“Good design is good business.” - Thomas Watson Jr.

DESIGN THINKING

DESIGN THINKING

+ HACKATHONS

Turning insights into conceptsHACKATHON

FRAMEWORKWHO, WHAT & WOW

WHO WHAT WOW

customers / clients / users

ability you give them / solutions

leap forward / measurement

_______________ needs a way to _______________ so that _______________ _______________ needs a way to _______________ so that _______________

do something that addresses

their needThe userthe user

benefits directly.

WOWWHO WHAT

Prototype

Evaluate

Understand

Explore

Understand WHO

START WITH PEOPLE

Understand Prototype

Understand PrototypePERSONAS

Turning insights into concepts

Tyler Domestic Business Traveler - Elite Status

!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management

consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at

work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!

Environment • High-rise condo home (weekends), customers’ offices,

various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!

Scenarios • Booking trip (economy seats) through corporate travel

agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!

!Concerns • Missing a meeting, long line at security, not getting an

upgrade, never seeing girlfriend/friends back home,

Tasks • Book trip, packing, getting an Uber, check in/boarding

pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,

middle seats, checking bags, slow wifi on plane,

Tyler Exec Persona

Turning insights into concepts

Tyler Domestic Business Traveler - Elite Status

!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management

consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at

work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!

Environment • High-rise condo home (weekends), customers’ offices,

various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!

Scenarios • Booking trip (economy seats) through corporate travel

agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!

!Concerns • Missing a meeting, long line at security, not getting an

upgrade, never seeing girlfriend/friends back home,

Tasks • Book trip, packing, getting an Uber, check in/boarding

pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,

middle seats, checking bags, slow wifi on plane,

Tyler Exec Persona

Tyler Domestic Business Traveler - Elite Status

!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management

consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at

work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!

Environment • High-rise condo home (weekends), customers’ offices,

various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!

Scenarios • Booking trip (economy seats) through corporate travel

agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!

!Concerns • Missing a meeting, long line at security, not getting an

upgrade, never seeing girlfriend/friends back home,

Tasks • Book trip, packing, getting an Uber, check in/boarding

pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,

middle seats, checking bags, slow wifi on plane,

Tyler Exec Persona

Turning insights into concepts

Blythe International Vacationer

!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),

loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!

Motivations • Experiencing life, traveling, new ideas, meeting new

people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US

and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,

inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!

!Concerns • Missing her flight, getting lost during a connection(s),

delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,

check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections

to get to destination, gets lost easily,

Blythe Traveler Persona

Turning insights into concepts

Blythe International Vacationer

!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),

loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!

Motivations • Experiencing life, traveling, new ideas, meeting new

people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US

and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,

inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!

!Concerns • Missing her flight, getting lost during a connection(s),

delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,

check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections

to get to destination, gets lost easily,

Blythe Traveler Persona

Blythe International Vacationer

!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?” !Personal Background • Just out of college near her hometown (B.A. - Art History),

loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!

Motivations • Experiencing life, traveling, new ideas, meeting new

people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US

and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,

inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!

!Concerns • Missing her flight, getting lost during a connection(s),

delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,

check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections

to get to destination, gets lost easily,

Blythe Traveler Persona

Turning insights into concepts

Tyler Domestic Business Traveler - Elite Status

!!“Get me where I'm going quickly and without any hassle. The less interactions the better. I want an upgrade too.” !Personal Background • Undergrad at USC, MBA at Stanford, management

consultant, uses phone for everything!Motivations • Challenging problems, happy customers, utilization at

work, recognition, power, traveling, status, money, women, cars, relaxing weekends, nice restaurants!

Environment • High-rise condo home (weekends), customers’ offices,

various cities in US every week, airplanes, airports, airport lounges, business hotels, nice restaurants!

Scenarios • Booking trip (economy seats) through corporate travel

agency, packing efficiently, car service to/from airport, using airline app for everything he can, going through security, drink in airport lounge, waiting at gate, early boarding, working on plane, deplaning, finding rental car facility, hotel checkin, etc…!!

!Concerns • Missing a meeting, long line at security, not getting an

upgrade, never seeing girlfriend/friends back home,

Tasks • Book trip, packing, getting an Uber, check in/boarding

pass, check flight status, check upgrade status, !Pain Points • Constant travel is exhausting, delays, sitting in coach,

middle seats, checking bags, slow wifi on plane,

Tyler Exec Persona

Blythe International Vacationer

!!“I’m SO excited to meet my friends I can’t even think straight!! Like, seriously, which airport am I flying out of/into again?”!Personal Background • Just out of college near her hometown (B.A. - Art History),

loves yoga, foodie, directionally challenged, technologically challenged, has 100 best friends, human rights activist, etc…!

Motivations • Experiencing life, traveling, new ideas, meeting new

people, justice, etc…!Environment • Her apartment in an urban area, cabs/trains, various US

and foreign airports!Scenarios • Booking travel, packing, cabbing to airport, behind security,

inside security, talking to agents whenever she has an issue, sitting at gate, boarding plane, sitting on plane (middle seat - back of plane), connecting to other flights, !!!

!Concerns • Missing her flight, getting lost during a connection(s),

delays, turbulence, smelly passengers, !!Tasks • Book trip, packing, cab to airport, check in/boarding pass,

check flight status, check upgrade status,!!Pain Points • Spent a lot of money on plane ticket, multiple connections

to get to destination, gets lost easily,

Blythe Traveler Persona

Understand PrototypeEMPATHY MAPS

EMPATHY MAPS

SCOPE: ONE DAY OF TRAVEL

From the time you leave home, until the time you reach your destination

Take 10 mins

STORY BOARDING

TELL US THE AS-IS

STORY

z

ONE PAIN POINT OR

OPPORTUNITY

WHAT

WHAT

Prototype

EvaluateExplore

Understand

WHAT

_______________ needs a way to _______________

WHO WHAT

Blythe, the international traveler

Remember all herimportant traveling items

needs a way to

IDEATION

REMIX CONVERGE

Stages of Ideation

DIVERGE

_______ needs a way to ____________Blythe Remember all her

important traveling items

• Go back to the Who, What, Wow statement and write the who and what at the top of the page.

• Circle the “What”

• Generate loads of ideas around how to achieve the “what”. How to solve the pain point.

• Try not to talk to each other

• Quantity over Quality

Exercise: IdeationDIVERGEGenerate lots of ideas.

10 min

_______ needs a way to ____________

CLUSTER & HARVEST

CLUSTER & HARVEST

• Group to highlight relatedness in ways that cut across technical means/roles.

• Find repeats and stack them. Remove ideas that don’t fit.

• Name the patterns you see together. Know the name can change.

• Are there important ideas that are missing?

Exercise: IdeationCONVERGEVote, filter & combine.

10 min

• What will have the greatest impact on the user?

• Is it effortless?

• Is it valuable?

• Is it enjoyable?

• What will have the greatest impact on the market?

• What is technically feasible?

_______ needs a way to ____________ so that ___________Liz need in action• Prioritize ideas based on 2 criteria:

Technically feasible

Most likely to delight users

• Select the idea with the most votes

needs a way to

HOW

Blythe, the international traveler

Remember all herimportant traveling items

Prototype

EvaluateExplore

Understand WOWmarket focus / leap forward /

measurement

TAKE 1 MIN GET A WOW

Allowing her to get to the airport on time and without worry.

needs a way to

so that

WOWWHO WHAT

+

HOW

+

Blythe, the international traveler

Remember all herimportant traveling items

HACKATHON PITCHING

PEOPLE LOVE STORIES

TELL US AN ENGAGING

STORY

EXAMPLE

Talent Hotspot

Meet Ivy

“Our company is growing so fast! I’ve got to bring on brilliant people and keep my existing employees happy. #latenights”

Talent Manager at Barbarian Group

Ivy isVery results driven, likes to work on meaningful things, enjoys placing people in the roles that suit them best

Her primary motivation is Growing the company with a set of brilliant people that also have a great culture fit

Ivy needs To be able to quickly sift through thousands of potential candidates and narrow the list down to a set of people she’s confident are worthy of an interview

Her current frustrations areSeeing a lot of interest in her company but candidate quality is low, worried about attrition due to low employee morale

_______________ needs a way to _______________ so that _______________ _______________ needs a way to _______________ so that _________________

select candidates that align with

Barbarian’s hiring needs on a skills and culture basisIvy

she can be confident employees will be

happy enough to stay with Barbarian for at

least 2 years.

WOWWHO WHAT

3 ©2014 IBM Corporation

What if you could “clone” your best employee?

A good culture fit is just as important as a skill match. Talent Hotspot, combined with the cognitive power of

IBM Watson, enables Barbarian to hone in on that perfect candidate without having to first screen a

culture fit over the phone.

Ivy:

Talent Manager @ Barbarian

Ivy has been asked by the mobile

app dev team to send over some

resumes for developer leads. Since

resources are tight, this person will

need to be well versed in both

Python and C# development.

This person needs great leadership

skills as well. Ivy knows from her

experience with this department,

that Gloria Sutter has been very

successful as a dev lead.

Scenario

©2014 IBM Corporation

Let’s see it

Talent Hotspot: A new take on recruiting

No middleware set upProvision runtimes in seconds

Auto and manual scaling optionsMultiple Language Support

JavaScript, Java Liberty, and Ruby providedBring any language from the community

What if you could “clone” your best employee? For today’s recruiters, a good culture fit is increasingly as important as a skill match. Talent Hotspot, combined with the cognitive power of IBM Watson, enables recruiters to hone in on that perfect candidate - with both a culture fit and a skill match - without having to first screen a culture fit over the phone.

Key Services / AddOnsLanguage Runtime How it works

Cloudant NoSql Database

Watson User Modeling

Backend

FrontendBuilt forDesktop browser

Technologies UsedAngularJS Bootstrap JQuery

• Cloudant DB houses employee & candidate answers to free-response questions

• User picks a current employee to start comparison (browser)

• Watson API receives answers to questions • Watson API responds with personality traits • Java algorithm compares and ranks candidates

accordingly • User views results (HTML) served up to browser by

Java app - AngularJS used

Java Liberty