Summary
More than 50 years ago, Thomas Watson Jr., the second President of IBM declared, “Good design is good business”. Today, the global company continues to operate on the belief that human experiences drive business. Doug Powell, Distinguished Designer at IBM, will expose what it means to practice design at the global tech company, exploring the inner workings of the largest UX design operation in the world. He will also elaborate on a new Forrester Research study examining the value of design and the design thinking practice at IBM.
Key Insights
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Design is experiencing a golden age with increased demand and investment from major companies.
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Design thinking is becoming widely recognized as essential across diverse industries, including government organizations.
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IBM's decentralized design structure allows for experimentation and adaptation in a variety of environments.
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Training non-designers in design thinking strengthens cross-disciplinary collaboration and improves outcomes.
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Integrated design teams result in higher alignment, efficiency, and market responsiveness.
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Diverse teams are crucial for designing effective experiences for a diverse user base.
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Measurable data and empathy help foster strategic conversations between design and business leaders.
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Design leadership can significantly influence business investment decisions based on evidence of design's impact.
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Continuous measurement of design metrics helps identify areas for improvement and success.
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Good design is a long-standing business imperative, as emphasized by IBM's historical leadership.
Notable Quotes
"We are truly in a golden age for our profession."
"The demand for design skills is far outstripping the supply of talent."
"The most successful companies have followed the Apple template by placing human experience at their core."
"Design and design thinking are intentionally two different things in our mission."
"When teams are trained in design thinking, they are measurably more aligned, efficient, and agile."
"The user experience will allow us to win."
"Good design is good business."
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