complex system into a single continuous interactive loop, making the lifecycle visible, intuitive, and easy to understand.

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Building on IBM’s established design language, we introduced elevated motion, transitions, and interaction details to create a seamless and high-quality user experience. Subtle animation cues helped guide attention and support IBM’s live storytelling, enabling business leaders to engage with the platform in a more human and tangible way.

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The result: a highly technical product made to feel simple, clear, and alive.

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The Impact

As AI systems become more powerful, clarity becomes the real innovation.

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The activation engaged thousands of visitors across all four days of THINK Boston, helping IBM communicate the value of watsonx Orchestrate in a way that was both compelling and accessible.

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Following the event, the experience is now being translated into 7 touring versions, rolling out across the 10+ global conferences IBM attends throughout the year.

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