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IBM Design Thinking 
A new Era at IBM 
Sophie de Bonis, Sandra Belfils
“Good design is good business.” 
Thomas Watson, IBM Chief Executive Officer, 1973 
IBM Design Thinking –World Usability Da...
Competitive imperative for design 
Software projects depend on actual user adoption 
Users are playing a larger role in pr...
IBM Design Thinking is a framework 
for delivering great experiences 
for our users. 
IBM Design Thinking –World Usability...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 5
IBM Design Thinking –World Usability Day ,13 Novembre 2014 6
Experience as a narrative 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
7 
Try out a Journey Map to discove...
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 
Instilling Design Thinking 
across the company
IBM Design… 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
• A new organisation for 
designers 
• A Communit...
and Design Camps with a lot of post it ! 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead o...
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead o...
“Designers […] don’t have to search for a solution until they 
have determined the real problem, and even then, 
instead o...
IBM Design Thinking –World Usability Day ,13 Novembre 2014
IBM Design Framework 
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
Core Principles and Practices 
Hills Sponsor Users 
Playbacks 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 ...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Hills 
Hills define your release mission 
Hills frame your...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
t...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
t...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
17 
Example Release Hill 
Implement a customisable solution 
t...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
18 
Sponsor Users 
Sponsor Users bring your team deep 
domain ...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
19 
Playbacks 
Playbacks align teams and stakeholders, clients...
Design Thinking : basic phases 
Understand 
IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
IBM Design Thinking –World Usability Day ,13 Novembre 2014...
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
IBM Design Thinking –World Usability Day ,13 Novembre 2014...
Design Thinking : basic phases 
Understand 
Explore 
Prototype 
Evaluate 
IBM Design Thinking –World Usability Day ,13 Nov...
Design Thinking : basic phases 
Hills 
Understand 
Explore 
Playbacks 
Prototype 
Evaluate 
Sponsor 
Users 
IBM Design Thi...
IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation 
To conclude
IBM Engagement 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
Teams engaged … in the same jar 
IBM Design Thinking –World Usability Day ,13 Novembre 2014
Client engagement 
• User centric approach 
• Sponsor users 
• … 
IBM Design Thinking –World Usability Day ,13 Novembre 20...
IBM Design Thinking –World Usability Day ,13 Novembre 2014 
Find out more: 
ibm.com/design 
@ibmdesign #ibmdesign
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1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM) - WUD2014 Use-Age

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Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM)
Depuis un peu plus de 2 ans IBM promeut le Design Thinking pour engager les équipes à travailler ensemble dans une perspective centrée utilisateur. Après une brève introduction au concept nous présenterons comment IBM déploie cette approche et comment elle influe sur la conception des solutions, la définition des livrables et la colaboration entre les différentes équipes impliquées

Plus en http://use-age.org/world-usability-day/wud-2014/

Publié dans : Technologie
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1 - Le Design Thinking à IBM par Sandra Belfils, User Research et Sophie De Bonis, UX Professional (IBM) - WUD2014 Use-Age

  1. 1. IBM Design Thinking A new Era at IBM Sophie de Bonis, Sandra Belfils
  2. 2. “Good design is good business.” Thomas Watson, IBM Chief Executive Officer, 1973 IBM Design Thinking –World Usability Day ,13 Novembre 2014 2
  3. 3. Competitive imperative for design Software projects depend on actual user adoption Users are playing a larger role in product selection IBM Design Thinking –World Usability Day ,13 Novembre 2014
  4. 4. IBM Design Thinking is a framework for delivering great experiences for our users. IBM Design Thinking –World Usability Day ,13 Novembre 2014 4
  5. 5. IBM Design Thinking –World Usability Day ,13 Novembre 2014 5
  6. 6. IBM Design Thinking –World Usability Day ,13 Novembre 2014 6
  7. 7. Experience as a narrative IBM Design Thinking –World Usability Day ,13 Novembre 2014 7 Try out a Journey Map to discover unexpected points of entrance to begin design for This video is from : http://vimeo.com/78554759
  8. 8. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation Instilling Design Thinking across the company
  9. 9. IBM Design… IBM Design Thinking –World Usability Day ,13 Novembre 2014 • A new organisation for designers • A Community for all • Signature projects as examples • Studio Lab around the world • …
  10. 10. and Design Camps with a lot of post it ! IBM Design Thinking –World Usability Day ,13 Novembre 2014
  11. 11. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  12. 12. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  13. 13. “Designers […] don’t have to search for a solution until they have determined the real problem, and even then, instead of solving that problem, they stop to consider IBM Design Thinking –World Usability Day ,13 Novembre 2014 a wide range of potential solutions. Only then will they finally converge upon their proposal. This process is called “DDDDeeeessssiiiiggggnnnn TTTThhhhiiiinnnnkkkkiiiinnnngggg”. Don Norman “Rethinking Design Thinking” Core 77, 19 March 2013
  14. 14. IBM Design Thinking –World Usability Day ,13 Novembre 2014
  15. 15. IBM Design Framework IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation
  16. 16. Core Principles and Practices Hills Sponsor Users Playbacks IBM Design Thinking –World Usability Day ,13 Novembre 2014 16
  17. 17. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Hills Hills define your release mission Hills frame your releases around user-centric market outcomes, not feature requests
  18. 18. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Hills
  19. 19. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Who What Wow Hills
  20. 20. IBM Design Thinking –World Usability Day ,13 Novembre 2014 17 Example Release Hill Implement a customisable solution that connects together the coffee machine and any smart phone. Who What Wow Steve hears his smart phone alarm clock and already smells the fresh coffee being prepared while staying into bed. Hills
  21. 21. IBM Design Thinking –World Usability Day ,13 Novembre 2014 18 Sponsor Users Sponsor Users bring your team deep domain expertise around edge-case usage
  22. 22. IBM Design Thinking –World Usability Day ,13 Novembre 2014 19 Playbacks Playbacks align teams and stakeholders, clients, and prospects around stories that show the value of your offering
  23. 23. Design Thinking : basic phases Understand IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  24. 24. Design Thinking : basic phases Understand Explore Prototype IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  25. 25. Design Thinking : basic phases Understand Explore Prototype IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  26. 26. Design Thinking : basic phases Understand Explore Prototype Evaluate IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  27. 27. Design Thinking : basic phases Hills Understand Explore Playbacks Prototype Evaluate Sponsor Users IBM Design Thinking –World Usability Day ,13 Novembre 2014 21
  28. 28. IBM Designcamp :: IBM Confidential :: ©2013 IBM Corporation To conclude
  29. 29. IBM Engagement IBM Design Thinking –World Usability Day ,13 Novembre 2014
  30. 30. Teams engaged … in the same jar IBM Design Thinking –World Usability Day ,13 Novembre 2014
  31. 31. Client engagement • User centric approach • Sponsor users • … IBM Design Thinking –World Usability Day ,13 Novembre 2014
  32. 32. IBM Design Thinking –World Usability Day ,13 Novembre 2014 Find out more: ibm.com/design @ibmdesign #ibmdesign

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