Tuesday, 11 July 2017, 08:30 – 12:30

Camillo Sassano, Ph.D. (short bio)
IDSA, USA

Kevin L. Schultz (short bio)
UXPA, USA

Objectives:

The goal of the workshop is to introduce IBM's version of design thinking to the participants, through a number of hands-on activities that demonstrate the framework. This is an interactive session that is more standing and doing than sitting and listening.

Content and benefits:

The workshop will start with an high-level overview of design throughout the history of IBM, starting with Thomas Watson Jr.'s quote of, "Good design is good business." This will include the introduction of IBM Design through the leadership of Eliot Noyes and pulling in the talents of Paul Rand, Charles and Ray Eames as well as numerous architects of the time. We conclude this section with how IBM's CEO Ginni Rometty has brought user centered design back to the forefront for IBM, through the hiring of a 1000+ new designers (graphic, UX, user research and FED's) and the creation of IBM Design.

Next, we walk through the ideas of design thinking, as made mainstream by IDEO and then through the d.school at Stanford. We then discuss IBM's new principles: a focus on user outcomes, multi-disciplinary teams and restless reinvention. We then describe "The Loop" and go into the new dimensions of IBM Design Thinking: hills, sponsor users and playbacks.

This will be followed by team activities that allow the participants to explore the methods IBM uses throughout, starting with empathy maps and the use of personas, user scenarios and big ideas.

The participants will come away with an appreciation for some user centered design practices throughout the development process and continuing, iterative design.

Target Audience:

Those students, professionals and acedemics who are new to the ideas of design thinking, particularly those who want to learn more about the specifics that IBM has added to the already beneficial ideas and practice.

Bio Sketch of Presenters:

Camillo Sassano received a Masters' in Architecture and a PhD in Industrial Design from the Politecnico University in Milan, Italy. He joined IBM in 1996 as a mentee of Richard Sapper and now leads the Industrial Design Program, with cross-brand ownership of IBM's hardware look and feel. Camillo is an IBM Master Inventor, owns several patents and international design awards, and doesn't mind busting his knuckles working on old motorcycles. http://www.ibm.com/design/

Kevin L. Schultz has a BA in Psychology from North Carolina State University and 30+ years of design experience in IBM, including leadership positions in human factors on numerous hardware products in enterprise systems, retail, servers/storage/supercomputers as well as consulting with external companies. He is currently part of the IBM Design team, continues to work with users to develop greater IBM hardware experiences and teaches IBM Design Thinking internally and externally. kevin is a Senior Experience Designer and IBM Master Inventor. http://www.ibm.com/design/

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