As Director of UX at McGarryBowen, Intel’s agency of record, I led the strategy and user experience work for a product concept designed to connect Intel’s technology platform to more tangible consumer experiences.

Intel had enormous brand recognition through the “Intel Inside” program, but for most consumers, the technology itself remained abstract. The opportunity was to use the familiar Intel sticker as an entry point into a more interactive relationship with the brand: scan the sticker, identify the user’s device, and unlock relevant content, experiences, and upgrade opportunities.

The strategic idea was simple: connect the promise of “Intel Inside” to meaningful experiences on the outside.

My team designed and conducted consumer research to evaluate whether people would understand and value the idea of unlocking experiences through the Intel sticker. The research showed strong interest in the interaction model and helped us refine the product direction.

After reviewing Intel’s sponsorship portfolio, we recommended Intel Extreme Masters as the launch context. The event gave us a way to connect Intel technology to a passionate audience, a live competitive environment, and product features that could demonstrate the value of Intel hardware in real time.

I also worked with Intel product teams to identify technologies that could make the experience feel distinctive. Features such as player heart-rate monitoring and eye-tracking helped translate invisible hardware capabilities into visible, understandable product experiences.

The app concept created a second-screen experience for Intel Extreme Masters fans. Users could follow teams, track players, view live performance data, switch between content streams, and engage with the tournament in ways that connected directly back to Intel-enabled technology.

Rather than treating Intel as a background component brand, the product made the technology part of the experience itself. It showed how Intel’s hardware ecosystem could support richer, more interactive forms of live entertainment.

I led UX strategy, product concept development, research planning, and experience design. I also wrote the concept video used to align stakeholders around Intel Extreme Masters as the recommended launch event.

This project was an early example of a theme that continues through my work: turning complex or invisible technology into coherent product experiences. The challenge was not simply to design an app, but to translate a technical ecosystem into something users could understand, navigate, and value.