Páginas de relatório de 2015
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Story of the IBM Studios and IBM's return to Design focus
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Notas do Editor
- What do we mean by user experience? Often we start with a brief like “design a coffee maker.” So we get out our spreadsheet and write down “pot, lid, heating element, button, etc.” and we end up with the same old stuff that’s already on the market.
- That’s why the IBM Design Thinking framework was devised. It’s not just about creating great user experiences but also delivering them. And doing so in complex organizations like ours.
- Technology trends including cloud, big data and analytics, mobile, and social are reshaping the digital landscape and all are happening at the same time. Virtually every company is dealing with these changes. Imagine any of these technologies without amazing design. Each of these require an incredible focus on design.
- With the introduction of the iPhone in 2007, people walked away from their company issued and paid for Blackberry phones to buy, with their own money, the iPhone. They did that because they loved it. This started the BYOD phenomenon and has spread to the adoption inside enterprises of consumer experiences.
- We have a very simple formula which is people plus places plus practices equals outcomes. Let’s talk a little about each.
- …Phil Gilbert as General Manager of IBM Design. Phil was a serial entrepreneur whose company, Lombardi, was acquired by IBM largely because it had superior design. Phil has responsibility for design practice across all of IBM and the framework we now use that we’ll discuss later was based on best practices from Lombardi. Based on an assessment of the need for more designers, Phil also told Ginni and the board that we needed hire many hundreds of designers.
- So, we’ve been hiring hundreds of designers from the top design schools worldwide. We now have more than 1,000 designers at IBM and hiring 200-300 a year. We also hire experienced professionals as well all using an industry leading approach to recruiting, evaluating, interviewing, and hiring.
- Designcamps are experiential learning sessions for learning and practicing our design framework. We have half to full day Designcamps for executives, 4-5 days for project teams, and 3 months for new design hires. We use Designcamps internal to IBM and we also use them with and for clients.
- IBM Studios are the spaces for designers, whether product designers, marketing and communication designers, or interactive experience designers that promote creativity, collaboration, and design best practices.
- Our approach starts with design thinking. (bullets) We capture the essence of design thinking with these four hexagons - practices around: understanding and empathizing with users (and redefining the problem in the process) exploring solutions prototyping and evaluating experiences In addition to the core elements that we’ve just reviewed, IBM Design Thinking also includes three very important additional elements. Hills focus your project on big (but attainable) problems and outcomes for users, not just a list of feature requests. Sponsor Users help you design experiences for real target users, rather than imagined needs. And, Playbacks align your team, stakeholders, and clients around the user value you will deliver, rather than project line items.
- We also have an IBM Design Language which provides a shared vocabulary for design and that provides guidance for the design of specific elements of the client experience.