establishing a design-first product culture and strategy
DESCRIPTION
Presentation on IBM Design's initiative presented at the Idean UX Summit 3 on UX-Driven StrategyTRANSCRIPT
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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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
IBM Design :: IBM Confidential :: ©2013 IBM Corporation
IBM DesignProjectsAustin Studio
CommunityIBM Design
Thinking
IBM Design Program
Design Firms
Recruiting
Tooling & Education
Designcamp
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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
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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