Hen

IBM Design Thinking
IBM Design
Hen Shkedi

IBM Design :: IBM Confidential :: © IBM Corporation

Design a vase?

Design a better way
for people to enjoy flowers in their home.

Design a vase?
Design a better
way for people to
enjoy flowers in
their home.

noun
the purpose, planning, or intention that exists
behind an action, fact, or material object

— Don Norman
“Designers… don’t try to search
for a solution until they have
determined the real problem,
and even then, instead of solving
that problem, they stop to consider
a wide range of potential solutions.
Only then will they finally converge
upon their proposal. This process
is called ‘design thinking.’”

“Designers… don’t try to search
for a solution until they have
determined the real problem,
and even then, instead of solving
that problem, they stop to consider
a wide range of potential solutions.
Only then will they finally converge
upon their proposal. This process
is called ‘design thinking.’”
— Don Norman

“Good design is about
recognizing that the
person on the other end
has a lot less patience
than you do.”
— Jason Fried, Basecamp

Design

“There’s one key to
our future growth:
the client experience.”
— Ginni Rometty

User-centered
Product Development

Seat
Wheels
Chain
Pedals
Brakes
Handlebar
Frame

Let’s consider the human experience…

But work still often looks like this…

But, it could look and work like this…

Introducing
IBM design thinking

IBM Design Thinking is a framework for
delivering great user experiences
to our clients.

Product
Management
Design Engineering
Radical collaboration

Prototype
Evaluate
Understand
Explore
Design thinking is an approach to problem solving.

Deeply understand the real problems
for users in your market
Prototype
EvaluateExplore
The basic design thinking approach
Understand

IBM Design :: IBM Confidential :: © IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
Your
User
≠
• You
• Your Mom
• Your Daughter
• Customer
• Product Manager
• Your Manager
• Your Manager’s Manager
• CEO
4
3

As-is scenarioEmpathy Map Stakeholder Mappersonas

As-is senarionEmpathy Map Stakeholder Mappersonas

Generate and explore many possible solutions
Prototype
Evaluate
Understand
Explore

StoryboardTo-be scenarios

Make those ideas tangible with prototypes
Evaluate
Understand
Explore
Prototype

IBM Design :: IBM Confidential :: © IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
Why Prototype?
Empathy Testing
Deciding Participation
5
2

Source: http://headrush.typepad.com

Evaluate your ideas with users and
converge on the best one(s)
PrototypeUnderstand
Explore Evaluate

From User Insights to Decision Making
Prototype Evaluate
User
Insights
Design Decisions
5
8

Source: cadfanatic.com
5
9

Prototype
Evaluate
Understand
Explore
Sponsor UsersHills
Playbacks

Prototype
Evaluate
Understand
Explore
Sponsor Users
Playbacks
Hills

— Yogi Berra
“If you don’t know where you’re going,
you might not get there.”

A Hill is a well-defined objective that enables you to focus
and know when you’re done
‣Who?
For a user or specific classes of users
‣What?
Delivers easily understandable value
directly to those users
‣Wow!
Testable outcome that can be achieved
within a defined delivery context (time
and resources)
<persona name> or <class of
users>
can <achieve something of value>
with/without/in/etc. <metric(s)>
Recommended format
6
3

Hills
Hills frame your releases around user-centric
market outcomes, not feature requests
Deliver a custom Connections
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
Example from an internal project
GMU - Growth Markets Unit
6
4

Hills
Hills frame your releases around user-centric
market outcomes, not feature requests
Deliver a custom Connections
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
Example from an internal project
Who What Wow
GMU - Growth Markets Unit
6
5

“A business user can create and deploy a process
application in less than 60 seconds”
“Clients can recover from a disaster with an RTO
of less than 6 hours and near zero RPO”
“A business partner can take a custom portal
through pilot to production in two weeks”

Hills should be easy to
remember
6
7

Hills provide “rails” to keep
you focused
6
8

Prototype
Evaluate
Understand
Explore
Hills
Playbacks
Sponsor Users

IBM Design :: IBM Confidential :: © IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
Sponsor Users
Sponsor Users bring your team deep
domain expertise around edge-case usage
Sponsor Users Field research and personas
7
0

IBM Design :: IBM Confidential :: © IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation
Playbacks
Hills Playback Playback 0 Delivery Playbacks
The story evolves across milestone Playbacks
with the team and stakeholders
7
2

“Design must reflect the practical and
aesthetic in business but above all... good
design must primarily serve people.”
Thomas J Watson

Hen

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