This document summarizes the scaling of design thinking at IBM. It discusses: 1) The emergence of design operations roles to manage growing design teams. 2) Design happening across many business areas. 3) Designers increasingly in leadership positions. It also highlights data showing design-mature companies grow faster and examples of growing design education and markets globally, particularly in China and India.

1. Scaling and Embedding
Enterprise Design Thinking
at IBM’
Doug Powell
2019

3. This is an
amazing time
for design
and designers.

4. How do we
move beyond
earning a
seat at the
table?

6. 1.

7. (here we
are)1.

8. Design Ops
has
emerged
as a glaring
need and a
distinct role.
1.

9. 2.

10. Design is
happening
in surprising
places.
2.

12. Anahita
Sean
Arianne
Matt

15. Marni
Ben

16. Designers
are
becoming
leaders.
3.

17. Jim Hackett
Ford Motor Company

18. “
Jim Hackett
Ford Motor Company
…a devotee of an approach
to product development
known as design thinking,
which rigorously focuses on
how the user experiences a
product.”

19. Jim Hackett
Ford Motor Company
Jenny Arden
AirBnB

20. Jim Hackett
Ford Motor Company
Jenny Arden
AirBnB
Rich Hollant
Hartford, CT

21. Jim Hackett
Ford Motor Company
Jenny Arden
AirBnB
Rich Hollant
Hartford, CT
Bill Grant
Canton, GA

22. 4.

23. 4. Design is
booming
across the
globe.

24. “China is already building the world’s
products. And investments in bettering
design education could mean the country
will be designing those products, too.

25. “China is already building the world’s
products. And investments in bettering
design education could mean the country
will be designing those products, too.
The first significant wave of designers
from China will arrive in the next decade.”

26. “Design-aware brands
are emerging from China
very quickly.

27. “Design-aware brands
are emerging from China
very quickly. Soon we
will see Chinese brands
growing globally.”

28. By 2020, the potential
market for design in
India is expected to be
GBP 1.43 billion. Only a
fifth of the design market
is currently tapped.

29. The number of design
institutions had grown
from a handful in 2010 to
over 70 in 2016.

30. 5.

31. We finally
have data!5.

32. The most design-
mature companies
are growing twice
as fast, seeing
32% higher
revenue.

33. The most design-
mature companies
are growing twice
as fast, seeing
32% higher
revenue.
…need to excel at
design to reap the
financial benefits

34. 5 Levels of
Design Maturity

35. 5 Levels of
Design Maturity
Understanding
what differentiates
the stages is key to
learning how your
company can
evolve and build a
better design
practice.

37. 80%
more
aligned

38. 80%
more
aligned
2x
faster to
market

39. 80%
more
aligned
2x
faster to
market
>300%
return on
investment

40. “
80%
more
aligned
2x
faster to
market
>300%
return on
investment
You reduce risk with design
thinking by validating your idea
[with users]”

41. This is an
amazing time
for design
and designers.

43. 2012:
Create a
sustainable culture
of design and
design thinking

45. Design at IBM is
decentralized

46. Product Services
Design at IBM is
decentralized

47. Product Services
Corporate
Design at IBM is
decentralized

48. Design at IBM is
decentralized

49. Design at IBM is
decentralized
Design
Program
Office

51. Eunice

52. Make IBM the best
place for designers to
practice their craft,
grow their skills and
advance their career.

53. Patterns

54. Patterns

57. Design Leadership
Vice President of Design IBM Fellow
Design Director Distinguished Designer
Design Program Director Design Principal

58. Design Leadership
Vice President of Design IBM Fellow
Design Director Distinguished Designer
Design Program Director Design Principal

59. Design Leadership
Vice President of Design IBM Fellow
Design Director Distinguished Designer
Design Program Director Design Principal

60. Gorham Palmer
IBM iX
Sabine Roehl
IBM iX
Joni Saylor
IBM Design Program Office
BJ Scheid
IBM Systems Z
2019 IBM Distinguished Designers

62. Design Program Reviews
Aggregated and curated collection of data
and metrics delivered to our business leaders
in a way they can consume.

64. _ Super busy
_ Data-driven
_ Opinionated
_ Competitive
_ No bullshit
_ They will believe!
What do we know about these people?

65. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice
_ Designer Health & Attrition
_ User Sentiment

66. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice
_ Designer Health & Attrition
_ User Sentiment
Future
design
investment
roadmap

67. © 2019 IBM Corporation / IBM Confidential
Design
Program
Review

68. Design Ops
at IBM

69. As our design
organization continues
to expand, we have
made a major
investment in our
operations.” Kristin Wisnewski
Vice President
IBM CIO Design
“

70. We are now 100%
driven by Design
Ops.”
Kristin Wisnewski
Vice President
IBM CIO Design
“
Danielle Sparandera
Director of DesignOps
IBM CIO Design

71. Diversity is a
DesignOps issue

72. 72

74. Thank You
Doug Powell