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IBM Design Thinking 
A new Era at IBM 
Sophie de Bonis, Sandra Belfils
“Good design is good business.” 
Thomas Watson, IBM Chief Executive Officer, 1973 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 2
Competitive imperative for design 
Software projects depend on actual user adoption 
Users are playing a larger role in product selection 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
IBM Design Thinking is a framework 
for delivering great experiences 
for our users. 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 4
IBM Design Thinking –World Usability Day ,13 Novembre 2014 5
IBM Design Thinking –World Usability Day ,13 Novembre 2014 6
Experience as a narrative 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
7 
Try out a Journey Map to discover unexpected points of entrance to begin design for 
This video is from : http://vimeo.com/78554759
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 
Instilling Design Thinking 
across the company
IBM Design… 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
• A new organisation for 
designers 
• A Community for all 
• Signature projects as examples 
• Studio Lab around the world 
• …
and Design Camps with a lot of post it ! 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead of solving that problem, they stop to consider 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
a wide range of potential solutions. 
Only then will they finally converge upon their proposal. 
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. 
Don Norman 
“Rethinking Design Thinking” Core 77, 19 March 2013
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead of solving that problem, they stop to consider 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
a wide range of potential solutions. 
Only then will they finally converge upon their proposal. 
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. 
Don Norman 
“Rethinking Design Thinking” Core 77, 19 March 2013
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead of solving that problem, they stop to consider 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
a wide range of potential solutions. 
Only then will they finally converge upon their proposal. 
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. 
Don Norman 
“Rethinking Design Thinking” Core 77, 19 March 2013
IBM Design Thinking –World Usability Day ,13 Novembre 2014
IBM Design Framework 
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
Core Principles and Practices 
Hills Sponsor Users 
Playbacks 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 16
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Hills 
Hills define your release mission 
Hills frame your releases around user-centric 
market outcomes, not feature requests
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
that connects together the coffee 
machine and any smart phone. 
Hills
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
that connects together the coffee 
machine and any smart phone. 
Who What Wow 
Hills
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
that connects together the coffee 
machine and any smart phone. 
Who What Wow 
Steve hears his smart phone alarm 
clock and already smells the fresh 
coffee being prepared while staying 
into bed. 
Hills
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
18 
Sponsor Users 
Sponsor Users bring your team deep 
domain expertise around edge-case usage
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
19 
Playbacks 
Playbacks align teams and stakeholders, clients, and prospects 
around stories that show the value of your offering
Design Thinking : basic phases 
Understand 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
Evaluate 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases 
Hills 
Understand 
Explore 
Playbacks 
Prototype 
Evaluate 
Sponsor 
Users 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 
To conclude
IBM Engagement 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
Teams engaged … in the same jar 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
Client engagement 
• User centric approach 
• Sponsor users 
• … 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
Find out more: 
ibm.com/design 
@ibmdesign #ibmdesign

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1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM) - WUD2014 Use-Age

  • 1. IBM Design Thinking A new Era at IBM Sophie de Bonis, Sandra Belfils
  • 2. “Good design is good business.” Thomas Watson, IBM Chief Executive Officer, 1973 IBM Design Thinking –World Usability Day ,13 Novembre 2014 2
  • 3. Competitive imperative for design Software projects depend on actual user adoption Users are playing a larger role in product selection IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 4. IBM Design Thinking is a framework for delivering great experiences for our users. IBM Design Thinking –World Usability Day ,13 Novembre 2014 4
  • 5. IBM Design Thinking –World Usability Day ,13 Novembre 2014 5
  • 6. IBM Design Thinking –World Usability Day ,13 Novembre 2014 6
  • 7. Experience as a narrative IBM Design Thinking –World Usability Day ,13 Novembre 2014 7 Try out a Journey Map to discover unexpected points of entrance to begin design for This video is from : http://vimeo.com/78554759
  • 8. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation Instilling Design Thinking across the company
  • 9. IBM Design… IBM Design Thinking –World Usability Day ,13 Novembre 2014 • A new organisation for designers • A Community for all • Signature projects as examples • Studio Lab around the world • …
  • 10. and Design Camps with a lot of post it ! IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 11. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  • 12. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  • 13. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  • 14. IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 15. IBM Design Framework IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
  • 16. Core Principles and Practices Hills Sponsor Users Playbacks IBM Design Thinking –World Usability Day ,13 Novembre 2014 16
  • 17. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Hills Hills define your release mission Hills frame your releases around user-centric market outcomes, not feature requests
  • 18. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Hills
  • 19. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Who What Wow Hills
  • 20. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Who What Wow Steve hears his smart phone alarm clock and already smells the fresh coffee being prepared while staying into bed. Hills
  • 21. IBM Design Thinking –World Usability Day ,13 Novembre 2014 18 Sponsor Users Sponsor Users bring your team deep domain expertise around edge-case usage
  • 22. IBM Design Thinking –World Usability Day ,13 Novembre 2014 19 Playbacks Playbacks align teams and stakeholders, clients, and prospects around stories that show the value of your offering
  • 23. Design Thinking : basic phases Understand IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  • 24. Design Thinking : basic phases Understand Explore Prototype IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  • 25. Design Thinking : basic phases Understand Explore Prototype IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  • 26. Design Thinking : basic phases Understand Explore Prototype Evaluate IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  • 27. Design Thinking : basic phases Hills Understand Explore Playbacks Prototype Evaluate Sponsor Users IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  • 28. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation To conclude
  • 29. IBM Engagement IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 30. Teams engaged … in the same jar IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 31. Client engagement • User centric approach • Sponsor users • … IBM Design Thinking –World Usability Day ,13 Novembre 2014
  • 32. IBM Design Thinking –World Usability Day ,13 Novembre 2014 Find out more: ibm.com/design @ibmdesign #ibmdesign