T30: Driving Innovation with Enterprise Design Thinking

Thursday, 29 July 2021, 08:00 – 12:00 EDT (Eastern Daylight Time - Washington DC)
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kevin l. schultz (short bio)

designer | master inventor | UXPA | IDSA
IBM Design
Industrial Design Program, United States


Camillo Sassano (short bio)

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


Aaron Cox (short bio)

Industrial Design Program, IBM, United States


Baxter Schanze (short bio)

Industrial Design Program, IBM, United States



The goals of the workshop are two-fold.

Goal 1 is to provide a high-level overview of the impact of using design thinking and user-focused framework in a major company like IBM (Forrester's Study, "The Total Economic Impact of IBM’s Design Thinking Practice".)

Goal 2 is to give participants hands-on experience with the framework, and understand how design can drive innovation and invention for any product or service.


Content and benefits:

The workshop will begin with a review of Forrester’s study about the adoption of Enterprise Design Thinking, resulting in a return on investment (ROI) up to 300%.

Next we’ll walk through 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 group 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 one move onto creating big ideas to resolve those pain-points.  The teams will use various methods to create numerous ideas, prioritize those ideas and develop storyboards around them, all focused on improving the user experience.  Observe.  Reflect.  Make.

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, faculty and professionals who have limited experience with design thinking in practice. For those that have read about design thinking and may have taken online introductions but have not organized or participated fully in design thinking activities, as part of their day-to-day operations.


Relevant Links:

About IBM Design overall:

About IBM Enterprise Design Thinking (including additional free online courses)

Mural digital collaboration workspace homepage. Participants will need to register for this tool (free for individual educational use) and be familiar with the very basics.

Bio Sketches of Presenters:

kevin l. schultz has a degree in Psychology from North Carolina State University and 30+ years of design experience in IBM - from retail to servers to supercomputers to IBM Research and consulting with external companies. kevin is a designer, Enterprise Design Thinking Leader and an IBM Master Inventor with 33 patents and multiple international design awards

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.

Aaron received his degree in Industrial Design from the School of Design at NCSU. After working a few years at local product design consultancies, he joined IBM's Industrial Design team. He has worked on technology products ranging from computer mice to high performance mainframe installations, to the ground breaking Watson AI system. Some of his more recent work includes the popular Watson powered TJBot Maker Kit that consists of a laser cut cardboard robot that was designed to inspire users to explore the possibilities of coding for artificial intelligence. Aaron is an IBM Master Inventor, international design award winner and consumer of well designed things.

Baxter Schanze graduated from the University of Kansas with a Bachelor’s in Industrial Design. He started his career at Hallmark Cards in Kansas City, Missouri. In 2019, he joined the IBM Industrial Design Program as an Intern and continues as a Designer shaping IBM's hardware portfolio. Baxter is an avid adventurer, enjoys spending time outdoors, working on his Jeep and photography.