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.
Dell Technologies -
Innovation Engineers
Concept, art direction,
illustration, workflow design
Design Director, frog,
Capgemini Invent companies
then
Contractor
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.
Outcome
That “day in the life” structure did two things at once: it gave executives a business case they could evaluate in seconds, and gave consumers something they could react to immediately in a focus group — no technical fluency required on either side.
The stakeholders engaged with the concept earlier and more comfortably than a written spec would have allowed — supporting internal go/no-go conversations and giving sales teams something concrete to pre-sell before development was complete. The same illustrated narrative translated cleanly across both audiences it was built for: executives evaluating the business case, and consumers reacting to it in focus groups.
Additional Examples
First is the engineer’s input
Second is my artwork
