IBM Design :: ©2015 IBM Corporation
Greger Ottosson, PhD Program Director
IBM Design
Lean Startup at a Large Company
IBM Design :: ©2015 IBM Corporation
How Design Thinking is Transforming Product Development at IBM
Lean Startup at a Large Company
IBM office locations150 OVER
380KOVER
IBM employees worldwide
IBM Design :: ©2015 IBM Corporation
IBM’s software portfolio consists of over 3,000
enterprise products
6
Good Design is Good Business. -
Thomas J. Watson, Jr. CEO, IBM
“
Forward
IBM Design Language v0.5 " 4
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 13
IBM Design :: ©2015 IBM Corporation 14
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There’s one key to our future growth: the client experience. Ginni Rometty CEO, IBM
“
Design Transformation
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
25IBM Design :: ©2015 IBM Corporation
We need to focus maniacally on designing an awesome client experience
IBM Design :: ©2015 IBM Corporation
IBM Design :: ©2015 IBM Corporation
“Our mission is to create a sustainable culture of
design at IBM.”
— Phil GilbertGeneral Manager, IBM Design
people + practices + places = outcomes
people
Design Engineering
We’re on a mission to improve the ratio of designers to engineers at IBM.
IBM Design has brought on over 500 designers
Peoplepeople + practices + places = outcomes
PeopleUX DesignVisual DesignDesign ResearchFront End Development
Bringing skills and expertise together
Peoplepeople + practices + places = outcomes
IBM Designcamp
people + practices + places = outcomes
New Hires 12 weeks
Product Teams 1 week
Executives/Leaders 2 days
Clients Custom
People
Work hard, have fun!
Culturepeople + practices + places = outcomes
people + practices + places = outcomes
IBM Studios located around the world
Places people + practices + places = outcomes
Building spaces that foster creativity and collaboration
Studio people + practices + places = outcomes
people + practices + places = outcomes
Studio
This is a user experience
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IBM Studios & Garages
Learn More
people + practices + places = outcomes
IBM Design :: ©2015 IBM Corporation
User-CenteredProduct
Development
Human-
Design ThinkingCodified by IDEO
EMPATHY PROTOTYPING COLLABORATION
people + practices + places = outcomes
Grounded in: Prototype
Evaluate
Understand
Explore
Added tools and metrics to apply design thinking to enterprise
IBM Design Thinking
people + practices + places = outcomes
Prototype
Evaluate
Understand
Explore
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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—Yogi Berra
If you don’t know where you’re going, you might not get there.”
“
IBM Design :: ©2015 IBM Corporation 50
Hills are kinda like…
The mission statements for our next release.
IBM Design :: ©2015 IBM Corporation 51
Hills are kinda like…
What will be true for our users once we finish this set of work.
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
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
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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Commander’s Intent
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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.”
“
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
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
IBM Design :: ©2015 IBM Corporation
Diverge Remix Converge
IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
HillsPlayback
PlaybackZero
Release Kickoff
Delivery
Vision + Intent Exploration
IBM Design Language
people + practices + places = outcomes
Living set of guidelines for how we design software
ibm.com/design/language
people + practices + places = outcomes
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
…
PureApp
people + practices + places = outcomes
Before
PureApp
people + practices + places = outcomes
After
WatsonDiscoveryAdvisor
people + practices + places = outcomes
AnotherIBMProduct
people + practices + places = outcomes
After!
WatsonDiscoveryAdvisor
people + practices + places = outcomes
After!
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“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
Product Management
Title Text
User Experience
Technology
Business
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Design Strategy
DevOps
Lean Startup
Product Management
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
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
IBM Design :: ©2015 IBM Corporation
Remote Collaboration
86
87
RTC
Release&Blueprint&
Agile & (Continuous) Delivery
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Values
Trust
Empathy
Respect
Openness
CourageA way of working together
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Principles
Clarity of outcome
Iteration and learning
Self-directed whole teams
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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.”
“
IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
HillsPlayback
PlaybackZero
Release Kickoff
Delivery
Vision + Intent Exploration
IBM Design :: ©2015 IBM Corporation
HillsPlayback
Release Kickoff
Delivery
Intent
Exploration
Research & Vision
Continuous Delivery
Continuous Everything
• Continuous Delivery
• Continuous Marketing
• Continuous Research
• Continuous Planning
• Continuous Design
• Continuous Learning
Continuous Everything
Questions?
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