Ana Luisa Ponsirenas

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Fast-tracking edge AI software prototypes

The problem

Edge software development is inherently complex, requiring developers to integrate diverse components, manage hardware dependencies, and navigate intricate setup processes. These friction points hindered adoption and slowed innovation.

 

The challenge was compounded by the lack of a dedicated Content Strategy and Design discipline within Intel. Content was often an afterthought, created inconsistently and without a strategic framework, which directly contributed to the poor developer experience.

My role

As Lead Developer Experience (DX) strategist, I championed the critical need for a dedicated Content Strategy and Design discipline within the organization. After successfully securing funding and headcount, I built and led this new team, applying our expertise to the Edge Software Hub (ESH) – a platform designed to simplify edge software development.

Outcomes and impact

Our initiative transformed the process of getting started with Intel's edge software:

 

- ESH 1.0 achieved a 92% OOBE DX Score in its first external assessment

- The platform contributed to achieving Intel's edge computing goal a month ahead of schedule

- User engagement showed significant growth in unique visitors, downloads, and installs

- Release time for software packages was reduced by up to 75%

- The established governance model enabled product teams and ensured quality across a rapidly expanding portfolio

 

The success validated the strategic importance of the Content Strategy and Design discipline I had championed, demonstrating how dedicated expertise could directly impact product success and developer satisfaction. My leadership in this area was recognized within the organization, leading to opportunities to participate in strategic discussions at the VP level, bringing the crucial perspective of content and developer experience to the leadership table.

The work

Inspired by the Lego kit concept – providing reusable components and clear instructions – we developed the Edge Software Hub (ESH). Our approach involved:

 

**Securing the Discipline:** For over a year before this project, I championed the need for a dedicated Content Strategy and Design discipline. I articulated the impact of poor content on developer experience and business outcomes, benchmarked against competitors, and built a compelling case for investment in this strategic capability. This persistent advocacy successfully secured the necessary funding and headcount.

 

**Building the Team:** With funding approved, I built a high-performing team of content strategists, designers, and specialists needed to define and implement the practice.

 

**Rapid Development:** Despite the unexpected challenges of the COVID-19 pandemic and transitioning to remote work, the team rapidly developed and launched ESH 1.0 in May 2020, focusing on providing access to a foundational set of software packages.

 

**Rigorous DX Assessment:** Immediately following the launch, we conducted a comprehensive Developer Experience Assessment focused specifically on the Out-of-Box Experience (OOBE). My newly formed Content Strategy and Design team played a key role in designing and executing this assessment, analyzing how developers interacted with the platform's information architecture and content.

 

**Data-Driven Iteration:** We systematically analyzed the detailed findings from the assessment. Using insights gathered regarding content usability and information architecture challenges, we prioritized improvements in subsequent releases and shaped the strategy for evolving ESH. The findings informed the strategic shift to a more use-case-centric model in ESH 2.0.

 

**Establishing DX Governance:** To ensure ongoing DX quality across a growing number of software packages, we designed and implemented the ESH DX Governance Model. This model established a framework including Content Acceptance Criteria, DX Testing Methods, and a Continuous Improvement Loop. We defined standards and processes for content quality and information architecture that product teams would follow.

 

**Platform Evolution:** Based on user feedback and the established governance model, ESH continued to evolve, adding more software packages and Reference Implementations, and refining its information architecture to be more use-case-driven.

Let’s connect

Ana Luisa Ponsirenas

Home

Projects

About

Fast-tracking edge AI software prototypes

The problem

Edge software development is inherently complex, requiring developers to integrate diverse components, manage hardware dependencies, and navigate intricate setup processes. These friction points hindered adoption and slowed innovation.

 

The challenge was compounded by the lack of a dedicated Content Strategy and Design discipline within Intel. Content was often an afterthought, created inconsistently and without a strategic framework, which directly contributed to the poor developer experience.

My role

As Lead Developer Experience (DX) strategist, I championed the critical need for a dedicated Content Strategy and Design discipline within the organization. After successfully securing funding and headcount, I built and led this new team, applying our expertise to the Edge Software Hub (ESH) – a platform designed to simplify edge software development.

Outcomes and impact

Our initiative transformed the process of getting started with Intel's edge software:

 

- ESH 1.0 achieved a 92% OOBE DX Score in its first external assessment

- The platform contributed to achieving Intel's edge computing goal a month ahead of schedule

- User engagement showed significant growth in unique visitors, downloads, and installs

- Release time for software packages was reduced by up to 75%

- The established governance model enabled product teams and ensured quality across a rapidly expanding portfolio

 

The success validated the strategic importance of the Content Strategy and Design discipline I had championed, demonstrating how dedicated expertise could directly impact product success and developer satisfaction. My leadership in this area was recognized within the organization, leading to opportunities to participate in strategic discussions at the VP level, bringing the crucial perspective of content and developer experience to the leadership table.

The work

Inspired by the Lego kit concept – providing reusable components and clear instructions – we developed the Edge Software Hub (ESH). Our approach involved:

 

**Securing the Discipline:** For over a year before this project, I championed the need for a dedicated Content Strategy and Design discipline. I articulated the impact of poor content on developer experience and business outcomes, benchmarked against competitors, and built a compelling case for investment in this strategic capability. This persistent advocacy successfully secured the necessary funding and headcount.

 

**Building the Team:** With funding approved, I built a high-performing team of content strategists, designers, and specialists needed to define and implement the practice.

 

**Rapid Development:** Despite the unexpected challenges of the COVID-19 pandemic and transitioning to remote work, the team rapidly developed and launched ESH 1.0 in May 2020, focusing on providing access to a foundational set of software packages.

 

**Rigorous DX Assessment:** Immediately following the launch, we conducted a comprehensive Developer Experience Assessment focused specifically on the Out-of-Box Experience (OOBE). My newly formed Content Strategy and Design team played a key role in designing and executing this assessment, analyzing how developers interacted with the platform's information architecture and content.

 

**Data-Driven Iteration:** We systematically analyzed the detailed findings from the assessment. Using insights gathered regarding content usability and information architecture challenges, we prioritized improvements in subsequent releases and shaped the strategy for evolving ESH. The findings informed the strategic shift to a more use-case-centric model in ESH 2.0.

 

**Establishing DX Governance:** To ensure ongoing DX quality across a growing number of software packages, we designed and implemented the ESH DX Governance Model. This model established a framework including Content Acceptance Criteria, DX Testing Methods, and a Continuous Improvement Loop. We defined standards and processes for content quality and information architecture that product teams would follow.

 

**Platform Evolution:** Based on user feedback and the established governance model, ESH continued to evolve, adding more software packages and Reference Implementations, and refining its information architecture to be more use-case-driven.

Let’s connect