The Forge Experience Space
Designing a digital and physical tech-forward experience center to accelerate growth for Accenture Federal Services's business and clients.
Caption: a view of the immersive possibilities in the Control Room digital twin experience
Context
What started as a small project to demo and gamify Accenture's thought leadership in 2023, quickly became a full fledged hands-on experiential design playground around the future of tech, AI, and business for internal account teams and external clients.
I joined the team as one of the senior product designers to research, conceptualize, and crystalize creative direction for the Forge®. I created systems and processes that would scale and position my team for growth against many business and external pivots (e.g., think the big federal firing period in early 2025).
This role and project brought together previous experience in visual design, UX/UI design, product design, service design, and business strategy.
Challenges
The Forge® started in 2023 as Accenture Federal's initial response to the commercial interest in generative AI. But it rapidly outgrew our initial efforts with numerous challenges along the way. Over the next two years, we became fully aware of how this was completely uncharted waters for tech and business growth.
So we asked ourselves:
Pivot 1: How do we overcome the first year of failed initiatives and less than stellar launches? (Spoiler alert: Forge 1.0 walked, so 2.0 could run)
Pivot 2: How do we position the product when the Pentagon terminates $5.1 billion among 1,700 contracts across the board which was a big hit for government contractors like Accenture.
How do we reinvent the narrative, educate, and provide thought leadership in areas of AI and future tech for our gov. clients?
How do we curate an exceptional holistic end-to-end experience for external clients and internal account teams?
Results and Outcomes*
Since opening in Fiscal Year 1 (FY1):
Of all client business and design sessions in FY1 thus far, there has been a 20% sale of services success rate.
Investment has yielded $XX MIL R.O.I. in for business.
My created immersive experiences and demos saw adoption rates rise to 72% by internal stakeholders and SMEs.
*The Forge® launched in May of 2025. The ongoing outcomes is continuously being assessed and updated accordingly.
Creating the Immersive
and Interactive Experiences
Visual storytelling
Experiential Designer, Accessibility, Another Tile
gamification
Adobe XD, Figma
Rive, Unity, Midjourney
Custom Design System
Accenture Branding's Child
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Service Design Systems
and Hospitality
Full Circle
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It's All in the Details…
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