IBM’s digital presence was fragmented across product sites, marketing pages, and application pathways, making discovery, evaluation, and purchasing difficult to navigate. Buyers struggled to understand the value of IBM’s rapidly expanding cloud and software portfolio.

Working with BCG Digital Ventures, we defined a unified digital commerce vision for IBM that connects products, expertise, and customer journeys into a cohesive ecosystem.

Project North Star introduced a new model for discovering, evaluating, and purchasing IBM Cloud and enterprise software online. By aligning content, product discovery, and service engagement around real buyer needs, the initiative repositioned IBM’s digital presence as a unified platform rather than a collection of disconnected marketing destinations.

IBM engaged our team to define the strategy and user experience framework for a unified digital commerce ecosystem spanning IBM Cloud and enterprise product offerings.

The initiative focused on transforming how customers discover, evaluate, and purchase IBM solutions by integrating product catalog, commerce, identity, analytics, and developer ecosystems into a cohesive digital platform.

Through research with enterprise buyers, developers, and technical decision makers, we mapped purchasing behaviors, engagement channels, and product consumption models. These insights informed a strategic framework for a modern IBM marketplace designed to simplify product discovery, support complex enterprise buying journeys, and enable scalable digital sales across IBM’s portfolio.