Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM)
Depuis un peu plus de 2 ans IBM promeut le Design Thinking pour engager les équipes à travailler ensemble dans une perspective centrée utilisateur. Après une brève introduction au concept nous présenterons comment IBM déploie cette approche et comment elle influe sur la conception des solutions, la définition des livrables et la colaboration entre les différentes équipes impliquées
Plus en http://use-age.org/world-usability-day/wud-2014/
2. “Good design is good business.”
Thomas Watson, IBM Chief Executive Officer, 1973
IBM Design Thinking –World Usability Day ,13 Novembre 2014 2
3. Competitive imperative for design
Software projects depend on actual user adoption
Users are playing a larger role in product selection
IBM Design Thinking –World Usability Day ,13 Novembre 2014
4. IBM Design Thinking is a framework
for delivering great experiences
for our users.
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7. Experience as a narrative
IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Try out a Journey Map to discover unexpected points of entrance to begin design for
This video is from : http://vimeo.com/78554759
9. IBM Design…
IBM Design Thinking –World Usability Day ,13 Novembre 2014
• A new organisation for
designers
• A Community for all
• Signature projects as examples
• Studio Lab around the world
• …
10. and Design Camps with a lot of post it !
IBM Design Thinking –World Usability Day ,13 Novembre 2014
11. “Designers […] don’t have to search for a solution until they
have determined the real problem, and even then,
instead of solving that problem, they stop to consider
IBM Design Thinking –World Usability Day ,13 Novembre 2014
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”.
Don Norman
“Rethinking Design Thinking” Core 77, 19 March 2013
12. “Designers […] don’t have to search for a solution until they
have determined the real problem, and even then,
instead of solving that problem, they stop to consider
IBM Design Thinking –World Usability Day ,13 Novembre 2014
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”.
Don Norman
“Rethinking Design Thinking” Core 77, 19 March 2013
13. “Designers […] don’t have to search for a solution until they
have determined the real problem, and even then,
instead of solving that problem, they stop to consider
IBM Design Thinking –World Usability Day ,13 Novembre 2014
a wide range of potential solutions.
Only then will they finally converge upon their proposal.
This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”.
Don Norman
“Rethinking Design Thinking” Core 77, 19 March 2013
16. Core Principles and Practices
Hills Sponsor Users
Playbacks
IBM Design Thinking –World Usability Day ,13 Novembre 2014 16
17. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Hills
Hills define your release mission
Hills frame your releases around user-centric
market outcomes, not feature requests
18. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Example Release Hill
Implement a customisable solution
that connects together the coffee
machine and any smart phone.
Hills
19. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Example Release Hill
Implement a customisable solution
that connects together the coffee
machine and any smart phone.
Who What Wow
Hills
20. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Example Release Hill
Implement a customisable solution
that connects together the coffee
machine and any smart phone.
Who What Wow
Steve hears his smart phone alarm
clock and already smells the fresh
coffee being prepared while staying
into bed.
Hills
21. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Sponsor Users
Sponsor Users bring your team deep
domain expertise around edge-case usage
22. IBM Design Thinking –World Usability Day ,13 Novembre 2014
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Playbacks
Playbacks align teams and stakeholders, clients, and prospects
around stories that show the value of your offering
23. Design Thinking : basic phases
Understand
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24. Design Thinking : basic phases
Understand
Explore
Prototype
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25. Design Thinking : basic phases
Understand
Explore
Prototype
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
26. Design Thinking : basic phases
Understand
Explore
Prototype
Evaluate
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
27. Design Thinking : basic phases
Hills
Understand
Explore
Playbacks
Prototype
Evaluate
Sponsor
Users
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21