lean startup at a large company: how design thinking is transforming product development at ibm...

IBM Design :: ©2015 IBM Corporation

Greger Ottosson, PhD Program Director

IBM Design

Lean Startup at a Large Company

IBM Design :: ©2015 IBM Corporation

How Design Thinking is Transforming Product Development at IBM

Lean Startup at a Large Company

IBM office locations150 OVER

380KOVER

IBM employees worldwide

IBM Design :: ©2015 IBM Corporation

IBM’s software portfolio consists of over 3,000

enterprise products

6

Good Design is Good Business. -

Thomas J. Watson, Jr. CEO, IBM

“

Forward

IBM Design Language v0.5 " 4

A Rich Legacy of Exquisite Design

Eliot Noyes

Paul Rand Charles & Ray Eames

Thomas Watson Jr.

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IBM Design :: ©2015 IBM Corporation 13

IBM Design :: ©2015 IBM Corporation 14

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IBM Design :: ©2015 IBM Corporation 19

IBM Design :: ©2015 IBM Corporation 20

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There’s one key to our future growth: the client experience. Ginni Rometty CEO, IBM

“

Design Transformation

The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.

Bridget van Kralingen Senior Vice President IBM Global Business Services

IBM Design :: ©2015 IBM Corporation

25IBM Design :: ©2015 IBM Corporation

We need to focus maniacally on designing an awesome client experience

IBM Design :: ©2015 IBM Corporation

IBM Design :: ©2015 IBM Corporation

“Our mission is to create a sustainable culture of

design at IBM.”

— Phil GilbertGeneral Manager, IBM Design

people + practices + places = outcomes

people

Design Engineering

We’re on a mission to improve the ratio of designers to engineers at IBM.

IBM Design has brought on over 500 designers

Peoplepeople + practices + places = outcomes

PeopleUX DesignVisual DesignDesign ResearchFront End Development

Bringing skills and expertise together

Peoplepeople + practices + places = outcomes

IBM Designcamp

people + practices + places = outcomes

New Hires 12 weeks

Product Teams 1 week

Executives/Leaders 2 days

Clients Custom

People

Work hard, have fun!

Culturepeople + practices + places = outcomes

people + practices + places = outcomes

IBM Studios located around the world

Places people + practices + places = outcomes

Building spaces that foster creativity and collaboration

Studio people + practices + places = outcomes

people + practices + places = outcomes

Studio

This is a user experience

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IBM Studios & Garages

Learn More

people + practices + places = outcomes

IBM Design :: ©2015 IBM Corporation

User-CenteredProduct

Development

Human-

Design ThinkingCodified by IDEO

EMPATHY PROTOTYPING COLLABORATION

people + practices + places = outcomes

Grounded in: Prototype

Evaluate

Understand

Explore

Added tools and metrics to apply design thinking to enterprise

IBM Design Thinking

people + practices + places = outcomes

Prototype

Evaluate

Understand

Explore

We use Hills to focus a project on big (but attainable) problems and outcomes for users, not just a list of feature requests

Prototype

Evaluate

Understand

Explore

IBM Design :: ©2015 IBM Corporation

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—Yogi Berra

If you don’t know where you’re going, you might not get there.”

“

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Hills are kinda like…

The mission statements for our next release.

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Hills are kinda like…

What will be true for our users once we finish this set of work.

Hills

• About a user or specific classes of users

• A user-centered solution that solves a clearly defined problem

• Describe near-term product development work that can be taken within this release or over a finite, identified set of releases

IBM Design :: ©2015 IBM Corporation

1. Discover, Try, and Buy

2. Getting Started

3. Productive Use

4. Manage and Upgrade

5. Leverage and Extend (API)

6. Support

IBM Design :: ©2015 IBM Corporation

Who. Specific user or class of users

What. Specific user enablement

Wow. Specific & differentiating value to the user

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Commander’s Intent

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—General George S. Patton

Never tell people how todo things. Tell them what to accomplish and they will surprise you with their ingenuity.”

“

We rely on Sponsor Users to help inform designed experiences for real target users, rather than imagined needs

Prototype

Evaluate

Understand

Explore

IBM Design :: ©2015 IBM Corporation

We use Playbacks to align stakeholders and clients around the user value to be delivered, rather than project line items

Prototype

Evaluate

Understand

Explore

IBM Design :: ©2015 IBM Corporation

IBM Design :: ©2015 IBM Corporation

Diverge Remix Converge

IBM Design :: ©2015 IBM Corporation

Exploration Playbacks Delivery Playbacks

HillsPlayback

PlaybackZero

Release Kickoff

Delivery

Vision + Intent Exploration

IBM Design Language

people + practices + places = outcomes

Living set of guidelines for how we design software

ibm.com/design/language

people + practices + places = outcomes

67IBM Design :: ©2015 IBM Corporation

IBM VerseIBM Bluemix

Our products are developed using these IBM PracticesIBM Design :: ©2015 IBM Corporation

DashDB Watson Analytics

Journey DesignerJourney Analytics xForce Exchange API Management

…

PureApp

people + practices + places = outcomes

Before

PureApp

people + practices + places = outcomes

After

WatsonDiscoveryAdvisor

people + practices + places = outcomes

AnotherIBMProduct

people + practices + places = outcomes

After!

WatsonDiscoveryAdvisor

people + practices + places = outcomes

After!

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“As industry giants such as IBM realize that software is a fundamental part of their businesses, they are also recognizing the extraordinary levels of complexity they must manage. Design thinking is an essential tool for simplifying and humanizing. It can’t be extra; it needs to be a core competence.”

Jon Kolko, HBR, September 2015

“IBM Design makes a distinction between the craft of design and the practice of design thinking. The former involves trained and skilled hands-on practitioners of design, while the latter can include anyone who applies the principles of design thinking toward problem discovery, problem solving, and collaborative teamwork.”

Allegra Burnette, Forrester, September 2015

Product Management

Title Text

User Experience

Technology

Business

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Design Strategy

DevOps

Lean Startup

Product Management

A Cake Experience Roadmap

Birthday CakeCupcake Wedding cakeA tasty treat at a low price that I can take and eat on the go.

An affordable treat I can share with a group for informal celebrations.

A custom-made confection I share with a large group at once-in-a-lifetime events.

idea

sle

arni

ngst

age

moist cake creamy icing mix-and-match packs cool to-go boxes/bags

different shapes filling! pictures and decorations “party-in-a-box”

custom flavors unusual structures, cantilevers “white glove experience”

ovens / equipment baking skills retail infrastructure

low-cost ingredient sourcing baking & store-front staff “other scaling up practices”

expert cake making delivery truck(s) and drivers high-end packaging

Business Model Canvas

The Business Model Canvas is a lightweight map for sketching out the most important aspects of your business model: users, products, markets, competition…

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BETTING THE FARM

SMALL POTATOES

UN

CE

RTA

INCE

RTA

IN

AssumptionTest

Strategy Metric

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IBM Design :: ©2015 IBM Corporation

Getting great offerings to market

Business Model Canvas

Prioritization Grid

Product Management

Understand Focus Plan

Experience RoadmapCompetitive Analysis Target Users Experiments

As-Is Experience HillsIdeation & Storyboarding To-Be Experience

Built on IBM Design Thinking

ThinksSays

Observed Inferred

FeelsDoes

Empathy Map

IBM Design :: ©2015 IBM Corporation

Remote Collaboration

86

87

RTC

Release&Blueprint&

Agile & (Continuous) Delivery

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Values

Trust

Empathy

Respect

Openness

CourageA way of working together

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Principles

Clarity of outcome

Iteration and learning

Self-directed whole teams

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Principles

Clarity of outcome

Iteration and learning

Self-directed whole teams

Begin with clarity about the outcome, and let it guide every step along

the way.

Listen, iterate, learn and course correct rather than

wait until it’s perfect.

Build teams with the right skills and encourage self-

direction to unleash innovation.

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—General George S. Patton

Never tell people how todo things. Tell them what to accomplish and they will surprise you with their ingenuity.”

“

IBM Design :: ©2015 IBM Corporation

Exploration Playbacks Delivery Playbacks

HillsPlayback

PlaybackZero

Release Kickoff

Delivery

Vision + Intent Exploration

IBM Design :: ©2015 IBM Corporation

HillsPlayback

Release Kickoff

Delivery

Intent

Exploration

Research & Vision

Continuous Delivery

Continuous Everything

• Continuous Delivery

• Continuous Marketing

• Continuous Research

• Continuous Planning

• Continuous Design

• Continuous Learning

Continuous Everything

Questions?