Scaling Design Excellence Across the Enterprise

IBM has one of the largest design practices of any company in the world. With more than 3,000 designers in 150 countries, and hundreds of thousands of design “thinkers,” how might we ensure that every piece of hardware and software, and every experience we design solves the right problem, solves it well, and is aligned to our brand and values? In other words, how do you scale design excellence for a global company with millions of customers?

In this talk, Katrina Alcorn, IBM’s General Manager of Design, will share the remarkable journey IBM has been on for the last decade to create a sustainable culture of design that is transforming IBM’s products, services, and ways of working to be more human-centered and innovative. This talk is for anyone who aspires to create culture change through design and/or reach the highest levels of design leadership.

You will learn

• What it looks like to lay a foundation for design to thrive
• Ways to measure the business benefits of design
• Lessons that can be applied to other companies seeking to transform themselves with design