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Transcript of 1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional...
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IBM Design Thinking
Sophie de Bonis, Sandra Belfils
A new Era at IBM
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 2
“Good design is good business.”Thomas Watson, IBM Chief Executive Officer, 1973
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
Competitive imperative for design
Software projects depend on actual user adoption
Users are playing a larger role in product selection
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 4
IBM Design Thinking is a framework
for delivering great experiences
for our users.
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 5
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 6
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
Experience as a narrative
7
Try out a Journey Map to discover unexpected points of entrance to begin design for
This video is from : http://vimeo.com/78554759
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IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
Instilling Design Thinking
across the company
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
IBM Design …
• A new organisation for
designers
• A Community for all
• Signature projects as examples
• Studio Lab around the world
• …
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
and Design Camps with a lot of post it !
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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
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “Design ThinkingDesign ThinkingDesign ThinkingDesign Thinking”.
Don Norman“Rethinking Design Thinking” Core 77, 19 March 2013
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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
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “Design ThinkingDesign ThinkingDesign ThinkingDesign Thinking”.
Don Norman“Rethinking Design Thinking” Core 77, 19 March 2013
![Page 13: 1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM) - WUD2014 Use-Age](https://reader033.fdocuments.us/reader033/viewer/2022060121/5593ab0f1a28ab52068b46f8/html5/thumbnails/13.jpg)
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
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “Design ThinkingDesign ThinkingDesign ThinkingDesign Thinking”.
Don Norman“Rethinking Design Thinking” Core 77, 19 March 2013
![Page 14: 1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM) - WUD2014 Use-Age](https://reader033.fdocuments.us/reader033/viewer/2022060121/5593ab0f1a28ab52068b46f8/html5/thumbnails/14.jpg)
IBM Design Thinking – World Usability Day ,13 Novembre 2014
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IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
IBM Design Framework
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 16
Core Principles and Practices
Sponsor UsersHills
Playbacks
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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
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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
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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
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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.
Steve hears his smart phone alarm
clock and already smells the fresh
coffee being prepared while staying
into bed.
Who What Wow
Hills
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 18
Sponsor Users
Sponsor Users bring your team deep
domain expertise around edge-case usage
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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
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases
Understand
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases
Understand
Explore
Prototype
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases
Understand
Explore
Prototype
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases
Understand
Explore
Prototype
Evaluate
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IBM Design Thinking – World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases
Understand
Explore
Prototype
Evaluate
Hills
Sponsor
Users
Playbacks
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IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
To conclude
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
IBM Engagement
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
Teams engaged … in the same jar
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
Client engagement
• User centric approach
• Sponsor users
• …
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IBM Design Thinking – World Usability Day ,13 Novembre 2014
Find out more:
ibm.com/design
@ibmdesign #ibmdesign