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Share How the Design mind set can help us to bring the team together to Understand & Explore problems and needs putting the user into the center of processes and How we can iterate over insights and unleash our creative potential. Through the Doug Dietz's MRI(GE Heath Care) case we could see 'How we can go deep into the user perspective to understand their needs and generate ideas and prototypes to deliver meaningful experiences with personal value. Talked about IBM Design heritage and urgent need to deliver experiences and how the new IBM Design are building a new Design culture. Tasting a little of Empathy & Ideation & Storytelling + Uncovering our Stakeholders + Practicing Empathy through the Personas + Generating & Choosing Ideas + Telling a story about our Personas and how we can help them
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Collaboration Program
march/2014
@
Design
Drive:!Entrepreneur Attitude
through Design
Adilson Chicória
Collaboration ?
Collaboration is
to realize peoplethrough these processes
thatinteract
to create value for ..
people.
How can we collaborate ?
people
of the processes…
to the center
bringing
…and understand their perspectives
!
and co-create solutions together.
How can we collaborate ?
Why Design?
Doug Dietz
Product Designer at GE
20 years designing MRI and CT machines
Discover Empathy
MRI
Discover Empathy
MRI
what kind of experience does the user remember?
Discover EmpathyDiscover Empathy
and about a children?
How ?
design = create for people
design = create for people
desirability (People)
feasible (Business)
viability (Technically)
Solução
How ?
Design process
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
Empathy
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
Se colocando no lugar do usuário
Discover
standing on user shoes…
Empathy
..understand the people…
Discover
… which I going to design for.
Discover
Discover EmpathyDiscover Empathy
and about a children?
Discover Empathy
Define
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
Se colocando no lugar do usuário
Define
exploring and connecting insights
Se colocando no lugar do usuário
Define
exploring and connecting insights
Se colocando no lugar do usuário
Define
co-created
Develop
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
experimenting and try to the future
Develop Prototyping
…and avoiding waste time developing technologies! which would not works as planned
Develop Prototyping
Develop Prototyping
sketches
Develop Prototyping
sketches
Develop Prototyping
sketches
Develop Prototyping
testing
Develop Prototyping
Doug team
Delivery
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
delivery user experiences by design
Delivery
Delivery
that they will enjoy and love
Delivery
that children will enjoy
Delivery
that children will enjoy
Delivery
that they will enjoy and love
Delivery
that they will enjoy and love
Delivery
Design process
empathy co-criation experimentation delivery
Challenge
discover define deliverydevelop
What about Design at IBM ?
Tomas Watson Jr. IBM CEO 1966
"Good Design is good business"
Good Design is good business.
1966
Tomas Watson Jr.
IBM Design Program
IBM Design Heritage
IBM Connect 2014 http://www.livestream.com/ibmsoftware/video?clipId=pla_3f79b08c-9083-4cfc-98db-03107ed175ab
IBM Select type writer
http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/selectric/
Austin Design Studio Opening nov/2013 Ginni Rometty IBM CEO https://twitter.com/coastw/status/398185149055373312
“A world transformed by data needs design thinking".
“The biggest driver of sustained growth is!
the Client Experience"
Ginni Rometty IBM CEO
http://www-03.ibm.com/press/us/en/biography/10069.wss
“At IBM, we’ve become great at speaking about the enterprise value proposition but we struggle to deliver the personal value proposition"
Phil Gilbert!General Manager
IBM Design
IBM Design - Design at Scale
https://www.youtube.com/watch?v=FzUrfi-GWeI
Designing an IBM that
it’s a long term
Das 500 empresas que fazem parte do índice S&P 500
fonte: CNBC
from S&P 500 companiesthe design centric companies like IBM outperformed the S&P 500 over 10 years
empathy co-creation experimentação entregar
Challenge Definition
insights ideation realizaçãoprototipação
Tasting Empathy & Ideation & Storytelling
2
4
5
1
6
Apresentar o Desafio
Fazer o Mapa de Stakeholders ?
Idéias: usar os achados para criar idéias para ajudar a resolver o desafio
Selecionar 3 idéias
Apresentar as Idéias selecionadas para as pessoas presentes e ouvir o que elas pensam
3 Usar o Mapa de Empatia para “entender melhor” o usuário ?
Challenge: How can we engage ourselves and embrace the Collaboration Program (Ideas,
Assets e Lean) in order to contribute individually and as team to increase our value-added perception for our client eyes regarding our creative potential?
Stakeholders
EAI
RSBasting,
Dev Marcos, ML
DPEGerson,
Dpe
Fernando, Dev Leader
?
?
?
Qual expectativa?
?
Empathy Map
desenhar o !usuário
Nome, Idade
Perfil
Empathy Map
35
Empathy Map
Ideation
delegar sem perder
visibilidade
fixar horário de saída
fixar horário de saída
ter atividades pessoais definidas
Ideation
delegar sem perder
visibilidade
fixar horário de saída
fixar horário de saída
ter atividades pessoais definidas
Ideation
1 2pesos
delegar sem perder
visibilidade
fixar horário de saída
fixar horário de saída
ter atividades pessoais definidas
Ideation
1 2pesos
Ideation
1 2pesos
Storytelling
?
obrigado!
contacts
acjardim@br.ibm.com
@AdilsonChicoria
adilsonchicoria.com
chicoria@gmail.com
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