The value of Service Design has been recognized by major companies: Large, previously non-design and non-digital organizations are struggling to integrate Design culturally and methodically to come up with successful digital innovation processes. Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program, talked about the methodology IBM has developed to help large organisations transform to be more design driven and also adressed challenges these projects sometimes have. After the talk, we had a very productive workshop session with the audience to find out about their own experiences with these challenges and the remedies they found for them.

1. Service Experience Camp 2016
Service Design and Change
in Corporate Contexts
Berlin, 18. Nov 2016

2. © Aperto 2016 – An IBM Company 2
That's us
Klaus Rüggenmann
Creative Director UX
Aperto
Carlo Schulz
Team Lead Experience Design
IBM iX

3. © Aperto 2016 – An IBM Company 3
About our session at Service Experience Camp 2016, Berlin
The value of Service Design has been recognized by major companies: Large, previously non-design and
non-digital organizations are struggling to integrate Design culturally and methodically to come up with
successful digital innovation processes.
Us, Klaus from Aperto and Carlo from IBM iX, shared IBMs own efforts to implement a design program,
talked about the methodology IBM has developed to help large organisations transform to be more design
driven and also adressed challenges these projects sometimes have.
After the talk, we had a very productive workshop session with the audience to find out about their own
experiences with these challenges and the remedies they found for them.
#scaling #designthinking #innovation #challenges
http://serviceexperiencecamp.de/barcamps.html

4. © Aperto 2016 – An IBM Company 4
“There’s a new wave of design leadership emerging, and
our keynotes represent the evolution of service
experience. From shifting large organizations to be
more design centric, to shaping and building design-
forward companies, to providing industry-leading
customer focused innovation insights to the broader
business community, this amazing lineup is sure to
inform, inspire, and delight!“
Service Experience Conference, San Francisco
Newsletter Intro
http://login.timetosend.net/t/ViewEmail/r/0791753CA17FA6B92540EF23F30FEDED/3FD5DA3BF47EE7823FEC1D8A50AFD3BD

7. 7© Aperto 2016 – An IBM Company
based in Germany
one of the biggest
digital agencies
part of IBM iX
Top
10
Heads
300
Employees
(GER and CH)
We design the digitized world
UX Designers, Designers,
Creative Developers
IT Experts, Developers, Techn.
Project Managers
Strategists, Online Marketing
Experts
Content Experts, Editors
Consultants,
Account Managers
300HEADS

8. 8© Aperto 2016 – An IBM Company
Agency Model – We connect WOW & HOW
Communication
& Campaigns
Platforms
& Experiences
Digital Products
& Services

9. 9© Aperto 2016 – An IBM Company
2016: We are part of the IBM Family!

10. IBM Design

11. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 11
Transformation of IBM

13. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 13
An awesome differentiated client experience
requires that it is given the highest priority

14. People + Places + Practices = Outcomes

15. People

16. Ginni Rometty
IBM CEO

17. Phil Gilbert
GM IBM Design

18. Skills for Designing at Scale

19. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Recruiting hundreds of designers into IBM
IBM Design :: ©2015 IBM Corporation

20. IBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation

21. Developing Skills Across the Company

22. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 22IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
IBM Design Education Classes & Workshops
for IBM & our Clients Experiential learning of IBM Design Thinking
for executives (1/2 to 1 day) project teams (4-5 days), and new hires (3
months).

23. Places

24. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
IBM Studios

25. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential

26. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: IBM Confidential :: ©2013 IBM CorporationIBM Design :: IBM Confidential :: ©2013 IBM Corporation 26

27. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential 27
Austin
New York
RTPAtlanta
Ottawa
Toronto
Shanghai
Boston
SVL
Dublin /
Hursley
Bangalore
Beijing
Groningen
London
Melbourne
Mexico City
Sao Paulo
Tokyo
Hamburg
Chicago
Johannesburg
Paris
Dubai
San Francisco
Global Scale and Collaboration of IBM Design Thinking - Worldwide IBM Studios

28. Practices

29. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Radical Collaboration is Essential
Business
Solutions / Services
Technical
Design
IBM Design :: ©2015 IBM Corporation 29

30. IBM iX GBS :: © 2015 IBM Corporation :: IBM ConfidentialIBM Design :: ©2015 IBM Corporation 30
Brainstorming using Design Artifacts
Stakeholder Map Empathy Map Scenario Map
Wireframe Technical Prototype Feedback Grid Prioritization Grid
Story Map

31. IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
The Loop
The Keys
Principles

32. A focus on user
outcomes
Diverse
empowered teams
Restless
reinvention
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Principles

33. IBM Design Thinking
The Loop
Observe
Reflect
Make
© 2016 IBM Corporation | IBM Confidential

34. Hills
Playbacks
Sponsor
users
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
The Keys

35. Align on intent.
Great outcomes begins with a shared
understanding of intent.
Hills are statements of intent written as
meaningful user outcomes. They tell you
where to go, not how to get there.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Hills

36. Anatomy of a Hill
I believe that this nation should commit itself to achieving the
goal […] of landing a man on the moon and returning him safely
to the earth. — John F. Kennedy, Jr.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Hills

37. Get everyone
in the loop.
Not everyone has time to be in every loop.
Don’t let your teams fall out of sync.
Playbacks are a time to reflect together.
Bring your extended team and stakeholders
into the loop in a safe, inclusive space.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Playbacks

38. Keep the focus on users.
Reveal their values, beliefs and knowledge. Expose what’s
at stake for them. The more your audience can empathize
with them, the more valuable their feedback will be.
Playbacks
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential

39. Break the empathy
barrier.
Empathy can only take you so far. If you’re
not a pilot, you’ll never know how it feels
to land an airliner.
Sponsor Users are users who bring their lived
experience and domain expertise to the team.
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
Sponsor Users

40. www.ibm.com/design/thinking/!

41. 41© Aperto 2016 – An IBM Company
Helping big clients to innovate and
become more design driven is a tough job!

42. 42© Aperto 2016 – An IBM Company
Top challenges in scaling Service Design to corporate contexts
#1
It's big. Very big,
sometimes.
#3
Act like a startup,
scale like an enterprise
#2
Reconnect Lab and
Company
#5
Corporate division thinking
may be difficult to
overcome
#4
Projects have been set up
from a tech perspective
#6
Lack of internal design
methods & processes

43. 43© Aperto 2016 – An IBM Company
#1 It's big. Very big, sometimes.

44. © Aperto Move 2016 – An IBM Company
Innovation stream to test new business models (B2B) for a global Chemical Company

45. © Aperto Move 2016 – An IBM Company
Exploration & Scoping
DONE
Ideation
Step 1
Prototyping & Validation
Step 2
Scale-Up
Step 3
Ideas Canvas Pitch
Lo-Fi
Prototypes
Hi-Fi
Prototypes
Pilot MVP & Grow
Produce innovative digital
business models in
workshops.
Use prototypes to get
feedback from customers &
improve business models.
Pilot minimum viable product
in test market and roll out.
Develop a challenge and align
with team and sponsors.
We were plunged in a huge, orchestrated innovation project across all global sectors. Massive.
Challenge: It must be strategically set up and steered. And it was (but the steering was not our part).

46. 46© Aperto 2016 – An IBM Company
#2 Reconnect Lab and Company

47. © Aperto Move 2016 – An IBM Company
All major companies are founding Digital Labs, in which protototypes and MVPs are developed
(the below are just random examples)

48. © Aperto Move 2016 – An IBM Company
Challenge: When decision to launch an MVP is imminent, Lab and Company have to reconnect on IT
regulations, money and lots of things you wouldn't dream of.

49. 49© Aperto 2016 – An IBM Company
#3 Act like a startup,
scale like an enterprise

50. 50© Aperto 2016 – An IBM Company
In a Prototyping Hackathon we created and delivered a working prototype app within days
Persona
Empathy
Map
User
Journey
Lo-Fi
Prototype
Crowd
Testing
Hi-Fi
Prototype
Functional
Crowd
Testing
Coded
Protoype
Future
Scenario
Mid-Fi
Prototype
Design Thinking Agile Delivery & Lean UX

51. 51© Aperto 2016 – An IBM Company
A collaborative Design Thinking Workshop sets the foundation for the rapid prototyping

52. 52© Aperto 2016 – An IBM Company
After identifying the scenario the team starts the rapid prototyping

53. 53© Aperto 2016 – An IBM Company
The hi-fi protoype is the next incremental step where validated
ideas are improved and technically implemented.

54. 54© Aperto 2016 – An IBM Company
After 8 days we presented a running demo app. But the corporate client was interested in something else.
Challenge: Could we scale a product really quickly if successful as MVP?

55. 55© Aperto 2016 – An IBM Company
#4 Projects have been set-up
from a tech perspective

56. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
MobileBankingapplicationproject

57. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Challenge:Togetthedesiredprojectoutcomeinatech-drivenenvironmentrequiresdesignerstonot
justunderstandtheirusers,butalsotheirdevelopersandbusinesscounterparts!

58. 58© Aperto 2016 – An IBM Company
#5 Corporate Division Thinking
may be difficult to overcome

59. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Jobseekersportalrelaunch

60. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Everydepartmentaddedtheirrequirements,noonewasresponsibleforthefinalresult

61. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
Challenge:Fromwritingdownisolatedrequirementstothinkingabouttheusers'experience–together.
143 pages like this

62. 62© Aperto 2016 – An IBM Company
#6 Lack of internal
design methods & processes

63. 63© Aperto 2016 – An IBM Company
Strategie 2017

64. IBM iX GBS :: © 2015 IBM Corporation :: IBM Confidential
HelpinganIT-Serviceprovidertocreateasustainablecultureofdesigningforhumanneeds
The Method
The Toolkit
Testing the product
1
2
3
4
Day
Day
Day
Day
Intro to product and user centered design

65. 65© Aperto 2016 – An IBM Company
Elements Components Patterns

66. 66© Aperto 2016 – An IBM Company
Challenge: It's the mindset, not the tools!
New design methods and processes have to come to life and be accepted in the company.

67. 67© Aperto 2016 – An IBM Company
Top challenges in scaling Service Design to corporate contexts
#1
It's big. Very big,
sometimes.
#3
Act like a startup,
scale like an enterprise
#2
Reconnect Lab and
Company
#4
Projects have been set up
from a tech perspective
#5
Corporate division thinking
may be difficult to
overcome
#6
Lack of internal design
methods & processes

68. © Aperto 2016 – An IBM Company 68
Thank you!
Klaus Rüggenmann
Creative Director UX
Aperto
Carlo Schulz
Team Lead Experience Design
IBM iX