From Social What to Social WOW! How to design social user experiences that matter!

Editor's Notes

1. Welcome
2. Ginni Rometti, IBM CEO, Decided to re-focus on client experience, re-focus on Design In 2012 nominated Phil Gilbert as General Manager IBM Design to re-establish IBM Design Mission: Create a sustainable culture of Design at IBM - across all of IBM. Transform IBM through design into a company that creates products and services with great, iconic user experiences that our customers and clients love to buy and use. Time horizon: 2020 / 2025 When Phil started establishing IBM Design in 2012: 1 designer to 60 developers Today (March 2015): 100 of 300 critical projects staffed with designers, practicing IBM Design Thinking, using Design Language Ratio designer to developers there: 1:15 Target for enterprise projects 1:10 or 1:12, for mobile projects: 1:3 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - IBM Design: Re-established in 2012 grounded in IBM’s heritage of great, iconic Design (Paul Rand, Richard Sapper, Eliot Noyes, Ray and Charles Eames, … ) that started in 1956 by CEO Thomas Watson Jr. (hired first designer: Eliot Noyes, designer of Selectric typewriter) Standing on these shoulders now building a design program for the 21st century: resurrect a sustainable culture of design Mission: Transform IBM through design into a company that creates products and services with great, iconic user experiences that our customers and clients love to buy and use. - - - CONTINUE ON NEXT SLIDE - - - People IBM Design includes all designers, and we all operate from the foundation of IBM Design Thinking. Just over 1,000 Designers globally... about 2/3 focused on our products, and about 1/3 focused on working directly with clients (via IBMiX). Both groups are growing, and we will be adding a couple hundred in 2015 alone across IBM, and around the world (350 designers added in the past 2 years). Places IBM Studios are where our IBM Designers work, all around the world. So IBM Design has studios in more than 20 locations. Every Studio is hiring... the work that is done in the Studio varies from city to city. For example, product design happens primarily in some Studios, while design for clients happens in many more of them. September 2014: Opened IBM Studio Boeblingen. Practices We need to be presenting IBM Design as a unified approach to design, the basis of which is IBM Design Thinking. There are variants to how we implement our common design framework depending on whether we are designing for our products, for our clients, or for communications... but the common approach unifies all these aspects of design. People + Places + Practices = Outcomes
3. Understand users and their needs Explore solutions using ESS Prototype the key solutions Evaluate their impact and applicability
4. Understand users and their needs Explore solutions using ESS Prototype the key solutions Evaluate their impact and applicability
5. Businesses use social capabilities for business outcomes. Social software enables business users to leverage social capabilities to: Support initiatives that are important to the organize. Initiatives are top down, sometimes organization-wide directives that require participation of many people and various roles. Social capabilities help the people support and achieve the goals of the initiative. Social capabilities are themselves services available to all employees and often take on the characteristics of the software that enables them. For example, social collaboration is enabled by email, teamsites, libraries and enterprise file sharing. Many business processes in the organization can be impacted by the use of social capabilities whereby social software enablers are integrated into or extend the toolset currently in place to facilitate the process New social business processes have emerged whereby value comes from using new technologies in novel ways to support social capabilities Agility, Resilience, Efficiency, Effectiveness Innovation, Engagement
6. Historically, IBM has tended to only focus its research and its product development on buyers and implementers. But what IBM Design Thinking asks and enables us to do is to also focus our efforts on the end users — those people who actually interact with our products on a minute-by-minute basis.
7. Cluster, circle, and label related groupings — draw arrows between them
8. We’re going to do that by working-through an exercise known as an AS-IS SCENARIO MAP. (Sometimes these are called “Journey Maps,” or “Experience Maps.) [EXPLAIN THE MAP’S STRUCTURE] The point here is to focus on the reality of the CURRENT situation for the user. Be honest. Don’t sugar-coat. Keep it focused on the user’s CURRENT experience. Remember that interviews shouldn’t be your only source of user research. Actually observing your users at their work — in the field — is incredibly valuable and insightful!
9. Understand users and their needs Explore solutions using ESS Prototype the key solutions Evaluate their impact and applicability
10. Empathy Map Draw three intersecting lines, and illustrate the face of the persona in the middle. Fillin with writing or sticky notes: what theuser thinks (expectations and reactions), sees (environment and interface), says (quotes), does (actions), feels (values), and hears (instructions or feedback) duringthe experience. At the bottom, list pains (frustrations and obstacles) and gains (goals and strategies). Scenario Post a row of sticky notes on a wall representing the steps of a user’s as-is workflow. Beneath each step, create a column of color-coded sticky notes representing questions and comments relating to that step. For comments, consider the dimensions of the Empathy Map at each step, as well as technologies and context. Once questions are answered, post comments over them.
11. So with those two foundational definitions in mind, here are three main points about Hills. Hills are always about about a user or specific classes of users Hills are always about a user-centered solution that solves a clearly defined problem Hills are always about short-term work that can be taken within your current release or over a finite, identified set of releases
12. Understand users and their needs Explore solutions using ESS Prototype the key solutions Evaluate their impact and applicability
13. Storyboarding is a really effective and efficient way to expose misunderstanding, validate or invalidate assumptions, confirm or build alignment, and converge many ideas together.
14. Understand users and their needs Explore solutions using ESS Prototype the key solutions Evaluate their impact and applicability