Staying on Target with IBM Design Thinking

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Ari Font Llitjos, IBM …

Ari Font Llitjos, IBM

Guided by IBM Design Thinking and Lean UX principles, our product has evolved from an enterprise search solution to being part of the Big Data platform, scaling to the IBM and Big Data market needs. I'll describe the key components of an amazing transformation that IBM is undergoing, with Lean UX and Design Thinking leading the way.

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  • 1. Staying on Target with IBM Design Thinking & Lean UX Ariadna Font Llitjós, PhD UX Lead and Development Manager @quicola #designthinking #leanux @ibmdesign InfoSphere Data Explorer, Big Data
  • 2. Acquisition June 2012 (TOB - January 2013) Vivisimo Company size 120 Engineering size 30 Cross-functional team size 4 Enterprise search InfoSphere Data Explorer :: ©2013 IBM Corporation IBM, Big Data 430,000 40+ 10 Big Data exploration & visualization 2
  • 3. Focused vision and target vs. Overstimulating environment & developing market InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 3
  • 4. IBM Design Thinking to the rescue InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 6
  • 5. “Designers [...] don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called ‘design thinking.’” — Don Norman “Rethinking Design Thinking” Core77, 19 March, 2013 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 7
  • 6. “Designers [...] don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called ‘design thinking.’” — Don Norman “Rethinking Design Thinking” Core77, 19 March, 2013 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 8
  • 7. “Designers [...] don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called ‘design thinking.’” — Don Norman “Rethinking Design Thinking” Core77, 19 March, 2013 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 9
  • 8. “Designers [...] don't try to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called ‘design thinking.’” — Don Norman “Rethinking Design Thinking” Core77, 19 March, 2013 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 10
  • 9. IBM Design Thinking is about creating great experiences for our users. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 11
  • 10. This is not a user experience InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 12
  • 11. This is a user experience
  • 12. PRODUCT UX SERVER UI DATA CENTER InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 14
  • 13. PRODUCT PRODUCT UX UX SERVER UI DATA CENTER SERVER InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation UI DATA CENTER 15
  • 14. “Good design is good business.” — Thomas Watson Jr. Chief Executive Officer, 1973 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 16
  • 15. IBM Design Thinking: Scaling great design Key building blocks for consistently great design outcomes InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 17
  • 16. 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 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 17
  • 17. 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 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 17
  • 18. 3 Release Hills focus and empower teams Less micro-management and more iteration A Release Hill captures the Commander’s intent “a framework for freedom to act” Example of a Release Hill: “A business user should be able to create and start using a process application in less than 60 seconds” IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 18
  • 19. 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 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 19
  • 20. 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 Playbacks Relentless focus on user value and experience throughout the development 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 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 19
  • 21. Demo features & functionality vs. Demo experience as a narrative InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 20
  • 22. Quotes from Playback 1 “I’d love to have you present this to the sales teams the same way, it tells the entire story...” — Manuel Corniel, WW Sales Exec Big Data, Data explorer InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 21
  • 23. Quotes from Playback 1 “To me it’s like nirvana, you’re getting a nonmediated demo (directly from the user).” — Charlie Hill, CTO Design InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 22
  • 24. 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 Playbacks Relentless focus on user value and experience throughout the development 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 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 23
  • 25. 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 Playbacks Relentless focus on user value and experience throughout the development 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 Wiki-based Release Documents Efficient cross-functional collaboration around peer-reviewed artifacts Product Management InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation Engineering Design 23
  • 26. personas IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 24
  • 27. personas user stories & interactions IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 24
  • 28. personas user stories & interactions sketches IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 24
  • 29. personas user stories & interactions visual prototypes IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation sketches 24
  • 30. personas user stories & interactions field testing visual prototypes IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation sketches 24
  • 31. personas user stories & interactions release blueprint field testing visual prototypes IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation sketches 24
  • 32. 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 Playbacks Relentless focus on user value and experience throughout the development 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 Wiki-based Release Documents Efficient cross-functional collaboration around peer-reviewed artifacts Product Management InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation Engineering Design 25
  • 33. 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 Playbacks Relentless focus on user value and experience throughout the development 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 Wiki-based Release Documents Efficient cross-functional collaboration around peer-reviewed artifacts IBM Design Thinking Metrics Visibility into objective operational data Organization data Skills ratios 1:9 Design team skills data Release Blueprint URL Release Hills Lead Users Product Management InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation Engineering Design Dependencies 25
  • 34. Where were we? InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 26
  • 35. What else changed? InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 29
  • 36. Colocated team vs. Distributed team (2/10 remote devs - still more colocated than most IBM teams) InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 30
  • 37. Non-dedicated design resources vs. Dedicated design resources (2 UX designers, 2 front-end devs / 3 app devs, 3 backend devs) InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 31
  • 38. Access to end users vs. Sponsor clients and users InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 32
  • 39. Dev UX PM vs. Dev UX PM InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 33
  • 40. Lean UX Principles • Design Thinking • User-centric design and development • Cross-functional team • Maximize learning • Just-in-time (minimize waste) • Validate and iterate InfoSphere Data Explorer :: ©2013 IBM Corporation 34
  • 41. Things that remained the same InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 35
  • 42. Agile & Lean practices for over 5 years • startup culture • XP practices (continuous integration, peer reviews, unit tests, pair programming, ...) • design studios (collaborative design workshops) • Kanban • stories • daily standups • demos • retrospectives InfoSphere Data Explorer :: ©2013 IBM Corporation 36
  • 43. Design and development flow InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 37
  • 44. 1. Brainstorm and scope as a team InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 38
  • 45. 2. Workflow and creating epics InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 39
  • 46. 3. Breaking epics down to stories that can be designed / implemented InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 40
  • 47. 4. Design, validate, implement, polish design InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 41
  • 48. 5. One day in the Pittsburgh Big Data lab... Designers and developers at work Team daily standup InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 42
  • 49. 6. Designer shares design and gets feedback from Dev InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 43
  • 50. 7. Dev works on implementing the design ARIADNA FONT | @QUICOLA @IBMDESIGN @LEANUX
  • 51. 8. Dev proudly shows the implementation with the final design to designer InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 45
  • 52. Key aspects One team with shared core values Daily high-bandwidth communication Iterate - don’t let perfection be the enemy of good InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 46
  • 53. What about outcomes? InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 47
  • 54. Before... InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 48
  • 55. Now InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 49
  • 56. Now InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 49
  • 57. Now InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 50
  • 58. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 51
  • 59. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 51
  • 60. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 51
  • 61. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 52
  • 62. InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 53
  • 63. Responsive design (mobile friendly) InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 54
  • 64. Responsive design (mobile friendly) InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 54
  • 65. InfoSphere Data Explorer 9.0 1st Signature Product released! InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 55
  • 66. Can’t dictate great outcomes
  • 67. PROCESS
  • 68. PROCESS Not a new way of acting, a new way of thinking
  • 69. Can prepare for great outcomes
  • 70. June 2012 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 59
  • 71. We managed to bring IBM along and leverage IBM’s channels October 2013 InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 60
  • 72. IBM Design Thinking 61
  • 73. IBM Design Thinking & Lean UX 62
  • 74. Thanks! @quicola #designthinking #leanux @ibmdesign 63
  • 75. References InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 64
  • 76. Engineering and coding practices InfoSphere Data Explorer :: IBM Confidential :: ©2013 IBM Corporation 65