The document discusses how IBM Design Thinking helps deliver better customer experiences through a human-centered design framework. It focuses on understanding customer needs, exploring potential solutions, prototyping ideas, and evaluating feedback to iteratively improve products and services. The case story provides an example of a brick and mortar client who used this process to streamline their customer experience and increase business by considering perspectives across generations and purchase channels.

1. How to Deliver Better
Customer Experiences
with IBM Design Thinking
Collaborative Design
with Empathy Case Story
IBM Design Thinking

2. IBM Design Thinking
IBM Design Thinking is a hands-on framework
that helps you craft great business outcomes at
the speed and scale of the enterprise.
IBM Design Thinking helps you:
• Develop excellent customer experiences
• Achieve targeted market outcomes
• Make your company client-centered
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3. Understand,
Explore,
Prototype &
Evaluate
IBM Design Thinking
is a proven human-
centered framework
for moving from design
to operations.
Evaluate and decide whether
to move forward with an idea
or generate alternate solutions
Explore the process of
generating potential solutions
for your users’ problems
Understand and develop
empathy for users
Prototype ideas as
concrete experiences
IBM Design Thinking | Cornerstones
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4. Hills,
Playbacks
& Sponsor
users
IBM Design Thinking
is a proven human-
centered framework
for moving from design
to operations.
Invest for Market Outcomes
Hills focus your project on big
problems and outcomes for users,
not just a list of feature requests
IBM Design Thinking | Cornerstones
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Envision the User
Experience
Sponsor Users
help you design
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

5. IBM Design Thinking focuses
on concrete user outcomes.
IBM Design Thinking | Case Story
Case Story
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6. IBM Design Thinking | Case Story
Challenge
Brick and mortar
client wanted to
provide better
services to existing
customers
”E-commerce is the future,
everybody wants to order all the
stuff online. Let’s make a mobile
app”
Marc 32 yo
”Our loyal brick and mortar
customers are the key here, let’s
focus on them, they have big
pockets.”
Laura 38 yo
”We already have 78 brilliant ideas,
let’s make them happen”
George 28 yo
”The shop is not interesting,
I do my shopping elsewhere”
Emma 22 yo
”I do all my shopping online”
Jonas 29 yo
”I really appreciate good
customer service”
Jonna 57 yo
”I want to freely choose
when I do my shopping”
James 35 yo
LOB End-userIT
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7. IBM Design Thinking | Case Story
Solution
Make the change from a sales-driven company to a
customer-minded company with IBM Design Thinking.
Focus on the customers’ needs via collaboration,
iteration and common goals.
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8. IBM Design Thinking | Case Story
Applying IBM Design Thinking
A structured design process leads to better business.
understand explore prototype evaluate
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9. IBM Design Thinking | Case Story
Phase 1: Understand
”Oh, this is how the customers are
using our web-services”
Marc 32 yo
• Get to know the people involved with
the product or service
• Create a better understanding of the
context
• Map different needs, opportunities
and pain points
• Map out the current processes and
ways of working
”I thought the biggest income to
increase was coming from the
loyalty customers via brick and
mortar”
Laura 38 yo
”Actually, I would like to order
stuff to the store and see it
before buying”
James 35 yo
IT LOB End-userBenefits
understand
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prototype evaluateexplore

10. IBM Design Thinking | Case Story
Phase 2: Explore
”What if it would not matter via
which channel you buy?
Marc 32 yo
• Create shared goals together and
compare gains and costs
• Create alternative ideas and design
concepts
• Select few ideas that seems most
promising and refine them further
• Evaluate to-be scenarios based on
the refined ideas
”What if we could deliver these
services to the generation X clients
as well – how would we reach
these people?”
Laura 38 yo
”What if I could return the stuff I
have bought to a different store
even when buying online?”
Emma 22 yo
IT LOB End-user
prototype evaluateunderstand explore
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Benefits

11. IBM Design Thinking | Case Story
Phase 3: Prototype
”Maybe this is the way the user
would enjoy the mobile service the
most”
Marc 32 yo
• Test the core concepts in practice to
get feedback from different users
• Refine ideas into concrete models
• Iterate the most promising low-
fidelity models and prototypes
further
”Maybe this way we can validate
some of our previous assumptions
and test new ones”
Laura 38 yo
”Actually, I think the service is
more relevant to me now”
Emma 22 yo
IT LOB End-user
evaluateunderstand prototypeexplore
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Benefits

12. IBM Design Thinking | Case Story
Phase 4: Evaluate
”Based on the data, the user
is coming back to us more
frequently!”
Marc 32 yo
• Evaluate what has been done so far
• Decide if there is a need to go back
to previous steps for refinement
• Based on evaluation, the
development work continues in the
right direction
”Based on the feedback, our
initial idea was not the best one.
Customers like this new approach
more!”
George 28 yo
”I would recommend this to my
friend. I want to be involved in the
future too!”
Emma 22 yo
”I never thought I would be their
customer!”
James 35 yo
IT LOB End-user
prototypeunderstand explore evaluate
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Benefits

13. IBM Design Thinking | Case Story
Benefits
IBM Design Thinking delivers practical growth-driving
solutions as a result of a hands-on and collaborative process.
The Brick and mortar client received concrete advice and steps
forward on how to streamline and improve its customer experience.
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14. IBM Design Thinking | Case Story
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Continuous and lasting
business growth comes as
a result of true collaboration.
IBM’s integrated solutions help companies of any size to
take the final leap towards more profitable marketing.
IBM solutions have all been tested under extreme global
business circumstances.
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15. IBM Design Thinking | Workshop
Welcome to the IBM iX Design
Thinking Workshop in Helsinki
The IBM iX Design Thinking Workshop provides
a consistent and guided approach to IBM Design
Thinking and creating better customer experiences.
Come and meet us.
Let’s redesign together.
We’re looking forward
to hearing from you.
Contact us today.
Petri Hyysalo
Global Business Services
Finland IX&M Service Line Leader
IBM Finland
–
petri.hyysalo@fi.ibm.com
+358-50 372 0602 7
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