IBM DESIGN AND DESIGN THINKING

A Brief Overview

“Engaged employees drive the client experience, andthat in turn drives business results – in that order”

“There is one key to our future growth: the client experience”

“Good Design is Good Business”Thomas Watson Jr

Ginni RomettyIBM CEO

In IBM, we have tended to focus on providing the technology, the function,and haven’t always focused on the user experience

We might be able to relate to these …

MISSION TO INVEST IN..RE-IMAGING HOW WE DESIGN OUR PRODUCTS

IBM Design Division started in 2011 with Phil Gilbert, GM

Assembled a team of top talent to helpestablish the mission … • Significant hiring of skilled designers from top design schools

How to employ practices that lead to great designsChallenge: Determining how to bring about a change in a company with ~1K products…

Providing principles and core practices that help guideteams in a consistent manner across IBM products

IBM Design Team developed IBM Design Thinking….

“This studio is the embodiment of a new approach to software design. It is the home of IBM Design Thinking, a broad, ambitious new approach to re-imagining how we design our products and solutions,”

Fall 2013 IBM opens new Design Studio in Austin, TXPhil Gilbert, general manager, IBM Design….

Latest is the recently opened IBM Studio London joins nearly 20 IBM Studios in locations including Atlanta, Boston, Chicago, Toronto, Groningen, Melbourne, Mexico City, Hursley, New York, Dallas, Ehningen and La Gaude, with more IBM Studios to open this year.

Teams across IBM building signature products can practice Design Thinking

Delivering exceptional user experiences to our clients

IBM Design Thinking

Provides the framework for how we get there

IBM Design

Improving the quality of decisions

In IBM Design ThinkingStart with the following principles and core practices of

HILLs Sponsor Users Playbacks

Invest for Market OutcomesHILLs

Frame the release around Big Problems and Outcomes for Users…. Not just a list of feature requests Collaboration and alignment around what

what is being built (mission is clear!)Product Management + Design + Engineering

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

Yogi Bera

Don’t address “how” it will be done, but the user-centric outcome

A Hill has 3 components• Who - who is this for ?• What - what can they do?• Wow - what is the significant

improvement? Determine how to allocate resources

Provide support in the Config Assistant for reusable filter rules in support of TCP/IP stacks in a sysplex Who, What, Wow

is not clear

Using a modern UI, a Network Administrator can createand deploy 20 filter rules for 20 TCP/IP stacks in thesysplex in under 30 minutes

New Feature in z/OS Communications Server mighttraditionally have read…

With Design Thinking a Hill might read…

Example of Crafting a Hill

Sponsor UsersEnvision the User Experience

Design experiences for real target users…. Rather than imagined needs

Design with “empathy” for our users

Requires working with our users inpartnership.. sharing designs

Sponsor User are the “users of our products”

PlaybacksCollaborate, Align, Engage

Align the team, stakeholders, and clients around the value to be delivered,… rather than just project items

Playbacks align teams through stories focused on the user • Different types of playbacks: some are milestone playbacks which transition

the team to the next phase of delivery (each showing more refinement)• Milestone meetings

• All parts of product delivery are involved Product Management, Design, Dev/Test, ,etc..

Use mock-ups, prototypes, demos- to share details aroundwhat we’re thinking .. Involve sponsor users in Client Playbacks

Doug DietzDesign Principal GE Heathcare(Industrial Designer)

MRI machine

https://www.youtube.com/watch?v=hnSPmcZjEqs

What does this mean to our Comm Server Team and our clients?

• Incorporating Design Thinking practice into our product process• z/OS “Next” is the first release

• Team has participated in Design Thinking education

• As we build our product.. Involve our clients as Sponsor Users in validating and

forming our Hills, and get participation in design Playbacks

THANK YOU

Can we interest you in participating as Sponsor Users?