ibm design: design at scale
TRANSCRIPT
Design at Scalehow 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 Design1966
— Design Team —
Eliot Noyce
IBM Selectric typewriter
https://www.youtube.com/watch?v=vNUEUth7qjc
IBM Selectric typewriter
Changing typefaces
IBM Design2013
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
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 makers680
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 ta lent , pass ion , 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?
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
— Thank You —
@AdilsonChicoria
adilsonchicoria.com