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(Re)aligning the way 400,000 people thinkAdam Cutler Design Practices Program Director IBM Design
≅
IBM Design :: IBM Confidential :: ©2016 IBM Corporation
we are modifying
century-old hardwiring
4
IBM Design :: IBM Confidential :: ©2016 IBM Corporation
we are modifying
century-old hardwiring
4
how?
We believe 3 elements are neededto create a sustainable culture ofdesign.
People are the key to our success
01
Places that nurture creativity
02
Robust scalable practices03
© 2016 IBM Corporation | IBM Confidential
IBM Design Practices
IBM Design :: ©2016 IBM Corporation 10
design
IBM Design :: ©2016 IBM Corporation 11
de•sign |dəˈzīn|
IBM Design :: ©2016 IBM Corporation 12
de•sign |dəˈzīn|noun purpose, planning, or intention that exists behind an action, fact, or material object
IBM Design :: ©2016 IBM Corporation 13
designthe rendering of intent
IBM Design :: ©2016 IBM Corporation 14
design thinkinghow we go about articulating intent
IBM Design :: I©2016 IBM Corporation
Design must solve a specific problem and is evaluated by how effective it is at solving that problem.
15
IBM Design :: IBM Confidential :: ©2016 IBM Corporation 16
Identifying the right problem to solve is the single most important factor for success.
IBM Design :: IBM Confidential :: ©2016 IBM Corporation 17
If we’re solving the wrong problem, we’re not giving our users what they need to be successful.
IBM Design :: IBM Confidential :: ©2016 IBM Corporation 18
usable = edible
IBM Design :: ©2016 IBM Corporation
Be authentically thoughtful
IBM Design :: ©2016 IBM Corporation
Design for an outcome
© 2016 IBM Corporation
IBM Design ThinkingHuman-centered outcomes at speed and scale
PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention
PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention
The Loop
Observe Reflect Make
PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention
The Loop
Observe Reflect Make
The KeysHills Playbacks Sponsor Users
PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention
IBM Design :: ©2016 IBM Corporation 26
common sense
IBM Design :: ©2016 IBM Corporation 27
uncommon sense
We make users our North Star They are the premise for every action we take.
Measure success based on the value that we bring to them.
IBM Design Thinking© 2016 IBM Corporation
A focus on user outcomes
IBM Design Thinking© 2016 IBM Corporation
Multidisciplinary teams
We succeed or fail as a whole team Have empathy: first with each other, then with our users. Build a foundation of mutual trust and respect across all disciplines.
Move faster and work smarter by collaborating as a unit, not just as individual disciplines.
IBM Design Thinking© 2016 IBM Corporation
Restless Reinvention
We have a bias toward action Everything is a prototype.
Pursue perfection, with the humility of knowing that nothing is actually perfect.
The Loop
Observe Reflect Make
IBM Design :: ©2016 IBM Corporation
Nilhil simul inventumest et perfectum.
32
IBM Design :: ©2016 IBM Corporation
Nothing is invented and perfected at the same time.
33
IBM Design :: ©2016 IBM Corporation
A behavioral model for continuous understanding
34
IBM Design Thinking
The Loop
Observe Reflect Make
© 2016 IBM Corporation
Observing immerses us inour users’ worlds. Meaningful outcomes come from an understanding of the real problems our users have.
IBM Design Thinking© 2016 IBM Corporation
The Loop | Observe
IBM Design :: I©2016 IBM Corporation
[caveat]
37
Who are our users? What are their needs? What else is out there? What ideas do they have for us?
IBM Design Thinking© 2016 IBM Corporation
The Loop | Observe
Reflecting helps to align our various points of view. Good decisions begin with an understanding of our situation, our purpose, and how we can make a difference for our users.
If we slow down just enough to reflect, we move faster when we’re aligned.
IBM Design Thinking© 2016 IBM Corporation
The Loop | Reflect
Do we agree on our intent? Did we make the leap to insight? Are we ready to commit?
IBM Design Thinking© 2016 IBM Corporation
The Loop | Reflect
Making gives form to our ideas. We can’t know everything but we do know some things, so jump right in. The earlier we make, the faster we’ll learn.
IBM Design Thinking© 2016 IBM Corporation
The Loop | Make
What’s our concept? What’s our story? How do we deliver?
IBM Design Thinking© 2016 IBM Corporation
The Loop | Make
The KeysHills Playbacks Sponsor Users
IBM Design :: ©2016 IBM Corporation 48
Articulating clear intent & purpose
Hills align our intent across resources. Great outcomes begins with a shared understanding of intent.
Hills are statements of intent written as meaningful user outcomes. They tell you where to go, not how to get there.
IBM Design Thinking© 2016 IBM Corporation
Hills
IBM Design :: ©2016 IBM Corporation 50
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
IBM Design :: ©2016 IBM Corporation 51
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
who
IBM Design :: ©2016 IBM Corporation 52
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
what
IBM Design :: ©2016 IBM Corporation 53
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
wow
Playbacks align our intent across time.Not everyone has time to be in every loop. Don’t let your teams fall out of sync.
Playbacks are a time to reflect together. Bring your extended team and stakeholders into the loop in a safe, inclusive space.
IBM Design Thinking© 2016 IBM Corporation
Playbacks
Sponsor users align our intent with their reality. Empathy can only take you so far. If you’re not a pilot, you’ll never know how it feels to land an airliner.
Sponsor Users are users who bring their lived experience and domain expertise to the team.
IBM Design Thinking© 2016 IBM Corporation
Sponsor Users
PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention
The Loop
Observe Reflect Make
The KeysHills Playbacks Sponsor Users
IBM Design Thinking in use
© 2016 IBM Corporation
IBM Design Thinkingibm.com/design/thinking
IBM Design :: IBM Confidential :: ©2016 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation
Studio
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@adam_cutler @ibmdesign