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DESIGN THINKING for
DISRUPTIVE BUSINESS
LESLIE BAYONA
26 NOV 2015
Moxie
mox·ie ˈmäksē/


aggressive energy; initiative; 

determination to solve a difficult problem.
WHY DESIGN?
USELESS DATA PROVIDES NO VALUE
INFORMATION OVERLOAD LEADS TO
MISCOMMUNICATION

= CHAOS
BROKEN INTERNAL PROCESS 

CAN BE FELT OUTSIDE
CUSTOMER EXPERIENCE (CX)
ORGANIZATIONAL
ALIGNMENT
DESIGN FOR
PRODUCT
PROCESS
PEOPLE
DESIGN
INNOVATION
&
CUSTOMER EXPERIENCE (CX)
meaningful & relevant experiences add value
GOAL: craft this customer experience,
starting with your product
Design Thinking principles can be powerful
to adopt innovative new ideas and experiences.
VALUE PROPOSITION DESIGN
CREATING VALUE OUT OF INSIGHTS
IaaS
agility
faster deployment of resources
subscription
model
manageability
manageability
Mapping the Value Proposition of Value Proposition Design
CEB CHALLENGER COMMERCIAL TRAINING
TAILORING CONTENT FOR YOUR CUSTOMER
Unique valuable perspectives on my market
Help me navigate alternatives
Help avoid potential risks
Educate on new issues and outcomes
CEB (CORPORATE EXECUTIVE BOARD)
CHALLENGER MODEL
What customers look for:
PERSPECTIVE
EDUCATION
RISK
ALTERNATIVES• Teach customers a new way to think about business
• Tailor approach to resonate
• Take control of the buying process
Constructive Tension TRIGGERS ACTION
FOR SALES TO CLIENT ENGAGEMENTS 



Information toolkit
Encourage information that’s new
But how does the customer tie this up
with his business?
CHALLENGER PRESENTATION FORMAT
I. Background of the Company
II. Tailoring to the Individual - the advocate in
the company willing and able to help your
cause.


 INDUSTRY ( COMPANY ( ROLE (INDIVIDUAL)))
Reframe how the customer views their business
that inspires action to your solution .



NEW CONTENT FORMULA

70% CUSTOMER, 

30% OWN PRODUCTS 



FROM TRADITIONAL SALES
PITCH TO CHALLENGER
Insights
Make customer think different
Suggest action leading to your solution
Step 1: Identify a pain point
Step 2: Educate customers on
associated costs for leaving issues
unresolved
AS A BUSINESS ADVISER: 

Discover Opportunities › 

Align Vision › 

Implement and Grow 



FROM TRADITIONAL SALES
PITCH TO CHALLENGER
Market Share, Profit, Growth, Stabilize, Improve,
Reduce, Expand, Ask, Report, Measure, Promote
Constructive Tension TRIGGERS ACTION
Begin: INSIGHT Raising a concern
Mid: IMPACT Identify true cost
End: Share unique SOLUTION leading to
your unique strengths
TRUST = VALUE Increase Product Benefits 

while Reducing Cost
USE CASES: ENUMERATE SCENARIOS 

TO SERVE AS MARKET INSIGHT
CONTENT MARKETING STRATEGY
STAYING RELEVANT WITH NEW INFORMATION
DO THIS NOW
"At heart, a focus on the business of technology,
grounded in design, with a light touch of curiosity about life."
IBM DESIGN EXPERIENCE CASE STUDY
BLEND DESIGN THINKING AND AGILE
Blend Design Thinking And Agile
The goal of IBM Design Thinking is to create those links between problem solving,
execution, and release and to help cross-functional teams deliver experiences, not
just design them rethink existing project portfolios. 

Drive: shiſt the company away from feature- and function- driven soſtware
development toward UX as a market differentiator.
IBM’S DESIGN THINKING BUILDS ON:

HILLS

SPONSOR USERS

PLAYBACKS
The level of B2B product design
will continue to rise. 



Users of B2B soſtware are becoming increasingly
accustomed to easy- to-use, effective, and
appealingly designed products. IBM’s focus on a
good user interface (UI) for B2B products increases
the pressure for other companies to follow suit or
perish.
THE INGREDIENTS: Adapted, Adopted, And 

Improved Practices
CRAFTING A HILLS STATEMENT



IBM defines Hills as “user-centric statements that define the
mission and scope of a product release and serve to focus the
design and development work on desired market outcomes.”
WHO, WHAT, WOW!
EXAMPLE 

“A growth market-based sales manager can assemble a response team
from around the world in 24 hours without management’s help.”
CATEGORY NAME Cloud
PRODUCT NAME Microsoſt Office 365
PRODUCT NICKNAME MS O365
WHO WHAT WOW
EDUCATION INDUSTRY
A university can allow its
faculty and students
to collaborate
seamlessly using best-
in-class productivity
tools
accessible anywhere,
even outside of the
classroom.
HILLS STATEMENT
A university can allow its faculty and students to collaborate seamlessly
using best-in-class productivity tools accessible anywhere, even outside of
the classroom.
Finance Department
X University can save up on Microsoſt Office soſtware licenses with TCO
savings up to 30% on the Cloud.
IT Department
X University’s IT department doesn’t have to worry about migrating their
data into the Cloud MS O365, as a MS CSP we can do this in 5 days.
DO THIS NOW
CRAFTING A HILLS STATEMENT
EXAMPLE 

“A growth market-based sales manager can assemble a response team
from around the world in 24 hours without management’s help.”
CATEGORY NAME
PRODUCT NAME
PRODUCT
NICKNAME
WHO INDUSTRY INDUSTRY INDUSTRY WOW PRODUCT 

HILLS STATEMENT
WHAT
Use Case / Workload
Use Case / Workload
Use Case / Workload
Use Case / Workload
CATEGORY 

HILLS STATEMENT
DUE MONDAY NOV 30 12NN VIA EMAIL TO LESLIE
HILLS STATEMENT TEMPLATE
EXAMPLE HILLS STATEMENT

“A growth market-based sales manager can assemble a response team from around the
world in 24 hours without management’s help.”
“Your pitch should explain 

what you are working on, 

the technical insight that’s
driving it, how you are
measuring your success
(particularly customer benefit),
and perhaps how it fits into the
big picture.” 

― Eric Schmidt, How Google Works
Design Thinking for Disruptive Business

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Design Thinking for Disruptive Business

  • 1. DESIGN THINKING for DISRUPTIVE BUSINESS LESLIE BAYONA 26 NOV 2015
  • 2. Moxie mox·ie ˈmäksē/ 
 aggressive energy; initiative; 
 determination to solve a difficult problem.
  • 3. WHY DESIGN? USELESS DATA PROVIDES NO VALUE INFORMATION OVERLOAD LEADS TO MISCOMMUNICATION
 = CHAOS BROKEN INTERNAL PROCESS 
 CAN BE FELT OUTSIDE CUSTOMER EXPERIENCE (CX)
  • 5. DESIGN INNOVATION & CUSTOMER EXPERIENCE (CX) meaningful & relevant experiences add value GOAL: craft this customer experience, starting with your product Design Thinking principles can be powerful to adopt innovative new ideas and experiences.
  • 6. VALUE PROPOSITION DESIGN CREATING VALUE OUT OF INSIGHTS
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  • 8. IaaS agility faster deployment of resources subscription model manageability manageability
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  • 10. Mapping the Value Proposition of Value Proposition Design
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  • 13. CEB CHALLENGER COMMERCIAL TRAINING TAILORING CONTENT FOR YOUR CUSTOMER
  • 14. Unique valuable perspectives on my market Help me navigate alternatives Help avoid potential risks Educate on new issues and outcomes CEB (CORPORATE EXECUTIVE BOARD) CHALLENGER MODEL What customers look for: PERSPECTIVE EDUCATION RISK ALTERNATIVES• Teach customers a new way to think about business • Tailor approach to resonate • Take control of the buying process Constructive Tension TRIGGERS ACTION
  • 15. FOR SALES TO CLIENT ENGAGEMENTS 
 Information toolkit Encourage information that’s new But how does the customer tie this up with his business? CHALLENGER PRESENTATION FORMAT I. Background of the Company II. Tailoring to the Individual - the advocate in the company willing and able to help your cause. 
  INDUSTRY ( COMPANY ( ROLE (INDIVIDUAL))) Reframe how the customer views their business that inspires action to your solution .
 
 NEW CONTENT FORMULA
 70% CUSTOMER, 
 30% OWN PRODUCTS 
 
 FROM TRADITIONAL SALES PITCH TO CHALLENGER Insights Make customer think different Suggest action leading to your solution
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  • 17. Step 1: Identify a pain point Step 2: Educate customers on associated costs for leaving issues unresolved AS A BUSINESS ADVISER: 
 Discover Opportunities › 
 Align Vision › 
 Implement and Grow 
 
 FROM TRADITIONAL SALES PITCH TO CHALLENGER Market Share, Profit, Growth, Stabilize, Improve, Reduce, Expand, Ask, Report, Measure, Promote Constructive Tension TRIGGERS ACTION Begin: INSIGHT Raising a concern Mid: IMPACT Identify true cost End: Share unique SOLUTION leading to your unique strengths TRUST = VALUE Increase Product Benefits 
 while Reducing Cost USE CASES: ENUMERATE SCENARIOS 
 TO SERVE AS MARKET INSIGHT
  • 18.
  • 19.
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  • 21.
  • 22. CONTENT MARKETING STRATEGY STAYING RELEVANT WITH NEW INFORMATION
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  • 26. "At heart, a focus on the business of technology, grounded in design, with a light touch of curiosity about life."
  • 27. IBM DESIGN EXPERIENCE CASE STUDY BLEND DESIGN THINKING AND AGILE
  • 28. Blend Design Thinking And Agile The goal of IBM Design Thinking is to create those links between problem solving, execution, and release and to help cross-functional teams deliver experiences, not just design them rethink existing project portfolios. 
 Drive: shiſt the company away from feature- and function- driven soſtware development toward UX as a market differentiator.
  • 29.
  • 30. IBM’S DESIGN THINKING BUILDS ON: HILLS SPONSOR USERS PLAYBACKS The level of B2B product design will continue to rise. 
 
 Users of B2B soſtware are becoming increasingly accustomed to easy- to-use, effective, and appealingly designed products. IBM’s focus on a good user interface (UI) for B2B products increases the pressure for other companies to follow suit or perish. THE INGREDIENTS: Adapted, Adopted, And 
 Improved Practices
  • 31. CRAFTING A HILLS STATEMENT
 
 IBM defines Hills as “user-centric statements that define the mission and scope of a product release and serve to focus the design and development work on desired market outcomes.” WHO, WHAT, WOW! EXAMPLE 
 “A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
  • 32. CATEGORY NAME Cloud PRODUCT NAME Microsoſt Office 365 PRODUCT NICKNAME MS O365 WHO WHAT WOW EDUCATION INDUSTRY A university can allow its faculty and students to collaborate seamlessly using best- in-class productivity tools accessible anywhere, even outside of the classroom. HILLS STATEMENT A university can allow its faculty and students to collaborate seamlessly using best-in-class productivity tools accessible anywhere, even outside of the classroom. Finance Department X University can save up on Microsoſt Office soſtware licenses with TCO savings up to 30% on the Cloud. IT Department X University’s IT department doesn’t have to worry about migrating their data into the Cloud MS O365, as a MS CSP we can do this in 5 days. DO THIS NOW CRAFTING A HILLS STATEMENT EXAMPLE 
 “A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
  • 33. CATEGORY NAME PRODUCT NAME PRODUCT NICKNAME WHO INDUSTRY INDUSTRY INDUSTRY WOW PRODUCT 
 HILLS STATEMENT WHAT Use Case / Workload Use Case / Workload Use Case / Workload Use Case / Workload CATEGORY 
 HILLS STATEMENT DUE MONDAY NOV 30 12NN VIA EMAIL TO LESLIE HILLS STATEMENT TEMPLATE EXAMPLE HILLS STATEMENT
 “A growth market-based sales manager can assemble a response team from around the world in 24 hours without management’s help.”
  • 34. “Your pitch should explain 
 what you are working on, 
 the technical insight that’s driving it, how you are measuring your success (particularly customer benefit), and perhaps how it fits into the big picture.” 
 ― Eric Schmidt, How Google Works