Summary
Diana Johnson highlights critical aspects of establishing a robust design culture at IBM, centered on the idea that culture underpins strategy and innovation. She outlines the connection between behaviors and culture, asserting that values, rituals, and practices shape the design environment. Key initiatives include developing a selective hiring process for designers, implementing a structured onboarding program, and creating an inclusive workspace within the IBM Studios. Johnson elaborates on IBM's design thinking principles, emphasizing user-centric outcomes, multidisciplinary collaboration, and continuous improvement through the design process. She underlines the significance of the IBM design language, showcasing how diverse design guides contribute to a cohesive visual identity across products. Additionally, Johnson promotes the importance of research and defining clear outcomes to ensure that design efforts meet user needs effectively.
Key Insights
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Culture is shaped by behavior over time, not merely by strategies or policies.
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Values are at the core of a design culture, often felt rather than explicitly stated.
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Rituals, like informal team interactions, contribute significantly to culture.
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Design thinking should focus on user outcomes, not just the design process itself.
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Multidisciplinary teams enhance creativity and innovation in design.
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A selective hiring process ensures only the best candidates contribute to the design culture.
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An effective onboarding process fosters camaraderie and understanding of design principles.
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The workspace should be flexible and supportive of collaborative efforts.
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The IBM design language promotes unity without sacrificing individuality in design.
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Research must involve everyone in the team to ensure diverse insights are captured.
Notable Quotes
"Culture eats strategy for breakfast"
"Behavior over time is your culture."
"Values are the core assumption of what we are doing here."
"Rituals have their own meaning and can significantly shape interactions."
"We have to create a cohort of collaborative ego-less designers."
"Less than 1% of applicants successfully join our design team."
"Everybody is hired in as a designer to encourage versatility."
"We designed spaces that encourage collaboration, not isolation."
"Design thinking is about framing problems the same way."
"None of this matters without outcomes that improve user's lives."
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