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.

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IBM design thinking @LeanUXNYC

  1. 1. IBM Design ThinkingA New Era at IBM. Lean UX leading the way. Ariadna Font Llitjós, PhD UX Lead and Management Developer, Big Data
  2. 2. Creating a Consistent Culture of Design
  3. 3. Good design is good business.—Thomas Watson Jr. Chief Executive Officer, 1973
  4. 4. IBM DESIGN THINKING Defines our approach to creating compelling personal value propositions and engaging user experiences
  5. 5. IBM Design Thinking: Scaling great designKey building blocks for consistently great design outcomes ©2013 IBM Corporation
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. CAN’T DICTATEGREAT OUTCOMES
  12. 12. PROCESS
  13. 13. PROCESSNot a new way of acting, a new way of thinking
  14. 14. Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  15. 15. Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  16. 16. Clear Conceptual Models Decisions, not ProcessPeer-Reviewed Artifacts
  17. 17. COMMANDER’S INTENT
  18. 18. COMMANDER’S INTENT “a framework for freedom to act”
  19. 19. CAN’T DICTATEGREAT OUTCOMES
  20. 20. PREPARE FORGREAT OUTCOMES
  21. 21. IBM Design Thinking Collaboration Model Product management Sponsor client/user Design Engineering ©2013 IBM Corporation
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. personas
  28. 28. personas user stories & interactions
  29. 29. personas user stories & interactions sketches
  30. 30. personas user stories & interactionsvisualprototypes sketches
  31. 31. personas user stories & interactionsvisual & workingprototypes sketches
  32. 32. personas user stories & interactions field testingvisual & workingprototypes sketches
  33. 33. field testing release blueprint
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. IBM Designcamp ©2013 IBM Corporation
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 1
  48. 48. 1 430,000
  49. 49. CULTURE
  50. 50. A strict observance of the written laws isdoubtless one of the high duties of a goodcitizen, but it is not the highest.
  51. 51. 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
  52. 52. IBM DESIGN THINKING

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