Connecting EA, BA, and Design at IBM

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Why are you here?
1. Learn why I gave up on EA, BPM, etc. at Gartner
and joined IBM Design.
2. Appreciate why designing user experiences is the
sine qua non of success in a SaaS world and
comprehend how to do it.
3. Understand how to avoid boiling the architectural
ocean when designing better user experiences.
2004: I’m a SOAP/WSDL fanboy

2007: I join the RESTistance vs WS-Deathstar

2010:I launch design thinking at Gartner

2013: I join IBM Design

2016: Here we are at Intersection’16

“The mission of IBM Design is to create a
sustainable culture of design at IBM.”
—PHIL GILBERT, GM IBM DESIGN

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 The days of monolithic software,
developed over years and installed
on-premise are behind us.

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 The days of making money
from shelf-ware are over.

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 More Use = More $

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 Better Experience = More Use

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 Better Experience = More $

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 IBM Design Thinking helps teams
understand peoples’ needs, form intent
and deliver outcomes to satisfy those
needs, at speed and scale.

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 Principles
The Loop
The Keys
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
 IBM Design Thinking Principles

A focus on user Multidisciplinary Restless

outcomes teams reinvention

IBM Design :: © IBM Corporation :: IBM Confidential

 Design Thinking Lean Startup

Offering
Management
Cross-functional 

collaboration is 

at the heart of 

IBM Design Thinking

DevOps
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 The Loop

Observe Reflect Make

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Make users your
North Star


They are the premise for every action we take.

Measure success based on the value that you

bring to them.

A focus on user outcomes

IBM Design Thinking

© 2016 IBM Corporation | IBM Confidential
Experience!
Experience!
Experience!
What is a great user experience?
 Frame
Seat Handlebar

Brakes

Wheels

Chain
Pedals
IBM Design :: IBM Confidential :: © IBM Corporation
IBM Design :: IBM Confidential :: © IBM Corporation
IBM Offering Managers lead the
design and delivery of great
user experiences via products
and services.
What is the design of a great user
experience?
 iPython Bluemix Applications
Workbooks Applications of any Kind

User Registry Analytics & Data Portal UX – End Users Cloud Data Services Dev & Admin Console Bluemix BSS
User Data Exploration, Visualization, Reports, Data Entry End User Mgmt Identity Integration Policies ... Customer
Profiles Liberty + UI Framework Liberty + UI Framework Accounts

Analytics: Spark + Hadoop

Content Fabric

Operational Data Base

SOLR or Elastic Search

Softlayer Object Store

Backup-as-a-Service ?
Cloudant No SQL DB

HDFS / HBase
Object Store

Warehouse
Event Hub

Dash DB
Search

SQL DB
Cache
Redis

Kafka
Data Movement
Cloud First Technology based NextGen Data Works, not today‘s DataWorks

Softlayer + Alchemy + CDS Foundational Services

A user experience design is a
workflow with empathy.
User Experience = Workflow With Empathy

What a person thinks and feels while doing a job.

IBM Design :: IBM Confidential :: © IBM Corporation 27

Six Universal User Experiences

Discover, Try, and Buy


How do I get it?

Get Started

How do I get value?

Everyday Use

How do I get my job done?

Manage and Upgrade


How do I keep it running?

Leverage and Extend


How do I build on it?

Support

How do I get unstuck?

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This is how to design an offering
*

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* The focus of this workshop.
 Brainstorm Using Design Artifacts

Stakeholder Map Empathy Map Scenario Map Story Map

Wireframe Technical Prototype Feedback Grid Prioritization Grid

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Our Toolkit

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 Principles
The Loop
The Keys
IBM Design Thinking
© 2016 IBM Corporation | IBM Confidential
 Hills Playbacks Sponsor
users

The Keys

IBM Design Thinking

© 2016 IBM Corporation | IBM Confidential
Align on intent.
Great outcomes begins with a shared
understanding of intent.

Hills are statements of intent written as

meaningful user outcomes. They tell you
where to go, not how to get there.

Hills

IBM Design Thinking

© 2016 IBM Corporation | IBM Confidential
 Three hills, one foundation.
You can do anything but you can’t do everything, so choose

wisely and execute flawlessly. Hills focus your team on the 


most important differentiators for your organization.

Hills

IBM Design Thinking

© 2016 IBM Corporation | IBM Confidential
 A Specific User Specific Enablement Specific Market Value/
Differentiation

Who What Wow

can
become in less
familiar than 3
brand
Visual with clicks
watson
Designer
assets can locate
color increase without
palette
UX efficiency assistance
by 15% from back
DEV THE WATSON
BRAND showcase end dev
EXPERIENCE watson
Executives
group
capabilities without increase
having to brand
Marketing log in recognition
by 200%

IBM Design :: Confidential :: © IBM Corporation

IBM Design :: Confidential :: © IBM Corporation
Start with a Minimum Delightful Experience

Cupcake Birthday Cake Wedding cake

stage

A tasty treat at a low price An affordable treat I can A custom-made confection I share
that I can take and eat on share with a group for with a large group at once-in-a-
the go. informal celebrations. lifetime events.

moist cake different shapes custom flavors

Ideas

creamy icing filling! unusual structures, cantilevers

mix-and-match packs pictures and decorations “white glove experience”
cool to-go boxes/bags “party-in-a-box”
learning

ovens low-cost ingredient sourcing expert cake making

baking skills baking & store-front staff delivery truck(s) and drivers
retail infrastructure “other scaling up practices” high-end packaging

IBM Designcamp :: IBM Confidential :: ©2014 IBM Corporation 39

IBM User Experience Outcomes

…and services, processes,

“heritage” products, etc.

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Stop trying to architect better enterprises.
Start trying to design better enterprise
experiences!
 Useful Links:
ibm.com/design
ibm.biz/idt_fieldguide
Backup Slides
Designing an IBM that...

Works together Works the same Works for me

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 People + Place + Practices
= Outcomes

IBM Design :: © IBM Corporation 46

Getting to Hills…

Empathy
 As-is
 Big Idea
 Idea Storyboarding

Map Scenario Map Vignettes Prioritization What does an idea
What opportunities are presented 
 How can our team Which of these ideas actually feel like as an
when we understand our 
 quickly collaborate 
 are most important and experience?
users and their work? to identify a range of feasible within our given
possibilities 
 release or planning
to meet our user’s period?
needs?

IBM Design :: IBM Confidential :: © 2016 IBM Corporation