UX STRAT 2014: Todd Wilkens, "Putting UX and Strategy at the Heart of the Product Team"

IBM Design

Todd Wilkens, Design PrincipalUX STRAT, Boulder, September 2014

IBM Design

Putting UX and Strategy at the heart of the Product Team

But on further thought…

Todd Wilkens, Design PrincipalUX STRAT, Boulder, September 2014

IBM Design

Killing UX Strategy to save UX and Strategy

Challenge: How do we create a sustainable culture of experience-focused product development that delivers great product and solution outcomes at IBM's scale?

A small digression about large scale.

IBM is B-I-G

— John Doe

“This is a quote that makes a great point”

400,000+employees

— John Doe

product teams3,000

— John Doe

product teams3,000

100+years old

Everything we do at IBM Design requires equal parts

Audacity + Humility

Core Beliefs

Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality.

Experience-focused decision making and planning is the key to delivering real value to market.

Whole organizations (not just designers) deliver great experiences to market.

Creating great experiences requires a strong design competency.

Core Belief

Corollary #1: There is no such thing as enterprise software anymore. There is just good software and bad software.

Corollary #2: Focus on good experience and design need to be in the DNA of your company culture.

Good design is good business.

—Thomas Watson Jr. Chief Executive Officer, 1973

“Good design is good business.”

Studio Opening

“I believe, if I could be so bold, that the work done here will change the world. This is a re-commitment to a heritage of innovation that has transcended IBM.”

– Ginni Rometty, CEO

An Historic Legacy

Creating great experiences requires a strong design competency.

Core Belief

Recruiting hundreds of talented designersmore than 200 since January 2013

Whole organizations (not just designers) deliver great products to market.

Core Belief

Whole organizations (not just designers) deliver great products to market.

Core Belief

Corollary #1:There is no such thing as UX Strategy or Design Strategy. There is only Product Strategy.

Corollary #2:Product Strategy is driven by product management but only works when UX is in the hearts, minds, and hands of everyone on the team.

IBM Design is now responsible for the product management practice for IBM as a whole.

But this isn’t about simply about teaching PM’s

Design Thinking.

But this isn’t about simply about teaching PM’s

Design Thinking.

We need Design Thinking++.

“Design thinking” is a way of solving problems that is especially helpful for

creating product and service experiences.

But it isn’t necessarily an approach for delivering products to market.

A framework for whole teams to deliver great experiences to market

IBM Design Thinking

Prototype

Evaluate

Understand

Explore

Design Thinking

Prototype

Evaluate

Understand

Explore

IBM Design Thinking

Core Principles and Practices of IBM Design Thinking

Playbacks align your team, stakeholders, and clients around the user value you will

deliver, rather than project line items

Sponsor Users help you design experiences for real target users,

rather than imagined needs

Hills focus your project on big problems and outcomes for users, not just a list of feature requests

COMMANDER’S INTENT

“a framework for freedom to act”

Hills frame your releases and planning periods around user-centric market outcomes, not feature requests.

Example from an internal project

Deliver a custom wiki community template to allow agile teams to collaborate on client projects

A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2014)

A GMU-based sales leader can assemble an agile response team from across IBM in 24 hours without management involvement (Deliver by November 2013)

Who What Wow

Hills fill the gap between a vision statement and a backlog.

The “teeth” in Hills

Invest resources across three Hills + a Technical Foundation to combat arbitrary features and reallocation

Technical Foundation

Hill 3 20%

Tech 15%

Hill 1 20%

Hill 2 45%

Sponsor Users

A set of real users recruited to “join” the product team for a period and do participatory design.

Sponsor Users

Playbacks

A picture is worth a thousand words.

A prototype is worth a thousand meetings.

The greatest value of a prototype is often how it tells a story of user value.

What is a Playback?

In a Playback, the user experience for a defined scenario is “played back” to stakeholders to foster

collaboration, feedback, and alignment. !

All conversation and alignment is around the user value that the team will deliver, rather than project line items.

Playbacks

A culture of showing versus telling

Educating and activating teams

IBM Designcamp

— John Doe

IBM DesigncampAccelerating projects through experiential, multi-disciplinary learning & IBM Design mentoring

Designcamp for Product Teams

Designcamp for Product Managers

Designcamp for IBM Executives

Designcamp for New Hires

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757875136092

35875305

233811301

Designcamp by the numbers

Designcamps held35+

Project Teams75+

feet2 butcher’s paper64,000

post-it notes336,100

singing gorilla1

Agile/Lean/DevOps is also key because of the need for speed, flexibility, and quality.

Core Belief

IBM Design Thinking is a framework for collaboration that helps us create innovative experiences with real

DevOps is a framework for collaboration that delivers experiences to market, evolving them quickly and responsively, and

IBM Design Thinking + DevOps makes a truly modern, iterative approach to creating, delivering, and evolving quality experiences with market

IBM Design Thinking and DevOps Three shared values

Outcomes for users

Continuous learning

Radical collaboration

Continuous alignment

IBM teams take shared ownership of user outcomes

Design

Code ProductManagement

MarketingInside Sales

Support

Outcomes

68+ project teams have

participated in Designcamp

IBM Design Thinking is now in wide use

500 leaders participated in

two Leadership Summits in 2014

70+ software projects using

IBM Design Thinking today

Two examples of success

IBM Mail Next

#IBMConnect

IBM Mail Next

#IBMConnect

IBM Mail Next

IBM Design :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2014 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation IBM Design :: IBM Confidential :: ©2013 IBM Corporation 77

IBM BlueMix is a single solution environment with the instant resources and infrastructure to develop and deploy apps across multiple domains. It offers instant services, runtimes, and infrastructure and a catalog containing everything you need from IBM provided services to third-party offerings like Twillio.

DESIGN THAT MATTERS

FOR THE WORLD@ibmdesign

ibm.com/designtoddwilkens@us.ibm.com

UX STRAT 2014: Todd Wilkens, "Putting UX and Strategy at the Heart of the Product Team"

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