Chris(tian) Mueller

Product Designer

About

Contact

Chris(tian) Mueller

About

Contact

Dragonwing

Dragonwing

[00]

Overview

After years of building Snapdragon into one of the most recognized brands in consumer technology, Qualcomm saw an opportunity to elevate its industrial and IoT portfolio with a premium brand of its own: Dragonwing. We translated a newly created brand into a best-in-class, scalable web experience — ultimately reshaping Qualcomm’s information architecture, navigation, and digital standards in the process.

Year

2025 (9 months)

Role

Design Director

Deliverables

Foundational Research, Content Strategy, Experience Architecture, Web Design, Evaluative Research, Design Operations

[00]

Overview

After years of building Snapdragon into one of the most recognized brands in consumer technology, Qualcomm saw an opportunity to elevate its industrial and IoT portfolio with a premium brand of its own: Dragonwing. We translated a newly created brand into a best-in-class, scalable web experience — ultimately reshaping Qualcomm’s information architecture, navigation, and digital standards in the process.

Year

2025 (9 months)

Role

Design Director

Deliverables

Foundational Research, Content Strategy, Experience Architecture, Web Design, Evaluative Research, Design Operations

[01]

Project Goal

Define and execute a cohesive digital experience strategy that positions Dragonwing as a premium, solutions-driven offering.

[01]

Project Goal

Define and execute a cohesive digital experience strategy that positions Dragonwing as a premium, solutions-driven offering.

[02]

Research & Strategy

Designing for a technical ecosystem.

Qualcomm’s audience spans executive decision makers to deeply technical engineers, all navigating a complex product portfolio. We identified inconsistencies in terminology, structure, and content depth, and defined a clearer approach to progressive disclosure, language, and architecture to align with industry expectations.

[02]

Research & Strategy

Designing for a technical ecosystem.

Qualcomm’s audience spans executive decision makers to deeply technical engineers, all navigating a complex product portfolio. We identified inconsistencies in terminology, structure, and content depth, and defined a clearer approach to progressive disclosure, language, and architecture to align with industry expectations.

Previous designs

“Snapdragon gets a lot of love and attention all around...it’s time for us to focus on our B2B segment and give it the love and attention we give Snapdragon.”

Client stakeholder

Strategy workshop

[03]

Exploration

Translating brand to digital.

Dragonwing marked a strategic shift, and the web experience needed to reflect it. Taking in the brand foundations from FutureBrand, we established a clean, industrial web expression where technical content leads, and expressive color and material moments reinforce the brand’s role as an accelerator.

[03]

Exploration

Translating brand to digital.

Dragonwing marked a strategic shift, and the web experience needed to reflect it. Taking in the brand foundations from FutureBrand, we established a clean, industrial web expression where technical content leads, and expressive color and material moments reinforce the brand’s role as an accelerator.

Brand foundations

“We’re starting from scratch with Dragonwing, and I hope we are thinking and defining what’s new and not just doing what we’ve done before.”

Client stakeholder

Visual sketches

Visual sketches

Header explorations

“From a marketing POV, we’re still lacking what matters to customers...There are gaps in the storyline.”

Client stakeholder

Visual sketches

Visual sketches

Visual sketches

Visual sketches

Visual sketches

[04]

Architecture

Restructuring the foundation.

Dragonwing also represented a reorganization of Qualcomm’s industrial business. We reworked the site’s information architecture, navigation, and breadcrumb model to align with the new structure — clarifying pathways across domains while maintaining cohesion within the broader portfolio.

[04]

Architecture

Restructuring the foundation.

Dragonwing also represented a reorganization of Qualcomm’s industrial business. We reworked the site’s information architecture, navigation, and breadcrumb model to align with the new structure — clarifying pathways across domains while maintaining cohesion within the broader portfolio.

Brand ecosystem

Information architecture

Navigation

Mobile breadcrumbs

Common terms

[05]

Refinement

Clarifying products at scale.

We refined how products and series are presented, introducing clearer differentiation at the series level and deeper comparison tools for individual SKUs. The result supports high-level exploration while enabling detailed evaluation for technical buyers.

[05]

Refinement

Clarifying products at scale.

We refined how products and series are presented, introducing clearer differentiation at the series level and deeper comparison tools for individual SKUs. The result supports high-level exploration while enabling detailed evaluation for technical buyers.

Product detail page

“The biggest pain point for our customers? They can’t make sense of our product portfolio.”

Client stakeholder

Strategy workshop

Series detail page

[06]

Refinement

Going beyond the chipset.

Dragonwing expanded Qualcomm’s offerings beyond components into integrated hardware, software, and services. We designed a scalable framework for Solutions and industry pages — articulating value at a strategic level while connecting seamlessly to underlying products.

[06]

Refinement

Going beyond the chipset.

Dragonwing expanded Qualcomm’s offerings beyond components into integrated hardware, software, and services. We designed a scalable framework for Solutions and industry pages — articulating value at a strategic level while connecting seamlessly to underlying products.

IoT solutions framework

Basic solutions

Featured solutions

Solution highlights

[07]

Systemization

Scaling with Qualcomm's design system.

Building on Qualcomm’s enterprise design system, the QDS team added the Dragonwing brand at foundational level, while we introduced new components and patterns to the marketing library to align the three brands.

[07]

Systemization

Scaling with Qualcomm's design system.

Building on Qualcomm’s enterprise design system, the QDS team added the Dragonwing brand at foundational level, while we introduced new components and patterns to the marketing library to align the three brands.

Various components

Brand theming

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Connect

There’s plenty of work not shown on this site, so if you’re interested in chatting, feel free to drop me line.

Résumé

LinkedIn

[99]

Connect

There’s plenty of work not shown on this site, so if you’re interested in chatting, feel free to drop me line.

Résumé

LinkedIn

2026 Chris Mueller Design

2026 Chris Mueller Design