IBM Design Thinking Case Story

How to Deliver Better Customer Experiences with IBM Design ThinkingCollaborative Design with Empathy Case Story

IBM Design Thinking

IBM Design Thinking

IBM Design Thinking is a hands-on framework that helps you craft great business outcomes at the speed and scale of the enterprise.

IBM Design Thinking helps you:

• Develop excellent customer experiences

• Achieve targeted market outcomes

• Make your company client-centered

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Understand, Explore, Prototype & Evaluate

IBM Design Thinking is a proven human-centered framework for moving from design to operations.

Evaluate and decide whether

to move forward with an idea

or generate alternate solutions

Explore the process of

generating potential solutions

for your users’ problems

Understand and develop

empathy for users

Prototype ideas as

concrete experiences

IBM Design Thinking | Cornerstones

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Hills, Playbacks & Sponsor users

IBM Design Thinking is a proven human-centered framework for moving from design to operations.

Invest for Market OutcomesHills focus your project on big

problems and outcomes for users,

not just a list of feature requests

IBM Design Thinking | Cornerstones

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Envision the User ExperienceSponsor Users

help you design

experiences for real

target users, rather

than imagined needs

Collaborate, Align, Engage! Playbacks align your team, stakeholders,

and clients around the user value you

will deliver, rather than project line items

IBM Design Thinking focuses on concrete user outcomes.

IBM Design Thinking | Case Story

Case Story

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Challenge

Brick and mortar client wanted to provide better services to existing customers

”E-commerce is the future,

everybody wants to order all the

stuff online. Let’s make a mobile

app”

Marc 32 yo

”Our loyal brick and mortar

customers are the key here, let’s

focus on them, they have big

pockets.”

Laura 38 yo

”We already have 78 brilliant ideas,

let’s make them happen”

George 28 yo

”The shop is not interesting,

I do my shopping elsewhere”

Emma 22 yo

”I do all my shopping online”

Jonas 29 yo

”I really appreciate good

customer service”

Jonna 57 yo

”I want to freely choose

when I do my shopping”

James 35 yo

LOB End-userIT

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Solution

Make the change from a sales-driven company to a customer-minded company with IBM Design Thinking.

Focus on the customers’ needs via collaboration, iteration and common goals.

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Applying IBM Design Thinking

A structured design process leads to better business.

understand explore prototype evaluate

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Phase 1: Understand

”Oh, this is how the customers are

using our web-services”

Marc 32 yo

• Get to know the people involved with

the product or service

• Create a better understanding of the

context

• Map different needs, opportunities

and pain points

• Map out the current processes and

ways of working

”I thought the biggest income to

increase was coming from the

loyalty customers via brick and

mortar”

Laura 38 yo

”Actually, I would like to order

stuff to the store and see it

before buying”

James 35 yo

IT LOB End-userBenefits

understand

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prototype evaluateexplore


Phase 2: Explore

”What if it would not matter via

which channel you buy?

Marc 32 yo

• Create shared goals together and

compare gains and costs

• Create alternative ideas and design

concepts

• Select few ideas that seems most

promising and refine them further

• Evaluate to-be scenarios based on

the refined ideas

”What if we could deliver these

services to the generation X clients

as well – how would we reach

these people?”

Laura 38 yo

”What if I could return the stuff I

have bought to a different store

even when buying online?”

Emma 22 yo

IT LOB End-user

prototype evaluateunderstand explore

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Benefits


Phase 3: Prototype

”Maybe this is the way the user

would enjoy the mobile service the

most”

Marc 32 yo

• Test the core concepts in practice to

get feedback from different users

• Refine ideas into concrete models

• Iterate the most promising low-

fidelity models and prototypes

further

”Maybe this way we can validate

some of our previous assumptions

and test new ones”

Laura 38 yo

”Actually, I think the service is

more relevant to me now”

Emma 22 yo

IT LOB End-user

evaluateunderstand prototypeexplore

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Benefits


Phase 4: Evaluate

”Based on the data, the user

is coming back to us more

frequently!”

Marc 32 yo

• Evaluate what has been done so far

• Decide if there is a need to go back

to previous steps for refinement

• Based on evaluation, the

development work continues in the

right direction

”Based on the feedback, our

initial idea was not the best one.

Customers like this new approach

more!”

George 28 yo

”I would recommend this to my

friend. I want to be involved in the

future too!”

Emma 22 yo

”I never thought I would be their

customer!”

James 35 yo

IT LOB End-user

prototypeunderstand explore evaluate

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Benefits


Benefits

IBM Design Thinking delivers practical growth-driving solutions as a result of a hands-on and collaborative process.

The Brick and mortar client received concrete advice and steps forward on how to streamline and improve its customer experience.

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Continuous and lasting business growth comes as a result of true collaboration.

IBM’s integrated solutions help companies of any size to take the final leap towards more profitable marketing.

IBM solutions have all been tested under extreme global business circumstances.

Lars SpindlerGlobal Business ServicesInteractive Experience LeaderIBM Denmark–[email protected]+45 5163 8392+45 5163 8392

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IBM Design Thinking Case Story