This document discusses IBM's efforts to establish a design-first product culture and strategy. It outlines IBM's design program, which includes recruiting over 100 designers in 2013, establishing an Austin design studio focused on key industries, and rolling out IBM Design Thinking and Signature/Hallmark Projects to scale design through real projects. The goal is to create a sustainable culture of design that delivers great outcomes at IBM's large scale.

1. Establishing a Design-First
Product Culture and Strategy
Pierre-Henri Clouin
Idean UX Summit 3: UX Driven Strategy - October 11, 2013
IBM Design

2. Good design is good business.
—Thomas Watson Jr.
Chief Executive Officer, 1973
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3. Legacy
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11. Design for a New Era of Computing
2012 IBM Annual Report
“We see three characteristics
of this new era − what we call
Smarter Computing.”
Open and collaborative
Defined for big data
Defined by software
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12. Challenge:
How do we create a sustainable culture
of design that delivers great product and
solution outcomes at IBM's scale?
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14. Talent + Practice = Outcome
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15. IBM Design Program
Recruiting
Design Firms
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Austin Studio
Designcamp
IBM Design
Projects
Community
Tooling &
Education
IBM Design
Thinking
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16. Recruited over 100 Designers to date in 2013
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17. Austin Design Studio
Industry
Solutions
Business
Analytics
Mobile
Next
Generation
Platform
PureSystems
Cloud &
Smarter
Infrastructure
Security
Dev/Ops
Smarter
Process
IBM
Collaboration
Solutions
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IBM Design :: Design :: IBM Confidential IBM Corporation
Big Data
Watson
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18. IBM Design Thinking
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19. design thinking
David Kelley and Bill Moggridge (who
with Mike Nuttall co-founded IDEO in
1991) pioneered and codified design
thinking as a practice. Design thinking
offers a new way to think about
problems and their solutions and is
applicable to almost any domain.
While more complex than this in
practice, it is based on three simple
notions: empathy, prototyping and
radical collaboration.
Evaluate
Explore
Understand
Prototype
Today, the d.school at Stanford is the
intellectual home of design thinking.
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20. IBM Design Thinking - core alignment practices
Invest for Market Outcomes
Envision the User Experience
Hills focus your project on big
Sponsor Users help you design
problems and outcomes for users,
not just a list of feature requests
experiences for real target users,
rather than imagined needs
Collaborate, Align, Engage!
Playbacks align your team, stakeholders,
and clients around the user value you will
deliver, rather than project line items
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21. IBM Design Thinking
Evaluate
Explore
Understand
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Prototype
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22. Signature and Hallmark Programs: scaling design through real projects
Signature Projects
Hallmark Projects
Select, strategic projects supported by IBM Design experts and investments
Open to all product teams that adopt IBM Design Thinking
Exceptional design outcomes and IBM Design Thinking showcase
"DIY-ready" program with community of practice, education and tooling
Big Data &
Analytics
Cloud
Social Business
Smarter
Cities
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Commerce &
Marketing
Security
Expert
Integrated
Systems
Mobile
Watson
WebSphere
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23. IBM Designcamp
Accelerating projects through experiential, multi-disciplinary
learning & IBM Design mentoring
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24. Designing an IBM that...
Works together
IBM Design :: IBM Confidential :: ©2013 IBM Corporation
Works the same
Works for me
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25. find out more
ibm.com/design
@ibmdesign
#ibmdesign