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GE’s Design and Digital Transformation Greg Petroff & John Magee

Build your brilliant industry

Minds+Machines 2015


GE Journey


Starting in 2011: Goal: Improve Service Delivery and Margins

User Experience: UX

Business Model: 10X Platform Thinking GE

Software CoE

Lean Startup: GE Fastworks

Connected Machines

Analytics in the Cloud

People at Work

Three Pillars


Fast Forward: Platform

Business Model Innovation

Design & User Experience


Platform Thinking


The Digital Industrial Platform is Creating Industrial App Economy


Micro Services


Business Model Innovation


Organize to Execute

TH

E C

HA

SM

Each phase requires a phase-specific commercial and organizational strategy

PHASE 1 Make It Work

PHASE 2 Cross The Chasm

PHASE 3 Scale The Business

PHASE 4 Run The Business

PHASE 5 Optimize the Business

Demonstrate the commercial viability of the software

solution with early adoption customers

Achieve clear market leadership for the software

solution within a target segment of pragmatist

customers

Win broad market adoption as the software solution becomes

a “must have” for the global market

Manage across product lifecycle transitions to

constantly add more value to customers using the software

solution

Reduce product complexity and cost to optimize margins through the late stages of the

market


tenX: The goal … optimal portfolio balance; faster time-to-scale

TH

E

CH

AS

M

Each phase requires a phase-specific commercial and organizational strategy

PHASE 1 Make It Work

PHASE 2 Cross The Chasm

PHASE 3 Scale The Business

PHASE 4 Run The Business

PHASE 5 Optimize the Business

Demonstrate the commercial viability of the software

solution with early adoption customers

Achieve clear market leadership for the software

solution within a target segment of pragmatist

customers

Win broad market adoption as the software solution becomes

a “must have” for the global market

Manage across product lifecycle transitions to

constantly add more value to customers using the software

solution

Reduce product complexity and cost to optimize margins through the late stages of the

market


Defining the Offers: Stairway to Value

Conservatives

Pragmatists

In Pain

Pragmatists

With Options

Visionaries

Visio

na

ries

Ma

instre

am

C

on

serv

ativ

es

CU

ST

OM

ER

S

“Directly reduce my costs” – Voice of customer Focus on hard ROI – Value prop

“Fix my broken mission critical process” Focus on cost of not solving the problem

“Create immediate competitive advantage” Focus on revenue & margin gains

“Create game-changing advantage” Focus on category share gains


Growth in Two Dimensions

MORE VALUE

Step 4

Step 3

Step 2

Step 1

Core Assets All Assets Plant/Fleet Network

Asset Optimization Operations Optimization

BROADER REACH


Design & User Experience People Centric Solutions are better


User Experience design is…

User experience design is the practice of crafting the human touch points

of products and services to create useful, meaningful and delightful

experiences for users, and business value for the company and our

customers.


UI UX

1

6


designing THE PRODUCT

designing THE EXPERIENCE

VS


Good UX is much deeper than just the UI

Well-designed products are

defined from bottom-up,

informed by

research

Exploratory sketching &

prototyping can help form

biz hypotheses



The ROI of design

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/


Benefits of UX design

Improved product and

service quality

More effective users

Improved customer preference

Higher perceived value of GE products

by customers

A better impression of the GE brand

Faster, more efficient software

development projects

A clear, shared understanding of what’s

being proposed and built

Tools for prioritizing requirements

More coherent planning

More targeted engineering effort

Clearly-defined success criteria

MUCH LESS WASTED EFFORT

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Bringing it together


Great products come from a balanced approach

How do we

make money?

DESIRABILITY

What can

we build?

What do people

need and desire? 3

2


Great products come from a balanced approach

Business Model

DESIRABILITY

Platform

UX

3

3


Design Thinking + Agile in a Lean World

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6



Key Take Away Concepts

Understand the Predix Platform

Understand the value of Platform Thinking & Technology

Understand how to reimagine business models

Understand the value of User Experience

Practice Multi-disciplinary problem framing and solution finding (Design Thinking)

Get to Outcomes that matter and are easy to develop

General Electric Company reserves the right to make changes in specifications and features, or discontinue the product or service described at any time, without notice or obligation. These materials do not constitute a representation, warranty or documentation regarding the product or service featured. Illustrations are provided for informational purposes, and your configuration may differ. This information does not constitute

legal, financial, coding, or regulatory advice in connection with your use of the product or service. Please consult your pro fessional advisors for any such advice. No part of this document may be distributed, reproduced or posted without the express written permission of General Electric Company. GE, Predix and the GE Monogram are trademarks of General Electric Company. ©2015 General Electric Company – All rights

reserved.

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