Qualcomm
I joined Mirum/Wunderman Thompson as the Creative Director for their largest client, Qualcomm’s OneDX platform – a self-service marketing and sales platform projected to generate $2-3 billion in annual revenue. My role required me to strengthen the team’s dynamics and lead the development of a design system that could support both long-term growth and immediate user needs.
The Challenge
While the OneDX platform already had a visual direction, it lacked a well-structured, scalable design system.
This resulted in inefficiencies, inconsistencies, and an inability to support the platform’s customer-centric digital experience goals. The team also lacked clear processes, tools and documentation, making it difficult to work efficiently or uphold Qualcomm’s high standards for usability and accessibility.
Additionally, the customer task flows and personas revealed critical pain points in how users engaged with OneDX. Engineers, procurement specialists, product managers, and legal teams all faced barriers in discovering, evaluating and purchasing Qualcomm products. The fragmented experience was causing frustration and lost business opportunities.
Role & Objectives
I led both the design system initiative and team-wide culture shift, focusing on:
Design System Strategy – Building a scalable, user-centered system.
Team Empowerment – Elevating morale and ownership across the design team.
Systematizing OneDX
User-Driven Foundation – Based on personas and task flows.
Design Tokens & Components – Created a centralized Figma library to enforce consistency.
Governance & Guidelines – Introduced documentation and usage standards to streamline design-to-dev workflows.
Cross-Team Alignment – Facilitated collaboration between the creative team, engineering and client.
Leadership Impact
Rebuilt Team Morale – Opened communication, reduced bottlenecks, and re-established psychological safety.
Ownership Culture – Encouraged designers to take initiative and lead subprojects, supporting .
Smoothed Stakeholder Engagement – Advocated for design in business conversations and clarified deliverables.
Information Architecture
Initial Wireframes
Creative Direction Case Study
OneDX Framework
Qualcomm’s design system was grounded in atomic design principles and structured components. Our team built simple, reusable elements as well as complex, functional modules (or PODs). This approach ensured scalability, visual consistency and engineering efficiency across platforms and products.
Creative Direction Case Study
Design Modules
Qualcomm’s design modules were designed from pre-assembled, reusable compositions, built from smaller components and patterns. Each module serves a specific purpose within the interface and reflected Qualcomm’s commitment to precision, performance and modular design thinking.
Impact
By formalizing the Qualcomm OneDX Design System, we transformed a fragmented, inefficient design process into a streamlined, user-focused system. This not only improved design consistency but also directly addressed customer pain points, ensuring a smoother experience for engineers, procurement specialists, and product managers navigating the OneDX platform.
This project reinforced my belief that design systems are not just about visual consistency — they are strategic tools that drive business success. By aligning the system with Qualcomm’s customer journey and business objectives, we created a framework that improved usability, efficiency and overall customer satisfaction.
Team Credits
Greg Crockart — Business Director
Jennifer Fleck — Director of Experience Strategy
Demetrios Kontizas — Vice President of Technology
Andrea Cucchi — Associate Creative Director
Adam Prince — Lead UX Designer
Amanda (Joy) Frank — Lead Visual/UI Designer
Magda Elizabeth — Visual/UI Designer
Jonathan Bron — Product Owner
Josh Doiron — Business Analyst