IBM: Mobile Application Analytics team transformation


Transforming the feature driven process of a product team to a user-centered process.


When I joined the team they were working off of a backlog that the offering manager had captured from executives, subject matter experts and product buyers. My job was to transform the teams’ process to the IBM Design Thinking framework that is user driven.

Since the team had never had a designers working with them I decided that I first needed to prove the value of design. So I began my engagement by learning from the subject matter experts, developers and offering managers and working on very tactical design efforts.

Once I had buy-in from the technical and business teams I crafted a plan to transition the teams process. We began by summarizing our user knowledge into a Research Playback that helped propel the team into a Design Thinking workshop.

The outcome of the workshop was a set of objective for the next product release that were large enough to have differentiating value to users.

To support the short timeline the team developed a sprinting process that started with team white boarding the sprints stories that allowed us to generate more ideas quickly. Then each discipline would take the results from the white boarding and start designing and developing the sprint outcomes. Radically collaborating several times a week ensured that as the sprint came together the outcomes were exactly with users needed and that technology was developed to support those needs.


As the design team led I worked with the Offering Managers and Development team to transition our process to a user-centered lean design process.


More user needs where met because the product teams process was fast and radically collaboration.


Web Application


Project Plan, Research Plan, Information Architecture, Sketches, Wireframes, High-Fidelity Visual Designs


Competitive Analysis, Interviews, Workflow Diagrams, Task Analysis, Scenario, Use Cases, Sketching, Iterative Design, Wireframes, Visual Compositions, Card Sorting, Focus Groups, Paper Prototyping, Participatory Design


The initial user experience had endless groups of data representations without understanding for how a user might use them or the users goals.

I like to plan the work, then work the plan. If the plan isn't working, rework the plan. Planning and transparency are espically important to a team who is transitioning thier process.

Design workshop are intense radical collaborations that yeild a aligne team and a concrete product defination and direction.

Implementing a product takes lots of critical thinking and thinking through of details. Annotating and showing the workflow in wireframe and redlines provide developers decision making guidance.