This presentation will provide an overview of IBM Design Thinking. Teams across IBM will use the practices around Design Thinking to build better product designs. The IBM Design Thinking framework is used to guide our product teams through the process of product design and delivery. A key requirement of this framework is to work more closely with our clients, receiving feedback throughout product design process.

1. IBM DESIGN AND
DESIGN THINKING
A Brief Overview

2. “Engaged employees drive the client experience, and
that in turn drives business results – in that order”
“There is one key to our future growth: the client
experience”
“Good Design is Good Business”
Thomas Watson Jr
Ginni Rometty
IBM CEO

3. In IBM, we have tended to focus on providing the technology, the function,
and haven’t always focused on the user experience
We might be able to relate to these …

4. MISSION TO INVEST IN..
RE-IMAGING HOW WE DESIGN OUR PRODUCTS
 IBM Design Division
started in 2011 with Phil Gilbert, GM
 Assembled a team of top talent to help
establish the mission …
• Significant hiring of skilled designers from top design schools
 How to employ practices that lead to great designs
Challenge: Determining how to bring about a change in a
company with ~1K products…

5. Providing principles and core practices that help guide
teams in a consistent manner across IBM products
IBM Design Team developed IBM Design Thinking….

6. “This studio is the embodiment of a new approach
to software design. It is the home of IBM Design
Thinking, a broad, ambitious new approach to re-
imagining how we design our products and
solutions,”
Fall 2013 IBM opens new Design Studio in Austin, TX
Phil Gilbert, general manager, IBM Design….
Latest is the recently opened IBM Studio London joins nearly 20 IBM Studios in locations
including Atlanta, Boston, Chicago, Toronto, Groningen, Melbourne, Mexico City, Hursley,
New York, Dallas, Ehningen and La Gaude, with more IBM Studios to open this year.
Teams across IBM building signature products can practice Design Thinking

7. Delivering exceptional user experiences to our clients
IBM Design Thinking
Provides the framework for how we get there
IBM Design
 Improving the quality of decisions

8. In IBM Design Thinking
Start with the following principles and core practices of
HILLs Sponsor Users Playbacks

9. Invest for Market Outcomes
HILLs
Frame the release around Big Problems and Outcomes for Users
…. Not just a list of feature requests
 Collaboration and alignment around what
what is being built (mission is clear!)
Product Management + Design + Engineering
“If You Don’t know where you’re
going, you might not get there.”
Yogi Bera
 Don’t address “how” it will be done, but the
user-centric outcome
 A Hill has 3 components
• Who - who is this for ?
• What - what can they do?
• Wow - what is the significant
improvement?
Determine how to allocate resources

10.  Provide support in the Config Assistant for reusable filter rules
in support of TCP/IP stacks in a sysplex Who, What, Wow
is not clear
 Using a modern UI, a Network Administrator can create
and deploy 20 filter rules for 20 TCP/IP stacks in the
sysplex in under 30 minutes
New Feature in z/OS Communications Server might
traditionally have read…
With Design Thinking a Hill might read…
Example of Crafting a Hill

11. Sponsor Users
Envision the User Experience
Design experiences for real target users
…. Rather than imagined needs
 Design with “empathy” for our users
 Requires working with our users in
partnership.. sharing designs
 Sponsor User are the “users of our products”

12. Playbacks
Collaborate, Align, Engage
Align the team, stakeholders, and clients around the
value to be delivered,… rather than just project items
 Playbacks align teams through stories focused on the user
• Different types of playbacks: some are milestone playbacks which transition
the team to the next phase of delivery (each showing more refinement)
• Milestone meetings
• All parts of product delivery are involved Product Management, Design, Dev/Test, ,etc..
 Use mock-ups, prototypes, demos- to share details around
what we’re thinking .. Involve sponsor users in Client Playbacks

13. Doug Dietz
Design Principal GE Heathcare
(Industrial Designer)
MRI machine
https://www.youtube.com/watch?v=hnSPmcZjEqs

14. What does this mean to our Comm Server Team and our
clients?
• Incorporating Design Thinking practice into our product process
• z/OS “Next” is the first release
• Team has participated in Design Thinking education
• As we build our product..
 Involve our clients as Sponsor Users in validating and
forming our Hills, and get participation in design
Playbacks

15. THANK YOU
Can we interest you in participating as Sponsor Users?