Applying Design Thinking Across the C&SI Brand
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You guys will notice a theme here ... design, experience and delivery of new capabilities that help clients better shape the experience they have with their IT. Lets start with the client experience that is all around us. We encounter it every day as we work, play, communicate and socialize. It permeates our subconscious. It guides our decision-making. It shapes the way we view the world. We gravitate towards the great experiences and avoid the not so great ones. The client experience guides the ways in which we consume goods and services, directly affecting the choices we make about where to shop, which coffee shop to visit, or which web site to do business with. Design-led innovation is vital to the success of a business’ products and services as the client experience affects the business in every dimension – marketing, sales, product usage, support and customer loyalty. In today's day and age, "easy and accurate" is the mantra many people only have the time to live by ... gone are the days of "detailed and involved".
We are shaping the client experience with a methodology called Design Thinking. Design Thinking engages and inspires forward-thinking individuals everywhere to positively impact the client experience in ways that matter and endure. The core elements of Design Thinking include developing a deep understanding of the clients’ goals, then iteratively collaborating with them directly to define the best possible solution – one which is creative, simple and elegant. This design-led innovation prioritizes the focus on the end user and their business goals to develop a solution that captures an excellent experience in all dimensions.
Within the Cloud and Smarter Infrastructure brand, we are applying Design Thinking to assess, recommend and drive actions that will vastly improve the overall client experience across our offerings. There is always a client experience - if we don’t identify what it should be, we cannot predict its outcome. This starts with making it easy for our clients to find our offerings; to view insightful details, videos and testimonials about our offerings; explore them in a live demo setting that is available 24x7 without the requirement of a log in; and easily try our offerings in their own environment. Look at our new capabilities we are now putting into the newly announced IBM Marketplace from Service Engage that enable live demo's and trials w/o going on prem. This means we have to deliver solutions that are intuitive in their usage of terms and concepts, operationally simple and visually appealing. Our former IBM CEO Tom Watson Jr said, “Good design is good business” – it is in our customers’ best interest, and IBM’s best interest, to identify and implement the experience we want our clients to have - and make it happen!
Design Thinking is at the center of our brand’s transformation. We saw that with the redesign of the Tivoli Storage Manager Operations Center, which was praised by clients, partners, and analysts when we unveiled it at Edge. We delivered a client experience that moved away from that “jet cockpit” paradigm of design, and delivered an experience that meets the needs of our target personas.
Most recently we adopted Design Thinking with our delivery of IBM Service Engage (htt
Design Thinking is aiding major transformation for C&SI. And needless to say, it’s for the better. Enjoy your thoughts ....