establishing a design-first product culture and strategy

IBM Design

Pierre-Henri ClouinIdean UX Summit 3: UX Driven Strategy - October 11, 2013

Establishing a Design-First Product Culture and Strategy

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—Thomas Watson Jr.

Chief Executive Officer, 1973

Good design is good business.

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Legacy

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IBM Design :: IBM Confidential :: ©2013 IBM Corporation 8

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

Design for a New Era of Computing

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“We see three characteristicsof this new era − what we call

Smarter Computing.”

Open and collaborative

Defined for big data

Defined by software

2012 IBM Annual Report

Challenge:

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How do we create a sustainable culture of design that delivers great product and solution outcomes at IBM's scale?

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Talent + Practice = Outcome

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IBM DesignProjectsAustin Studio

CommunityIBM Design

Thinking

IBM Design Program

Design Firms

Recruiting

Tooling & Education

Designcamp

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

Recruited over 100 Designers to date in 2013

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Austin Design Studio Big Data Industry Solutions

Business Analytics Mobile

Next Generation Platform

PureSystems

Cloud & Smarter Infrastructure

Security

Dev/Ops Smarter Process

IBM Collaboration Solutions

Watson

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IBM Design Thinking

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David Kelley and Bill Moggridge (who with Mike Nuttall co-founded IDEO in 1991) pioneered and codified design thinking as a practice. Design thinking offers a new way to think about problems and their solutions and is applicable to almost any domain. While more complex than this in practice, it is based on three simple notions: empathy, prototyping and radical collaboration.

Today, the d.school at Stanford is the intellectual home of design thinking.

design thinking

Prototype

Evaluate

Understand

Explore

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

IBM Design Thinking - core alignment practices

Collaborate, Align, Engage!

Playbacks align your team, stakeholders, and clients around the user value you will

deliver, rather than project line items

Envision the User Experience

Sponsor Users help you design experiences for real target users,

rather than imagined needs

Invest for Market Outcomes

Hills focus your project on big problems and outcomes for users,

not just a list of feature requests

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IBM Design Thinking

Prototype

Evaluate

Understand

Explore

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

Signature and Hallmark Programs: scaling design through real projects

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Signature Projects Select, strategic projects supported by IBM Design experts and investments

Exceptional design outcomes and IBM Design Thinking showcase

Hallmark Projects Open to all product teams that adopt IBM Design Thinking

"DIY-ready" program with community of practice, education and tooling

MobileBig Data & Analytics

Social Business

Cloud Commerce &Marketing

Security

ExpertIntegrated

Systems

WatsonSmarterCities

WebSphere

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IBM DesigncampAccelerating projects through experiential, multi-disciplinary learning & IBM Design mentoring

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Designing an IBM that...

Works together Works the same Works for me

find out more

ibm.com/design

@ibmdesign #ibmdesign