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IBM’s evolution: embracing Design Thinking for a user-centric future
How Big Blue transformed by adopting a culture of design and design thinking
In the fast-changing tech world, adaptability is the secret to success, and even the giants of industry must embrace innovation to stay relevant. IBM, a formidable legacy tech leader, recognized this need for transformation as new challengers emerged, threatening their long-standing reign.
In a remarkable tale of visionary leadership, Phil Gilbert stepped onto the stage as General Manager of Design in the early 2010s, armed with a powerful arsenal — design thinking and user-centered principles.
In this article, we’ll take a look at IBM’s evolution, diving into the details of how they built a culture of design and design thinking, and its profound impact on the company’s transformation.
The legacy tech giant
IBM’s story dates back to 1911, when it emerged as a formidable force in the computer industry, introducing innovations that shaped modern computing. One of these was the first mechanical tabulator, a punch card-based machine designed to process and analyze large amounts of data.
However, the ever-accelerating pace of technology advancements brought forth new contenders. As customer expectations evolved towards personalized experiences and user-centric solutions, IBM faced challenges from innovative startups and tech giants with agile business models.
The rise of the internet, cloud computing, mobile revolution, and big data analytics transformed the technology landscape, demanding adaptability. This prompted IBM to recognize the need for a strategic pivot.
Recognizing the need for change
IBM acknowledged the rising importance of customer-centricity and the role of design thinking in driving innovation. It was a critical moment of awakening, and the tech giant sought a leader who could harness the transformative potential of design.
