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Transcript of Lean Startup at a Large Company: How Design Thinking is Transforming Product Development at IBM...
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IBM Design :: ©2015 IBM Corporation
Greger Ottosson, PhD Program Director
IBM Design
Lean Startup at a Large Company
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IBM Design :: ©2015 IBM Corporation
How Design Thinking is Transforming Product Development at IBM
Lean Startup at a Large Company
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IBM office locations150 OVER
380KOVER
IBM employees worldwide
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IBM Design :: ©2015 IBM Corporation
IBM’s software portfolio consists of over 3,000
enterprise products
6
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Good Design is Good Business. -
Thomas J. Watson, Jr. CEO, IBM
“
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Forward
IBM Design Language v0.5 " 4
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A Rich Legacy of Exquisite Design
Eliot Noyes
Paul Rand Charles & Ray Eames
Thomas Watson Jr.
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IBM Design :: ©2015 IBM Corporation 12
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IBM Design :: ©2015 IBM Corporation 13
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IBM Design :: ©2015 IBM Corporation 14
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IBM Design :: ©2015 IBM Corporation 18
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IBM Design :: ©2015 IBM Corporation 19
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IBM Design :: ©2015 IBM Corporation 20
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IBM Design :: ©2015 IBM Corporation 21
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There’s one key to our future growth: the client experience. Ginni Rometty CEO, IBM
“
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Design Transformation
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The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.
Bridget van Kralingen Senior Vice President IBM Global Business Services
IBM Design :: ©2015 IBM Corporation
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25IBM Design :: ©2015 IBM Corporation
We need to focus maniacally on designing an awesome client experience
IBM Design :: ©2015 IBM Corporation
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IBM Design :: ©2015 IBM Corporation
“Our mission is to create a sustainable culture of
design at IBM.”
— Phil GilbertGeneral Manager, IBM Design
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people + practices + places = outcomes
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people
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Design Engineering
We’re on a mission to improve the ratio of designers to engineers at IBM.
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IBM Design has brought on over 500 designers
Peoplepeople + practices + places = outcomes
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PeopleUX DesignVisual DesignDesign ResearchFront End Development
Bringing skills and expertise together
Peoplepeople + practices + places = outcomes
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IBM Designcamp
people + practices + places = outcomes
New Hires 12 weeks
Product Teams 1 week
Executives/Leaders 2 days
Clients Custom
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People
Work hard, have fun!
Culturepeople + practices + places = outcomes
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people + practices + places = outcomes
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IBM Studios located around the world
Places people + practices + places = outcomes
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Building spaces that foster creativity and collaboration
Studio people + practices + places = outcomes
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people + practices + places = outcomes
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Studio
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This is a user experience
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IBM Design :: ©2015 IBM Corporation 43
IBM Studios & Garages
Learn More
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people + practices + places = outcomes
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IBM Design :: ©2015 IBM Corporation
User-CenteredProduct
Development
Human-
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Design ThinkingCodified by IDEO
EMPATHY PROTOTYPING COLLABORATION
people + practices + places = outcomes
Grounded in: Prototype
Evaluate
Understand
Explore
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Added tools and metrics to apply design thinking to enterprise
IBM Design Thinking
people + practices + places = outcomes
Prototype
Evaluate
Understand
Explore
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We use Hills to focus a project on big (but attainable) problems and outcomes for users, not just a list of feature requests
Prototype
Evaluate
Understand
Explore
IBM Design :: ©2015 IBM Corporation
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IBM Design :: ©2015 IBM Corporation 49
—Yogi Berra
If you don’t know where you’re going, you might not get there.”
“
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IBM Design :: ©2015 IBM Corporation 50
Hills are kinda like…
The mission statements for our next release.
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IBM Design :: ©2015 IBM Corporation 51
Hills are kinda like…
What will be true for our users once we finish this set of work.
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Hills
• About a user or specific classes of users
• A user-centered solution that solves a clearly defined problem
• Describe near-term product development work that can be taken within this release or over a finite, identified set of releases
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IBM Design :: ©2015 IBM Corporation
1. Discover, Try, and Buy
2. Getting Started
3. Productive Use
4. Manage and Upgrade
5. Leverage and Extend (API)
6. Support
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IBM Design :: ©2015 IBM Corporation
Who. Specific user or class of users
What. Specific user enablement
Wow. Specific & differentiating value to the user
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IBM Design :: ©2015 IBM Corporation 59
Commander’s Intent
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IBM Design :: ©2015 IBM Corporation 60
—General George S. Patton
Never tell people how todo things. Tell them what to accomplish and they will surprise you with their ingenuity.”
“
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We rely on Sponsor Users to help inform designed experiences for real target users, rather than imagined needs
Prototype
Evaluate
Understand
Explore
IBM Design :: ©2015 IBM Corporation
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We use Playbacks to align stakeholders and clients around the user value to be delivered, rather than project line items
Prototype
Evaluate
Understand
Explore
IBM Design :: ©2015 IBM Corporation
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IBM Design :: ©2015 IBM Corporation
Diverge Remix Converge
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IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
HillsPlayback
PlaybackZero
Release Kickoff
Delivery
Vision + Intent Exploration
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IBM Design Language
people + practices + places = outcomes
Living set of guidelines for how we design software
ibm.com/design/language
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people + practices + places = outcomes
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67IBM Design :: ©2015 IBM Corporation
IBM VerseIBM Bluemix
Our products are developed using these IBM PracticesIBM Design :: ©2015 IBM Corporation
DashDB Watson Analytics
Journey DesignerJourney Analytics xForce Exchange API Management
…
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PureApp
people + practices + places = outcomes
Before
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PureApp
people + practices + places = outcomes
After
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WatsonDiscoveryAdvisor
people + practices + places = outcomes
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AnotherIBMProduct
people + practices + places = outcomes
After!
WatsonDiscoveryAdvisor
people + practices + places = outcomes
After!
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IBM Design :: ©2015 IBM Corporation 72
“As industry giants such as IBM realize that software is a fundamental part of their businesses, they are also recognizing the extraordinary levels of complexity they must manage. Design thinking is an essential tool for simplifying and humanizing. It can’t be extra; it needs to be a core competence.”
Jon Kolko, HBR, September 2015
“IBM Design makes a distinction between the craft of design and the practice of design thinking. The former involves trained and skilled hands-on practitioners of design, while the latter can include anyone who applies the principles of design thinking toward problem discovery, problem solving, and collaborative teamwork.”
Allegra Burnette, Forrester, September 2015
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Product Management
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Title Text
User Experience
Technology
Business
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IBM Design :: ©2015 IBM Corporation 75
Design Strategy
DevOps
Lean Startup
Product Management
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A Cake Experience Roadmap
Birthday CakeCupcake Wedding cakeA tasty treat at a low price that I can take and eat on the go.
An affordable treat I can share with a group for informal celebrations.
A custom-made confection I share with a large group at once-in-a-lifetime events.
idea
sle
arni
ngst
age
moist cake creamy icing mix-and-match packs cool to-go boxes/bags
different shapes filling! pictures and decorations “party-in-a-box”
custom flavors unusual structures, cantilevers “white glove experience”
ovens / equipment baking skills retail infrastructure
low-cost ingredient sourcing baking & store-front staff “other scaling up practices”
expert cake making delivery truck(s) and drivers high-end packaging
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Business Model Canvas
The Business Model Canvas is a lightweight map for sketching out the most important aspects of your business model: users, products, markets, competition…
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BETTING THE FARM
SMALL POTATOES
UN
CE
RTA
INCE
RTA
IN
AssumptionTest
Strategy Metric
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IBM Design :: ©2015 IBM Corporation
Getting great offerings to market
Business Model Canvas
Prioritization Grid
Product Management
Understand Focus Plan
Experience RoadmapCompetitive Analysis Target Users Experiments
As-Is Experience HillsIdeation & Storyboarding To-Be Experience
Built on IBM Design Thinking
ThinksSays
Observed Inferred
FeelsDoes
Empathy Map
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IBM Design :: ©2015 IBM Corporation
Remote Collaboration
86
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87
RTC
Release&Blueprint&
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Agile & (Continuous) Delivery
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IBM Design :: ©2015 IBM Corporation 89
Values
Trust
Empathy
Respect
Openness
CourageA way of working together
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IBM Design :: ©2015 IBM Corporation 90
Principles
Clarity of outcome
Iteration and learning
Self-directed whole teams
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IBM Design :: ©2015 IBM Corporation 91
Principles
Clarity of outcome
Iteration and learning
Self-directed whole teams
Begin with clarity about the outcome, and let it guide every step along
the way.
Listen, iterate, learn and course correct rather than
wait until it’s perfect.
Build teams with the right skills and encourage self-
direction to unleash innovation.
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—General George S. Patton
Never tell people how todo things. Tell them what to accomplish and they will surprise you with their ingenuity.”
“
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IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
HillsPlayback
PlaybackZero
Release Kickoff
Delivery
Vision + Intent Exploration
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IBM Design :: ©2015 IBM Corporation
HillsPlayback
Release Kickoff
Delivery
Intent
Exploration
Research & Vision
Continuous Delivery
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Continuous Everything
• Continuous Delivery
• Continuous Marketing
• Continuous Research
• Continuous Planning
• Continuous Design
• Continuous Learning
Continuous Everything
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Questions?