Creating great product experiences takes more than simply hiring some talented designers and planting them in your existing teams. Legacy organizational perspectives and practices around product management and engineering can greatly reduce the effectiveness of design practice. The key is to align the WHOLE PRODUCT DEVELOPMENT ORGANIZATION (not just the designers) around user experience in a flexible, iterative, and transparent way.
In this workshop, we'll share two core practices recently developed as part of IBM's human-centered design transformation. We've adapted and evolved core concepts from experience design and design thinking to target whole teams and highly complex systems. These practices are proving very successful at aligning the organization from SVPs down to individual designers, developers, and product managers. This works at scale (IBM has 3000 product groups) and for remote teams.
This is the first public sharing of these ideas outside of IBM. Be the first to learn about something that is shaping up to be an incredibly effective approach to practicing good design at scale.
The goal of this workshop is to illustrate why culture is the vital component every organization needs to make their brand strategy real in the workplace and the marketplace. Together, we will work through brand positioning in order to understand the core reasons why companies are in business beyond making money. Then, we’ll look at how behaviors and choices create workplace cultures — ones that work both with and against a brand position. In this section, we’ll identify patterns; create guiderails; and talk about the executive responsibility and employee role in scaling culture. Lastly, we’ll talk about tactics to activate culture by using positioning as a decision-making filter. We’ll end the session by having attendees create a positioning statement of their own so they can begin to see for themselves how their choices and those of their employees affect their workplace culture, and ultimately their brand.