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1、FORCUSTOMERExPERIENCEPROFESSIONALSCaseStudy:IBMBuildsADesign-DrivenCultureAtScalebyAllegraBurnetteSeptember23,2015WhyReadThisReportKeyTakeawaysInthepushtowardimprovedcustomerDesignThinkingIsNotJustForDesignersexperience(Cx),designstandsoutasanIBMDesignmakesadistinctionbetweenthecraftessentialskil
2、l.Buthowdoesacompany,ofdesignandthepracticeofdesignthinking.particularlyalargeglobalone,builddesignTheformerinvolvestrainedandskilledhands-capabilitiesand,intheprocess,transformbothonpractitionersofdesign,whilethelattercanitscultureandresultingproductsandservices?includeanyonewhoappliestheprincip
3、lesofTohelpCxprofessionalswiththeirownefforts,designthinkingtowardproblemdiscovery,thiscasestudylooksatthemethodsthatIBMproblemsolving,andcollaborativeteamwork.usestodojustthat.BigChangeRequiresConcentrated,Cohesive,AndCollaborativeEffortsIBMrealizedfromthestartthatitcouldn’tjustchangeaculturebyd
4、roppingabunchofdesignersintoexistingteams.Instead,itsetouttocreateanevolvingstructurethatsupportshiring,onboarding,andtrainingnewstaffwhileintroducingexistingstafftoadifferentwayofworkingtogether.BigChangeAlsoRequiresALotOfPatienceWhiletacticalresultsareevident,theexpectationoftheteamattheoutseti
5、sthatthiseffortwilltakeseveralyearstoexecuteandreallytakeroot.Methodicalprogressisnecessarytoshifttheculturaltideinasustainableway.FORRESTER.COMFORCUSTOMERExPERIENCEPROFESSIONALSCaseStudy:IBMBuildsADesign-DrivenCultureAtScalebyAllegraBurnettewithJohnDalton,KellyPrice,andKaraHartigSeptember23,2015
6、TableOfContentsNotes&Resources2DesireForImprovedUXSpursADesignForresterinterviewedIBMDesign.RevolutionAtIBM4TheSecretSauce:IBMDrivesChangeFarRelatedResearchDocumentsBeyondTheUIDesignMethodsInTheAgeOfTheCustomerYouDon’tJustNeedDesigners—YouNeedTopWaysToImproveDigitalCustomerDesignThinkingTooExperi
7、ence5TheIngredients:Adapted,Adopted,AndImprovedPracticesForgeYourOwnPathBlendDesignThinkingAndAgileFosterGrowthThroughStructureAndSupportTakeALong-ViewApproachPublishAndSocializeWorkingPrinciplesAndGuidelinesWhatItMean
