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I’m a Product & Service Designer at IBM, focused on shaping digital products that streamline complex enterprise workflows. I blend user research, journey mapping, and rapid prototyping with hands-on delivery to create scalable experiences. I collaborate with engineers and product teams to craft intuitive interactions and explore AI-enabled capabilities that augment decision-making and workflows.…I’m a Product & Service Designer at IBM, focused on shaping digital products that streamline complex enterprise workflows. I blend user research, journey mapping, and rapid prototyping with hands-on delivery to create scalable experiences. I collaborate with engineers and product teams to craft intuitive interactions and explore AI-enabled capabilities that augment decision-making and workflows.

Ayla van der Wa

Product Designer, UX Designer, UI Designer, +2

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I’m a Product & Service Designer at IBM, focused on shaping digital products that streamline complex enterprise workflows. I blend user research, journey mapping, and rapid prototyping with hands-on delivery to create scalable experiences. I collaborate with engineers and product teams to craft intuitive interactions and explore AI-enabled capabilities that augment decision-making and workflows.…I’m a Product & Service Designer at IBM, focused on shaping digital products that streamline complex enterprise workflows. I blend user research, journey mapping, and rapid prototyping with hands-on delivery to create scalable experiences. I collaborate with engineers and product teams to craft intuitive interactions and explore AI-enabled capabilities that augment decision-making and workflows.

Available to hire

I’m a Product & Service Designer at IBM, focused on shaping digital products that streamline complex enterprise workflows. I blend user research, journey mapping, and rapid prototyping with hands-on delivery to create scalable experiences.
I collaborate with engineers and product teams to craft intuitive interactions and explore AI-enabled capabilities that augment decision-making and workflows.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

Dutch

Fluent

English

Fluent

German

Beginner

Work Experience

Product Designer & Owner (AI-enabled platform) at IBM

April 1, 2025 - January 1, 2026

Appointed Product Owner for IBM’s internal supply-and-demand platform, supporting staffing for 400+ consultants. Shaped end-to-end product experience, prioritized the backlog, and coordinated design and development teams. Delivered features including an AI-driven CV enhancer and a redesigned CV interface to improve usability, visibility, and talent positioning.

Service Design Consultant at Dutch Police

January 1, 2024 - January 1, 2026

Part of the core transformation team supporting a large IT transformation in the Dutch public sector. Designed service journeys and digital product workflows to align with a new operating model. Led 55+ co-creation and decision-making workshops across departments, accelerating alignment and reducing ambiguity in a fragmented stakeholder landscape. Produced clear transformation artefacts functioning as a de-facto change/communication strategy to drive understanding, trust, and adoption.

Client Presentation Designer at Dutch Government

October 1, 2023 - Present

Created compelling RFP presentation decks translating SAP migration requirements into clear narratives, showcasing IBM’s architecture and change management capabilities.

Innovation Event Delivery Lead (de facto) at PepsiCo

August 1, 2023 - October 1, 2023

Took de facto ownership of the design, coordination, and delivery of a European innovation event for 120+ IT leaders, aligning stakeholders across regions and driving follow-up transformation engagements. Represented IBM in keynote sessions; event received an NPS of 10 from the European CTO.

Core Team & Experience Lead – Global Event at IBM Global

June 1, 2023 - February 1, 2024

Led the design and delivery of a 24-hour global event for 1,800+ consultants across 40+ countries, driving engagement, alignment, and internal brand trust. Managed senior stakeholders and coordinated distributed teams across 14 global offices.

Animation Designer – SAP Migration at Omron

March 1, 2023 - April 1, 2023

Designed and produced an engaging animation video highlighting employee roles in SAP adoption, used as a continuous feature in Omron head offices.

UX/UI Designer – IBM Parking Application at IBM

September 1, 2022 - December 1, 2022

Led research, prototyping, and usability testing for an internal parking app, delivering validated designs to guide successful development.

General Service Designer at Salesforce (internship)

June 1, 2021 - August 1, 2021

Key skills included stakeholder workshops, service design, UX/UI design, and chatbot exploration. Created lo-fi and high-fidelity wireframes for a landing page and a chatbot to welcome clients in virtual meetings, and supported delivery of VR headset packages through a seamless digital experience.