Exploring Big Ideas
We generated Big Ideas in three areas
This emerged to a design around the big idea of a tourist arriving in Stockholm.
- A chatbot for tourists in Stockholm that helps with finding and sharing information
- Growing a personal network by meeting new people
- A structured network to connect people
We generated a Stakeholder Map from this Big Idea.
- Tourists – Arriving to Stockholm city as first-time visitors with an interest in experiencing the best activities and Swedish culture.
- Locals – Loves meeting new people and show them around the city. Want to learn and improve their language skills.
- Officials – Want invest and be efficient to provide the best information and experience for visitors
- Guides and Agents – Travel agents and street artists that want to know where crowds are
- Businesses and Developers – Build client solutions and businesses
We voted for building empathy for Texas a Tourist and Lisa a Local.
Empathy Map for Texas the Tourist
We generated an empathy map for Texas the tourist. The An Empathy map structures what Texas ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’. We found that…
Texas, the tourist, THINKS he needs to get to a hotel and connect to wifi, so he can get information on what to do this evening. He is quite a good tango dancer and wants to see suggestions based on this interest.
But as the moment he FEELS lost, lonely, hungry, stressed. But also energized to learn more about Stockholm.
He SAYS – “Where are the locals?” and asks “Can you show me…?” and “How do I get to…?”.
He has been walking for hours and finally gets to his hotel. He spends hours on Google trying to find information.
The workshop practiced on Playbacks.
A playbacks is a safe environment to share ideas. Playbacks ensure the progression of the delivery of the outcome.
Empathy Map for Lisa the Local
We generated an empathy map for Lisa the local. We found that…
Lisa thinks that she has so much to show. She is a willing to set a day aside for such activities. She thinks that she may get tips like 10 SEK for every tourist that she is helping out. But she is a bit nervous and wonders how to call for help in case of dangerous situations.
She feels she might be lacking sufficient language skills. She might be annoyed by tourists are not behaving.
She tries to connect with some tourists to join her for a football match or dinner at a new restaurant she just heard about.
She works as a shop assistant and put her name up on a contact list at work.
We ended the workshop by calling out the needs for Texas and Lisa.
Based on the needs statement, we find the following design opportunities
Location and routing
- How to best get into the Stockholm city area
- Where to meet up guides, and pick up tourists
- Identification, who is a guide and who is a tourist
Allocation and Scheduling
- Who to go with who
- Optimize groupings from pick up, route, and drop off
Trust, safety and pay
- Only pick up people with good references
- Emergency calling
- Pre-agreed price. Simple pre-pay methods
Are you building a business with user-centric solutions? How well do you know your users today? Are you really solving your users’ actual problems and creating the best possible value for them? With IBM Design Thinking you will view a business idea and solution from the users’ perspective. Only then can one ensure that the actual user pain points are targeted. This practical workshop invites you who want to learn a powerful methodology that can be used to develop your business idea into a user-centric one.
During this three hours workshop, you will learn about the IBM Design Thinking framework and get practical experience on how to use it. IBM Design Thinking includes a number of tools and practices that help companies deliver breakthrough solutions that fulfills their users’ actual needs. It is a human-centric methodology that focuses on creating innovative solutions with high user experiences.IBM%40Goto10-IBM%20Design%20Thinking%20hand-out
Design in the intent behind an outcome
Before we begin, let’s make sure everyone understands what we mean when we say “design”. Design is the purpose, planning, and intent behind an action, fact, or material object. In other words: Design is the intent behind an outcome. Nothing more, nothing less.
The focus on a desirable outcome is not in conflict with agile practices. Agile practices sets focus on achieving a predictable and repeatable heartbeat of delivering the solution. The content of each delivery will be scoped to what can be contained with quality in each sprint. Lean takes a focus on optimising the process to achieve a deliverable, and only required tasks should be included. Both these methods let the mechanisms of delivery takes precedence over the content delivered. With design thinking, we complement the agile methods with the focus on the desirable outcome. Design Thinking hence adds the purpose and intent and ensures that the user is at the center of the outcome.
Good design is good business
Good design is good business. This statement by Thomas Watson is well known and often quoted. It captures the importance and uniqueness of design at IBM in the 50s. Today, good design and Design thinking is mainstream. Good design much table stake and mainstream. Design thinking is widespread. So, what is different in the IBM’s version of Design Thinking?
Mission: Create a sustainable culture of Design at IBM
The IBM Design program started small in 2013 with a mission to hire 100 formally trained designers and kickstart 7 hallmark projects across IBM. Across different BUs, different products and different project objectives.
We emphasize the parts that drive
- differentiated delightful outcomes
- business value and leading business strategy
- the elements that delivered @scale and speed for distributes and complex teams
Today, we are now 4 years into the program with over 400 projects, 1,000’s of designers, and IBM’ers trained on Design Thinking across Development, Offering Management, Sales, and Services. Design is touching most every IBMer and every project in the labs and in the field. And its inspiring other innovative practices, like the IBM Cloud Garage method.
The Design Studios are the centers of the design culture. They are a key enabler for the way-of-working with multi-discipline teams and reaching out to our global organization. Studios are built out across the IBM labs. Design studios are open and movable. Workspaces change the shape as the purpose over time.
Solving complex problems requires us to work together across differences
The question remains “What is different with IBM Design Thinking”. With the size of 350k employees at IBM, with geographically distributed teams, offering management, design, development, sales, and services across the globe we need a design model that scales. Four key aspects of IBM Design Thinking enable that scaling.
- Multi-disciplined teams
The users are our clients. Their success is our success. They are the judge of the value we bring. And it’s their experience we have is given the privilege to host. Our designs must be based on their needs or pain-points. Our design must be driven from an empty with the users. They must be our North Star.
We ensure that we put users first by recruiting Sponsor Users of the design. We ground the intent to their needs.
Hills gets us aligned. Hills are captured by a WHO, a WHAT and a WOW. A hill is a clear statement of the intended user, the WHO. Its a clear statement of intent on the outcome, the WHAT. And, its a clear statement of the differentiator compared to competitors, the WOW.
The hill provides clarity and frames the problem – in simple words; aligns the understanding across team members. And reaches out and aligns stakeholders (executives, marketing, sales), clients and ecosystems. But it does not prescribe an implementation.
Playbacks help us stay aligned. A playback is a safe environment to share work. They ensure the progression of the delivery to a successful outcome.
Playbacks can be run anytime and may take different shapes and purposes. For example,
- Hills playback – Confirm that stakeholders agree with outcome
- Playback Zero – Align teams on Concepts, UX, and plan.
- Delivery playback – On milestones
- User / Client – Playbacks for stakeholders
IBM Design is not an agency – taking and delivering an awesome design. And we are not alone in solving a problem. In a multi-disciplined team, design work shoulder-to-shoulder with offering management and development, throughout sprints, milestones, and releases. Empowered teams can rapidly, generate ideas, reject or commit to them, and collaborate.
The workshops include practical session where we explore stakeholder maps, empathy maps, and needs statements. We also practice on playbacks.