IBM Design
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IBM Design

Red Hat® Marketplace User Experience Receives International Acclaim

Design team earns a 2021 European Product Design Award

Red Hat®Marketplace has been recognized by the international design community for its outstanding design. The design team was recently honored by the European Product Design Award with an award in the Other Products Designs/Product User Interface Design category. I’m so proud of all the hard work the team has put into creating an excellent experience for our customers and am thrilled they are receiving the recognition they deserve.

It’s exciting to receive international honors, especially from a reputable design organization such as the European Product Design Award. Submissions to EPDA are judged by 19 jury members made up of independent designers, design educators, and editors of international acclaim. Judges are tasked to “recognize the efforts of talented international product designers who aim to improve our daily lives with their practical, well-thought-out creations,” and I’m so thrilled they decided our product meets this criteria.

After reviewing all the submissions based on the innovative quality and strategic thinking of each design, only seven other products were selected for an award in the same category as Red Hat Marketplace.

IBM acquired Red Hat in 2019 with the goal of upending the enterprise cloud software market. Through our extensive user research, we knew customers saw the potential to migrate to cloud platforms but were still facing a variety of obstacles. Some were using software which was not conducive to working across diverse cloud environments, others felt “locked in” to a particular vendor, and many were facing an increase in IT costs while trying to monitor their purchases.

Red Hat Marketplace addresses these key challenges with its robust catalog of third-party cloud software, support of clouds from all vendors, and transparent cost management capabilities. Our team created this product to make it easier for our customers to try, buy, and manage certified software for container-based environments in public clouds and on-premises.

Collaboration with users and extensive research enabled our design team to present hundreds of curated products from the most innovative software vendors in the industry in a digestible and easy-to-use manner. Available cloud software services are categorized by type and need, creating a seamless experience for developers to browse, buy, and deploy their new solution across the cloud of their choice.

A browsing experience which makes browsing and trying enterprise software as easy as 1–2–3.

Our design team also helps facilitate better relationships between buyers and providers of software through a more streamlined purchasing and deployment process. Software buyers get more transparent pricing, and the benefits of volume rates and discounts, while vendors welcome a brand-new revenue path. Our design team improves the customer experience while also helping create long-term relationships for all parties involved in the process.

A user interface with connects potential buyers with software sellers

Through the design team’s dedication to Enterprise Design Thinking and continued commitment to our users, Red Hat Marketplace provides an exceptional user experience to our customers. I’m so proud of the hard work they have put into this product and the recognition they received in the process. Huge congratulations to the winning team on this accolade.

Winning Team

Core Design & Research Team: Charlie Hill, Robert Uthe, Aaron Sickler, Alisha Moore, Ashley Johnson, Bethany Doan, Corey Keller, Eleanor Bartosh, Justin Gier, Neil Everette, Sarah Hardison, Sarah Walter, Scott McCall, Shannon DeCock, Shelby Aranyi, Willow Lafone

Thank you to the contributors from the Red Hat team: Dan Caryll, Libby Levi, Mike Esser, Nick Burns

Arin Bhowmick (@arinbhowmick) is Vice President and Chief Design Officer, IBM Products, based in San Francisco, California. The above article is personal and does not necessarily represent IBM’s positions, strategies or opinions.



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Arin Bhowmick

Arin Bhowmick

Chief Design Officer, @SAP | ex CDO @IBM |Cloud, AI and Apps I UX Leadership| UX Strategy| Usability & User Research| Product Design