IBM Systems Magazine, Power Systems - July 2014 - 11

worldwide locations to come. Its
guiding principle is "Products
That Work for Me." That's also
the driving force behind the
entire IBM Design philosophy,
which harkens to the days of
IBM's Thomas Watson Jr., who
famously said, "Good design is
good business."
"IBM had embraced design
many times in is history and had
been very successful with it. It's a
very powerful way to amplify the
value you can bring to clients,"
Hill says. "So the mission of IBM
Design is to bring great design to
everything we do at IBM."
To that end, IBM Design has
taken steps to truly understand
clients as individuals. This is to
counter users' tendency to work
around product functionality-or
even entire products-if they
don't like them. This pushes
them to find other alternatives,
leaving what might be a perfectly
functional system behind in favor
of one they perceive better fits
their needs, even if it truly isn't
as functional.
This is in part due to users'
expectations based on their
experiences with more consumertargeted tech products. Many of
these products work right out of
the box with limited instructions
and are based on intuitive
interfaces and obvious design
cues. When these same users
come to work, they have similar
expectations.
However, many products-
especially those intended for
the business market-don't
live up to that potential. They
can be difficult to navigate and
sometimes require extensive user
training. This is a drain both on
user productivity and bottom-line
business operations.
"When people come to work,
they don't leave their expectations
at home. They're consumers,
whether they're using a personal

computer, a smartphone or tablet,
as well as workplace systems. We
want to delight them when they
come into work so they can get
great value from our products,"
Hill explains.

Breakthrough Ideas
This plays into IBM Design
Thinking, which involves
understanding how people live
and work and then making sure
the experience is tailored to
those people. Prototyping this
experience is crucial. It turns
ideas into concrete designs,
evaluates those designs to
determine both usability and
effectiveness, and then refines
the designs based on what the
designers have learned.
The notion of radical
collaboration is also key. This
involves bringing product
managers, engineers and
designers together to explore

back-office tool designed with
only professional analysts in
mind. Rather, it's built to help
front-line employees improve the
customer experience.
Its development represented
one of the first real applications
of Design Thinking in IBM's
product portfolio. As Hill recalls,
"The Data Explorer team was very
modern in terms of development,
but it had limited experience with
design. So we brought product
management, engineering and
design together for the firstever session of what we call
Designcamp, where they learned
about the IBM Design Thinking
framework."
During Designcamp, participants are asked to adopt three
core practices. The first is defining
"hills" for their projects. A hill
represents a meaningful market
outcome the team sets out to
achieve within a defined time

x
IBM Design
Vision
Statements
WORKS
TOGETHER
WORKS
THE SAME
WORKS
FOR ME

"Good design is good business."
-Thomas Watson Jr., son of IBM Founder Thomas J. Watson

user issues and potential
solutions. The interplay
between different disciplines
brings fresh perspectives to the
issue at hand, often leading to
breakthrough ideas.
IBM's first commercially
available product based
on Design Thinking was
InfoSphere* Data Explorer (now
called Watson Data Explorer).
This big data exploration tool
helps users distinguish between
structured and unstructured
data from multiple and diverse
sources. Notably, this isn't a

D
Learn more
about IBM
Design
www.ibm.com/
design

frame. The hills, of which there
should be no more than three,
allow the teams to focus on doing
a few things well rather than
spreading their effort too thinly
over many competing goals.
Another practice involves
"sponsor users." In this case, a
small number of trusted clients
is invited into the development
project to share their insights,
provide feedback and help the
team remain focused on solving
real user problems, rather than
the team guessing what those
problems might be.

ibmsystemsmag.com JULY 2014 // 11


http://www.ibm.com/design http://www.ibmsystemsmag.com

IBM Systems Magazine, Power Systems - July 2014

Table of Contents for the Digital Edition of IBM Systems Magazine, Power Systems - July 2014

Table of Contents
Editor's Desk: Black thumb
IBM Perspective: Open innovation at its best
Techbits: Watson: your personal shopper
Partner PoV: Your business continuity strategy should focus on recovery, not just backups
Trends: IBM Design brings the best minds from engineering and design to create products that delight users
Cover Story: A Growing Proposition: Roundtable reveals Linux is flourishing on Power Systems
Feature: The Wave of the Future: IBM floods the Linux market with options
Tech Showcase: Why updating applications makes good business sense
Focus on Storage: IBM FlashSystem addresses storage and application performance issues
Open Source: Choosing the best proprietary or open-source applications
Solutions: Galileo Performance Explorer; Power Systems Navigator; X-Analysis V10; Robot/NETWORK Web UI; SafeNet/i 10.11; Reflection 2014; KeyesOverlay and kLink; RSF and RSF-HA 10.0
Snapshot: Randy Wittner
Reference Point - Global Events, Education, Resources for Power Systems
2014 Power Systems Solution Edition Product Index
IBM Systems Magazine, Power Systems - July 2014 - Intro
IBM Systems Magazine, Power Systems - July 2014 - Cover1
IBM Systems Magazine, Power Systems - July 2014 - Cover2
IBM Systems Magazine, Power Systems - July 2014 - 1
IBM Systems Magazine, Power Systems - July 2014 - Table of Contents
IBM Systems Magazine, Power Systems - July 2014 - 3
IBM Systems Magazine, Power Systems - July 2014 - 4
IBM Systems Magazine, Power Systems - July 2014 - Editor's Desk: Black thumb
IBM Systems Magazine, Power Systems - July 2014 - IBM Perspective: Open innovation at its best
IBM Systems Magazine, Power Systems - July 2014 - Techbits: Watson: your personal shopper
IBM Systems Magazine, Power Systems - July 2014 - Partner PoV: Your business continuity strategy should focus on recovery, not just backups
IBM Systems Magazine, Power Systems - July 2014 - 9
IBM Systems Magazine, Power Systems - July 2014 - Trends: IBM Design brings the best minds from engineering and design to create products that delight users
IBM Systems Magazine, Power Systems - July 2014 - 11
IBM Systems Magazine, Power Systems - July 2014 - 12
IBM Systems Magazine, Power Systems - July 2014 - 13
IBM Systems Magazine, Power Systems - July 2014 - Cover Story: A Growing Proposition: Roundtable reveals Linux is flourishing on Power Systems
IBM Systems Magazine, Power Systems - July 2014 - 15
IBM Systems Magazine, Power Systems - July 2014 - 16
IBM Systems Magazine, Power Systems - July 2014 - 17
IBM Systems Magazine, Power Systems - July 2014 - 18
IBM Systems Magazine, Power Systems - July 2014 - 19
IBM Systems Magazine, Power Systems - July 2014 - Feature: The Wave of the Future: IBM floods the Linux market with options
IBM Systems Magazine, Power Systems - July 2014 - 21
IBM Systems Magazine, Power Systems - July 2014 - 22
IBM Systems Magazine, Power Systems - July 2014 - 23
IBM Systems Magazine, Power Systems - July 2014 - 24
IBM Systems Magazine, Power Systems - July 2014 - 25
IBM Systems Magazine, Power Systems - July 2014 - 26
IBM Systems Magazine, Power Systems - July 2014 - Tech Showcase: Why updating applications makes good business sense
IBM Systems Magazine, Power Systems - July 2014 - 28
IBM Systems Magazine, Power Systems - July 2014 - 29
IBM Systems Magazine, Power Systems - July 2014 - 30
IBM Systems Magazine, Power Systems - July 2014 - 31
IBM Systems Magazine, Power Systems - July 2014 - 32
IBM Systems Magazine, Power Systems - July 2014 - 33
IBM Systems Magazine, Power Systems - July 2014 - 34
IBM Systems Magazine, Power Systems - July 2014 - 35
IBM Systems Magazine, Power Systems - July 2014 - 36
IBM Systems Magazine, Power Systems - July 2014 - 37
IBM Systems Magazine, Power Systems - July 2014 - Focus on Storage: IBM FlashSystem addresses storage and application performance issues
IBM Systems Magazine, Power Systems - July 2014 - 39
IBM Systems Magazine, Power Systems - July 2014 - 40
IBM Systems Magazine, Power Systems - July 2014 - 41
IBM Systems Magazine, Power Systems - July 2014 - Open Source: Choosing the best proprietary or open-source applications
IBM Systems Magazine, Power Systems - July 2014 - 43
IBM Systems Magazine, Power Systems - July 2014 - 44
IBM Systems Magazine, Power Systems - July 2014 - Solutions: Galileo Performance Explorer; Power Systems Navigator; X-Analysis V10; Robot/NETWORK Web UI; SafeNet/i 10.11; Reflection 2014; KeyesOverlay and kLink; RSF and RSF-HA 10.0
IBM Systems Magazine, Power Systems - July 2014 - 46
IBM Systems Magazine, Power Systems - July 2014 - 47
IBM Systems Magazine, Power Systems - July 2014 - Snapshot: Randy Wittner
IBM Systems Magazine, Power Systems - July 2014 - Cover3
IBM Systems Magazine, Power Systems - July 2014 - Cover4
IBM Systems Magazine, Power Systems - July 2014 - Reference Point - Global Events, Education, Resources for Power Systems
IBM Systems Magazine, Power Systems - July 2014 - 2014 Power Systems Solution Edition Product Index
IBM Systems Magazine, Power Systems - July 2014 - SE2
IBM Systems Magazine, Power Systems - July 2014 - SE3
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