Putting People First: IBM’s Enterprise Design Thinking Framework for Solving Complex Problems
Design thinking shouldn’t be controversial — it’s simply the idea that everyone on a team should be focused on their users, first and foremost.
IBM has built on that idea, adding strategies, tactics and activities to create a framework that uniquely scales design thinking across teams of all shapes and sizes, whether they are co-located or widely dispersed.
Enterprise Design Thinking (EDT) is a framework developed by IBM to help organizations of all sizes solve complex problems and create innovative solutions in a human-centered way. EDT builds on the traditional design thinking approach by adding three core practices: hills, playbacks, and sponsor users.
Hills
Hills are the most important challenges or opportunities that an organization faces. They are identified through user research and data analysis, and they serve as a focal point for the EDT process. Hills can be related to any aspect of the business, such as customer experience, product development, or operational efficiency.
For example :
A hill for a bank might be to reduce customer wait times. A hill for a healthcare provider might be to improve patient satisfaction. And a hill for a retail company might be to increase online sales.
Playbacks
Playbacks are a way to share and test ideas with users early and often. This helps to ensure that the solutions being developed are truly meeting the needs of the people they are designed for.
Playbacks can be conducted in a variety of ways, such as through user interviews, focus groups, or usability testing.
For example:
A bank might conduct a playback with customers to test a new prototype of its mobile app. A healthcare provider might conduct a playback with patients to test a new patient portal. And a retail company might conduct a playback with customers to test a new product design.
Sponsor users
Sponsor users are individuals who are deeply involved in the EDT process and who represent the needs of the users who will be impacted by the solution. They provide feedback and guidance throughout the process and help to ensure that the solution is user-friendly and effective.
Sponsor users can be employees, customers, or partners.
For example :
A bank might select a group of customers to be sponsor users for the development of its new mobile app. A healthcare provider might select a group of patients to be sponsor users for the development of its new patient portal. And a retail company might select a group of customers to be sponsor users for the development of its new product design.
The Loop
Observe
The first step in the loop is to observe users and their needs. This can be done through a variety of methods, such as user interviews, surveys, and ethnography. The goal is to gain a deep understanding of the challenges and opportunities that users face, as well as their hopes and aspirations.
Reflect
Once the team has observed users, they come together to reflect on their findings. They synthesize their findings, identify patterns, and develop hypotheses about how to address the users’ needs. The goal of the reflection phase is to generate a deep understanding of the problem space and to develop a clear point of view.
Make
The final step in the loop is to make. This involves developing and testing prototypes or solutions with users. The goal is to learn from users’ feedback and to iterate on the solution until it meets their needs.
The Enterprise Design Thinking loop is not a linear process. Teams can move back and forth between the different stages as needed. It is important to note that the loop is not just about creating products and services. It is also about creating value for users and for the organization as a whole.
Here are some examples of how the Enterprise Design Thinking loop can be used in different contexts:
- A company developing a new software product might use the loop to observe how users currently interact with similar products, to reflect on those findings and identify opportunities for improvement, and to make prototypes of the new product and test them with users.
- A hospital might use the loop to observe how patients experience the healthcare system, to reflect on those findings and identify ways to improve the patient experience, and to make changes to the system and test them with patients.
- A government agency might use the loop to observe how citizens interact with government services, to reflect on those findings and identify ways to improve citizen satisfaction, and to make changes to the services and test them with citizens.
The Enterprise Design Thinking loop is a powerful tool for innovation and problem-solving. It can be used by organizations of all sizes and in all industries to create value for their users and for themselves.
IBM’s Enterprise Design Thinking Approach has been used by organizations of all sizes and across a wide range of industries to achieve success. Here are a few real-world examples:
Citi
Citi is using Enterprise Design Thinking to develop new digital banking products and services that are more user-friendly and secure.
For example, Citi used Enterprise Design Thinking to develop a new mobile app that allows customers to manage their finances on the go. The app includes features such as bill pay, budgeting tools, and real-time fraud alerts.
- Increased user engagement
- Improved customer satisfaction
- Reduced fraud
- Increased security
American Express
American Express is using Enterprise Design Thinking to develop new travel insurance products that are more tailored to the needs of its customers.
For example, American Express used Enterprise Design Thinking to develop a new travel insurance product that covers flight delays and cancellations, lost luggage, and medical emergencies. The product also includes features such as 24/7 customer support and a mobile app that makes it easy to file claims.
- Increased customer satisfaction
- Reduced customer churn
- Increased revenue
IBM Garage
IBM Garage is using Enterprise Design Thinking to help its clients innovate and solve complex business challenges.
For example, IBM Garage worked with Walmart to develop a new mobile checkout app that makes it easier and faster for customers to shop. The app allows customers to scan items as they shop and then pay for them using their phone, without having to wait in line at a traditional checkout register.
- Reduced time to market for new products and services
- Increased customer satisfaction
- Improved employee productivity
- Reduced costs
Overall, IBM’s Enterprise Design Thinking Approach is a powerful tool that can help organizations to achieve a variety of benefits, including increased innovation, improved customer focus, improved efficiency and effectiveness, and improved employee satisfaction.
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