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IBM Design: Design at Scale

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Design at 
 Scale how to create a sustainable culture of design at IBM by @AdilsonChicoria


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— Challenge — What happens when 430,000 employees want to become design thinkers ?


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1966 2015


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IBM Design 1966


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— Design Team —


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Eliot Noyce


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IBM Selectric typewriter


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IBM Selectric typewriter Changing typefaces https://www.youtube.com/watch?v=vNUEUth7qjc


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IBM Design 2013


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sponsorship


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— strategy —


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— bootstrap team —


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IBM Design Studios Toronto & Ottawa Dublin Hursley Böblingen Shanghai Austin Research Triangle Park New York A growing community, connected by our users


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IBM Design Studios The meeting rooms and iconic images, including the rebus, designed in 1981 by Paul Rand


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https://www.youtube.com/watch?v=FzUrfi-GWeI — Austin Design Studio Opening —


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mindset


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IBM Design Thinking — communication framework —


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— communication framework —


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— tools —


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— +tools —


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— workshops — mindset+tools in action


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— design language — http://www.ibm.com/design/language.shtml


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https://twitter.com/hashtag/ibmdesign — spreading the culture —


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— Challenge — What happens when 430,000 employees want to become design thinkers ?


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In 2014, our team engaged over 5,000 IBMers educating them in new design frameworks and methodologies, coaching their teams, facilitating problem solving, advancing their practice, and inspiring their leaders.


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So what ?


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How to… Create a sustainable culture of design and to bring humancentered design to our thousands of product experiences ?


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Design 
 at scale. The challenge of driving such a massive cultural change isn’t insignificant. At IBM, we are practicing design thinking at a global scale and at a level of complexity that has never been seen before. — Douglas Powell - Program Director


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Design 
 at scale. • • The challenge of driving such a massive cultural change isn’t insignificant. With product teams dispersed across the globe Collaboration and alignment among key stakeholders in our organization can be extremely challenging. • the deep legacy of many of our products and businesses


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2015 Core77 Design Awards 
 —Winner— http://designawards.core77.com/


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The IBM Design Education + Activation program exists to spearhead and catalyze this change by producing and delivering active learning experiences around the world


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How do you... ? What happens when... ? Who are the... ? How might we... ? These are the types of questions we’ve been trying to answer in 2014.


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— Challenge — How do you get hundreds of product teams to work in a new way?


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Different Designcamp versions meet different audience needs.


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Designcamp for Executives A one-day program that introduces IBM executives to design thinking 1.Working knowledge of IBM Design Thinking 
 2.Understand your role as patrons/leaders/advocates of 
 IBM Design Thinking


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Designcamp for Product Managers A two-day program specific to the product management discipline and held at IBM sites around the world 1.Working knowledge of IBM Design Thinking 2.Active experience with radical collaboration 3.Understand your role as patrons/leaders/advocates of 
 IBM Design Thinking


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Designcamp for Product Teams An intensive, five-day program where interdisciplinary teams infuse their projects with deep empathy for their users while learning design thinking in a collaborative, hands-on environment


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In 2014, our 5-day Designcamp 
 for Product Teams program used... 130,200 Post-it® notes 5,400 voting dots 2,700 Sharpie® pens 680 dry erase makers


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— Challenge — What happens when 80 new designers start their jobs on the same day?


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Designcamp for New Hires


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Designcamp for New Hires Launchpad for designers new to the IBM Design organization.


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— Challenge — Who are the design leaders of tomorrow and how can we engage them?


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Maelstrom interns


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Over the course of the 8– 10 week program, our interns are armed with the tools they need to evangelize and enact IBM Design’s mission of cultural change.


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Maelstrom interns bring talent, passion, and imagination to design that authentically expresses the character of IBM. 
 They’re what we need in the next generation of IBMers.” —Jon Iwata, IBM Senior Vice President, Marketing and Communications


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— Challenge — How might we elevate a global workforce with a travel budget of zero?


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Designlines 
 Webcast eipisodes (since nov-14) 1.Introduction to
 IBM Design Thinking 2.Introduction to Hills 3.Introduction to Sponsor Users 4.Introduction to Playbacks 5.Introduction to the IBM Design Language 6.Product Management Overview 7…..


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Designlines Webcast Reach IBMers around the world bringing together : ! • practitioners and subject matter experts ! • to present case studies, share best practices, and answer questions.


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Designlines Webcast Minute 0 10 Topic introduction and overview 20 30 Case studies and interviews 40 50 60 Practical advice and guidance Live-stream chat pod with dedicated subject matter experts to answer questions and post links to resources into the chat pod Speaking guests answer selected questions from the live-stream chat pod Speaking guests answer selected questions from the live-stream chat pod


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So, is it working?


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http://ibm.biz/TDC-2015


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In 2014, IBM Design was just getting started and we’re already showing impressive accomplishments in important business areas like our new Bluemix developers platform. 
 
 Bluemix was built from the ground up using IBM Design Thinking and has 10 times more users today than initially projected.


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http://www.ibm.com/design/blog-iconic-bm.shtml Part of IBM’s $1 billion investment in cloud computing


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Design at 
 Scale how to create a sustainable culture of design IBM Design Design Education + Activation Program http://designawards.core77.com/Design-Education-Initiatives/34833/IBM-Design-Education-Activation


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— Thank You — acjardim@br.ibm.com @AdilsonChicoria adilsonchicoria.com


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