Doug Powell: "Operating in Context" DesignOps Summit 2018 • November 7-8, 2018 • New York, NY http://www.designopssummit.com

1. Design at Scale
Building a human-centered culture at IBM
Doug Powell
Vice President of Design
@douglaspowell1
DesignOps Summit
November 8, 2018

2. This is an amazing time
for design and designers.

3. 2007

5. Arianne Miller
Lab • OPM

6. How do we move
beyond earning a seat
at the table?

8. 107 year old company •

9. 107 year old company • 360,000 employees •

10. 107 year old company • 360,000 employees •
170 countries •

11. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users •

12. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software •

13. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads •

14. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •

15. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! •

16. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 •

17. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 • sustainable culture of
design and design thinking •

18. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 • sustainable culture of
design and design thinking • 1,800
designers •

19. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 • sustainable culture of
design and design thinking • 1,800
designers • 6 week onboarding •

20. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 • sustainable culture of
design and design thinking • 1,800
designers • 6 week onboarding • 50 studios •

21. 107 year old company • 360,000 employees •
170 countries • enterprise technology for
business users • mostly cloud-based
software • think pads • super computers •
Ginni! • 2012 • sustainable culture of
design and design thinking • 1,800
designers • 6 week onboarding • 50 studios •
300 designers in ATX

23. Design at IBM is
decentralized

24. Design at IBM is
decentralized

25. Design at IBM is
decentralized
Product Services

26. Design at IBM is
decentralized
Product Services
Corporate

27. Design at IBM is
decentralized
Product Services
Corporate
COC

28. Design at IBM is
decentralized

29. Design Leadership
Vice President of Design IBM Fellow
Design Director Distinguished Designer
Design Program Director Design Principal

32. Designer

33. Designer
Developer
Executive
Sponsor
IT
Architect
Developer
Product
Manager
User

35. Morethan140,000
IBMersarenow
badgeddesignthinkers.

37. ibm.com/design/thinking

38. Measuring the Impact

39. Measuring the Impact
There is no single way to measure the
impact of design and design thinking. It is
always embedded in and dependent upon
other complex functions.

40. Design Program Reviews
Aggregates a collection of data and metrics
into a cohesive story that we can deliver to our
business leaders in a way they can consume.

41. Know your user!

43. What do we know about these people?

44. _ Super busy
What do we know about these people?

45. _ Super busy
_ Data-driven
What do we know about these people?

46. _ Super busy
_ Data-driven
_ Opinionated
What do we know about these people?

47. _ Super busy
_ Data-driven
_ Opinionated
_ Competitive
What do we know about these people?

48. _ Super busy
_ Data-driven
_ Opinionated
_ Competitive
_ No bullshit
What do we know about these people?

49. _ Super busy
_ Data-driven
_ Opinionated
_ Competitive
_ No bullshit
_ They will believe!
What do we know about these people?

50. What can we measure?

51. What can we measure?
_ Staffing & Ratios

52. What can we measure?
_ Staffing & Ratios
_ Locations & Studios

53. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers

54. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice

55. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice
_ Designer Health & Attrition

56. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice
_ Designer Health & Attrition
_ User Sentiment

57. What can we measure?
_ Staffing & Ratios
_ Locations & Studios
_ Seniority & Careers
_ Design Thinking Practice
_ Designer Health & Attrition
_ User Sentiment
Future
design
investment
roadmap

59. Know your
business
leaders as
users
Measure
everything you
can think of
Tell a
compelling,
concise
story

64. Culture
Matters
We have been measuring
employee satisfaction with
the new framework, and every
response comes back as an 8,
9, or 10. One employee
shared that ‘I've worked here
for so many years, and this is
the first time I've been
excited and engaged.’”

65. ibm.com/design/thinking

67. 67

68. 67

70. Diversity is a
DesignOps issue

71. 70