To-B Product Design Driven by Enterprise Design Thinking
  • Yang Li Yang Li IBM Senior UX Designer

    IBM Senior User Experience Designer, she has rich experience in User Research, User Experience and User Interface Design in To-B product field.

To-B Product Design Driven by Enterprise Design Thinking

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Session F7
Meeting room 302A
Time 07/14 09:00-12:00
Type Workshop
Language Mandarin
Direction Design Thinking
keynote content
Content Introduction

In the process of To-B product design, many products will take the customer's demands as the sole goal and ignore the demands of the core users. More To B product design will focus on specific customers, constantly changing the service direction and business model of products with "sales-driven" and lack of in-depth exploration of the current pain points and future challenges of target enterprises, thus sacrificing the core value innovation, new functions, quality and technology optimization of products. The products developed by this "driving mode" often lose the opportunity to find truly irreplaceable value points.

Therefore, in the process of To-B project, how can designers begin to explore future challenges while addressing the existing needs of enterprise customers? How to design and balance the "business-oriented" and "product thinking" dual-drive? How to carry out continuous innovation through deep excavation of the status quo? How to design compatible products with sustainable life cycle? This is the core topic of our workshop.

In this workshop, the keynote speaker will combine IBM core design methodology with years of to B product design experience, and take IBM Enterprise Design Thinking as the core of product-driven design concept, and explain it in detail with a case.

The workshop will use a product showcase which is IBM's diversified talent resource management platform. Starting from the integration and allocation of talent needs at the beginning of the project, to pay attention to talent learning and development, and to improve staff experience from inside to outside. At the same time, this product, as the core function of continuous innovation, provide an endless stream of internal drive, providing compatible and targeted customized personnel training and management solutions for large enterprise customers in different industries.

In the process of the comprehensive project, we sort out the stakeholders of the whole product through Stakeholder Map at different nodes; establish the stage goal and future direction of the core incubated product by Hills through research and data import; sort out the needs and processes of different enterprise customers at the stage by To-Be Scenario Map, and balance product thinking with business guidance. By combining design with IBM Agile, we can help the iteration of core products and the rapid landing of customer products.

In the whole process, besides explaining the specific operation steps of each core method, the more important thing is to explain how to use the above steps comprehensively to analyze and deduce the results before and after the design balance.

Structure and Agenda

1、Introduces the application of Enterprise Design Thinking in To-B project. How does this set of methodological theory guide to-B product design and how to provide people-centered design outcomes in terms of speed and volume.
2、The Core Method and Principles of Case Introduction Methodology
3、Specifically describes how to draw Stakeholder Map for different types of To-B products and its important role in the early stage of product design, and how to analyze and refine it in the follow-up.
4、Introduces how to use Hills Target Hills to define product objectives in different life cycle processes. And how to use Hills and Agile for agile project management.
5、Introduces how to analyze As-is & To-be Scenario Map in specific scenarios, how to dig deeply into users'behavior and needs pain points, and how to carry out innovative design in specific scenarios.

Target Audience

1、To-B Product Manager
2、UX Designer
3、Interaction Designer

Participants Benefit

1、Enterprise Design Methodology for Harvesting To-B Product Design
2、Learn how to Carry out Product Innovation and Target Orientation in Different Product Life Cycles and Context
3、How to harvest specific behavior analysis, process combing, and information architecture combing methods in different customers and scenarios
4、Learn how to balance "business-driven" and "product-driven" product design for To-B products. Design helps enterprises to embrace the challenges of the future more now.

Work Case
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