IBM Design Thinking

IBM Design

Hen Shkedi

What is design for IBM?

IBM Design

IBM Design

— Don Norman

“Designers… don’t try to search

for a solution until they have

determined the real problem,

and even then, instead of

solving

that problem, they stop to

consider

a wide range of potential

solutions.

Only then will they finally

converge

upon their proposal. This

process

is called ‘design thinking.’”

IBM Design

“Designers… don’t try to search

for a solution until they have

determined the real problem,

and even then, instead of

solving

that problem, they stop to

consider

a wide range of potential

solutions.

Only then will they finally

converge

upon their proposal. This

process

is called ‘design thinking.’”

— Don Norman

IBM Design

“Designers… don’t try to search

for a solution until they have

determined the real problem,

and even then, instead of

solving

that problem, they stop to

consider

a wide range of potential

solutions.

Only then will they finally

converge

upon their proposal. This

process

is called ‘design thinking.’”

— Don Norman

IBM Design

“Good design is about recognizing that the person on the other end has a lot less patience than you do.”

— Jason Fried, Basecamp

IBM Design

Design

IBM Design

“There’s one key to our future growth:

the client experience.”

— Ginni Rometty

IBM Design

User-centered Product Development

Seat

Wheels

ChainPedals

Brakes

HandlebarFrame

Let’s consider the human experience…

11% 32% 36%

But work still often looks like this…

But, it could look and work like this…

IBM Design :: ©2014 IBM Corporation

Or, this…

So, how do we do it?

Introducing

IBM design thinking

IBM Design

IBM Design Thinking is a framework for delivering great user experiences

to our clients.

ProductManagement

Design Engineering

Radical collaboration

IBM Design

Prototype

Evaluate

Understand

Explore

Design thinking is an approach to problem solving.

Deeply understand the real problems for users in your market

Prototype

EvaluateExplore

The basic design thinking approach

Understand

IBM Design

As-is scenarioEmpathy Map Stakeholder Mappersonas

Generate and explore many possible solutions

Prototype

Evaluate

Understand

Explore

The basic design thinking approach

IBM Design

As-is senarion

StoryboardTo-be scenarios

Make those ideas tangible with prototypes

Evaluate

Understand

Explore

Prototype

The basic design thinking approach

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Why Prototype?

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Empathy

Testing

Deciding

Participation

Evaluate your ideas with users and converge on the best one(s)

PrototypeUnderstand

Explore Evaluate

The basic design thinking approach

IBM Design

From User Insights to Decision Making

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Prototype EvaluateUser

InsightsDesign

Decisions

IBM Design

Prototype

Evaluate

Understand

Explore

Sponsor UsersHills

Playbacks

IBM Design

Prototype

Evaluate

Understand

Explore

Sponsor Users

Playbacks

Hills

— Yogi Berra

“If you don’t know where you’re going, you might not get there.”

IBM Design

A Hill is a well-defined objective that enables you to focus and know when you’re done

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‣Who? For a user or specific classes of users

‣What? Delivers easily understandable value directly to those users

‣Wow! Testable outcome that can be achieved within a defined delivery context (time and resources)

<persona name> or <class of users>

can <achieve something of value>

with/without/in/etc.

<metric(s)>

Recommended format

IBM Design

Hills should be easy to remember

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IBM Design

Hills provide “rails” to keep you focused

42

IBM Design

Prototype

Evaluate

Understand

Explore

Hills

Playbacks

Sponsor Users

IBM Design IBM Design :: IBM Confidential :: ©2013 IBM Corporation

Sponsor Users

44

Sponsor Users bring your team deep domain expertise around edge-case usage

Sponsor Users Field research and personas

IBM Design

Prototype

Evaluate

Understand

Explore

Sponsor UsersHills

Playbacks

IBM Design IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation

Playbacks

46

Hills Playback Playback 0 Delivery Playbacks

The story evolves across milestone Playbacks with the team and stakeholders

IBM Design

Prototype

Evaluate

Understand

Explore

Sponsor UsersHills

Playbacks

IBM Design

“Design must reflect the practical and aesthetic in business but above all... good design must primarily serve people.”

Thomas J Watson

IBM Design :: IBM Confidential :: ©2013 IBM Corporation

design.ibm.com

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