Tuesday, 19 July 2016, 14:00 - 17:30

Camillo Sassano (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 presentation and a number of hands-on activities that demonstrate the methods. This is an interactive session that is more standing and doing than sitting and listening.

Content and benefits:

The workshop begins with a high-level overview of design throughout the history of IBM, starting with Thomas Watson Jr.'s quote of, "Good design is good business." This includes the introduction of design at IBM 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 vision of Phil Gilbert (GM IBM Design) and the hiring/training of several hundred new designers, user researchers, and design architects.

Next, we walk through the ideas of design thinking, as made mainstream by the likes of IDEO and then through the d.school at Stanford. This includes: understand, explore, prototype and evaluate. We then define IBM's new dimensions of: hills, sponsor users and playbacks.

This is followed by team activities that allow the participants to explore the methods IBM uses throughout, starting with empathy maps and the use of personas, creation of hills, through low-fidelity prototyping and user testing.

The participants will hopefully come away with an appreciation of user centered design throughout the development process via a continuing, iterative design approach with customers/users as well as have a bit of fun along the way.

Target Audience:

Those students and professionals 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 methods and practice.

Relevant Links:

• https://www.ibm.com/design/
• https://design.ibm.com/

Bio Sketch of Presenters:

Kevin L. Schultz has a BA in Psychology 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. kevin is a Senior Experience Designer and IBM Master Inventor.

Camillo Sassano has his PhD. in Industrial Design and was a student and mentee of design legend, Richard Sapper. He is a Senior Industrial Designer at IBM - leading the Industrial Design Program -and has ownership of IBM's hardware brand's look and feel. Camillo has numerous patents, international design awards and has also consulted with many external companies, both with IBM and previously, through his own design firm.

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