Design delightful and productive, products, services, and experiences for people to deliver value to the business.

A combination of the business case, technology, and user experience design
creates the experience people have interacting with technology.

Business case answers the “Why” question, why will this drive revenue.
Technology is “How” to build and engineer the solution.
User Experience answers “What” to design for customer satisfaction, ease-of-use, and delight.

Easy-to-use’ doesn’t just happen, it is by design,
using a collaborative process.
— Brenton Elmore

Great experiences

+ Increase ease of use and customer satisfaction
+ Improve conversion and sales
+ Provide a competitive edge because products are pleasure to use
+ Lower the barrier to entry

Poor experiences

– Command higher training costs
– Increase support costs
– Hurt organizations with negative word of mouth

Design Thinking

Can turn any business model into a delightful experience and powerful brand. Creates products and services customers desire.

While at IBM, the design organization (under the leadership of Phil Gilbert) evolved design thinking to create a custom model that scales. This human-centered, scalable design model helps teams move fast.

Principles frame problems and solutions as an ongoing conversation. The Loop helps teams envision design solutions. Keys align everyone to move fast and lean.








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