IBM design thinking @LeanUXNYC
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IBM design thinking @LeanUXNYC

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IBM is entering a new Era. The Era of scaling great design. And UX is leading the way.

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 IBM design thinking @LeanUXNYC Presentation Transcript

  • IBM Design ThinkingA New Era at IBM. Lean UX leading the way. Ariadna Font Llitjós, PhD UX Lead and Management Developer, Big Data
  • Creating a Consistent Culture of Design
  • Good design is good business.—Thomas Watson Jr. Chief Executive Officer, 1973 View slide
  • IBM DESIGN THINKING Defines our approach to creating compelling personal value propositions and engaging user experiences View slide
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomes ©2013 IBM Corporation
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomesSponsor Clients/UsersContinuous engagement withpeople in target roles and industrydomains ©2013 IBM Corporation
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomesSponsor Clients/UsersContinuous engagement withpeople in target roles and industrydomainsRelease HillsFocused investment, empoweredteams ©2013 IBM Corporation
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomesSponsor Clients/Users PlaybacksContinuous engagement with Relentless focus on user value andpeople in target roles and industry experience throughout the developmentdomains process • Story-driven milestones led by users • Playback Zero: Align on product vision before coding • Interim Playbacks: Demo stories in executable codeRelease HillsFocused investment, empoweredteams ©2013 IBM Corporation
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomesSponsor Clients/Users PlaybacksContinuous engagement with Relentless focus on user value andpeople in target roles and industry experience throughout the developmentdomains process • Story-driven milestones led by users • Playback Zero: Align on product vision before coding • Interim Playbacks: Demo stories in executable codeRelease Hills Wiki-based Release DocumentsFocused investment, empowered Efficient cross-functional collaborationteams around peer-reviewed artifacts Engineerin Product g Management Design ©2013 IBM Corporation
  • IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomesSponsor Clients/Users Playbacks IBM DesignContinuous engagement with Relentless focus on user value and Thinkingpeople in target roles and industry experience throughout the development Metricsdomains 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 codeRelease HillsFocused investment, empowered Wiki-based Release Documents Efficient cross-functional collaboration 1:9teams Design team around peer-reviewed artifacts skills data Release Blueprint URL Release Hills Lead Users Engineerin Product g Dependencies Management Design ©2013 IBM Corporation
  • CAN’T DICTATEGREAT OUTCOMES
  • PROCESS
  • PROCESSNot a new way of acting, a new way of thinking
  • Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  • Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  • Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  • COMMANDER’S INTENT
  • COMMANDER’S INTENT “a framework for freedom to act”
  • CAN’T DICTATEGREAT OUTCOMES
  • PREPARE FORGREAT OUTCOMES
  • IBM Design Thinking Collaboration Model Product management Sponsor client/user Design Engineering ©2013 IBM Corporation
  • 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
  • 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
  • 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
  • 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
  • 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
  • personas
  • personas user stories & interactions
  • personas user stories & interactions sketches
  • personas user stories & interactionsvisualprototypes sketches
  • personas user stories & interactionsvisual & workingprototypes sketches
  • personas user stories & interactions field testingvisual & workingprototypes sketches
  • field testing release blueprint
  • 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
  • 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
  • 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
  • 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
  • Deep engagement with Sponsor Clients/UsersGrounds 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 outcomesWho 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
  • 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
  • IBM Designcamp ©2013 IBM Corporation
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
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  • CULTURE
  • A strict observance of the written laws isdoubtless one of the high duties of a goodcitizen, but it is not the highest.
  • A strict observance of the written laws isdoubtless one of the high duties of a goodcitizen, but it is not the highest.The laws of necessity, of self-preservation,of saving our country when in danger, are ofhigher obligation. To lose our country by ascrupulous adherence to written law, wouldbe to lose the law itself, with life, liberty,property and all those who are enjoyingthem with us; thus absurdly sacrificing theend to the means. — Thomas Jefferson
  • IBM DESIGN THINKING