Design at Scale how
to create a sustainable culture of design at IBM by @AdilsonChicoria

What happens when 430,000 employees
want to become design thinkers ? — Challenge —

1966
2015

IBM Design
1966

— Design Team —

Eliot Noyce

IBM Selectric typewriter

https://www.youtube.com/watch?v=vNUEUth7qjc IBM Selectric typewriter Changing
typefaces

IBM Design
2013

sponsorship

— strategy —

— bootstrap team —

A growing community, connected by
our users IBM Design Studios Austin Research Triangle Park New York Toronto & Ottawa Dublin Hursley Böblingen Shanghai

The meeting rooms and iconic
images, including the rebus, designed in 1981 by Paul Rand IBM Design Studios

https://www.youtube.com/watch?v=FzUrfi-GWeI — Austin Design Studio
Opening —

mindset

IBM Design Thinking — communication
framework —

— communication framework —

— tools —

— +tools —

— workshops — mindset+tools in
action

http://www.ibm.com/design/language.shtml
— design language —

— spreading the culture —
https://twitter.com/hashtag/ibmdesign

What happens when 430,000 employees
want to become design thinkers ? — Challenge —

In 2014, our team engaged
over 5,000 IBMers educating them in new design frameworks and methodologies, coaching their teams, facilitating problem solving, advancing their practice, and inspiring their leaders.

So what ?

Create a sustainable culture of
design and to bring human- centered design to our thousands of product experiences ? How to…

The challenge of driving such
a massive cultural change isn’t insignificant. Design at scale. At IBM, we are practicing design thinking at a global scale and at a level of complexity that has never been seen before. — Douglas Powell - Program Director

The challenge of driving such
a massive cultural change isn’t insignificant. Design at scale. • With product teams dispersed across the globe • Collaboration and alignment among key stakeholders in our organization can be extremely challenging. • the deep legacy of many of our products and businesses

http://designawards.core77.com/ 2015 Core77 Design Awards
—Winner—

The IBM Design Education +
Activation program exists to spearhead and catalyze this change by producing and delivering active learning experiences around the world

How do you... ? What
happens when... ? Who are the... ? How might we... ? These are the types of questions we’ve been trying to answer in 2014.

How do you get hundreds
of product teams to work in a new way? — Challenge —

Different Designcamp versions meet different
audience needs.

Designcamp for Executives A one-day
program that introduces IBM executives to design thinking 1.Working knowledge of IBM Design Thinking 2.Understand your role as patrons/leaders/advocates of IBM Design Thinking

Designcamp for Product Managers A
two-day program specific to the product management discipline and held at IBM sites around the world 1.Working knowledge of IBM Design Thinking 2.Active experience with radical collaboration 3.Understand your role as patrons/leaders/advocates of IBM Design Thinking

Designcamp for Product Teams An
intensive, five-day program where interdisciplinary teams infuse their projects with deep empathy for their users while learning design thinking in a collaborative, hands-on environment

In 2014, our 5-day Designcamp
for Product Teams program used... Sharpie® pens voting dots Post-it® notes dry erase makers 680 2,700 5,400 130,200

What happens when 80 new
designers start their jobs on the same day? — Challenge —

Designcamp for
New Hires

Designcamp for New Hires Launchpad
for designers new to the IBM Design organization.

Who are the design leaders
of tomorrow and how can we engage them? — Challenge —

Maelstrom
interns

Over the course of the
8– 10 week program, our interns are armed with the tools they need to evangelize and enact IBM D e s i g n ’ s m i s s i o n o f cultural change.

Maelstrom interns bring talent, passion,
and imagination to design t h a t a u t h e n t i c a l l y expresses the character of IBM. They’re what we n e e d i n t h e n e x t generation of IBMers.” —Jon Iwata, IBM Senior Vice President, Marketing and Communications

How might we elevate a
global workforce with a travel budget of zero? — Challenge —

1.Introduction to IBM Design Thinking
2.Introduction to Hills 3.Introduction to Sponsor Users 4.Introduction to Playbacks 5.Introduction to the IBM Design Language 6.Product Management Overview 7….. Designlines Webcast eipisodes (since nov-14)

Reach IBMers around the world
bringing together : Designlines Webcast ! • practitioners and subject matter experts ! • to present case studies, share best practices, and answer questions.

Topic introduction and overview Case
studies and interviews Practical advice and guidance Live-stream chat pod with dedicated subject matter experts to answer questions and post links to resources into the chat pod Minute 0 10 20 30 40 50 60 Speaking guests answer selected questions from the live-stream chat pod Speaking guests answer selected questions from the live-stream chat pod Designlines Webcast

So, is it
working?

http://ibm.biz/TDC-2015

In 2014, IBM Design was
just getting started and we’re already showing impressive accomplishments in important business areas like our new Bluemix developers platform. Bluemix was built from the ground up using IBM Design Thinking and has 10 times more users today than initially projected.

Part of IBM’s $1 billion
investment in cloud computing http://www.ibm.com/design/blog-iconic-bm.shtml

how to create a sustainable
culture of design Design at Scale Design Education + Activation Program IBM Design http://designawards.core77.com/Design-Education-Initiatives/34833/IBM-Design-Education-Activation

acjardim@br.ibm.com — Thank You —
@AdilsonChicoria adilsonchicoria.com