Design Thinking

Universities Workshop

23th November 2018

Facilitator: Gabriele Crisman

© 2018 IBM Corporation || IBM Studios

PURPOSE OF THE SESSION

Why are we here?

• Transmit to IBM the messages, ideas, requirements of your
institutions.
• To witness a dynamic of design thinking, similar to how we do it
with our clients.
• Develop relationships with other people in the academic and IBM
context.
WORKSHOP AGENDA

TODAY
• Welcome
• Intro to Enterprise Design Thinking
 Empathy Map
 As-is Scenario Mapping
 Pain Point
 Ideation
 Prioritization Grid
• Conclusions

© 2018 IBM Corporation || IBM Studios

Facilitators Sponsor

Á n g e l He r n á n de z J o s é F e r n a n d o G a rc ía
Executive I/T Architect, IBM CTO Office R ó de n a s
Europe member University Programmes Spain
IBM Global Markets (Geo) Leader - IBM Spain

G in é s Ca r ra s c al
Certified Architect - Complex
Systems Integration / Europe
DevOps CoC / Quantum
AmbassadoR GBS

G a b ri e le C ri sma n
Business transformation consultant
Enterprise Design Thinking coach

© 2017 IBM Corporation || IBM Studios

4 cases for 4 users.

© 2018 IBM Corporation || IBM Studios

How it relies on technology How can w e support a PhD
companies for its teaching student w ho is preparing his
program. thesis.

Amanda José
Professor Student

How to transfer the product What does he expect of

developed in the university graduate students w hen
to the market. hiring from tech company.

Antonio Pilar
Head of technology Recruiter
© 2018 IBM Corporation || IBM Studios
USER CENTERED TEAMS

Amanda - PROFESSOR José - STUDENT Antonio - DIRECTOR Pilar - RECRUITER

How it relies on How can we support a How to transfer the What does he expect of
technology companies for PhD student who is product developed in the graduate students when
its teaching program. preparing his thesis. university to the market. hiring from tech company.

• R a q u e l C e r vá n • Esperanza • David Martin • Estrella Pulido

• Eva Moreno Marcos • Celia Zárraga • Alfonso Sánchez
Pasarín • Rafael Pastor • Ismael García Macián
• Ignacio • Guillermo Botella Varea • Luis Alberto
Rodríguez • Elena Navarro • Mario Conejos González Casado
• Paloma Romera • Berta Fernández Basanta • Juan Avilés
• Cristina Marqués • José María • Jose Pedro Moro • Sol Liniers
• Cristina Gil Ortiz Fernández • José Fernando • Patricia Esteban
• Santiago Mora • Daniel Lobato García
• M a c a r e n a Á l va r e z

© 2017
201 IBM
7 Corporation
I B M C o r|| pIBM
o r aStudios
tion || IBM Studios
Persona

How it relies on
technology companies
for its teaching program.

Amanda
Professor
EMPATHY MAP

What we learned:
• Amanda has visible work (classes) and personal work (research, prep. etc)
• Amanda is looking at ensuring she has positive impact in students life
• Amanda is concerned about presence of mobiles in classroom

What we still don’t know:

• How Amanda can find better engagement with her students
• How can she have an easier life in preparing for clases and program review

© 2018 IBM Corporation || IBM Studios

 AS-IS SCENARIO

What we learned:
• There is a cycle that requires
Amanda to decide on next year
program in the middle of current
year. That generates frustration.
• There is no common platform to
align programs depth and order
with other professors.

Top area of
improvement:
• Central area of preparation and
execution of clases seems to be
the most complex.

© 2018 IBM Corporation || IBM Studios

BIG IDEAS / PRIORITIZATION GRID

Prioritized ideas:
• Adopt a Student:
build a platform to get closer individual coaching in
place with students for short frames.
• 15 days in a corporation:
build a closer cooperation program to get students
closer and more in contact with technology trends
• Collaboration: Big Ideas
establish a platform to help Amanda connect with
Technological organizations and students to review
trends.

© 2018 IBM Corporation || IBM Studios

Prioritization Grid
How can we support a PhD
student who is preparing his
thesis.

José
Student
EMPATHY MAP

What we learned:
• José has an uncomfortable experience with fear of failure and frustration
• José private life is impacted by the uncertainty and length of the process
• José need to mainly rely on his dedication and commitment

What we still don’t know:

• How José can get better support by the University structure
• What is the main area of pain for José

© 2018 IBM Corporation || IBM Studios

 AS-IS SCENARIO

What we learned:
• The phases and flow of the process are
standard and widely adopted across universities
with comparable areas of pain for José.
• The areas of selection and development of the
content are include iterations

Top area of improvement:

• The area of content development which take

long and includes painful re-iterations.

© 2018 IBM Corporation || IBM Studios

 Big Ideas
BIG IDEAS / PRIORITIZATION GRID

Prioritization Grid

Prioritized ideas:
• Coaching support:
To establish a coach for the student
coming from the Enterprise world
as connection between these two
realities and to help see his work
from this prospective.
• Planning support:
Support student with a system or a
tool that helps with the ”plan of
work”.
• Group Therapy:
Establish connections between
students who did or are in the
process of doing the thesis to share
best practices and support
functions.

© 2018 IBM Corporation || IBM Studios

How to transfer the product
developed in the university
to the market.

Antonio
Head of technology
EMPATHY MAP

What we learned:
• Antonio figure does not exists exactly as an establish
role across the different universities.
• The existence of this role would be very much a step
forward.
• The exercise was decided to proceed as an exploration
on who Antonio should be and what should he be
focusing on.

What we still don’t know:

• How can Antonio define his success criteria balancing
university policies and goals versus market speed and
needs.

© 2018 IBM Corporation || IBM Studios

 AS-IS SCENARIO

What we learned:
• Antonio roles goes from sorting
out internal capabilities to
matching that with external
demand.
• Antonio needs to be a point of
connection with different
complex realities where
business and science mix.

Top area of improvement:

• The connecting area

© 2018 IBM Corporation || IBM Studios

BIG IDEAS / PRIORITIZATION GRID
Prioritization Grid

Prioritized ideas:
• Build bridges:
Establish connections and sharing
opportunities between universities and market
realities
• Sharing platform:
Build a platform to sort university internal
offerings/capabilities and make those Big Ideas
available to external market.
• Industrial PhDs: As a form of mixing,
interchange and enrich mutually University-
Industry priorities, needs and competencies.

© 2018 IBM Corporation || IBM Studios

What does he expect of
graduate students when hiring
from tech company.

Pilar
Recruiter
EMPATHY MAP

What we learned:
• Pilar goal complex role is not only related to find the
right candidate but to manage the volume of
candidates.
• There is work that Pilar does to stay up to date with
the skill development of the market and her ability to
assess those skills in candidates.

What we still don’t know:

• How can we help Pilar optimize her work load
and ensure a prioritized list of candidates.

© 2018 IBM Corporation || IBM Studios

 AS-IS SCENARIO

What we learned:
• Pilar flow goes from internal definition
of demand to external search and
selection.
• Crucial is to identify channels and
manage the speed of the process to
identify right candidates in the right
time.

Top area of
improvement:
• To improve and automate the
communication between the demand
and the offers, not only in the one by
one of the open positions, but also in a
strategic way, to help Universities and
society to understand where will be the
medium and long-term needs

© 2018 IBM Corporation || IBM Studios

BIG IDEAS / PRIORITIZATION GRID

Prioritized ideas:
• Technology Room:
As a way to attract and pre-select candidates who could be
a good fit.
• Distributed remote office locations:
Build a network of little office locations dispersed across
cities to manage better remote work and to attract more
decentralized talent.
• Youtube trainings:
channel showing the reality of the positions that we are
looking to offer.

© 2018 IBM Corporation || IBM Studios

CONCLUSIONS

People
• Total attendees: 30
• Split of roles: Academic, Students, Senior and Junior IBMers

Outcomes
• The importance of the relationships between Academia and Enterprises.
There’s a clear path to enrich each other in Research, Education,
Employment and Industry Solutions and Collaboration.
• Design Thinking as a valuable tool to explore and build agreement spaces
between different visions around a theme about improvement, innovation or
new ways of doing.
• IBM as a valuable company for the Education ecosystem.

© 2018 IBM Corporation || IBM Studios

CONCLUSIONS

Social communication
• Great impact in LinkedIn (4100 views)
• … plus other different LinkedIn, Twitter and Facebook
publications.

And thank you very much everyone

for your assistance, smiles and
good ideas! We hope to continue
counting on all of you in the future,
as well as you can count on IBM!

© 2018 IBM Corporation || IBM Studios