Design Thinking Introduction and overview of EngageSuite (IBM Customer Experience Suite) held at IBM AsiaPacific partner conference May 2016

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AP Social & Smarter
Workforce
Customer Experience by Design
Thailand 26 May 2016

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Focus
Using design as a differentiator. Design Thinking to
improve customer experience and change the sales
paradigm.
IBM Customer Experience Suite as a cost-effective SaaS
model. A panacea for adoption.

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Design Thinking
A Brief Introduction

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What is Design Thinking?
“A way to install customer-centricity and empathy to solve complex
problems and a methodology to foster exploration and experimentation”.
Mootee, 2012.
“The application of integrative thinking of the tasks of resolving the conflict
between reliability and validity, between exploitation and exploration, and
between analytical thinking and intuitive thinking. Both ways require a
balance of mastery and originality”. Martin, 2009.
““Design thinking is the way designers think: the mental processes that they
use to design objects, services or systems, as distinct from the end result of
elegant and useful products. Design thinking results from the nature of
design work: a project-based work flow around ‘wicked’ problems ”. Dunne &
Martin, 2006.

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What is Involved?
Empathy. The ability to
understand and share the feelings
of another.
Creativity. The use of imagination
or original ideas to create
something
Rationality. The quality or state
of being reasonable, based on
facts or reason
Key Tenets

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HUMAN VALUES
(Desirability)
BUSINESS
(Viability)
TECHNOLOGY
(Feasibility)
What Does it Impact? MANUFACTURING
• Manufacturing Technology
• Manufacturing Process
• Supply Chain Mgt.
• Rapid Prototyping
ORGANISATIONAL BEHAVIOUR
• Management & Teams
• Human Resources
• Organisational Dynamics
• Negotiation
DESIGN & INTERACTIVITY
• Human Computer Interaction
• Visual Thinking
• Sustainable Design
• Aesthetics & Form
Design Innovation

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What is the Process?
Design4DigitalA combination of divergent and convergent thinking

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How is it Used?
Service Design Thinking Product Design Thinking
BAC Partner’s Focus

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Why Use Design Thinking?
"When you have two coffee shops right next to each other,
and each sells the exact same coffee at the exact same
price, service design is what makes you walk into one and
not the other. 31 Volts Service Design, 2008

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Why use Design Thinking?
Innovation defines the
strategic fit and the
motivation to change
Technology, however
great, ends up a function /
feature shootout.
The business model is
largely the same.
Enabling technologies are
pivotal to bring the
innovation to life
TopDown
BottomUp

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Why Use Design Thinking?
Breakthrough Technology is at our disposal. By designing & engineering it into a context (challenge
or opportunity), true transformation & disruption occurs.

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Creativity: The problem
http://www.ted.com/talks/ken_robinson_says_schools_kill_creativity

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Price of Stagnation
“Someone in a garage in
California is polishing a bullet
with your name on it!”
Lethargic Agile
Apathetic Passionate
Content Ambitious
Constrained Driven
From To

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Innovation: Nature or Nurture
Innovation by Nature Innovation by Nurture

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Prominent Design Thinkers
USA UK NL
DavidKester

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BAC Partners’ Team
Heico Wesselius.
Partner, Strategic Design
hwesselius@bacpartners.com.au
Chris Hall.
Managing Partner
chall@bacpartners.com.au
Kartik Sharma.
Partner, Digital Marketing
ksharma@bacpartners.com.au

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Alternative SaaS Solution
Multi-tenanted IBM Customer Experience Suite

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EngageSuite
EngageSuite is a BAC Partner’s solution based on IBM’s
Customer Experience Suite.
The solution is a SaaS solution based on the IBM solution
designed to host multiple tenants or Clients. If a client
required sole occupancy, a single tenant solution can be
provided.

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What is EngageSuite
WCM
Portal
FEB
ESS
Web Content Manager
(WCM)1.
Work
Light
Websphere Portal
Forms Experience
Builder
Enterprise Social
Software (Connections)
Mobile RAD
1 Can optionally include Rich
Media edition (DAM)

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Why EngageSuite?
Well-suited to cost-competitive situations. Purchase
a tenant subscription and not an entire solution
Focus solely on the application; infrastructure is a
managed service with defined service levels
Abstracted CRM connection engine for Websphere
portal and FEB

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BAC Partners’ Team
Bill Chan.
Partner, Digital Experience
bchan@bacpartners.com.au
Brice Mingant.
Director, Architecture
bmingant@bacpartners.com.au

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Demonstration
Subcontractor Portal on SaaS Customer Experience Suite

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Channel Considerations
Collaborate with BAC Partners to harness a Design
Thinking Competence and create a business
transformation offer
Leverage our SaaS solution, Engage Suite, to create a
point of value difference
Let’s discuss!

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Find out More
http://info.bacpartners.com.au/ibmevent