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IBM Design ThinkingHuman-centered outcomes at speed and scale
https://ibm.ent.box.com/s/j7wye1e3niwxi2igmhm8nrl3yxv9a77w
https://www.ibm.com/design/thinking/
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Design is the intent behind an outcome.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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Human-centered outcomes require empathy for the people you serve.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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Solving complex problems requires us to work together across differences.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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IBM Design Thinking
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop
The Keys
Principles
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop
The Keys
Principles
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Principles frame the way we see problems.
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A focus on user
outcomes
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
Principles
Diverse empowered teams
Restlessreinvention
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Our users determine the value we deliver.
We make our users our North Star. They are the premise for every action we take.
We measure our success based on the value we bring to them.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
A focus on user outcomes
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
Diverse empowered teams
You don’t solve a complex problem alone.
Diverse teams see problems from different perspectives, increasing your chance of a breakthrough idea to emerge.
We empower them with the expertise and authority to turn ideas into outcomes.
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
Restless Reinvention
Nothing is invented and perfected at the same time.
Fundamental human needs haven’t changed, but the way we address them do.
Everything is a prototype. We pursue perfection, with the humility of knowing that nothing is actually perfect.
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The Loop
The Keys
Principles
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop drives us to understand the present and envision the future.
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IBM Design Thinking
The Loop
Observe Reflect Make
© 2016 IBM Corporation | IBM Confidential
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Observing immerses us in our users’ world.Meaningful outcomes come from an understanding of the real problems your users have.
When we observe, we ground ourselves in the reality of our users’ lives.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Observe
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Reflecting helps to align our various points of view.If we slow down just enough to reflect, we move faster when we’re aligned.
Good decisions begin with an understanding of your situation, your purpose, and how you can make a difference for your users.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Reflect
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Making gives concrete form to abstract ideas.You can’t know everything but you do know some things, so jump right in. The earlier you make, the faster you’ll learn.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Make
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What about my artifacts?
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
Artifacts help you think. They don’t do the thinking for you.
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Artifacts don’t do the thinking for you.
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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When observing, ask yourselves:
Who are our users?What are their needs?What else is out there?What’s their feedback?
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Observe
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Reflect
When reflecting, ask yourselves:
Who are we?What have we learned?Are we aligned?Do we have a plan?
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop | Make
When making, ask yourselves:
What’s possible?What’s our concept?What’s our story?How do we deliver?
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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The Loop
The Keys
Principles
IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Keys align us across complex efforts.
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IBM Design Thinking© 2016 IBM Corporation
?
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
team
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IBM Design Thinking© 2016 IBM Corporation
team
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IBM Design Thinking© 2016 IBM Corporation
time
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IBM Design Thinking© 2016 IBM Corporation
time
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IBM Design Thinking© 2016 IBM Corporation
team
time
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IBM Design Thinking© 2016 IBM Corporation
team
time
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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Hills align usas teams.Great outcomes begins with a shared understanding of intent.
Hills are statements of intent written as user outcomes. They specify where to go, not how to get there, providing the space needed to generate breakthrough ideas.
IBM Design Thinking© 2016 IBM Corporation
Hills
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43
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
IBM Design Thinking© 2016 IBM Corporation
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44
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
who
IBM Design Thinking© 2016 IBM Corporation
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45
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
what
IBM Design Thinking© 2016 IBM Corporation
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46
A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement.
wow
IBM Design Thinking© 2016 IBM Corporation
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Playbacks align us across time.Not everyone has time to be in every loop. Don’t let your teams fall out of sync.
Playbacks bring stakeholders into the loop in a safe space to tell stories and exchange feedback, helping you stay aligned with the big picture problem you’re solving together.
IBM Design Thinking© 2016 IBM Corporation
Playbacks
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IBM Design Thinking© 2016 IBM Corporation
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Sponsor Users align us with our users’ reality.If you’re not a pilot, you’ll never know how it feels to land an airliner.
Sponsor Users are real-world users that contribute domain expertise to your team, helping you stay in touch with users’ real-world needs throughout the project.
IBM Design Thinking© 2016 IBM Corporation
Sponsor Users
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop
The Keys
Principles
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Principles frame the way we see problems.
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Loop drives us to understand the present and envision the future.
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IBM Design Thinking© 2016 IBM Corporation | IBM Confidential
The Keys align us across complex efforts.