IBM iX is dedicated to digital reinvention and transformational outcomes. Clients will work with teams of IBM creative designers, researchers, digital strategists, analytics and cognitive solution experts to analyse business challenges and co-create new business models and offerings.
IBM iX applies the principles of IBM Design Thinking, which takes a rapid prototyping approach to user-centric product development, as well as IBM Design Language, a framework to inspire bold and engaging experiences.
The experience of an airline which flies across Asia was profiled in a demonstration showing how iX solves real problems. The airline had originally wanted to design a better tablet-driven kiosk to handle the boarding process, but ended up with a completely different solution which improved boarding instead.
IBM's design thinking is based on 'continuous reinvention', and has the following components:
Start with the end user's problem
"Ultimately going to interact with a mobile screen and that experience has got to be relevant to them," said an IBM representative. The IBM team started their investigation at the boarding gate.
"It is critical to meet the user and the end customer. We spent several days watching planes board," the representative shared. It turned out that it took 22 minutes on average to board the plane, with holiday and business customers undergoing the same experience.
Think about the intent
The stakeholders share perspectives and brainstorm ideas jointly. The team then went through workshops to describe the processes involved in the activity and how people felt at each stage, from how staff dealt with customers and how the technology supported the conversation. One discovery was that flight attendants were to wheel the kiosk to a power point for charging after every flight, but did not actually do so, resulting in devices which had dead batteries by the time of the next flight. It turned out that attendants' uniforms were too short for them to bend down to connect the kiosk to the power. This was something the team could not have found that out talking to the IT department.
Brainstorming then took place with this problem in mind, with "no idea too daft". The ideas were then whittled down to prioritise the most feasible ideas in terms of the impact they could have on the experience, what would be quick and affordable.
Do.
Outcomes are delivered at speed and scale by sketching prototypes and going straight into development. "(We) do that make sure and don't lose the original intent, we're not handing off from one team to the next," said the representative.
The solution ended up being a mobile app on an iPhone that is housed in a ruggedised barcode scanner. Now live across the Asia Pacific region, it is simple, lightweight, and easily recharged. Boarding times have been slashed to 7 minutes, below the airline's target of 12 minutes.
Repeat. It is a loop model, where improvements are made incrementally as the solution is refined. The airline solution continues to undergo refinement, and IBM, which retains ownership of the platform, will offer it to other airlines in the future. Although the solution is not exclusive to the first airline, the industry benefits as a whole and it stands to receive upgrades as the solution continues to improve.
"Everything is moving so quickly we can't start with a strategy and execute," said the representative. "We continue to reinvent, to move as a multidisciplinary team focused on the user. We observe what is going on, how can we bring benefits, and then it just keeps going and we keep getting better at it."
Stefan Hirsch, ASEAN Lead for IBM iX said, “Our designers work with clients through the customer experience from strategy, creative and design to scalable digital, commerce, mobile and wearable platforms. We sit side-by-side with our clients and partners to invent and co-create personalised, innovative solutions using IBM’s leadership in cognitive, research and design to take digital experiences to the next level for clients. ”
Working in cross-functional teams to collaborate on projects to support the growing demand for a data-driven experience and personalised customer insight, the team is already working with Singapore Airlines to implement two mobile apps for its pilots. The FlyNow app will support the pilots in flight preparation, providing relevant operational information in a timely manner while the Roster app will enhance pilot awareness of their assigned duties, along with their qualification compliance for operations.
At IBM Studios Singapore, clients will also have the opportunity to attend IBM Design Thinking and Mobile Experience workshops. They will learn about digital transformation strategy, cognitive experience design and development, mobile and omnichannel applications, and digitally enhanced customer journeys.
IBM Studios Singapore joins the growing network of 30 IBM Studios across the globe, including in Bangalore, Dubai, Melbourne, and Shanghai, with more to open this year. Joining this network are recent IBM iX acquisitions of Aperto, Bluewolf, ecx.io and Resource/Ammirati.
By the end of 2016, IBM Studios Singapore will more than double its team of resident creative designers, strategists, data scientists and technologists to work across the product and client-facing teams to conceive, rapidly develop, and test user-centric digital innovation.
Interested?
Read the TechTrade Asia blog post on the opening of the IBM Watson Centre at Marina Bay
Hashtags: #ibmwatson, #NewIBM, #WatsonCentreSG, #IBMStudiosSG
posted from Bloggeroid
IBM iX applies the principles of IBM Design Thinking, which takes a rapid prototyping approach to user-centric product development, as well as IBM Design Language, a framework to inspire bold and engaging experiences.
The experience of an airline which flies across Asia was profiled in a demonstration showing how iX solves real problems. The airline had originally wanted to design a better tablet-driven kiosk to handle the boarding process, but ended up with a completely different solution which improved boarding instead.
 |
| The original problem was all about using kiosks to board. They were slow, heavy, expensive to maintain, with 'appalling' battery life. |
Start with the end user's problem
"Ultimately going to interact with a mobile screen and that experience has got to be relevant to them," said an IBM representative. The IBM team started their investigation at the boarding gate.
"It is critical to meet the user and the end customer. We spent several days watching planes board," the representative shared. It turned out that it took 22 minutes on average to board the plane, with holiday and business customers undergoing the same experience.
 |
| First, challenges from stakeholders were gathered in an 'empathy map'. |
 |
| Observing end users in real-life situations is extremely important as different frustrations than originally scoped may surface. |
The stakeholders share perspectives and brainstorm ideas jointly. The team then went through workshops to describe the processes involved in the activity and how people felt at each stage, from how staff dealt with customers and how the technology supported the conversation. One discovery was that flight attendants were to wheel the kiosk to a power point for charging after every flight, but did not actually do so, resulting in devices which had dead batteries by the time of the next flight. It turned out that attendants' uniforms were too short for them to bend down to connect the kiosk to the power. This was something the team could not have found that out talking to the IT department.
Brainstorming then took place with this problem in mind, with "no idea too daft". The ideas were then whittled down to prioritise the most feasible ideas in terms of the impact they could have on the experience, what would be quick and affordable.
Outcomes are delivered at speed and scale by sketching prototypes and going straight into development. "(We) do that make sure and don't lose the original intent, we're not handing off from one team to the next," said the representative.
The solution ended up being a mobile app on an iPhone that is housed in a ruggedised barcode scanner. Now live across the Asia Pacific region, it is simple, lightweight, and easily recharged. Boarding times have been slashed to 7 minutes, below the airline's target of 12 minutes.
Repeat. It is a loop model, where improvements are made incrementally as the solution is refined. The airline solution continues to undergo refinement, and IBM, which retains ownership of the platform, will offer it to other airlines in the future. Although the solution is not exclusive to the first airline, the industry benefits as a whole and it stands to receive upgrades as the solution continues to improve.
"Everything is moving so quickly we can't start with a strategy and execute," said the representative. "We continue to reinvent, to move as a multidisciplinary team focused on the user. We observe what is going on, how can we bring benefits, and then it just keeps going and we keep getting better at it."
Working in cross-functional teams to collaborate on projects to support the growing demand for a data-driven experience and personalised customer insight, the team is already working with Singapore Airlines to implement two mobile apps for its pilots. The FlyNow app will support the pilots in flight preparation, providing relevant operational information in a timely manner while the Roster app will enhance pilot awareness of their assigned duties, along with their qualification compliance for operations.
At IBM Studios Singapore, clients will also have the opportunity to attend IBM Design Thinking and Mobile Experience workshops. They will learn about digital transformation strategy, cognitive experience design and development, mobile and omnichannel applications, and digitally enhanced customer journeys.
IBM Studios Singapore joins the growing network of 30 IBM Studios across the globe, including in Bangalore, Dubai, Melbourne, and Shanghai, with more to open this year. Joining this network are recent IBM iX acquisitions of Aperto, Bluewolf, ecx.io and Resource/Ammirati.
By the end of 2016, IBM Studios Singapore will more than double its team of resident creative designers, strategists, data scientists and technologists to work across the product and client-facing teams to conceive, rapidly develop, and test user-centric digital innovation.
Interested?
Read the TechTrade Asia blog post on the opening of the IBM Watson Centre at Marina Bay
Hashtags: #ibmwatson, #NewIBM, #WatsonCentreSG, #IBMStudiosSG
posted from Bloggeroid
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