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IBM Design Thinking
A New Era at IBM. Lean UX leading the way.



          Ariadna Font Llitjós, PhD
 UX Lead and Managem...
Creating a Consistent Culture of Design
Good design is good business.
—Thomas Watson Jr.
  Chief Executive Officer, 1973
IBM DESIGN THINKING
        Defines our approach to creating
   compelling personal value propositions and
          engagi...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes




                 ...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes

Sponsor Clients/User...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes

Sponsor Clients/User...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes

Sponsor Clients/User...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes

Sponsor Clients/User...
IBM Design Thinking: Scaling great design
Key building blocks for consistently great design outcomes

Sponsor Clients/User...
CAN’T
    DICTATE
GREAT OUTCOMES
PROCESS
PROCESS


Not a new way of acting, a new way of thinking
Clear Conceptual Models
 Decisions, not Process
Peer-Reviewed Artifacts
Clear Conceptual Models
 Decisions, not Process
Peer-Reviewed Artifacts
Clear Conceptual Models
 Decisions, not Process
Peer-Reviewed Artifacts
COMMANDER’S INTENT
COMMANDER’S INTENT
  “a framework for freedom to act”
CAN’T
    DICTATE
GREAT OUTCOMES
PREPARE FOR
GREAT OUTCOMES
IBM Design Thinking Collaboration Model




 Product
 management


 Sponsor
 client/user


 Design




 Engineering




  ...
IBM Design Thinking Collaboration Model




 Product       How do I engage with Design and Engineering to drive
 managemen...
IBM Design Thinking Collaboration Model




 Product       How do I engage with Design and Engineering to drive
 managemen...
IBM Design Thinking Collaboration Model




 Product       How do I engage with Design and Engineering to drive
 managemen...
IBM Design Thinking Collaboration Model




 Product       How do I engage with Design and Engineering to drive
 managemen...
IBM Design Thinking Collaboration Model
• Understand users, stories, requirements (PM, Design)
• Rapidly explore and conve...
personas
personas
           user stories &
           interactions
personas
           user stories &
           interactions




                  sketches
personas
              user stories &
              interactions




visual
prototypes
                     sketches
personas
                   user stories &
                   interactions




visual & working
prototypes
               ...
personas
                                  user stories &
                                  interactions




             ...
field testing    release
               blueprint
IBM Design Thinking Collaboration Model
• Design played back by Sponsor User (PM, Design and Engineering attend)
• Alignme...
IBM Design Thinking Collaboration Model
• Code and test stories in small iterations/sprints (Engineering)
• Refine and final...
IBM Design Thinking Collaboration Model
• Sponsor User plays back major stories (epics) as implemented (PM, D, and E
  att...
IBM Design Thinking Collaboration Model
• Sponsor User plays back major stories (epics) as implemented (PM, D, and E
  att...
Deep engagement with Sponsor Clients/Users
Grounds project in the needs and domain knowledge of real users




           ...
IBM Design Thinking Collaboration Model
• Sponsor user plays back full user experience starting with install/sign up
 (PM,...
IBM Designcamp




                 ©2013 IBM Corporation
IBM Designcamp


 Universal and transformative curriculum
 Learn a common mindset, language, and tools

     Culture      ...
IBM Designcamp

                                                     Immersive, high-energy environment
 Universal and tra...
IBM Designcamp

                                                     Immersive, high-energy environment
 Universal and tra...
IBM Designcamp

                                                     Immersive, high-energy environment
 Universal and tra...
IBM Designcamp

                                                     Immersive, high-energy environment
 Universal and tra...
Envisioning the IBM Portfolio




                           The IBM Portfolio


                                         ...
1
1

    430,000
CULTURE
A strict observance of the written laws is
doubtless one of the high duties of a good
citizen, but it is not the highest.
A strict observance of the written laws is
doubtless one of the high duties of a good
citizen, but it is not the highest.
...
IBM DESIGN THINKING
IBM design thinking @LeanUXNYC
IBM design thinking @LeanUXNYC
IBM design thinking @LeanUXNYC
IBM design thinking @LeanUXNYC
IBM design thinking @LeanUXNYC
IBM design thinking @LeanUXNYC
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IBM design thinking @LeanUXNYC Slide 1 IBM design thinking @LeanUXNYC Slide 2 IBM design thinking @LeanUXNYC Slide 3 IBM design thinking @LeanUXNYC Slide 4 IBM design thinking @LeanUXNYC Slide 5 IBM design thinking @LeanUXNYC Slide 6 IBM design thinking @LeanUXNYC Slide 7 IBM design thinking @LeanUXNYC Slide 8 IBM design thinking @LeanUXNYC Slide 9 IBM design thinking @LeanUXNYC Slide 10 IBM design thinking @LeanUXNYC Slide 11 IBM design thinking @LeanUXNYC Slide 12 IBM design thinking @LeanUXNYC Slide 13 IBM design thinking @LeanUXNYC Slide 14 IBM design thinking @LeanUXNYC Slide 15 IBM design thinking @LeanUXNYC Slide 16 IBM design thinking @LeanUXNYC Slide 17 IBM design thinking @LeanUXNYC Slide 18 IBM design thinking @LeanUXNYC Slide 19 IBM design thinking @LeanUXNYC Slide 20 IBM design thinking @LeanUXNYC Slide 21 IBM design thinking @LeanUXNYC Slide 22 IBM design thinking @LeanUXNYC Slide 23 IBM design thinking @LeanUXNYC Slide 24 IBM design thinking @LeanUXNYC Slide 25 IBM design thinking @LeanUXNYC Slide 26 IBM design thinking @LeanUXNYC Slide 27 IBM design thinking @LeanUXNYC Slide 28 IBM design thinking @LeanUXNYC Slide 29 IBM design thinking @LeanUXNYC Slide 30 IBM design thinking @LeanUXNYC Slide 31 IBM design thinking @LeanUXNYC Slide 32 IBM design thinking @LeanUXNYC Slide 33 IBM design thinking @LeanUXNYC Slide 34 IBM design thinking @LeanUXNYC Slide 35 IBM design thinking @LeanUXNYC Slide 36 IBM design thinking @LeanUXNYC Slide 37 IBM design thinking @LeanUXNYC Slide 38 IBM design thinking @LeanUXNYC Slide 39 IBM design thinking @LeanUXNYC Slide 40 IBM design thinking @LeanUXNYC Slide 41 IBM design thinking @LeanUXNYC Slide 42 IBM design thinking @LeanUXNYC Slide 43 IBM design thinking @LeanUXNYC Slide 44 IBM design thinking @LeanUXNYC Slide 45 IBM design thinking @LeanUXNYC Slide 46 IBM design thinking @LeanUXNYC Slide 47 IBM design thinking @LeanUXNYC Slide 48 IBM design thinking @LeanUXNYC Slide 49 IBM design thinking @LeanUXNYC Slide 50 IBM design thinking @LeanUXNYC Slide 51 IBM design thinking @LeanUXNYC Slide 52 IBM design thinking @LeanUXNYC Slide 53 IBM design thinking @LeanUXNYC Slide 54 IBM design thinking @LeanUXNYC Slide 55 IBM design thinking @LeanUXNYC Slide 56 IBM design thinking @LeanUXNYC Slide 57 IBM design thinking @LeanUXNYC Slide 58
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IBM is entering a new Era. The Era of scaling great design. And UX is leading the way.

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IBM design thinking @LeanUXNYC

  1. 1. IBM Design Thinking A New Era at IBM. Lean UX leading the way. Ariadna Font Llitjós, PhD UX Lead and Management Developer, Big Data
  2. 2. Creating a Consistent Culture of Design
  3. 3. Good design is good business. —Thomas Watson Jr. Chief Executive Officer, 1973
  4. 4. IBM DESIGN THINKING Defines our approach to creating compelling personal value propositions and engaging user experiences
  5. 5. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes ©2013 IBM Corporation
  6. 6. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes Sponsor Clients/Users Continuous engagement with people in target roles and industry domains ©2013 IBM Corporation
  7. 7. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes Sponsor Clients/Users Continuous engagement with people in target roles and industry domains Release Hills Focused investment, empowered teams ©2013 IBM Corporation
  8. 8. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes Sponsor Clients/Users Playbacks Continuous engagement with Relentless focus on user value and people in target roles and industry experience throughout the development domains process • Story-driven milestones led by users • Playback Zero: Align on product vision before coding • Interim Playbacks: Demo stories in executable code Release Hills Focused investment, empowered teams ©2013 IBM Corporation
  9. 9. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes Sponsor Clients/Users Playbacks Continuous engagement with Relentless focus on user value and people in target roles and industry experience throughout the development domains process • Story-driven milestones led by users • Playback Zero: Align on product vision before coding • Interim Playbacks: Demo stories in executable code Release Hills Wiki-based Release Documents Focused investment, empowered Efficient cross-functional collaboration teams around peer-reviewed artifacts Engineerin Product g Management Design ©2013 IBM Corporation
  10. 10. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes Sponsor Clients/Users Playbacks IBM Design Continuous engagement with Relentless focus on user value and Thinking people in target roles and industry experience throughout the development Metrics domains process Visibility into objective operational data • Story-driven milestones led by users Organization • Playback Zero: Align on product vision before data coding • Interim Playbacks: Demo stories in executable Skills ratios code Release Hills Focused investment, empowered Wiki-based Release Documents Efficient cross-functional collaboration 1:9 teams Design team around peer-reviewed artifacts skills data Release Blueprint URL Release Hills Lead Users Engineerin Product g Dependencies Management Design ©2013 IBM Corporation
  11. 11. CAN’T DICTATE GREAT OUTCOMES
  12. 12. PROCESS
  13. 13. PROCESS Not a new way of acting, a new way of thinking
  14. 14. Clear Conceptual Models Decisions, not Process Peer-Reviewed Artifacts
  15. 15. Clear Conceptual Models Decisions, not Process Peer-Reviewed Artifacts
  16. 16. Clear Conceptual Models Decisions, not Process Peer-Reviewed Artifacts
  17. 17. COMMANDER’S INTENT
  18. 18. COMMANDER’S INTENT “a framework for freedom to act”
  19. 19. CAN’T DICTATE GREAT OUTCOMES
  20. 20. PREPARE FOR GREAT OUTCOMES
  21. 21. IBM Design Thinking Collaboration Model Product management Sponsor client/user Design Engineering ©2013 IBM Corporation
  22. 22. IBM Design Thinking Collaboration Model Product How do I engage with Design and Engineering to drive management business results? Sponsor client/user Design Engineering ©2013 IBM Corporation
  23. 23. IBM Design Thinking Collaboration Model Product How do I engage with Design and Engineering to drive management business results? Sponsor client/user What’s in it for me? Design Engineering ©2013 IBM Corporation
  24. 24. IBM Design Thinking Collaboration Model Product How do I engage with Design and Engineering to drive management business results? Sponsor client/user What’s in it for me? How do I create a great product/solution design with Design limited time? Engineering ©2013 IBM Corporation
  25. 25. IBM Design Thinking Collaboration Model Product How do I engage with Design and Engineering to drive management business results? Sponsor client/user What’s in it for me? How do I create a great product/solution design with Design limited time? Engineering How do I deliver great technology to market, with minimum waste? ©2013 IBM Corporation
  26. 26. IBM Design Thinking Collaboration Model • Understand users, stories, requirements (PM, Design) • Rapidly explore and converge the design (Design, PM, Engineering) • Align on containable scope (Engineering, PM, Design) Kick-Off Product Define the management mission Sponsor client/user Discover and Envision Design Engineering ©2013 IBM Corporation
  27. 27. personas
  28. 28. personas user stories & interactions
  29. 29. personas user stories & interactions sketches
  30. 30. personas user stories & interactions visual prototypes sketches
  31. 31. personas user stories & interactions visual & working prototypes sketches
  32. 32. personas user stories & interactions field testing visual & working prototypes sketches
  33. 33. field testing release blueprint
  34. 34. IBM Design Thinking Collaboration Model • Design played back by Sponsor User (PM, Design and Engineering attend) • Alignment across team on what is to be delivered to market • Robust Release Blueprint and Design Artifacts shared in the wiki (PM, Design) Kick-Off Playback Zero Product Define the management mission Sponsor client/user Discover and Envision Design Engineering ©2013 IBM Corporation
  35. 35. IBM Design Thinking Collaboration Model • Code and test stories in small iterations/sprints (Engineering) • Refine and finalize designs ahead of coding (Design) • Evaluate end-of-iteration builds with users (Design) Kick-Off Playback Zero Product Define the management mission Sponsor client/user Discover and Envision Design Build and Refine Engineering ©2013 IBM Corporation
  36. 36. IBM Design Thinking Collaboration Model • Sponsor User plays back major stories (epics) as implemented (PM, D, and E attend) • Example: Playback 1 = “Happy Path” demo • Playback of major stories drives integration test ahead of unit test (Engineering) Kick-Off Playback Zero Product Define the management mission Sponsor client/user Discover and Envision Design Build and Refine Engineering ©2013 IBM Corporation
  37. 37. IBM Design Thinking Collaboration Model • Sponsor User plays back major stories (epics) as implemented (PM, D, and E attend) • Example: Playback 1 = “Happy Path” demo • Playback of major stories drives integration test ahead of unit test (Engineering) Kick-Off Playback Zero Interim Playbacks Product Define the management mission Sponsor client/user Discover and Envision Design Build and Refine Engineering ©2013 IBM Corporation
  38. 38. Deep engagement with Sponsor Clients/Users Grounds project in the needs and domain knowledge of real users ‣ Product Management signs up Sponsor Clients/Users for each Release Hill • E.g., Client = Ford; User = Steve Smith ‣ Sponsor Users make themselves available for user research purposes, and attend and (where practical) run Playbacks • Significant time commitment in return for ability to strongly influence product/solution outcomes Who to recruit ‣ Sponsor Clients are not the only option: ✓ Actual customers (clients) in target roles Typically the team does other discovery and ✓ Services (preferably GBS, or lab services) evaluation work to reach a larger population of target users ✓ Partners (delivery and sales partners) ✓ Technical sales (pre-/post-sales) ©2013 IBM Corporation
  39. 39. IBM Design Thinking Collaboration Model • Sponsor user plays back full user experience starting with install/sign up (PM, Design and Engineering attend) Kick-Off Playback Zero Interim Playbacks Final Playback Product Define the management mission Sponsor client/user Discover and Envision Design Build and Refine Engineering ©2013 IBM Corporation
  40. 40. IBM Designcamp ©2013 IBM Corporation
  41. 41. IBM Designcamp Universal and transformative curriculum Learn a common mindset, language, and tools Culture Leadership Collaboration IBM Design Thinking Core Design Skills ©2013 IBM Corporation
  42. 42. IBM Designcamp Immersive, high-energy environment Universal and transformative curriculum Collaboration and leadership lessons built Learn a common mindset, language, and tools in Culture Leadership Collaboration Product Managers IBM Design Thinking Engineers Core Design Skills Designers ©2013 IBM Corporation
  43. 43. IBM Designcamp Immersive, high-energy environment Universal and transformative curriculum Collaboration and leadership lessons built Learn a common mindset, language, and tools in Culture Leadership Collaboration Product Managers IBM Design Thinking Engineers Core Design Skills Designers Experiential learning approach • Experiential hands-on activities • Collaborative cross-functional workshops • Immersive social experiences ©2013 IBM Corporation
  44. 44. IBM Designcamp Immersive, high-energy environment Universal and transformative curriculum Collaboration and leadership lessons built Learn a common mindset, language, and tools in Culture Leadership Collaboration Product Managers IBM Design Thinking Engineers Core Design Skills Designers Experiential learning approach Available for all audiences • 1 week all IBMers • 2 weeks professional hires • 3 months college hires • Experiential hands-on activities • Collaborative cross-functional workshops • Immersive social experiences ©2013 IBM Corporation
  45. 45. IBM Designcamp Immersive, high-energy environment Universal and transformative curriculum Collaboration and leadership lessons built Learn a common mindset, language, and tools in Culture Leadership Collaboration Product Managers IBM Design Thinking Engineers Core Design Skills Designers Experiential learning approach Available for all audiences • 1 week all IBMers • 2 weeks professional hires • 3 months college hires • Experiential hands-on activities I nte n se, f u n . . . • Collaborative cross-functional workshops ! • Immersive social experiences e f fe cti ve ©2013 IBM Corporation
  46. 46. Envisioning the IBM Portfolio The IBM Portfolio Tight integration across core technologies WORKS TOGETHER Maps Interoperability with complementary technologies Common look and feel WORKS THE SAME Language Enables easy skills transfer Focuses on the user and the user’s story WORKS FOR ME Personas Spans product lifecycle (learn, buy, adopt, maintain) Enterprise scale and security
  47. 47. 1
  48. 48. 1 430,000
  49. 49. CULTURE
  50. 50. A strict observance of the written laws is doubtless one of the high duties of a good citizen, but it is not the highest.
  51. 51. A strict observance of the written laws is doubtless one of the high duties of a good citizen, but it is not the highest. The laws of necessity, of self-preservation, of saving our country when in danger, are of higher obligation. To lose our country by a scrupulous adherence to written law, would be to lose the law itself, with life, liberty, property and all those who are enjoying them with us; thus absurdly sacrificing the end to the means. — Thomas Jefferson
  52. 52. IBM DESIGN THINKING
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IBM is entering a new Era. The Era of scaling great design. And UX is leading the way.

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