ROI of Remote Design Thinking

ROI OF REMOTE DESIGN THINKING
MURAL WEBINAR
HOSTED BY
JONI SAYLOR
DESIGN PRINCIPAL
IBM
@jonisaylor
DEAN DAVISON
PRINCIPAL CONSULTANT
FORRESTER
@dean_forrester
MARIANO SUAREZ-BATTAN
CEO/FOUNDER
MURAL
@batmelon
#RemoteROI @MURAL

380,000  
IBMers
@jonisaylor

50–300 
teammates
@jonisaylor

[Re]build a
sustainable culture
of design at IBM.
@jonisaylor

continuous delivery
speed
diverse, empowered
teams
people-focused
collaborative
hospitality
To
technology-focused
processes
hierarchical
slow
waterfall
manufacturing
From
silos aligned

People
Practices
Places
Outcomes
+
@jonisaylor

designers at IBM
the rest of IBM
0.42%

Practices
Design Thinking
is a 21st century
business skill.
@jonisaylor

Beginning with
a focus on user 
outcomes
Diverse,
empowered 
teams
Continuously 
deliver.

A business doesn’t care
about Design Thinking, a
business only cares about
market outcomes.
“
-Phil Gilbert
General Manager, Design at IBM

Places
Create spaces that
fuel collaboration
and making.
@jonisaylor

Places
Is design thinking
just something you
do in a workshop?
@jonisaylor

Team story here…
@jonisaylor

MURAL is for whole
teams, not just
designers.
@jonisaylor

“Hey, check out this
mural and leave
your comments
when you get a
chance.”
@jonisaylor

Jordan Shade
Designer, IBM
http://blog.mural.co/
2017/03/30/remote-design-
at-ibm

Embed Designers
and Design Thinking
practices into the
team’s workflow.
@jonisaylor

© 2018 FORRESTER. REPRODUCTION PROHIBITED.
The Total Economic Impact  
Of MURAL
Dean Davison, Principal Consultant
March 15, 2018

© 2018 FORRESTER. REPRODUCTION PROHIBITED. 67
Agenda
› About Forrester’s TEI
methodology
› Customer insights about
using MURAL
› Assumptions, calculations,
and financial results
Please note:
This slide presentation is an abridged,
graphical, and complementary
representation of a case study.
For a full explanation of methodology
and details on model calculations,
please refer to the full case study  
(The Total Economic Impact of MURAL,
March 2018)

Source: The Total Economic Impact of MURAL, March 2018
68
The objective of the TEI framework is to identify all of
the factors that affect an investment decision
Benefits
Costs
Flexibility
Risks
Total
Economic
Impact

69
Forrester took a multistep approach to evaluate the
impact of MURAL
Start
Due diligence Customer
interviews
Create financial
model
Write case
study
Review and
finalize

70
Disclosures
The audience should be aware of the following:
› This document is an abridged webinar version of a full case study (Forrester Total Economic Impact of
MURAL, October 2018).
› The study is commissioned by MURAL and delivered by the Forrester Consulting group.
› Forrester makes no assumptions as to the potential return on investment that other organizations will
receive. Forrester strongly advises that readers should use their own estimates within the framework
provided in the report to determine the appropriateness of an investment in MURAL.
› MURAL reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the
study and its findings and does not accept changes to the study that contradict Forrester’s findings or
obscure the meaning of the study.
› The customer names for the interviews were provided by MURAL.
› Forrester does not endorse MURAL.

71
Before MURAL, IBM managed design thinking
sessions by getting participants into a conference
room for several days, using whiteboards and
sticky notes, and utilizing live facilitators.
“Using MURAL, the team took a more structured
approach during sessions. We collect better data
because we come up with better questions to ask
in the first place.”

72
Forrester has
determined
the following
three-year
impact 
 
Based on an analysis of
MURAL customer
feedback and quantified
benefit, cost, risk, and
flexibility factors.
ROI NPV PAYBACK
495% $19.1 million <6 months

73
KEY DRIVERS
Equalize the voices of all participants (it is
hard to check team hierarchies at the door)
Get contributors together for a global
company at a lower cost for travel and time
Avoid multi-day sessions as they taxed
professionals
The customers shared experiences before and after
using MURAL
KEY RESULTS
Change in the company culture
Streamlined design thinking
workshop timeline and quality
  Faster results
The Customer Journey

74
Executives shared the following about their
experience using MURAL
“Using MURAL was like night and day for design
work. Normally, it’s difficult to get everybody with
the right expertise from different groups and
various countries on the same page and working
together in real time. The savings was especially
significant at the beginning of a project where we
do a lot of building definitions and conceptual
thinking.” 
~Phil Gilbert, IBM
We thought that doing cocreation work would be
better with everyone sitting in the same room,
but that requires time and travel. Using MURAL
allowed us to cocreate more quickly and keep
our Agile momentum rolling without delays in
time or increases in costs. It accelerated the
speed of getting to the outcome
and getting through the exercise faster than in
the past.” 
~Konrad Lagarde, IBM

75
The customers quantified key benefits from the
MURAL investment
ACCELERATE RESULTS
Savings from retired infrastructure,
avoided licenses, reduced staffing
requirements
COST SAVINGS
Avoided cost of  
redundant creative work
because divisions could
find assets
PRODUCTIVITY INCREASE
Avoided cost of sending assets
globally via transfers or shipping

76
Helped change IBM
culture as more
people got involved
in design thinking
Reduced learning
curve and helped
IBM scale design
thinking
Increased pace with
more frequent
sessions and reduce
time commitment
Accelerating results from design thinking

77
Reduced cost of travel and running design sessions
On average, two fewer people
traveled to thousands of sessions
each year.
IBM did not require basic supplies
such as sticky notes, poster boards,
and catered meals that would
normally be part of a multiday, face-
to-face workshop.
Technology Cost Savings
Avoided travel cost per
participant per session
$1,200
Reduced cost of supplies,
facilities, and catering per
session
$400
Average number of
sessions
3,275
Three-year benefit PV $19.2M

78
Increased productivity of project development 
teams due to improved Agile development
BENEFIT - $3.8 million over three years
• Used cocreation with the business units to improve the impact of
development efforts, and MURAL enabled a more rapid pace as it avoided
time delays by coordinating participant schedules.
• IBM’s IT organization was able to bring together teams more quickly to
conduct activities. One specific area mentioned in the interview was post-
mortems and root-cause analysis, where the organization was able to reduce
its average time-to-resolution by 50%.
Employees
affected
FTE’s avoided
hiring (over 3
years)
Risk adjustment
5,460 49.1 ▼5%

79
Customers incurred 3 categories of cost to use
MURAL
COST 1
• Cost of MURAL
subscription and
services
• $2.3 million over three
years for thousands of
design professionals
COST 2
• Cost of building
templates and
• curriculum
• Initial cost of $357,000
• Cost in later years
totaling just over $250k
COST 3
• Cost for training time
and redesigning
workshop structure
• Twi weeks to adapt to
digital platform
approach
• $879,855 total cost over
three years

80
Three-year model summary results
ROI
495%
NPV
$19.1 million
Payback
<6 months
Cash
flows
-$10.0 M
$10.0 M
$20.0 M
$30.0 M
$40.0 M
Initial Year 1 Year 2 Year 3
Total costs
Total benefits
Cumulative net benefits

FORRESTER.COM
Thank you
Dean Davison
+1.650.581.3801
ddavison@forrester.com

Accelerate and scale the practice of design thinking
across teams and organizations through online and in-
person training, practical resources and a
comprehensive badging program.
ibm.com/design/thinking

#RemoteROI
mural.co/impact
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