I turn complex systems into experiences that feel effortless

Leading product strategy and enterprise design. From stakeholder interviews to shipped platforms, I bridge the gap between what's technically possible and what people need.

CurrentlyIBM Consulting / Dialexa
Based inAustin, Texas
FocusProduct Strategy, Product Design, Design Systems
01 — Selected work

Recent projects

AI Blueprints abstract network illustration
321 workflows / 41 initiatives / 9 domains / agentic transformation
Request AccessAgentic TransformationAI Strategy

AI Blueprints

Agentified an entire enterprise marketing org. Mapped 321 workflows against 41 AI initiatives across 9 domains, designing the future-state agentic operating model.
Johnson & Johnson abstract clinical grid illustration
PSC Command Center / 5 personas / role-based dashboards
UX StrategyUI DesignData Viz

Johnson & Johnson

Designed a role-based command center for J&J's Patient Services Center with five persona-specific dashboards.
RepoIntel abstract document retrieval illustration
Next.js / Ollama / ChromaDB / Railway template
Open SourceFull-Stack AIRAG

RepoIntel

Open-source document intelligence platform. Indexes any GitHub repo and surfaces insights through RAG-powered chat.
Charcoal Design System abstract token illustration
Light-first / single black accent / Agentic workflow primitives / Open source
Open SourceDesign SystemAgentic UI

Charcoal Design System

An open source, light-first design system with a single monochromatic accent, built for AI products. Agentic workflow primitives, approval gates, and generative UI.
IGX abstract stepped flow illustration
Generative AI platform / step-by-step UX
Product DesignEnterprise

IBM IGX Dashboard

Redesigned IBM Garage's generative AI platform into a step-by-step experience requiring zero training.
Goldenvoice abstract palm and desert sun illustration
Goldenvoice / Coachella + Stagecoach / design systems
Digital DesignDesign SystemsBranding

Goldenvoice

Design direction across Coachella and Stagecoach, building design systems and digital experiences for both festivals.
Simplot abstract pivot field and seedling illustration
Agricultural data / mobile-first / offline
Mobile UI/UXAgricultureOffline-First

Simplot

Transformed complex agricultural systems into a streamlined mobile experience with offline capabilities.
Tubi abstract TV with carousel illustration
Product design / kids sub-brand / growth marketing
Product DesignBrandGrowth

Tubi

Led design across product features, a kids sub-brand, and performance marketing for a fast-growing free streaming platform.
02 — About

A bit about me

Nick Coma

I lead product teams that ship enterprise platforms, with a designer's obsession for the humans who use them.

My career started on the creative side of advertising, art directing campaigns for brands like Maker's Mark, Tubi, and Coachella. That foundation in brand strategy and visual storytelling now shapes how I approach product: I design systems that ship, and every one starts with the person who has to use it.

Today I lead cross-functional teams through complex enterprise transformations at IBM, bringing product strategy and design thinking to every engagement. I've mapped workflows, facilitated workshops using IBM Garage and Enterprise Design Thinking, and built tools (like Recall and its open-source sibling RepoIntel) that turn document chaos into structured intelligence.

I hold a BS in Computer Graphics Technology from Purdue University and have spent 12+ years designing for clients across healthcare, agriculture, entertainment, logistics, and consumer tech. The through-line is the same: make the complex feel human, and give teams tools they actually want to use.

Tools I use daily
  • Figma
  • Claude Code
  • VS Code
  • Railway
  • Vercel
03 — Capabilities

What I do

>_

Agentic strategy + AI

Mapping workflows to AI automation opportunities. Designing agentic architectures that augment teams rather than replace them. Hands-on with RAG, embeddings, and LLM integration.

⇄

Enterprise transformation

Workshop facilitation using IBM Garage and Enterprise Design Thinking. Stakeholder alignment across complex multi-team programs. Strategy into execution.

■

Product design leadership

End-to-end product design from discovery through delivery. Design systems, user research, prototyping, and cross-functional facilitation. Mentoring designers across engagements.

{ }

Full-stack prototyping

Building functional prototypes and tools, not just mockups. Next.js, React, Node, Python, Railway. I can ship the thing I design.

⚙

Open source + dev tools

Building and shipping open-source AI tools for small teams. Railway templates, developer documentation, and products that deploy in minutes.

✦

Brand + creative direction

Art direction, campaign concepting, and visual identity rooted in deep brand strategy. Maker's Mark, Tubi, Coachella, Nickelodeon.

04 — Experience

Where I've worked

2023 — Present
IBM Consulting / Dialexa
Manager, Product Strategy & Design
Leading product strategy and design across enterprise transformation engagements
Enterprise
2022 — 2023
Mondo Robot
Senior Product Designer
Product design for clients across healthcare, agriculture, and enterprise SaaS
Agency
2020 — 2022
Doe Anderson
Senior Art Director
Art direction and campaign design for national brands including Maker's Mark
Agency
2019 — 2020
Tubi
Lead Art Director
Creative direction and team leadership for a streaming platform's marketing campaigns
In-House
05 — Articles

Writing

Flowbench canvas showing the LinkedIn ad workflow
Apr 10, 2026 · Substack

A Visual Workbench for AI Agent Workflows

The gap between "Claude in your terminal" and "agents in production" is a canvas. This is where I am so far.
Charcoal Design System cover
Apr 8, 2026 · Substack

Why I Built a Design System for AI

A specific system built to adapt. Why most design systems fall short for AI products, and the primitives that need to exist.
View more on Substack
06 — Kind words

What people say

"Nick possesses a mix of ambition, creativity, and attention to detail that make him a critical member of any team. I am always thrilled when I get Nick on a project because I know he'll bring that extra level of quality."

Gordon Clines
Associate Partner, Digital Product Design & Engineering, IBM

"Nick isn't shy of a challenge. He jumps in headfirst and brings energy and clarity to problem-solving, whether for the user or the team. If you're looking for someone who will spot a problem and immediately step up to solve it, he's your guy."

Karli Beckner
Senior Manager, IBM

"Nick's designs are not only visually stunning but also deeply human-centric, ensuring every design solution exceeds user and stakeholder expectations."

Ranae Fithian
Product Designer, IBM

Let's build
something together

Whether you're shipping a product, leading a transformation, or looking for a design leader who can do both.

Start a conversation