(Re)aligning The Way 400,000 People Think

(Re)aligning the way 400,000 people thinkAdam Cutler Design Practices Program Director IBM Design

we are modifying

century-old hardwiring

we are modifying

century-old hardwiring

We believe 3 elements are neededto create a sustainable culture ofdesign.

People are the key to our success

Places that nurture creativity

Robust scalable practices03

IBM Design Practices

design

de•sign |dəˈzīn|

de•sign |dəˈzīn|noun purpose, planning, or intention that exists behind an action, fact, or material object

designthe rendering of intent

design thinkinghow we go about articulating intent

Design must solve a specific problem and is evaluated by how effective it is at solving that problem.

Identifying the right problem to solve is the single most important factor for success.

If we’re solving the wrong problem, we’re not giving our users what they need to be successful.

usable = edible

Be authentically thoughtful

Design for an outcome

IBM Design ThinkingHuman-centered outcomes at speed and scale

PrinciplesA focus on user outcomes Multidisciplinary teams Restless reinvention

The Loop

Observe Reflect Make

The Loop

The KeysHills Playbacks Sponsor Users

common sense

uncommon sense

We make users our North Star They are the premise for every action we take.

Measure success based on the value that we bring to them.

A focus on user outcomes

Multidisciplinary teams

We succeed or fail as a whole team Have empathy: first with each other, then with our users. Build a foundation of mutual trust and respect across all disciplines.

Move faster and work smarter by collaborating as a unit, not just as individual disciplines.

Restless Reinvention

We have a bias toward action Everything is a prototype.

Pursue perfection, with the humility of knowing that nothing is actually perfect.

The Loop

Nilhil simul inventumest et perfectum.

Nothing is invented and perfected at the same time.

A behavioral model for continuous understanding

IBM Design Thinking

The Loop

Observing immerses us inour users’ worlds. Meaningful outcomes come from an understanding of the real problems our users have.

The Loop | Observe

[caveat]

Who are our users? What are their needs? What else is out there? What ideas do they have for us?

The Loop | Observe

Reflecting helps to align our various points of view. Good decisions begin with an understanding of our situation, our purpose, and how we can make a difference for our users.

If we slow down just enough to reflect, we move faster when we’re aligned.

The Loop | Reflect

Do we agree on our intent? Did we make the leap to insight? Are we ready to commit?

The Loop | Reflect

Making gives form to our ideas. We can’t know everything but we do know some things, so jump right in. The earlier we make, the faster we’ll learn.

The Loop | Make

What’s our concept? What’s our story? How do we deliver?

The Loop | Make

Articulating clear intent & purpose

Hills align our intent across resources. Great outcomes begins with a shared understanding of intent.

Hills are statements of intent written as meaningful user outcomes. They tell you where to go, not how to get there.

A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.

Playbacks align our intent across time.Not everyone has time to be in every loop. Don’t let your teams fall out of sync.

Playbacks are a time to reflect together. Bring your extended team and stakeholders into the loop in a safe, inclusive space.

Playbacks

Sponsor users align our intent with their reality. Empathy can only take you so far. If you’re not a pilot, you’ll never know how it feels to land an airliner.

Sponsor Users are users who bring their lived experience and domain expertise to the team.

Sponsor Users

The Loop

IBM Design Thinking in use

IBM Design Thinkingibm.com/design/thinking

Studio

@adam_cutler @ibmdesign

(Re)aligning The Way 400,000 People Think

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