Defining UX Strategy in a Large-Scale Digital Ecosystem

Feltboard

Overview

Feltboard is a platform developed by Tait and used by Google to manage immersive multi screen experiences inside Google buildings around the world. I shaped the UX foundation early on, creating a clear and dependable interaction model that operators, designers and engineers could share. My aim was to make a complex system feel intuitive and predictable, especially in situations where timing and coordination matter.

ROLE
Senior Product Designer

CLIENT
Thinkwell (TAIT)

DATE
2022 to 2024

Challenge Context

The platform needed to accommodate multiple user types, accessibility requirements and a wide range of hardware configurations. It also had to remain stable during live events, where last minute changes and audience facing outputs make reliability essential.

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Design Approach

I met with operators to understand how they coordinate and shape the experience across sites, gaining insight into how they anticipate needs and make decisions that keep installations running smoothly. These conversations informed flows designed to reduce hesitation, support quick decision making and prevent errors. I prioritized clarity and consistency across the system, validating interactions through rapid prototyping to ensure they remained feasible as the platform evolved.

Deliverables

I delivered end to end UX flows for planning and orchestrating content, a UI system and interaction patterns focused on operator clarity, high fidelity prototypes for cross team alignment and navigation and layout models designed to scale as the platform expanded.

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Outcomes

Feltboard launched at Google Pier 57 and later expanded to additional venues worldwide. The UX reduced training time, boosted operator confidence and improved reliability during live events, giving teams a tool they could trust when precision was critical.

Key Learnings

This project reinforced the importance of creating clarity in complex systems and supporting teams who operate across different roles, pressures and expectations.

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