About

ServiceNow empowers organizations to manage work at scale through AI-driven workflows and human-centered platforms. Every summer, leadership conducts a strategic envisioning exercise to explore ideas and motivations that will shape the platform's future capabilities. In 2024, the challenge was translating abstract concepts about AI and human-driven work into a tangible, compelling narrative that would resonate across executives, customers, and teams.

Challenge

How do you visualize an abstract vision? Leadership needed to move beyond strategy documents and articulate a clear story: that behind every technology, there are real people. The task was to design a fictional product experience—for the company "Alectri"—that showed how AI-powered workflows could enhance human judgment rather than replace it. The design needed to work across multiple form factors, respond to creative direction, and remain production-ready for a high-production animation film.

Working closely with Creative Director Nando Costa, I led iterative exploration in Figma, creating approximately 30 distinct screens while building a reusable component system. Beyond the screens, I helped craft the user story and narrative that grounded the vision—defining how employees would actually interact with AI in their day-to-day work. The result shaped how ServiceNow communicates its strategic direction around AI.

We started by identifying our personas and mapping the script. Each character had a defined role and device ecosystem—mobile, desktop, wearable—which became my design constraints. Understanding the narrative arc first meant I could design screens that served the story, not the other way around. I brought the script right into figma in my working file so I didn’t have to bounce from word to figma