I’m Ismael Touré. I build design organizations.

Twenty years taught me the artifact matters less than the system around it. And the system is people.

I’m Sr. Director of Product Design at Peacock. My team owns monetization and retention, the moments where design either earns revenue or loses it. I partnered with Apple on Peacock’s first bundle, bringing Peacock Premium and Apple TV+ together, and led the design and strategy behind the creation of Peacock’s first add-on, Starz. Two launches, one foundation: how Peacock sells more than Peacock.

Before Peacock, I was Sr. Global Director of Design at BEES, AB InBev’s global B2B commerce platform. I grew the Design practice from 4 practitioners to more than 100. The platform’s Baymard Institute rating went from 10.3 to 81.5. Sales grew 35% year over year. Checkout conversion got 44% faster. The platform now handles $40B+ in GMV. And HEXA, the design system I started off-hours, became the enterprise standard.

I also ship what I learn. I built thinkblinx.com, an AI tool for pressure-testing design decisions before they reach users. Not a replacement for real user research. Faster signal before you ship. At Peacock, I’m applying the same approach to personalization at scale.

The case studies on this site tell the longer version. If you’d rather talk: callmeismael2@gmail.com.