AIG Innovation Hub in Atlanta
NDA Statement
Confidentiality Statement
Due to a non-disclosure agreement with AIG, this portfolio only presents publicly shareable elements of the project. The content focuses on the design process, not on final strategies, insights, or outcomes.
Key responsibilities
As a Project Manager & UX Designer on this project, my key responsibilities included:
Project management
Co-led a multidisciplinary team of 20+ students, managing timelines, coordinating weekly goals, and ensuring consistent progress across research, design, and presentation phases.
UX research and analysis
Participated in secondary research, site observations, and stakeholder interviews to inform user needs and cultural context, shaping the foundation for our design concepts.
Lead interactive experience design
Designed three key interactive touchpoints: an Atlanta-themed wall, a smart elevator kiosk, and a personalized insurance journey station—each focused on enhancing engagement and storytelling.
How to bridge brand, space, and story?
This project asked our team to design immersive experiences that connect people, place, and brand. The challenge was to blend AIG’s global identity with Atlanta’s local culture while creating environments that foster collaboration, inspiration, and innovation. Our goal was to develop a cohesive system of interactive and spatial touchpoints that engage employees, visitors, and clients, transforming the space into a dynamic hub that reflects AIG’s evolution and purpose.
Project kickoff (Week 1)
Aligned with AIG through a project briefing and team onboarding. Established expectations, deliverables, and design goals to launch the collaboration.
Research & Site Exploration (Week 2)
Conducted brand audits, market research, and on-site observations in Atlanta to understand AIG’s identity and the cultural context of the new Innovation Hub.
Ideation & Storytelling Framework (Week 3-5)
Built narrative direction and experience strategies through deep ideation, user journey mapping, and storytelling.
Concept Refinement (Week 6-7)
Expanded on chosen concepts and refined experience design per client feedback. Focused on developing immersive, branded interactions tailored to each floor.
Final Presentation (Week 8-10)
Finalized all visuals and interactive touchpoints for client presentation and print deliverables.
Uncovering context to design with purpose
To ground our ideas in meaning, we began with deep research including exploring AIG’s brand, observing Atlanta’s public spaces, and listening to the voices of employees and locals. Every insight helped us understand how to design environments that connect people, place, and purpose.
Local Atlanta observations
Visited cultural and civic spaces like High Museum of Art, BeltLine, and Marta stations to understand how Atlanta’s character is expressed spatially. Mapped material choices, typography, and tone across public and branded spaces.
Interviews
Conducted interviews with local residents and AIG employees to understand spatial behavior, collaboration needs, and neighborhood identity. These conversations helped inform the tone and cultural relevance of our design direction.
Case studies and reports
Studied AIG’s brand, mission, and existing environments. Reviewed best practices in environmental branding, AR technology, and digital experience in office settings.
200+ initial ideas
Organized into specialized subteams (Wayfinding, Technology, Community, Visual Design). Co-led ideation sessions using sketching, moodboarding, and storytelling frameworks to generate over 200 concept directions.
Concept development
Explored three creative directions—Timeless, Experimental, and Innovative—each guiding unique approaches to interactivity, form, and brand integration. To foster open conversation, we created a concept wall and invited feedback directly from AIG and Gensler stakeholders. This hands-on engagement allowed participants to post comments, ideas, and reactions, helping us refine and evolve our concepts with real-time input from the people who would bring them to life.
Final presentation and deliverables
Curated and presented final concepts in a professional showcase environment. Displayed working prototypes, interface mockups, and demo videos to over a dozen AIG executives and stakeholders. Participated in rehearsal and space planning to deliver a cohesive narrative-driven exhibition.
Takeaways from this project
