# Edson Soares > Product & Service Innovation at Scale | Product Designer @ CNN | Founder @ Feelscience | Ex-IBM Location: New York, New York, United States Profile: https://flows.cv/edsonsoares I’m a multidisciplinary designer with over a decade of experience designing media experiences that engage global audiences, enterprise platforms that simplify complexity, and 0-to-1 digital products that accelerate product-market fit. I drive measurable impact at scale by integrating human-centered design into strategy, leveraging prototyping for rapid discovery and alignment, and collaborating closely with cross-functional partners to deliver successful releases. At CNN, I create live-engagement experiences that turn casual visitors into core users, helping audiences make sense of breaking news through expert interaction. I also launched community-driven initiatives, such as Anderson Cooper’s All There Is, that connected the audience directly with the host. At IBM, I collaborated with sales, engineering, and business transformation teams to reimagine revenue operations, launch AI research tools, design an award-winning intranet, and build analytics dashboards to enable smarter decision-making. Previously at Lua, I drove a 600% increase in seller engagement, grew the design team from 2 to 5, and led user-centric feature development for pricing and inventory control. Through my design studio and consultancy, Feel Science, I’ve also advised startups on product-market fit and onboarding, and was the sole designer of interactive exhibits visited by over 250,000 museum-goers. Having worked with corporate leaders, startup founders, and cultural institutions, I bring a global and inclusive perspective shaped by my Brazilian roots. Outside of work, I enjoy building furniture and mixing DJ sets, creative outlets that sharpen how I design for emotion and expression. ## Work Experience ### Staff Product Designer (Events and Visuals) @ CNN Jan 2025 – Present | New York, United States ### Founder and Principal Designer @ Feelscience Jan 2025 – Present | New York, United States Lead both strategy and execution, from early research and facilitation to prototyping user-centered digital products and services. Currently guiding the 0-to-1 journey of a startup building a B2B platform for artists and booking agents, while preparing to support a digital transformation initiative at a global consumer goods company. ### Service Designer (Quote to Cash) @ IBM Jan 2024 – Jan 2025 | New York City Metropolitan Area • Enhanced renewals sellers' effectiveness by automating steps and consolidating the tools used to transition customers of acquired companies to IBM contracting. • Accelerated service termination processes through better tooling for quote-to-cash agents and streamlining their collaboration with IBM sellers. • Empowered designers working on the quoting platform with insights from end-to-end journey maps, leading to better user experience across touchpoints. ### Design Lead (CRM Systems) @ IBM Jan 2023 – Jan 2024 | New York, United States • Increased adoption of Salesforce at IBM through dynamic homepages, with content segmentation based on multiple user types. • Piloted an AI survey chatbot collecting 3x more actionable insights than traditional NPS surveys, reducing follow-up interviews and accelerating the research cycle. • Led a team of five UXD and one UXR, including mentoring, design critique, backlog prioritization, mediating conflict, and facilitating communication with stakeholders. ### Advisory UX Designer (CRM Systems) @ IBM Jan 2022 – Jan 2023 | New York, United States • Designed a new account creation experience with 91% adoption in the first quarter post-release, addressing the issue of duplicate accounts and supporting goal of acquiring 100k new clients by 2025. • Designed and launched various CRM analytics dashboards to support sellers and sales managers, while updating and maintaining a dashboard style guide. • Launched a joint effort between the IBM CIO and IBM Research to create a tool aiding architects and developers in identifying and removing "zombie" services. • Designed an internal website with resources and learning paths to capacitate Architects, Developers, Data Scientists, and Designers on Sustainable Computing. • Mentored junior designers while also conducting reverse mentoring with senior executives. ### UX Designer (Design System) @ IBM Jan 2020 – Jan 2022 | New York, United States • Designed component and pattern libraries and authored usage guidance for IBM's enterprise-wide internal design system. • Established processes to improve the feedback loop with users of the Design System, such as co-creation sessions and sponsor-user groups. • Re-aligned Design System's team focus by establishing customer profiles, redefining the system’s value proposition, and laying the foundations of a contribution model. ### Founder & Designer @ Feel Science Jan 2018 – Jan 2021 • Designed five installations for the Museum of Portuguese Language in Sao Paulo, which is expected to receive 4 million visitors between 2020-2030. • Hired and managed three developers and one digital producer. ### UX Design Lead (Checking account experience) @ Capital One Jan 2019 – Jan 2020 | Greater New York City Area • Enhanced messaging strategy for bank account users, elevating the notification and alert experience through rigorous research, stakeholder interviews, and collaboration with product managers, developers, and designers. ### Design Lead (Native & Web apps) @ LuaNet Jan 2018 – Jan 2019 | São Paulo Area, Brazil • Led the design of Lua 4.0, a new web-based version of Lua’s app that included new features that improved user engagement. • Led dozens of design sprints and multiple user research efforts supporting the startup search for market fit, communicating findings, and influencing feature prioritization by the company’s CEO. • Grew design team from two to five people, facilitating hiring, and managing design team activities. • Worked closely with the CEO and Tech Lead to prioritize features and define MVPs and roadmap. ### Senior UX Designer (Native & Web apps) @ LuaNet Jan 2016 – Jan 2018 | São Paulo Area, Brazil • Trained underutilized customer care team on User Research activities to accelerate discovery efforts. • Uncovered UX issues affecting the adoption of V1 of the Lua app and designed V2 of native iOS and Android apps, achieving a sixfold improvement in crucial success metrics compared to the previous version. • Formulated design principles to guide the design practice at Lua. ### Head of Digital (Brazil Operations) @ Blue Man Group Jan 2012 – Jan 2013 | São Paulo Area, Brazil • Planned digital strategy for Blue Man Group in Brazil, including the recruitment and creative direction of providers, including agencies, designers, and developers. • Established online brand presence through a content partnership with web portal Globo.com, cable network Multishow, and social media content (around 10k Likes on Facebook, +70K views on YouTube). • Enabled partnership with the variety television show, "Caldeirão do Huck," on a Blue Man Group reality TV series. ### Founder & Designer @ WEESHH Jan 2011 – Jan 2012 • Bootstrapped an online bookmarking platform, being the sole designer on the project, hiring and coordinating developers, and pitching to investors.
 • Launched a functional prototype for +200 testers. ### Digital Project Manager @ mixer Jan 2009 – Jan 2011 | São Paulo Area, Brazil • Website and social media creative direction for the TV series “Julie e os Fantasmas”, and the feature film “Corações Sujos”. • Directed the development of the company’s official website and intranet system, including writing UX guidance and hiring and managing designers and developers. ### Community Manager @ Flickr Jan 2007 – Jan 2009 | São Paulo Area, Brazil • Wrote dozens of posts for Flickr's official blog in Portuguese; moderated +100 forum discussions; supported customer care team in critical requests; assisted with product localization and QA. • Spearheaded community-based exhibitions, "Flickr Nights", managing relations with the most active users and generating spontaneous media coverage on MTV, Multishow, and TV Cultura. • Turned into a full-time employee after six months of internship. ## Education ### Master's Degree in Interactive Telecommunications Program New York University Jan 2014 – Jan 2016 ### Bachelor in Journalism USP - Universidade de São Paulo Jan 2003 – Jan 2008 ### Exchange Program Certificate in Master of Editorial Management and Internet Communications Université Lumière Lyon 2 Jan 2006 – Jan 2007 ## Contact & Social - LinkedIn: https://linkedin.com/in/edsonsoaresjr - Portfolio: http://www.edsonsoares.is/ --- Source: https://flows.cv/edsonsoares JSON Resume: https://flows.cv/edsonsoares/resume.json Last updated: 2026-03-30