Design Thinking and Lean, Phil Gilbert, IBM

Phil GilbertIBM

Lean Startup l November 2nd, 2016

There’s one key to our future growth:

“

The client experience.”

Design a vase.

Design a better way for people to enjoy flowers in their homes.

People Significant gaps in design and entrepreneurial skills.

Close skills gaps rapidly and deploy in a focused way to top-priority projects.

Practices Agile but often siloed teams, optimized for output versus outcomes.

Shared practices for agile execution focused on user outcomes.

Places Inadequate work spaces for fostering creative collaborative work.

Foster “radical collaboration” and creativity with modern studio spaces.

Outcomes Lack of bold outcomes and difficult getting to new value fast.

Deliver experiences that users love. A sustained culture of user-centric agility.

In 2012 At target state

People Significant gaps in design and entrepreneurial skills.

Close skills gaps rapidly and deploy in a focused way to top-priority projects.

+ Practices Agile but often siloed teams, optimized for output versus outcomes.

Shared practices for agile execution focused on user outcomes.

+ Places Inadequate work spaces for fostering creative collaborative work.

Foster “radical collaboration” and creativity with modern studio spaces.

= Outcomes Lack of bold outcomes and difficult getting to new value fast.

Deliver experiences that users love. A sustained culture of user-centric agility.

Our formula

In the past, we changed what we were working on … Now, we’re changing how we work. And the how element is always related to speed.”

“

IBM Design ThinkingA focus on

useroutcomes

Diverse, empowered teams

Restless reinvention

Observe Reflect Make

Observing is about immersing yourself in your users’ world.Sponsor Users

Reflecting is about converging on a point of view.Playbacks

Making is about giving form to new ideas.

Making is about giving form to new ideas.

HillsI believe that this nation should commit itself to achieving the goal […] of landing a man on the moon and returning him safely to earth.”

“

—JOHN F. KENNEDYMAY 25, 1961

Intent, not Process

A Cake Experience Roadmap

CupcakeA tasty treat at a low price that I can take and eat on-the-go.

Birthday cakeAn affordable and joyful treat I can share with a group for informal celebrations.

Wedding cakeA custom-made confection I can share with a large group at once-in-a-lifetime events.

EXPE

RIE

NC

E

• moist cake• creamy icing• mix-and-match packs• cute to-go packaging

• different shapes• filling between layers• pictures and decorations• party-in-a-box

• custom flavors• unusual structures, cantilevers• intricate icing and decorations• white-glove delivery experienceID

EAS

• ovens• baking skills• retail infrastructure• basic health/safety regulations

• low-cost ingredient sourcing• larger equipment and more of it• baking and store-front staff• other scaling-up practices

• expert cake making• account and party planners• delivery trucks and drivers• high-end packagingC

APAB

ILIT

Y

Your cupcake

should be sharp.

Your birthday cake

should be fuzzy.

STAGE 1 STAGE 2 STAGE 3

“We know we’ll build this.”

“We think we’ll build this.”

“Maaaaybe we’ll build this.”

Your wedding cake

should be blurry.

picture of interior hallway

picture of interior hallway

People + Practices + Places = Outcomes

Our formula for culture, and its impact