The Principles guide us

See problems and solutions as an ongoing conversation.

A green dot representing users A green dot representing users

A focus on user outcomes

Drive business by helping users achieve their goals.

A lemniscate representing restless reinvention A lemniscate representing restless reinvention

Restless reinvention

Stay essential by treating everything as a prototype.

Three yellow dots representing a team Three yellow dots representing a team

Diverse empowered teams

Move faster by empowering diverse teams to act.

A solid foundation

How do we better understand our users? How do we deliver breakthrough solutions that fulfill our users’ needs? How do we do this at enterprise speed and scale? Odds are that these are familiar questions, but somehow, the answers seem to be just out of reach.

IBM Design Thinking begins with a set of principles that get to the heart of these questions. These principles provide the foundation for delivering solutions that meet or exceed your users’ expectations. To be successful, they must speak to your team’s heart as well as its head.