Consuelo Ruybal

CONSUELO RUYBAL
PRODUCT DESIGN TRAILBLAZER & VISIONARY LEADER

With over two decades of expertise in creative problem-solving, I am dedicated to driving impactful results. As an accomplished leader, I have successfully guided high-performing design teams and redefined how organizations and their clients approach complex design challenges. Leveraging a data-driven approach, I specialize in identifying the most critical problems to address and establishing clear metrics to evaluate success. As an operational designer, I streamline team workflows and empower individuals to enhance their processes with AI tools, fostering innovation and efficiency.

DECODED: A Groundbreaking Campaign for Jay-Z’s Autobiography & bing

Role: UX Designer

I played a key role in the conceptualization and execution of the DECODED campaign, designing the conceptual model, game logic, and user experience for bing.com/jay-z, the campaign’s digital hub. The campaign’s revolutionary idea was to release every page of Jay-Z’s autobiography into the real world and challenge fans to reassemble the book online, combining gamification, interactive storytelling, and search technology.

The Experience

Each day, several pages from Jay-Z’s autobiography were released at real-world locations related to their content. Fans solved over 400 clues using a custom-built version of Bing Search and Bing Maps to uncover page locations and claim them online. The first fan to claim all the pages earned The Jay-Z Lifetime Pass, granting free access for two to all Jay-Z concerts worldwide for life.

Pages were placed in unexpected locations—on billboards, bus shelters, Gucci jackets, pool tables, burger wrappers, and even a Cadillac—turning the physical world into an extension of the game. Fans uploaded photos of their discoveries to claim virtual pages and recompile the book before its official release.

My Contributions

  • Designed the conceptual model and game logic to integrate Bing Maps and Bing Search into the gameplay seamlessly.

  • Developed the user experience for the website, ensuring intuitive navigation and engaging interaction for fans as they solved clues, tracked progress, and claimed pages.

  • Collaborated with cross-functional teams to execute a cohesive digital and physical activation.

Results and Impact

  • 1.1 billion global media impressions, generating massive buzz around the campaign.

  • 11.7% increase in visits to Bing.com, showcasing the effectiveness of integrating Bing as the game platform.

  • Recognized with numerous awards, including:

    • 3 Gold and 1 Silver One Show Pencils

    • 2 Grand Prix, 3 Gold, 1 Silver, and 1 Bronze Cannes Lions

    • 2 D&AD Yellow Pencils

    • Gold Clio Awards

Industry Recognition
New York Magazine, Mashable, Creativity, and other major publications celebrated the campaign as a trailblazing combination of technology, marketing, and culture.

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CONSUELO (@) CONSUELO (DOT) COM