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Operating in Context (Doug Powell at DesignOps Summit 2018)

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Doug Powell: "Operating in Context"
DesignOps Summit 2018 • November 7-8, 2018 • New York, NY
http://www.designopssummit.com

Published in: Design
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Operating in Context (Doug Powell at DesignOps Summit 2018)

  1. 1. Design at Scale Building a human-centered culture at IBM Doug Powell
 Vice President of Design
 @douglaspowell1 DesignOps Summit
 November 8, 2018
  2. 2. This is an amazing time 
 for design and designers.
  3. 3. 2007
  4. 4. Arianne Miller Lab • OPM
  5. 5. How do we move beyond earning a seat 
 at the table?
  6. 6. 107 year old company •

  7. 7. 107 year old company • 360,000 employees •

  8. 8. 107 year old company • 360,000 employees • 170 countries •

  9. 9. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users •

  10. 10. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software •

  11. 11. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads •

  12. 12. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers •

  13. 13. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! •

  14. 14. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 •

  15. 15. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 • sustainable culture of 
 design and design thinking •

  16. 16. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 • sustainable culture of 
 design and design thinking • 1,800 
 designers •

  17. 17. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 • sustainable culture of 
 design and design thinking • 1,800 
 designers • 6 week onboarding •

  18. 18. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 • sustainable culture of 
 design and design thinking • 1,800 
 designers • 6 week onboarding • 50 studios • 

  19. 19. 107 year old company • 360,000 employees • 170 countries • enterprise technology for business users • mostly cloud-based 
 software • think pads • super computers • Ginni! • 2012 • sustainable culture of 
 design and design thinking • 1,800 
 designers • 6 week onboarding • 50 studios • 
 300 designers in ATX
  20. 20. Design at IBM is decentralized
  21. 21. Design at IBM is decentralized
  22. 22. Design at IBM is decentralized Product Services
  23. 23. Design at IBM is decentralized Product Services Corporate
  24. 24. Design at IBM is decentralized Product Services Corporate COC
  25. 25. Design at IBM is decentralized
  26. 26. Design Leadership Vice President of Design IBM Fellow Design Director Distinguished Designer Design Program Director Design Principal
  27. 27. Designer
  28. 28. Designer Developer Executive Sponsor IT Architect Developer Product 
 Manager User
  29. 29. Morethan140,000 IBMersarenow
 badgeddesignthinkers.
  30. 30. ibm.com/design/thinking
  31. 31. Measuring the Impact
  32. 32. Measuring the Impact There is no single way to measure the 
 impact of design and design thinking. It is always embedded in and dependent upon other complex functions.
  33. 33. Design Program Reviews Aggregates a collection of data and metrics 
 into a cohesive story that we can deliver to our business leaders in a way they can consume.
  34. 34. Know your user!
  35. 35. What do we know about these people?
  36. 36. _ Super busy What do we know about these people?
  37. 37. _ Super busy _ Data-driven What do we know about these people?
  38. 38. _ Super busy _ Data-driven _ Opinionated What do we know about these people?
  39. 39. _ Super busy _ Data-driven _ Opinionated _ Competitive What do we know about these people?
  40. 40. _ Super busy _ Data-driven _ Opinionated _ Competitive _ No bullshit What do we know about these people?
  41. 41. _ Super busy _ Data-driven _ Opinionated _ Competitive _ No bullshit _ They will believe! What do we know about these people?
  42. 42. What can we measure?
  43. 43. What can we measure? _ Staffing & Ratios
  44. 44. What can we measure? _ Staffing & Ratios _ Locations & Studios
  45. 45. What can we measure? _ Staffing & Ratios _ Locations & Studios _ Seniority & Careers
  46. 46. What can we measure? _ Staffing & Ratios _ Locations & Studios _ Seniority & Careers _ Design Thinking Practice
  47. 47. What can we measure? _ Staffing & Ratios _ Locations & Studios _ Seniority & Careers _ Design Thinking Practice _ Designer Health & Attrition
  48. 48. What can we measure? _ Staffing & Ratios _ Locations & Studios _ Seniority & Careers _ Design Thinking Practice _ Designer Health & Attrition _ User Sentiment
  49. 49. What can we measure? _ Staffing & Ratios _ Locations & Studios _ Seniority & Careers _ Design Thinking Practice _ Designer Health & Attrition _ User Sentiment Future design 
 investment roadmap
  50. 50. Know your business leaders as users Measure everything you can think of Tell a compelling, concise story
  51. 51. Culture Matters We have been measuring employee satisfaction with the new framework, and every response comes back as an 8, 9, or 10. One employee shared that ‘I've worked here for so many years, and this is the first time I've been excited and engaged.’”
  52. 52. ibm.com/design/thinking
  53. 53. 67
  54. 54. 67
  55. 55. Diversity is a DesignOps issue
  56. 56. 70

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