IBM Design - Delightful Experiences at Scale

IBM Design

Pierre-Henri Clouin, Head of Strategy, IBM Design !UX Summit — Leading with Design — December 5, 2014

Delightful Experiences at Scale

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

From features…

… to experience

IBM Design :: ©2014 IBM Corporation

… to experiences

It makes the work our users have to do the work they take pleasure in doing.

It makes the work our users have to do the work they take pleasure in doing.

… at IBM’s scale

430k+ employees in 170 countries

World’s largest IT services company

Second largest software vendor

IBM Design

People

Places

Practices

Delightful User Experience at Scale

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People are key to success01

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Forward

IBM Design Language v0.5 " 4

A historic legacy

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Recruiting hundreds of designers into IBM

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Denise Burton UX Design Principal

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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.

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.

Cultural change and continuous learning

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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

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

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Designcamp for Product Teams

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

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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

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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

Places that nurture creativity

02

IBM Studio Austin

IBM Studio Austin

IBM Studio Austin

IBM Design :: ©2014 IBM Corporation

Once we have people, we have to adopt great, scalable practices

03

EvaluateExplore

• 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

design thinking

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EvaluateExplore

PrototypeUnderstand

• 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

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

The core practices of IBM Design Thinking

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IBM Design :: IBM Confidential :: ©2013 IBM Corporation

The Six Experiences

Discover, Try

& BuyGetting StartedSupport

Productive Use

Leverage & Extend (API)

Manage & Upgrade

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http://www.ibm.com/design/language/IBM Design :: ©2014 IBM Corporation

IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

IBM Design :: IBM Confidential :: ©2013 IBM Corporation 37

Designing an IBM that

Works together Works the same Works for me

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IBM Design

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