Share How the Design mind set can help us to bring the team together to Understand & Explore problems and needs putting the user into the center of processes and How we can iterate over insights and unleash our creative potential. Through the Doug Dietz's MRI(GE Heath Care) case we could see 'How we can go deep into the user perspective to understand their needs and generate ideas and prototypes to deliver meaningful experiences with personal value. Talked about IBM Design heritage and urgent need to deliver experiences and how the new IBM Design are building a new Design culture. Tasting a little of Empathy & Ideation & Storytelling + Uncovering our Stakeholders + Practicing Empathy through the Personas + Generating & Choosing Ideas + Telling a story about our Personas and how we can help them

1. Collaboration Program
march/2014
@
Design

2. Drive:!
Entrepreneur Attitude
through Design
Adilson Chicória

4. Collaboration ?

5. Collaboration is
to realize people
through these processes
that
interact

6. to create value for ..
people.

7. How can we collaborate ?
people
of the processes…
to the center
bringing

8. …and understand
their perspectives
!
and co-create solutions together.
How can we collaborate ?

9. Why Design?

10. Doug Dietz
Product Designer at GE
20 years designing
MRI and CT machines

11. Discover Empathy
MRI

12. Discover Empathy
MRI
what kind of experience does the
user remember?

13. Discover EmpathyDiscover Empathy
and about a children?

14. How ?

15. design = create for people

16. design = create for people
desirability
(People)
feasible
(Business)
viability
(Technically)
Solução

17. How ?

18. Design process
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

20. Empathy
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

21. Se colocando no lugar do usuário
Discover
standing on user shoes…
Empathy

22. ..understand the people…
Discover

23. … which I going to design for.
Discover

24. Discover EmpathyDiscover Empathy
and about a children?

25. Discover Empathy

26. Define
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

27. Se colocando no lugar do usuário
Define
exploring and connecting insights

28. Se colocando no lugar do usuário
Define
exploring and connecting insights

29. Se colocando no lugar do usuário
Define
co-created

30. Develop
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

31. experimenting and try to the future
Develop Prototyping

32. …and avoiding waste time developing technologies!
which would not works as planned
Develop Prototyping

33. Develop Prototyping
sketches

34. Develop Prototyping
sketches

35. Develop Prototyping
sketches

36. Develop Prototyping
testing

37. Develop Prototyping
Doug team

38. Delivery
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

39. delivery user experiences by design
Delivery

40. Delivery

41. that they will enjoy and love
Delivery

42. that children will enjoy
Delivery

43. that children will enjoy
Delivery

44. that they will enjoy and love
Delivery

45. that they will enjoy and love
Delivery

46. Design process
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop

47. What about Design at IBM ?

48. Tomas Watson Jr.
IBM CEO 1966
"Good Design is good business"

49. Good Design is good business.
1966
Tomas Watson Jr.
IBM Design Program

50. IBM Design Heritage
IBM Connect 2014 http://www.livestream.com/ibmsoftware/video?clipId=pla_3f79b08c-9083-4cfc-98db-03107ed175ab

51. IBM Select type writer
http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/selectric/

52. Austin Design Studio Opening nov/2013 Ginni Rometty
IBM CEOhttps://twitter.com/coastw/status/398185149055373312
“A world transformed by data needs
design thinking".

53. “The biggest driver of
sustained growth is!
the Client Experience"
Ginni Rometty
IBM CEO
http://www-03.ibm.com/press/us/en/biography/10069.wss

54. “At IBM, we’ve become
great at speaking about
the enterprise value
proposition but we
struggle to deliver the
personal value
proposition"
Phil Gilbert!
General Manager
IBM Design

55. IBM Design - Design at Scale
https://www.youtube.com/watch?v=FzUrfi-GWeI

56. Designing an IBM that

57. it’s a long term

58. Das 500 empresas que
fazem parte do índice S&P
500
fonte: CNBC
from S&P 500 companies
the design centric companies
like IBM outperformed the
S&P 500 over 10 years

59. empathy
co-creation
experimentação entregar
Challenge
Definition
insights ideation realizaçãoprototipação
Tasting Empathy & Ideation & Storytelling

60. 2
4
5
1
6
Apresentar o Desafio
Fazer o Mapa de Stakeholders ?
Idéias: usar os achados para criar idéias para
ajudar a resolver o desafio
Selecionar 3 idéias
Apresentar as Idéias selecionadas para as pessoas
presentes e ouvir o que elas pensam
3
Usar o Mapa de Empatia para “entender
melhor” o usuário ?

61. Challenge: How can we engage ourselves and
embrace the Collaboration Program (Ideas,
Assets e Lean) in order to contribute
individually and as team to increase our value-
added perception for our client eyes regarding our
creative potential?

62. Stakeholders
EAI
RS
Basting,
Dev
Marcos,
ML
DPE
Gerson,
Dpe
Fernando,
Dev Leader
?
?
?
Qual expectativa?
?

63. Empathy Map
desenhar o !
usuário
Nome, Idade
Perfil

64. Empathy Map
35

65. Empathy Map

66. Ideation

67. delegar sem
perder
visibilidade
fixar horário
de saída
fixar horário
de saída
ter atividades
pessoais
definidas
Ideation

68. delegar sem
perder
visibilidade
fixar horário
de saída
fixar horário
de saída
ter atividades
pessoais
definidas
Ideation
1 2
pesos

69. delegar sem
perder
visibilidade
fixar horário
de saída
fixar horário
de saída
ter atividades
pessoais
definidas
Ideation
1 2
pesos

70. Ideation
1 2
pesos

71. Storytelling
?

72. obrigado!
contacts
acjardim@br.ibm.com
@AdilsonChicoria
adilsonchicoria.com
chicoria@gmail.com