The document outlines IBM's design thinking methodology focused on human-centered outcomes aimed at delivering efficiency and collaboration at scale. It emphasizes understanding user needs through empathy, ideation, and rapid prototyping, structured within workshops that identify and refine problem statements. Key principles and a structured approach are provided to enable clients to achieve improved design outcomes in their businesses.

1. IBM @ HMI 2017IBM Design Thinking
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2. April 23-28, 2017
© 2016 IBM Corporation | IBM Confidential
IBM Design Thinking
Human-centered outcomes at speed and scale
IBM iX GBS for HMI 2017

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IBM Design Thinking in practice
3
Design apps and websites Design new business models
Design and improve processes Implement your Design Thinking
People, Practices and Places

4. Design is the intent
behind an outcome.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

5. Human-centered outcomes
require empathy for the
people you serve.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

6. Delivering outcomes at
speed and scale requires
us to work together.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

7. IBM Design Thinking
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

8. Understand people’s needs.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

9. Form intent.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

10. Deliver outcomes
at speed and scale.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

11. IBM Design Thinking
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The Loop
The Keys
Principles

12. IBM Design Thinking for Clients

13. Engagement

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IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 14
IBM Digital Reinvention
Visioning and
Strategy
Design
Thinking
Business
Model
Operating
Model
Agile and
Iterative
ImplementationTechnology
Solution
Agile and
Iterative
ImplementationAgile and
Iterative
Implementation

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IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 15
IBM Design Thinking
Visioning and
Strategy
Design
Thinking
Business
Model
Operating
Model
Agile and
Iterative
ImplementationTechnology
Solution
Agile and
Iterative
ImplementationAgile and
Iterative
Implementation

16. Workshop example

17. IBM Design Thinking with a 3 step approach
Discover the value Prove the value Deliver the value

18. 18
Understand User
Stakeholder Maps, Empathy
Maps and/or Hopes & Fears
Explore context
As-Is Scenario,
Pains & Gains Points
Understand users
needs
Need-Statements
1 2 3 4
Explore
Cluster ideas and/or
Capability identification
Prototype & Use Cases
Use-Case description or paper
based prototypes
5 6 7 8Experience Journey
To-Be Scenario or Strory
Boards
Ideation
Generate ideas to fulfill needs
Evaluate
Priorization grid for Ideas, Use-
cases or Capabilities
Exemplary Workshop Agenda
IBMDesignThinking
© 2016 IBM Corporation | IBM Confidential

19. IBM Interactive Experience :: IBM Confidential :: ©2015 IBM CorporationIBM Design :: IBM Confidential :: ©2014 IBM Corporation 19
IBM Design Thinking Workshop Enablement
Problem
Definition
Expertise
Application
To get to solutions, we start with the problem.
We work with clients in advance to develop two or three problem
statements to serve as the basis for the IBM Design Thinking workshop.
Our lead facilitators are experts in assisting in the identification
and refinement of problem statements and workshop design.
We apply IBM Design Thinking to the problem statements, and solutions
formulate through deep collaboration and IBM Design Thinking practices.

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Problem Statement Examples
We need to improve the client experience with the pre-sale, sale, and
support for B2B clients.
2 We need to engage and attract new clients, particularly those in the
Millennial demographic.
3 We need to automate and provide the right support to our associates
so they can take on more complex work.
4 We need our advisors to engage more effective with clients to present
product, ask questions, and initiate sales.
5 Our clients want to have visibility to the financial products they have
with us, provide updates and do what-ifs.
6 Our staff needs to develop the skills required for tomorrow’s market needs.
1

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22. www.ibm.com/practices