When B2B companies talk about user experience, they are really considering the aggregated needs of multiple people and roles in a large ecosystem. But what happens when those objectives are vastly different for every individual?
How IBM made sense of ‘generic design thinking’ for tens of thousands of people.
An IoT solution in the German Mittelstand? Small and medium-sized enterprises are the powerhouse of Germany’s economy, but they often shy away from embedded systems technology. During an innovation cooperation with SAP’s German SME department, a team from Piller Blowers & Compressors paved the way for building trust in a bigger solution: a predictive maintenance service for their higher-performance machines.
How do you encourage new customers to open bank accounts? In 2004, Bank of America assigned design agency IDEO to boost their enrollment numbers: a problem lacking any user perspective or problem (yet).
Taking Risks, Earning Trust and Including Co-Workers: User-Centred Design at Deutsche Bahn Operations
Start with a small thing, and it will grow bigger: Andreas Bürgler, Head of Deutsche Bahn Station&Service AG (Operations), talks about introducing user-centred design methods in his department – with a 200-participant design thinking sprint and a re-designed service counter as a lighthouse project.
In Innogy’s innovation hub, venture developers either cooperate with an existing start up – or pitch their own ideas for a viable business model. In 2015, Itai Ben-Jacob went for the latter and developed the idea for innogy’s eCarSharing project in a design thinking workshop.