Lviv IT Arena is a conference specially designed for programmers, designers, developers, top managers, inverstors, entrepreneur and startuppers. Annually it takes place on 2-4 of October in Lviv at the Arena Lviv stadium. In 2015 conference gathered more than 1400 participants and over 100 speakers from companies like Facebook. FitBit, Mail.ru, HP, Epson and IBM. More details about conference at itarene.lviv.ua.

1. IBM Design :: ©2015 IBM Corporation
Greger Ottosson, PhD
Program Director
IBM Design
Lean Startup at a
Large Company

2. IBM Design :: ©2015 IBM Corporation
How Design Thinking is Transforming
Product Development at IBM
Lean Startup at a
Large Company

4. IBM office locations150
OVER
380K
OVER
IBM employees worldwide

6. IBM Design :: ©2015 IBM Corporation
IBM’s software portfolio
consists of over 3,000
enterprise products
6

9. Good Design is
Good Business.
-
Thomas J. Watson, Jr.
CEO, IBM
“

11. A Rich Legacy of Exquisite Design
Eliot Noyes
Paul RandCharles & Ray Eames
Thomas Watson Jr.

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

23. Design Transformation

24. 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

25. 25IBM Design :: ©2015 IBM Corporation
We need to focus
maniacally on
designing an awesome
client experience
IBM Design :: ©2015 IBM Corporation

26. IBM Design :: ©2015 IBM Corporation
“Our mission is to create a
sustainable culture of
design at IBM.”
— Phil Gilbert
General Manager, IBM Design

27. people + practices + places = outcomes

28. people

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

30. IBM Design has brought on
over 500 designers
People
people + practices + places = outcomes

31. People
UX Design
Visual Design
Design Research
Front End Development
Bringing skills and expertise
together
People
people + practices + places = outcomes

32. IBM
Designcamp
people + practices + places = outcomes
New Hires 12 weeks
Product Teams 1 week
Executives/Leaders 2 days
Clients Custom

33. People
Work hard, have fun!
Culture
people + practices + places = outcomes

34. people + practices + places = outcomes

35. IBM Studios
located around
the world
Places
people + practices + places = outcomes

36. Building spaces
that foster
creativity and
collaboration
Studio
people + practices + places = outcomes

37. people + practices + places = outcomes

40. Studio

42. This is a user experience

43. IBM Design :: ©2015 IBM Corporation 43
IBM Studios & Garages
Learn More

44. people + practices + places = outcomes

45. IBM Design :: ©2015 IBM Corporation
User-Centered
Product
Development
Human-

46. Design
Thinking
Codified by IDEO
EMPATHY
PROTOTYPING
COLLABORATION
people + practices + places = outcomes
Grounded in: Prototype
Evaluate
Understand
Explore

47. Added tools and
metrics to apply
design thinking
to enterprise
IBM
Design
Thinking
people + practices + places = outcomes
Prototype
Evaluate
Understand
Explore

48. 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

49. IBM Design :: ©2015 IBM Corporation 49
—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.

51. IBM Design :: ©2015 IBM Corporation 51
Hills are kinda like…
What will be true for our users
once we finish this set of work.

52. 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

53. 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

54. 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

60. IBM Design :: ©2015 IBM Corporation 60
—General George S. Patton
Never tell people how to
do things. Tell them what
to accomplish and they
will surprise you with
their ingenuity.”
“

61. 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

62. 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

63. IBM Design :: ©2015 IBM Corporation
Diverge Remix Converge

64. IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
Hills
Playback
Playback
Zero
Release
Kickoff
Delivery
Vision + Intent Exploration

65. IBM
Design
Language
people + practices + places = outcomes
Living set of
guidelines for how
we design software
ibm.com/design/language

66. people + practices + places = outcomes

67. 67IBM Design :: ©2015 IBM Corporation
IBM VerseIBM Bluemix
Our products are developed using these IBM Practices
IBM Design :: ©2015 IBM Corporation
DashDB Watson Analytics
Journey DesignerJourney Analytics xForce Exchange API Management
…

68. PureApp
people + practices + places = outcomes
Before

69. PureApp
people + practices + places = outcomes
After

70. Watson
Discovery
Advisor
people + practices + places = outcomes

71. Another
IBM
Product
people + practices + places = outcomes
After!
Watson
Discovery
Advisor
people + practices + places = outcomes
After!

72. IBM Design :: ©2015 IBM Corporation 72
“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

73. Product Management

74. Title Text
User
Experience
Technology
Business

75. IBM Design :: ©2015 IBM Corporation 75
Design Strategy
DevOps
Lean Startup
Product
Management

76. A Cake Experience Roadmap
Birthday CakeCupcake Wedding cake
A 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.
ideaslearningstage
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

77. 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
UNCERTAIN
CERTAIN
Assumption
Test
Strategy Metric

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80. 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

86. IBM Design :: ©2015 IBM Corporation
Remote Collaboration
86

87. 87
RTC
Release&Blueprint&

88. Agile & (Continuous) Delivery

89. IBM Design :: ©2015 IBM Corporation 89
Values
Trust
Empathy
Respect
Openness
Courage
A way of
working
together

90. IBM Design :: ©2015 IBM Corporation 90
Principles
Clarity of
outcome
Iteration and
learning
Self-directed
whole teams

91. IBM Design :: ©2015 IBM Corporation 91
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.

92. IBM Design :: ©2015 IBM Corporation 92
—General George S. Patton
Never tell people how to
do things. Tell them what
to accomplish and they
will surprise you with
their ingenuity.”
“

94. IBM Design :: ©2015 IBM Corporation
Exploration Playbacks Delivery Playbacks
Hills
Playback
Playback
Zero
Release
Kickoff
Delivery
Vision + Intent Exploration

95. IBM Design :: ©2015 IBM Corporation
Hills
Playback
Release
Kickoff
Delivery
Intent
Exploration
Research & Vision
Continuous Delivery

96. Continuous Everything
• Continuous Delivery
• Continuous Marketing
• Continuous Research
• Continuous Planning
• Continuous Design
• Continuous Learning
Continuous Everything

97. Questions?