IBM Design - Delightful Experiences at Scale
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This document discusses IBM's efforts to implement user-centered design at scale across its large global organization. It summarizes IBM's recruitment of hundreds of designers, creation of design studios to foster creativity, and use of practices like Design Thinking, Playbacks, and Hills to help cross-functional teams deliver delightful user experiences. The goal is to make the work users have to do something they find pleasurable by establishing shared people, places, and practices focused on the user.
IBM Design - Delightful Experiences at Scale
- 1. Delightful Experiences at Scale Pierre-Henri Clouin, Head of Strategy, IBM Design ! UX Summit — Leading with Design — December 5, 2014 IBM Design
- 2. Good design adds value, gives meaning, and, not incidentally, can be sheer pleasure to behold; it respects the viewer’s sensibilities and rewards the entrepreneur.” – Paul Rand “ IBM Design :: ©2014 IBM Corporation
- 4. … to experience IBM Design :: ©2014 IBM Corporation
- 7. It makes the work our users have to do the work they take pleasure in doing.
- 8. … at IBM’s scale It makes the work our users have to do the work they take pleasure in doing. 430k+ employees in 170 countries World’s largest IT services company Second largest software vendor
- 9. IBM Design
- 10. Delightful User Experience at Scale People Places Practices IBM Design :: IBM Confidential :: ©2014 IBM Corporation
- 11. People are key to success 01
- 12. IBM Confidential :: © 2014 IBM Corporation! IBM Design :: IBM Confidential IIBBIIBBMMMM D DD Deeessesiigisggninng : ::n ::I: B I B:IMB:M MCIB C oCMnoofn indCffieidodneentninafittldii aa::ell © n::::t2 i©a©02l1 23 0::0 ::1I1 B 34©©M IIBB22 CM00Mo11 rC43Cpo ooIIrBBrrpapMMotoiora r nCCat itoooionrrn pp oorraattiioonn
- 13. A historic legacy IBM Design :: ©2014 IBM Corporation
- 14. Recruiting hundreds of designers into IBM IBM Design :: ©2014 IBM Corporation
- 15. Denise Burton UX Design Principal Denise Burton is a Design Principal at IBM Design. As a former Fellow at Frog Design, Denise has an advanced competency in user experience design. She is responsible for empowering designers to adopt a user first mindset, as well as fostering IBM Design Thinking across the broader IBM community. IBM Design :: ©2014 IBM Corporation
- 16. Doug Powell Design Principal Director of Design Education IBM Design :: ©2014 IBM Corporation As Director of Design Education at IBM Design, Doug is responsible for spreading IBM Design Thinking to the broader IBM community. He and his team invest in equipping IBMers with the proper tools to collaborate and create more effectively.
- 17. Cultural change and continuous learning IBM Design :: ©2014 IBM Corporation
- 18. What: Single- or multi-day hands-on sessions crafted around the needs of a single team ! Why: Use IBM Design Thinking to accelerate key projects Workshops IBM Design :: ©2014 IBM Corporation 18
- 19. What: 1-week immersion for product managers, engineers and designers to learn and apply IBM Design Thinking to their next release ! Why: Learn together and apply together. Cross-functional collaboration improves the chances of success Designcamp for Product Teams IBM Design :: ©2014 IBM Corporation 19
- 20. What: 1-day program to cover the methods and teach the language of IBM Design Thinking ! Why: Advocate and lead their teams to use IBM Design Thinking Designcamp for Executives IBM Design :: ©2014 IBM Corporation 20
- 21. Designcamp for University Hires What: 3-month experience for newly-hired designers focused on IBM and IBM Design Thinking. Designers graduate into product teams. ! Why: Orient new hires to the company and methods through project sprints, team building and mentorship IBM Design :: ©2014 IBM Corporation 21
- 22. Designcamp Summits What: Action-oriented multi-day large leadership gatherings where project teams apply IBM Design Thinking to their projects ! ! Why: Conference on key initiatives and kick-start new projects IBM Design :: ©2014 IBM Corporation 22
- 23. Places that nurture creativity 02
- 27. IBM Design :: ©2014 IBM Corporation
- 28. Once we have people, we have to adopt great, scalable practices 03
- 29. design thinking Explore Evaluate • Codified by IDEO cofounders David Kelley and Bill Moggridge • Offers a new way to think about problems and their solutions • Grounded in empathy, prototyping and radical collaboration ! ! The Stanford d.school is the intellectual home of design thinking Understand Prototype IBM Design :: ©2014 IBM Corporation
- 30. Explore Evaluate Understand Prototype • Scales design thinking to complex distributed projects • Helps cross-functional team deliver the experience, not just design it • Establishes shared practices for development and go to market ! ! The IBM Studio Austin is the intellectual home of IBM Design Thinking IBM Design Thinking IBM Design :: ©2014 IBM Corporation
- 31. The core practices of IBM Design Thinking Playbacks align your team, stakeholders, and clients around the user value you will deliver, rather than project line items Sponsor Users help you design experiences for real target users, rather than imagined needs Hills focus your project on big, but attainable, problems and outcomes for users, not just a list of feature requests IBM Design :: ©2014 IBM Corporation
- 32. The Six Experiences IBM Design :: IBM Confidential :: ©2013 IBM Corporation Discover, Try & Buy Getting Support Started Productive Use Leverage & Extend (API) Manage & Upgrade IBM Design :: ©2014 IBM Corporation
- 33. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/
- 34. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/
- 35. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/
- 36. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/
- 37. Designing an IBM that Works together Works the same Works for me IBM Design :: :: IBM ©2014 Confidential IBM Corporation :: ©2013 IBM Corporation 37
- 38. IBM Design @ibmdesign | #ibmdesign | ibm.com/design