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UX STRAT 2014: Todd Wilkens, "Putting UX and Strategy at the Heart of the Product Team"

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Recently, IBM has embarked on a massive transformation focused on integrating design and user experience practice back into the core of everything the company does. This is the largest such transformation ever attempted and the very scale of IBM as an organization means that it can't help but have major impact in the world of design.
The session will give a brief background on the IBM Design initiative as a whole then cover the specifics around our new Product Management practice as well as the strategy we've taken to roll it out across all of IBM. We'll share our early successes as well as some lessons learned. You should leave with a lot of ideas about concrete steps you could take in your organization to embed UX and Design in your strategic activities.

Published in: Design
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UX STRAT 2014: Todd Wilkens, "Putting UX and Strategy at the Heart of the Product Team"

  1. 1. IBM Design Todd Wilkens, Design Principal UX STRAT, Boulder, September 2014 IBM Design Putting UX and Strategy at the heart of the Product Team
  2. 2. IBM Design :: ©2014 IBM Corporation But on further thought…
  3. 3. IBM Design :: ©2014 IBM Corporation Todd Wilkens, Design Principal UX STRAT, Boulder, September 2014 IBM Design Killing UX Strategy to save UX and Strategy
  4. 4. IBM Design :: ©2014 IBM Corporation Challenge: How do we create a sustainable culture of experience-focused product development that delivers great product and solution outcomes at IBM's scale?
  5. 5. IBM Design :: ©2014 IBM Corporation A small digression about large scale.
  6. 6. IBM Design :: ©2014 IBM Corporation IBM is B-I-G 6
  7. 7. IBM Design :: ©2014 IBM Corporation — John Doe “This is a quote that makes a great point” 400,000+employees
  8. 8. IBM Design :: ©2014 IBM Corporation — John Doe “This is a quote that makes a great point” product teams 3,000
  9. 9. IBM Design :: ©2014 IBM Corporation — John Doe “This is a quote that makes a great point” product teams 3,000
  10. 10. IBM Design :: ©2014 IBM Corporation 10 100+years old
  11. 11. IBM Design :: ©2014 IBM Corporation 11
  12. 12. IBM Design :: ©2014 IBM Corporation Everything we do at IBM Design requires equal parts Audacity + Humility 12
  13. 13. IBM Design :: ©2014 IBM Corporation Core Beliefs Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality. Experience-focused decision making and planning is the key to delivering real value to market. Whole organizations (not just designers) deliver great experiences to market. Creating great experiences requires a strong design competency.
  14. 14. IBM Design :: ©2014 IBM Corporation Experience-focused decision making and planning is the key to delivering real value to market. Core Belief
  15. 15. IBM Design :: ©2014 IBM Corporation Experience-focused decision making and planning is the key to delivering real value to market. Core Belief
  16. 16. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
  17. 17. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
  18. 18. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
  19. 19. IBM Design :: ©2014 IBM Corporation Corollary #2: Focus on good experience and design need to be in the DNA of your company culture.
  20. 20. IBM Design :: ©2014 IBM Corporation Corollary #2: Focus on good experience and design need to be in the DNA of your company culture.
  21. 21. IBM Design :: ©2014 IBM Corporation Good design is good business. —Thomas Watson Jr.
 Chief Executive Officer, 1973 “Good design is good business.”
  22. 22. IBM Design :: ©2014 IBM Corporation Studio Opening “I believe, if I could be so bold, that the work done here will change the world. This is a re-commitment to a heritage of innovation that has transcended IBM.” – Ginni Rometty, CEO
  23. 23. IBM Design :: ©2014 IBM Corporation An Historic Legacy
  24. 24. IBM Design :: ©2014 IBM Corporation An Historic Legacy
  25. 25. IBM Design :: ©2014 IBM Corporation An Historic Legacy
  26. 26. IBM Design :: ©2014 IBM Corporation An Historic Legacy
  27. 27. IBM Design :: ©2014 IBM Corporation An Historic Legacy
  28. 28. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation An Historic Legacy
  29. 29. IBM Design :: ©2014 IBM Corporation
  30. 30. IBM Design :: ©2014 IBM Corporation Creating great experiences requires a strong design competency. Core Belief
  31. 31. IBM Design :: ©2014 IBM Corporation 23~300%Increase overall UX staff by
  32. 32. IBM Design :: ©2014 IBM Corporation Recruiting hundreds of talented designers more than 200 since January 2013
  33. 33. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 25IBM Design :: IBM Confidential :: ©2013 IBM Corporation 60designers started the same day (July 8, 2013)
  34. 34. IBM Design :: ©2014 IBM Corporation Whole organizations (not just designers) deliver great products to market. Core Belief
  35. 35. IBM Design :: ©2014 IBM Corporation Whole organizations (not just designers) deliver great products to market. Core Belief
  36. 36. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
  37. 37. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
  38. 38. IBM Design :: ©2014 IBM Corporation Corollary #1: There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
  39. 39. IBM Design :: ©2014 IBM Corporation Corollary #2: Product Strategy is driven by product management but only works when UX is in the hearts, minds, and hands of everyone on the team.
  40. 40. IBM Design :: ©2014 IBM Corporation Corollary #2: Product Strategy is driven by product management but only works when UX is in the hearts, minds, and hands of everyone on the team.
  41. 41. IBM Design :: ©2014 IBM Corporation IBM Design is now responsible for the product management practice for IBM as a whole.
  42. 42. IBM Design :: ©2014 IBM Corporation IBM Design is now responsible for the product management practice for IBM as a whole.
  43. 43. IBM Design :: ©2014 IBM Corporation But this isn’t about simply about teaching PM’s Design Thinking.
  44. 44. IBM Design :: ©2014 IBM Corporation But this isn’t about simply about teaching PM’s Design Thinking.
  45. 45. IBM Design :: ©2014 IBM Corporation We need Design Thinking++.
  46. 46. IBM Design :: ©2014 IBM Corporation We need Design Thinking++.
  47. 47. IBM Design :: ©2014 IBM Corporation We need Design Thinking++.
  48. 48. IBM Design :: ©2014 IBM Corporation 32 “Design thinking” is a way of solving problems that is especially helpful for creating product and service experiences.
  49. 49. IBM Design :: ©2014 IBM Corporation 32 “Design thinking” is a way of solving problems that is especially helpful for creating product and service experiences.
  50. 50. IBM Design :: ©2014 IBM Corporation 32 “Design thinking” is a way of solving problems that is especially helpful for creating product and service experiences.
  51. 51. IBM Design :: ©2014 IBM Corporation 33 But it isn’t necessarily an approach for delivering products to market.
  52. 52. IBM Design :: ©2014 IBM Corporation 33 But it isn’t necessarily an approach for delivering products to market.
  53. 53. IBM Design :: ©2014 IBM Corporation A framework for whole teams to deliver great experiences to market IBM Design Thinking
  54. 54. IBM Design :: ©2014 IBM Corporation Prototype Evaluate Understand Explore Design Thinking
  55. 55. IBM Design :: ©2014 IBM Corporation Prototype Evaluate Understand Explore IBM Design Thinking
  56. 56. IBM Design :: ©2014 IBM Corporation Core Principles and Practices of IBM Design Thinking Playbacks align your team, stakeholders, and clients around the user value you will deliver, rather than project line items Sponsor Users help you design experiences for real target users, rather than imagined needs Hills focus your project on big problems and outcomes for users, not just a list of feature requests
  57. 57. IBM Design :: ©2014 IBM Corporation Hills
  58. 58. IBM Design :: ©2014 IBM Corporation COMMANDER’S INTENT 39
  59. 59. IBM Design :: ©2014 IBM Corporation “a framework for freedom to act” 40
  60. 60. IBM Design :: ©2014 IBM Corporation Hills Hills frame your releases and planning periods around user-centric 
 market outcomes, not feature requests. Example from an internal project
  61. 61. IBM Design :: ©2014 IBM Corporation Hills Hills frame your releases and planning periods around user-centric 
 market outcomes, not feature requests. Deliver a custom wiki community template to allow agile teams to collaborate on client projects Example from an internal project
  62. 62. IBM Design :: ©2014 IBM Corporation Hills Hills frame your releases and planning periods around user-centric 
 market outcomes, not feature requests. Deliver a custom wiki community template to allow agile teams to collaborate on client projects A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2014) Example from an internal project
  63. 63. IBM Design :: ©2014 IBM Corporation Hills Hills frame your releases and planning periods around user-centric 
 market outcomes, not feature requests. Deliver a custom wiki community template to allow agile teams to collaborate on client projects A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2013) Example from an internal project Who What Wow
  64. 64. IBM Design :: ©2014 IBM Corporation Hills fill the gap between a vision statement and a backlog.
  65. 65. IBM Design :: ©2014 IBM Corporation The “teeth” in Hills Invest resources across three Hills + a Technical
 Foundation to combat arbitrary features and reallocation Hill Hill Hill Technical Foundation Hill 3 20% Tech 15% Hill 1 20% Hill 2 45%
  66. 66. IBM Design :: ©2014 IBM Corporation Sponsor Users
  67. 67. IBM Design :: ©2014 IBM Corporation Sponsor Users A set of real users recruited to “join” the product team for a period and do participatory design. Sponsor Users
  68. 68. IBM Design :: ©2014 IBM Corporation Playbacks
  69. 69. IBM Design :: ©2014 IBM Corporation 48 A picture is worth a thousand words.
  70. 70. IBM Design :: ©2014 IBM Corporation 49 A prototype is worth a thousand meetings.
  71. 71. IBM Design :: ©2014 IBM Corporation 50 The greatest value of a prototype is often how it tells a story of user value.
  72. 72. IBM Design :: ©2014 IBM Corporation What is a Playback? In a Playback, the user experience for a defined scenario is “played back” to stakeholders to foster collaboration, feedback, and alignment. ! All conversation and alignment is around the user value that the team will deliver, rather than project line items.
  73. 73. IBM Design :: ©2014 IBM Corporation Playbacks <This space intentionally left blank.>
  74. 74. IBM Design :: ©2014 IBM Corporation A culture of showing versus telling
  75. 75. IBM Design :: ©2014 IBM Corporation Educating and activating teams IBM Designcamp
  76. 76. IBM Design :: ©2014 IBM Corporation — John Doe “This is a quote that makes a great point” IBM Designcamp Accelerating projects through experiential, multi- disciplinary learning & IBM Design mentoring
  77. 77. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 56 Designcamp for Product Teams
  78. 78. IBM Design :: ©2014 IBM Corporation 57 Designcamp for Product Managers
  79. 79. IBM Design :: ©2014 IBM Corporation 58 Designcamp for IBM Executives
  80. 80. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 59 Designcamp for New Hires
  81. 81. 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  82. 82. IBM Design :: ©2014 IBM CorporationIBMDesign::IBMConfidential::©2013IBMCorporation Designcamps held 35+
  83. 83. IBM Design :: ©2014 IBM CorporationIBMDesign::IBMConfidential::©2013IBMCorporation Project Teams 75+
  84. 84. IBM Design :: ©2014 IBM CorporationIBMDesign::IBMConfidential::©2013IBMCorporation feet2 butcher’s paper 64,000
  85. 85. IBM Design :: ©2014 IBM CorporationIBMDesign::IBMConfidential::©2013IBMCorporation post-it notes 336,100
  86. 86. IBM Design :: ©2014 IBM CorporationIBMDesign::IBMConfidential::©2013IBMCorporation singing gorilla 1
  87. 87. IBM Design :: ©2014 IBM Corporation Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality. Core Belief
  88. 88. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation IBM Design Thinking is a framework for collaboration that helps us create innovative experiences with real
  89. 89. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation DevOps is a framework for collaboration that delivers experiences to market, evolving them quickly and responsively, and
  90. 90. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation IBM Design Thinking + DevOps makes a truly modern, iterative approach to creating, delivering, and evolving quality experiences with market 69
  91. 91. IBM Design :: ©2014 IBM Corporation IBM Design Thinking and DevOps
 Three shared values Outcomes 
 for users Continuous learning Radical collaboration
  92. 92. IBM Design :: ©2014 IBM Corporation Continuous alignment IBM teams take shared ownership of user outcomes Design Code Product
 Management Ops Test Marketing Inside Sales Support
  93. 93. IBM Design :: ©2014 IBM Corporation 72
  94. 94. IBM Design :: ©2014 IBM Corporation 72
  95. 95. IBM Design :: ©2014 IBM Corporation 72
  96. 96. IBM Design :: ©2014 IBM Corporation 73 Outcomes
  97. 97. IBM Design :: ©2014 IBM Corporation 68+project teams have participated in Designcamp IBM Design Thinking is now in wide use 500leaders participated in 
 two Leadership Summits in 2014 70+software projects using IBM Design Thinking today
  98. 98. IBM Design :: ©2014 IBM Corporation 75 Two examples of success
  99. 99. IBM Design :: ©2014 IBM Corporation 76 IBM Mail Next
  100. 100. IBM Design :: ©2014 IBM Corporation 76 #IBMConnect IBM Mail Next
  101. 101. IBM Design :: ©2014 IBM Corporation 76 #IBMConnect IBM Mail Next
  102. 102. IBM Design :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2014 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 77 IBM BlueMix is a single solution environment with the instant resources and infrastructure to develop and deploy apps across multiple domains. It offers instant services, runtimes, and infrastructure and a catalog containing everything you need from IBM provided services to third-party offerings like Twillio.
  103. 103. IBM Design :: ©2014 IBM Corporation DESIGN THAT MATTERS FOR THE WORLD @ibmdesign ibm.com/design toddwilkens@us.ibm.com

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