This document discusses IBM's efforts to implement user-centered design at scale across its large global organization. It summarizes IBM's recruitment of hundreds of designers, creation of design studios to foster creativity, and use of practices like Design Thinking, Playbacks, and Hills to help cross-functional teams deliver delightful user experiences. The goal is to make the work users have to do something they find pleasurable by establishing shared people, places, and practices focused on the user.

1. Delightful Experiences at Scale
Pierre-Henri Clouin, Head of Strategy, IBM Design
!
UX Summit — Leading with Design — December 5, 2014
IBM Design

2. Good design adds value, gives meaning, and,
not incidentally, can be sheer pleasure to behold;
it respects the viewer’s sensibilities and rewards
the entrepreneur.”
– Paul Rand
“
IBM Design :: ©2014 IBM Corporation

3. From features…

4. … to experience
IBM Design :: ©2014 IBM Corporation

5. … to experiences

7. It makes the work our users
have to do the work they
take pleasure in doing.

8. … at IBM’s scale
It makes the work our users
have to do the work they
take pleasure in doing.
430k+ employees in 170 countries
World’s largest IT services company
Second largest software vendor

9. IBM Design

10. Delightful User Experience at Scale
People
Places
Practices
IBM Design :: IBM Confidential :: ©2014 IBM Corporation

11. People are key to success
01

12. IBM Confidential :: © 2014 IBM Corporation!
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13. A historic legacy
IBM Design :: ©2014 IBM Corporation

14. Recruiting hundreds of designers into IBM
IBM Design :: ©2014 IBM Corporation

15. Denise Burton
UX Design Principal
Denise Burton is a Design Principal at IBM Design.
As a former Fellow at Frog Design, Denise has an
advanced competency in user experience design. She
is responsible for empowering designers to adopt a user
first mindset, as well as fostering IBM Design Thinking
across the broader IBM community.
IBM Design :: ©2014 IBM Corporation

16. Doug Powell
Design Principal
Director of Design Education
IBM Design :: ©2014 IBM Corporation
As Director of Design Education at IBM Design,
Doug is responsible for spreading IBM Design
Thinking to the broader IBM community. He and
his team invest in equipping IBMers with the proper
tools to collaborate and create more effectively.

17. Cultural change and continuous learning
IBM Design :: ©2014 IBM Corporation

18. What: Single- or multi-day hands-on sessions crafted around the needs of
a single team
!
Why: Use IBM Design Thinking to accelerate key projects
Workshops
IBM Design :: ©2014 IBM Corporation 18

19. What: 1-week immersion for product managers, engineers and designers
to learn and apply IBM Design Thinking to their next release
!
Why: Learn together and apply together. Cross-functional collaboration
improves the chances of success
Designcamp
for Product Teams
IBM Design :: ©2014 IBM Corporation 19

20. What: 1-day program to cover the methods and teach the language of IBM
Design Thinking
!
Why: Advocate and lead their teams to use IBM Design Thinking
Designcamp
for Executives
IBM Design :: ©2014 IBM Corporation 20

21. Designcamp
for University Hires
What: 3-month experience for newly-hired designers focused on IBM and
IBM Design Thinking. Designers graduate into product teams.
!
Why: Orient new hires to the company and methods through project
sprints, team building and mentorship
IBM Design :: ©2014 IBM Corporation 21

22. Designcamp
Summits What: Action-oriented multi-day large leadership gatherings where project
teams apply IBM Design Thinking to their projects !
!
Why: Conference on key initiatives and kick-start new projects
IBM Design :: ©2014 IBM Corporation 22

23. Places that nurture
creativity
02

24. IBM Studio Austin

25. IBM Studio Austin

26. IBM Studio Austin

27. IBM Design :: ©2014 IBM Corporation

28. Once we have people,
we have to adopt great, scalable practices
03

29. design thinking
Explore Evaluate
• Codified by IDEO cofounders David
Kelley and Bill Moggridge
• Offers a new way to think about
problems and their solutions
• Grounded in empathy, prototyping
and radical collaboration
!
!
The Stanford d.school is the intellectual
home of design thinking
Understand Prototype
IBM Design :: ©2014 IBM Corporation

30. Explore Evaluate
Understand Prototype
• Scales design thinking to complex
distributed projects
• Helps cross-functional team deliver
the experience, not just design it
• Establishes shared practices for
development and go to market
!
!
The IBM Studio Austin is the intellectual
home of IBM Design Thinking
IBM Design Thinking
IBM Design :: ©2014 IBM Corporation

31. The core practices of IBM Design Thinking
Playbacks align your team, stakeholders,
and clients around the user value you will
deliver, rather than project line items
Sponsor Users help you design
experiences for real target users,
rather than imagined needs
Hills focus your project on big, but
attainable, problems and outcomes
for users, not just a list of feature
requests
IBM Design :: ©2014 IBM Corporation

32. The Six Experiences
IBM Design :: IBM Confidential :: ©2013 IBM Corporation
Discover,
Try
& Buy
Getting
Support Started
Productive
Use
Leverage &
Extend
(API)
Manage
& Upgrade
IBM Design :: ©2014 IBM Corporation

33. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

34. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

35. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

36. IBM Design :: ©2014 IBM Corporation http://www.ibm.com/design/language/

37. Designing an IBM that
Works together Works the same Works for me
IBM Design :: :: IBM ©2014 Confidential IBM Corporation
:: ©2013 IBM Corporation 37

38. IBM Design
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