Upload
ux-strat
View
890
Download
4
Embed Size (px)
DESCRIPTION
Recently, IBM has embarked on a massive transformation focused on integrating design and user experience practice back into the core of everything the company does. This is the largest such transformation ever attempted and the very scale of IBM as an organization means that it can't help but have major impact in the world of design. The session will give a brief background on the IBM Design initiative as a whole then cover the specifics around our new Product Management practice as well as the strategy we've taken to roll it out across all of IBM. We'll share our early successes as well as some lessons learned. You should leave with a lot of ideas about concrete steps you could take in your organization to embed UX and Design in your strategic activities.
Citation preview
IBM Design
Todd Wilkens, Design PrincipalUX STRAT, Boulder, September 2014
IBM Design
Putting UX and Strategy at the heart of the Product Team
IBM Design :: ©2014 IBM Corporation
But on further thought…
IBM Design :: ©2014 IBM Corporation
Todd Wilkens, Design PrincipalUX STRAT, Boulder, September 2014
IBM Design
Killing UX Strategy to save UX and Strategy
IBM Design :: ©2014 IBM Corporation
Challenge: How do we create a sustainable culture of experience-focused product development that delivers great product and solution outcomes at IBM's scale?
IBM Design :: ©2014 IBM Corporation
A small digression about large scale.
IBM Design :: ©2014 IBM Corporation
IBM is B-I-G
6
IBM Design :: ©2014 IBM Corporation
— John Doe
“This is a quote that makes a great point”
400,000+employees
IBM Design :: ©2014 IBM Corporation
— John Doe
“This is a quote that makes a great point”
product teams3,000
IBM Design :: ©2014 IBM Corporation
— John Doe
“This is a quote that makes a great point”
product teams3,000
IBM Design :: ©2014 IBM Corporation 10
100+years old
IBM Design :: ©2014 IBM Corporation 11
IBM Design :: ©2014 IBM Corporation
Everything we do at IBM Design requires equal parts
Audacity + Humility
12
IBM Design :: ©2014 IBM Corporation
Core Beliefs
Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality.
Experience-focused decision making and planning is the key to delivering real value to market.
Whole organizations (not just designers) deliver great experiences to market.
Creating great experiences requires a strong design competency.
IBM Design :: ©2014 IBM Corporation
Experience-focused decision making and planning is the key to delivering real value to market.
Core Belief
IBM Design :: ©2014 IBM Corporation
Experience-focused decision making and planning is the key to delivering real value to market.
Core Belief
IBM Design :: ©2014 IBM Corporation
Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
IBM Design :: ©2014 IBM Corporation
Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
IBM Design :: ©2014 IBM Corporation
Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.
IBM Design :: ©2014 IBM Corporation
Corollary #2: Focus on good experience and design need to be in the DNA of your company culture.
IBM Design :: ©2014 IBM Corporation
Corollary #2: Focus on good experience and design need to be in the DNA of your company culture.
IBM Design :: ©2014 IBM Corporation
Good design is good business.
—Thomas Watson Jr. Chief Executive Officer, 1973
“Good design is good business.”
IBM Design :: ©2014 IBM Corporation
Studio Opening
“I believe, if I could be so bold, that the work done here will change the world. This is a re-commitment to a heritage of innovation that has transcended IBM.”
– Ginni Rometty, CEO
IBM Design :: ©2014 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation
An Historic Legacy
IBM Design :: ©2014 IBM Corporation
IBM Design :: ©2014 IBM Corporation
Creating great experiences requires a strong design competency.
Core Belief
IBM Design :: ©2014 IBM Corporation 23~300%Increase overall UX staff by
IBM Design :: ©2014 IBM Corporation
Recruiting hundreds of talented designersmore than 200 since January 2013
IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation 25IBM Design :: IBM Confidential :: ©2013 IBM Corporation 60 designers started the same day (July 8, 2013)
IBM Design :: ©2014 IBM Corporation
Whole organizations (not just designers) deliver great products to market.
Core Belief
IBM Design :: ©2014 IBM Corporation
Whole organizations (not just designers) deliver great products to market.
Core Belief
IBM Design :: ©2014 IBM Corporation
Corollary #1:There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
IBM Design :: ©2014 IBM Corporation
Corollary #1:There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
IBM Design :: ©2014 IBM Corporation
Corollary #1:There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.
IBM Design :: ©2014 IBM Corporation
Corollary #2:Product Strategy is driven by product management but only works when UX is in the hearts, minds, and hands of everyone on the team.
IBM Design :: ©2014 IBM Corporation
Corollary #2:Product Strategy is driven by product management but only works when UX is in the hearts, minds, and hands of everyone on the team.
IBM Design :: ©2014 IBM Corporation
IBM Design is now responsible for the product management practice for IBM as a whole.
IBM Design :: ©2014 IBM Corporation
IBM Design is now responsible for the product management practice for IBM as a whole.
IBM Design :: ©2014 IBM Corporation
But this isn’t about simply about teaching PM’s
Design Thinking.
IBM Design :: ©2014 IBM Corporation
But this isn’t about simply about teaching PM’s
Design Thinking.
IBM Design :: ©2014 IBM Corporation
We need Design Thinking++.
IBM Design :: ©2014 IBM Corporation
We need Design Thinking++.
IBM Design :: ©2014 IBM Corporation
We need Design Thinking++.
IBM Design :: ©2014 IBM Corporation 32
“Design thinking” is a way of solving problems that is especially helpful for
creating product and service experiences.
IBM Design :: ©2014 IBM Corporation 32
“Design thinking” is a way of solving problems that is especially helpful for
creating product and service experiences.
IBM Design :: ©2014 IBM Corporation 32
“Design thinking” is a way of solving problems that is especially helpful for
creating product and service experiences.
IBM Design :: ©2014 IBM Corporation 33
But it isn’t necessarily an approach for delivering products to market.
IBM Design :: ©2014 IBM Corporation 33
But it isn’t necessarily an approach for delivering products to market.
IBM Design :: ©2014 IBM Corporation
A framework for whole teams to deliver great experiences to market
IBM Design Thinking
IBM Design :: ©2014 IBM Corporation
Prototype
Evaluate
Understand
Explore
Design Thinking
IBM Design :: ©2014 IBM Corporation
Prototype
Evaluate
Understand
Explore
IBM Design Thinking
IBM Design :: ©2014 IBM Corporation
Core Principles and Practices of IBM Design Thinking
Playbacks align your team, stakeholders, and clients around the user value you will
deliver, rather than project line items
Sponsor Users help you design experiences for real target users,
rather than imagined needs
Hills focus your project on big problems and outcomes for users, not just a list of feature requests
IBM Design :: ©2014 IBM Corporation
Hills
IBM Design :: ©2014 IBM Corporation
COMMANDER’S INTENT
39
IBM Design :: ©2014 IBM Corporation
“a framework for freedom to act”
40
IBM Design :: ©2014 IBM Corporation
Hills
Hills frame your releases and planning periods around user-centric market outcomes, not feature requests.
Example from an internal project
IBM Design :: ©2014 IBM Corporation
Hills
Hills frame your releases and planning periods around user-centric market outcomes, not feature requests.
Deliver a custom wiki community template to allow agile teams to collaborate on client projects
Example from an internal project
IBM Design :: ©2014 IBM Corporation
Hills
Hills frame your releases and planning periods around user-centric market outcomes, not feature requests.
Deliver a custom wiki community template to allow agile teams to collaborate on client projects
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2014)
Example from an internal project
IBM Design :: ©2014 IBM Corporation
Hills
Hills frame your releases and planning periods around user-centric market outcomes, not feature requests.
Deliver a custom wiki community template to allow agile teams to collaborate on client projects
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2013)
Example from an internal project
Who What Wow
IBM Design :: ©2014 IBM Corporation
Hills fill the gap between a vision statement and a backlog.
IBM Design :: ©2014 IBM Corporation
The “teeth” in Hills
Invest resources across three Hills + a Technical Foundation to combat arbitrary features and reallocation
Hill
Hill
Hill
Technical Foundation
Hill 3 20%
Tech 15%
Hill 1 20%
Hill 2 45%
IBM Design :: ©2014 IBM Corporation
Sponsor Users
IBM Design :: ©2014 IBM Corporation
Sponsor Users
A set of real users recruited to “join” the product team for a period and do participatory design.
Sponsor Users
IBM Design :: ©2014 IBM Corporation
Playbacks
IBM Design :: ©2014 IBM Corporation 48
A picture is worth a thousand words.
IBM Design :: ©2014 IBM Corporation 49
A prototype is worth a thousand meetings.
IBM Design :: ©2014 IBM Corporation 50
The greatest value of a prototype is often how it tells a story of user value.
IBM Design :: ©2014 IBM Corporation
What is a Playback?
In a Playback, the user experience for a defined scenario is “played back” to stakeholders to foster
collaboration, feedback, and alignment. !
All conversation and alignment is around the user value that the team will deliver, rather than project line items.
IBM Design :: ©2014 IBM Corporation
Playbacks
<This space intentionally left blank.>
IBM Design :: ©2014 IBM Corporation
A culture of showing versus telling
IBM Design :: ©2014 IBM Corporation
Educating and activating teams
IBM Designcamp
IBM Design :: ©2014 IBM Corporation
— John Doe
“This is a quote that makes a great point”
IBM DesigncampAccelerating projects through experiential, multi-disciplinary learning & IBM Design mentoring
IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation 56
Designcamp for Product Teams
IBM Design :: ©2014 IBM Corporation 57
Designcamp for Product Managers
IBM Design :: ©2014 IBM Corporation 58
Designcamp for IBM Executives
IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 59
Designcamp for New Hires
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266878260833798727457047285437224595306904528073397571575578553122614866388945549990219946309152188925661591939047896561909683995185755138078079152645175132221554815631812177930893261551769018036729129822069623342610311186475878705201455866342668782608337987274570472854372245953069045280733975715755785531226148663889455499902199463091521889256615919390478965619096839951857551380780791526451751322215548156318121779308932615517690180367291298220696233426103111864758787052014558663426687826083379872745704728543722459530690452807339757157557855312261486638894554999021994630915218892566159193904789656190968399518575513807807915264517513222155481563181217793089326155176901803672912982206962334261031118647587870520145586634266815631812177930893261551769018036729129822069
298493142263
757875136092
35875305
71112
233811301
Designcamp by the numbers
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
Designcamps held35+
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
Project Teams75+
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
feet2 butcher’s paper64,000
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
post-it notes336,100
IBM Design :: ©2014 IBM Corporation IBMDesign::IBMConfidential::©2013IBMCorporation
singing gorilla1
IBM Design :: ©2014 IBM Corporation
Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality.
Core Belief
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
IBM Design Thinking is a framework for collaboration that helps us create innovative experiences with real
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
DevOps is a framework for collaboration that delivers experiences to market, evolving them quickly and responsively, and
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
IBM Design Thinking + DevOps makes a truly modern, iterative approach to creating, delivering, and evolving quality experiences with market
69
IBM Design :: ©2014 IBM Corporation
IBM Design Thinking and DevOps Three shared values
Outcomes for users
Continuous learning
Radical collaboration
IBM Design :: ©2014 IBM Corporation
Continuous alignment
IBM teams take shared ownership of user outcomes
Design
Code ProductManagement
Ops
Test
MarketingInside Sales
Support
IBM Design :: ©2014 IBM Corporation 72
IBM Design :: ©2014 IBM Corporation 72
IBM Design :: ©2014 IBM Corporation 72
IBM Design :: ©2014 IBM Corporation 73
Outcomes
IBM Design :: ©2014 IBM Corporation
68+ project teams have
participated in Designcamp
IBM Design Thinking is now in wide use
500 leaders participated in
two Leadership Summits in 2014
70+ software projects using
IBM Design Thinking today
IBM Design :: ©2014 IBM Corporation 75
Two examples of success
IBM Design :: ©2014 IBM Corporation 76
IBM Mail Next
IBM Design :: ©2014 IBM Corporation 76
#IBMConnect
IBM Mail Next
IBM Design :: ©2014 IBM Corporation 76
#IBMConnect
IBM Mail Next
IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation 77
IBM BlueMix is a single solution environment with the instant resources and infrastructure to develop and deploy apps across multiple domains. It offers instant services, runtimes, and infrastructure and a catalog containing everything you need from IBM provided services to third-party offerings like Twillio.
IBM Design :: ©2014 IBM Corporation
DESIGN THAT MATTERS
FOR THE WORLD@ibmdesign
ibm.com/[email protected]