T08: Using Enterprise Design Thinking to Drive Innovation into Real World Products and Services

Friday, 26 July 2019, 13:30 – 17:30
Back to Tutorials' Program


kevin l. schultz (short bio)

hardware experience design lead | master inventor


Camillo Sassano (short bio)

Design Principal | Industrial Design Program Lead
Ph.D. - IDSA - Master Inventor, USA



The goals of the workshop are threefold. Goal 1 is to provide a high-level overview of the enterprise design thinking framework and why a major company like IBM considers user centered design a core practice. Goal 2 is to highlight why Forrester's Study, "The Total Economic Impact of IBM’s Design Thinking Practice", shows an ROI of 300%. Most importantly, Goal 3 is to give participants hands-on experience with the framework to better understand how empathy and knowledge of a user's current "As-Is" state can drive innovation for any product or service.


Content and benefits:

The workshop will begin with a high-level overview of IBM's Enterprise Design Thinking framework, including: The Principles - a focus on user outcomes, diverse empowered teams, and restless reinvention. The Loop - observe, reflect, and make. The Keys - hills, playbacks, and sponsor users.

Following, we will give the participants a design challenge. We will work with them to plan the activities for the remainder of the workshop, allowing them to better understand the important aspects of creating and running a workshop; planning, diverse teams, value of pre-workshop research, good facilitation and time-boxing, etc. We will help break the participants into smaller teams and start to concentrate on users in the challenge (empathy maps) as well as the user's current tasks (as-is scenarios).

Next comes the most critical item in helping drive innovation - identifying pain-points. Only by fully understanding the pain-points; whether too much time, too many steps, not enough information, too difficult, can we move onto creating big ideas to resolve those pain-points. We will use various methods to create numerous ideas, prioritizing those ideas and develop storyboards around them, to greatly improve the customer experience. Observe. Reflect. Make.

Throughout, we'll reference cases from the Forrester Impact Study to show how IBM uses human-centered design, day-to-day, to improve product outcomes, reduce risk, and increase profitability. Included, will be examples of how we personally use design thinking in our regular Industrial Design practice to create new intellectual property - patents.

The participants will come away with knowledge and real experience on how design thinking leads to innovation that matters.


Target Audience:

Students, professionals and faculty who have limited experience with design thinking in practice. For those that have read about design thinking and may have taken an online introduction, but have not participated fully in the design thinking framework as part of their day-to-day operations.

Bio Sketches of Presenters:

kevin l. schultz has a BA in Psychology from North Carolina State University and 30+ years of creating award winning, human centered designs with IBM - including leadership positions on numerous hardware programs in enterprise systems - servers/storage/supercomputers, retail, IBM Research as well as consulting with external companies. He is the Hardware Experience Design Lead for IBM’s Industrial Design Program, an Enterprise Design Thinking Leader, and an IBM Master Inventor.

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.