Business: Design Thinking

Shifting trends are forcing technology companies to reimagine their value proposition. IBM has chosen to create disruption through design. In embracing the future, the company is essentially invoking its past. Back in 1956, IBM was the first large company to establish a corporate-wide design program. But this time, the company’s goals are more ambitious.

Recently, we interviewed Karel Vredenburg, Director of IBM Design’s worldwide client program and head of IBM Studios in Canada, who told us, “We’ve put everything into this transformation.” The company is investing more than $100 million in becoming design centered. Read More

The amount of data we produce every day is growing exponentially. This explosion of raw data means synthesis, analysis, and interpretation are more important than ever before. Without the right processes and tools in place to understand and act on our data, it has little value. It is essential that we understand what data is available, how it can answer pressing questions, and how it can enable action.

As UX professionals, we collect a wide array of data through a variety of sources and techniques—from market trends to one-on-one interviews to product-usage data to usability testing to sales feedback. We must collate, classify, and comprehend disparate sources of data to create a more holistic understanding of whatever question we need to answer. While the volume of data might seem overwhelming at first, design thinking and a tinkering mindset are invaluable in helping to break down the problem, define a plan of action, and iterate and refine solutions as necessary to turn the raw data into actionable insights and concrete products. Read More

Great leaders have been able to lead significant social revolutions because they understood people’s needs and recognized and worked to alleviate their pain and suffering. [1] Such leaders’ empathy toward people has brought revolutionary social changes. Likewise, people who have understood and empathized with users’ needs, frustrations, goals, and motivations have brought the world innovative solutions such as the telephone and Apple iPod. Apple came back from its near downfall by designing products that people need and want and delivering mind-blowing, innovative solutions.

In pursuit of innovation, more organizations have adopted design-thinking strategies, including leading companies such as IBM, Intuit, Airbnb, Microsoft, SAP, and Toshiba. Still, only a few companies have harnessed the power of innovation. If your organization wants to incorporate design thinking into its culture, you must start by being empathetic toward your users. Design thinking begins with developing a deep understanding of your users and the problem you are trying to solve for them. Only by developing empathy for your users, you can design truly breathtaking solutions for their problems. Read More