About me
About me
I’m a multidisciplinary product and service designer with over a decade of experience shaping digital products, services, and systems across media, enterprise platforms, startups, and cultural institutions.
Currently at CNN, I design interactive experiences that help global audiences understand complex events as they unfold—from live coverage formats to community-driven storytelling features. My work focuses on creating real-time digital experiences that combine journalism, technology, and design to make news more accessible, contextual, and engaging.
Previously at IBM, I led design across CRM and Quote-to-Cash platforms used by tens of thousands of sellers worldwide, helping simplify complex enterprise workflows and supporting billions in revenue operations. My work ranged from service blueprints and AI-assisted insights to launching design systems and aligning cross-functional teams around customer-centered transformation.
Across my career, I’ve worked on everything from immersive museum installations visited by over 250,000 people to early-stage startup products searching for product-market fit. What connects these experiences is a systems-thinking approach grounded in research, storytelling, and rapid prototyping, helping teams understand people, align around strategy, and turn insight into tangible outcomes.
Before becoming a designer, I studied journalism. That background continues to shape how I approach design: asking better questions, uncovering patterns in complex systems, and communicating ideas with clarity.
I’m also the founder of Feelscience, a design studio that helps organizations turn insights into action through strategic facilitation, product and service design, and experimentation. Outside of work, you’ll usually find me building furniture, mixing DJ sets, or sketching new ideas on paper.
Companies I worked with
Events that featured my work
Academia
Design, before the title
Creative childhood
Enacting a play during middle school
I grew up in a small town in the heart of Brazil called Iporá. Despite being surrounded by cowboy culture, I was naturally drawn to the arts. After teaching myself to play music by listening to my older sister, I convinced my parents to take me out of soccer and enroll me in organ classes. At school, I always found ways to turn assignments into performances—often writing and directing plays with my classmates.
Study and travel
University Of Sao Paulo, where I attended college
Because of financial struggles at home, traveling wasn't an option growing up. Instead, I turned to education as my way to explore the world. At 13, I moved alone to the nearest capital, Goiânia, to attend high school. At 17, I was accepted into the University of São Paulo’s Journalism BFA program. At 21, I studied French in Paris and completed a yearlong exchange program in Lyon. Later, at 28, I earned a scholarship to attend NYU’s Interactive Telecommunications Program. Living and learning across these places shaped my perspective, taught me resilience, and made me deeply grateful to everyone who supported me along the way.
A career plot twist
Change By Design, a book that led me to a new career
Early in my career, I was hired by a film production company as a content producer—but the third-party firm tasked with building the website I was meant to write for never delivered. So I invented a new role for myself. I pitched and led the creation of a new company website, an intranet, and an online experience for a TV series. My background in journalism gave me the confidence to interview stakeholders and articulate a clear vision. Around that time, I discovered Tim Brown’s Change by Design, which helped me name what I had been doing all along. That’s when I realized: I was a designer.
Edson Soares
© 2026 Edson Soares