It's a real project, with real insights, real trade-offs, and a real reframe that took me weeks to see.
If you're here to skim, this won't land. If you're serious about understanding how I think — you'll need the password.
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Microsoft Data & AI DREAM Demos are clickable industry stories Microsoft sellers walk customers through. When I joined, files were chaos — and the demos showed it.
[ Note · Visuals on this page are representative recreations. Original Microsoft work is under NDA. ]
Two weeks in, I started seeing the same problem from two different angles. They turned out to be the same problem.
The messy files weren't a designer problem. They were producing a customer problem.
Every demo was a one-off. So BDMs had to relearn every demo. So they kept asking the team how to navigate them. So the support tickets kept coming. The chaos in Figma wasn't slowing the design team down — it was slowing the sales motion down.
I restructured the file architecture around atomic design. Every component lives once, in one place. Updates propagate everywhere.
I picked atomic methodology because the demos shared most of their UI — same nav, same cards, same demo shell. Atomic lets the shared parts live once, while still letting each demo's content sit on top. A flat component library would have given us reuse, but not the layered composition the demos actually needed.
The old live demo dumped all AI capabilities on one screen with technical labels. The new one walks through a real customer question, with each capability appearing at the moment in the story where it solves a problem.
"A live demo is not a feature list. It's a narrative the BDM performs in front of a customer. The screen has to do the storytelling, so the BDM can focus on the audience."
Same across every DREAM demo. BDMs learn it once.
Same four sections, same labels, same order.
Shows the BDM and customer where they are in the story.
Makes the AI's logic visible, so the BDM can narrate it.
I'd have run a structured BDM interview round before building the system, instead of validating with stakeholders after. The system would have been the same, but I'd have had user quotes anchoring every component decision — and that would have shortened the internal sell.