The challenge

Deloitte wanted D-Hub to be a "digital home" for its client relationships: one place where executives could see their engagements, Deloitte's thinking, and the team serving them. It also had to show Deloitte as a trusted strategic partner and thought leader. The audience was C-suite executives who are short on time, always traveling, and unwilling to log in just to find out what's going on.

What I did

• Synthesized Deloitte's own research (Project Odyssey and Business Chemistry) into three executive types: Influencers, Pioneers, and Drivers.

• Captured what executives need in their own words: "Tell me what I need to know," "I don't want to look at a spreadsheet," "Meet me where I am."

• Mapped executive responsibilities to information needs, and those needs to Deloitte's content and services.

• Set six experience principles: flow, ease of use, anticipation of needs, tailored, adapts to your behavior, and meets you where you are.

• Designed concepts around an executive's day: a dashboard destination on desktop, plus watch, phone, and voice-assistant moments that use location, time, and device to deliver the right information without searching.

The result

A research-backed direction and concept set for D-Hub, framed so final screen design could begin once Deloitte confirmed the approach.