Dell Technologies/
Innovation Storytelling Frameworks
Turning a page of raw engineering notes into a single illustrated story that lets C-suite leaders and global consumer focus groups understand the same idea in seconds.
company
Dell Technologies,
Innovation Engineering
role
Concept · art direction ·
illustration · workflow design
deliverables
Simple illustrated image-only narratives
employment type
agency: Design Director, frog, Capgemini Invent
and as a freelance designer
Technical input — where I started
Dell’s innovation engineering team had developed a new connectivity concept — a way of moving seamlessly between WiFi and cellular networks depending on location, cost, and speed. The idea itself was strong. The problem was legibility: it existed as dense engineering notes, screenshots, and scattered reference images — accurate, but unreadable at a glance and impossible to react to quickly.
That raw material had to work for two very different audiences at once:
C-suite and commercial leads — experts in the business, not in parsing engineering detail under time pressure.
Global consumer focus groups — experts in knowing what they like, not in reading dense technical language.
Two audiences, one concept, and no shared vocabulary between them.
Translation / Work
I rebuilt the concept as a single illustrated narrative instead of a technical document. Rather than explain the technology, the story shows a person moving through a real day — an airport, a park, a coffee shop — and how connectivity quietly adapts around them at each stop: seamless WiFi where it’s free and reliable, cellular where it isn’t, always the fastest and cheapest option available without the user having to think about it.
Additional Examples
First artifact is the engineer’s input
Second artifact is my graphic