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GE’s Design and Digital Transformation Greg Petroff & John Magee
Build your brilliant industry
Minds+Machines 2015
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GE Journey
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Starting in 2011: Goal: Improve Service Delivery and Margins
User Experience: UX
Business Model: 10X Platform Thinking GE
Software CoE
Lean Startup: GE Fastworks
Connected Machines
Analytics in the Cloud
People at Work
Three Pillars
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Fast Forward: Platform
Business Model Innovation
Design & User Experience
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Platform Thinking
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The Digital Industrial Platform is Creating Industrial App Economy
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Micro Services
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Business Model Innovation
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Organize to Execute
TH
E C
HA
SM
Each phase requires a phase-specific commercial and organizational strategy
PHASE 1 Make It Work
PHASE 2 Cross The Chasm
PHASE 3 Scale The Business
PHASE 4 Run The Business
PHASE 5 Optimize the Business
Demonstrate the commercial viability of the software
solution with early adoption customers
Achieve clear market leadership for the software
solution within a target segment of pragmatist
customers
Win broad market adoption as the software solution becomes
a “must have” for the global market
Manage across product lifecycle transitions to
constantly add more value to customers using the software
solution
Reduce product complexity and cost to optimize margins through the late stages of the
market
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tenX: The goal … optimal portfolio balance; faster time-to-scale
TH
E
CH
AS
M
Each phase requires a phase-specific commercial and organizational strategy
PHASE 1 Make It Work
PHASE 2 Cross The Chasm
PHASE 3 Scale The Business
PHASE 4 Run The Business
PHASE 5 Optimize the Business
Demonstrate the commercial viability of the software
solution with early adoption customers
Achieve clear market leadership for the software
solution within a target segment of pragmatist
customers
Win broad market adoption as the software solution becomes
a “must have” for the global market
Manage across product lifecycle transitions to
constantly add more value to customers using the software
solution
Reduce product complexity and cost to optimize margins through the late stages of the
market
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Defining the Offers: Stairway to Value
Conservatives
Pragmatists
In Pain
Pragmatists
With Options
Visionaries
Visio
na
ries
Ma
instre
am
C
on
serv
ativ
es
CU
ST
OM
ER
S
“Directly reduce my costs” – Voice of customer Focus on hard ROI – Value prop
“Fix my broken mission critical process” Focus on cost of not solving the problem
“Create immediate competitive advantage” Focus on revenue & margin gains
“Create game-changing advantage” Focus on category share gains
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Growth in Two Dimensions
MORE VALUE
Step 4
Step 3
Step 2
Step 1
Core Assets All Assets Plant/Fleet Network
Asset Optimization Operations Optimization
BROADER REACH
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Design & User Experience People Centric Solutions are better
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User Experience design is…
User experience design is the practice of crafting the human touch points
of products and services to create useful, meaningful and delightful
experiences for users, and business value for the company and our
customers.
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UI UX
1
6
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designing THE PRODUCT
designing THE EXPERIENCE
VS
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Good UX is much deeper than just the UI
Well-designed products are
defined from bottom-up,
informed by
research
Exploratory sketching &
prototyping can help form
biz hypotheses
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The ROI of design
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
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Benefits of UX design
Improved product and
service quality
More effective users
Improved customer preference
Higher perceived value of GE products
by customers
A better impression of the GE brand
Faster, more efficient software
development projects
A clear, shared understanding of what’s
being proposed and built
Tools for prioritizing requirements
More coherent planning
More targeted engineering effort
Clearly-defined success criteria
MUCH LESS WASTED EFFORT
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powered by #IndustrialInternet Title or Job Number | XX Month 201X
#IndustrialInternet
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Bringing it together
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Great products come from a balanced approach
How do we
make money?
DESIRABILITY
What can
we build?
What do people
need and desire? 3
2
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Great products come from a balanced approach
Business Model
DESIRABILITY
Platform
UX
3
3
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Design Thinking + Agile in a Lean World
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powered by #IndustrialInternet Title or Job Number | XX Month 201X 3
6
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Key Take Away Concepts
Understand the Predix Platform
Understand the value of Platform Thinking & Technology
Understand how to reimagine business models
Understand the value of User Experience
Practice Multi-disciplinary problem framing and solution finding (Design Thinking)
Get to Outcomes that matter and are easy to develop
General Electric Company reserves the right to make changes in specifications and features, or discontinue the product or service described at any time, without notice or obligation. These materials do not constitute a representation, warranty or documentation regarding the product or service featured. Illustrations are provided for informational purposes, and your configuration may differ. This information does not constitute
legal, financial, coding, or regulatory advice in connection with your use of the product or service. Please consult your pro fessional advisors for any such advice. No part of this document may be distributed, reproduced or posted without the express written permission of General Electric Company. GE, Predix and the GE Monogram are trademarks of General Electric Company. ©2015 General Electric Company – All rights
reserved.
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