Social media is big data. Every 60 seconds, Facebook users share 2,460,000 pieces of content and Yelp receives 26,380 reviews. Don’t forget about the 2 million blog posts created each day and the 1 billion websites available for us to peruse.
With all of this content floating around the Internet, digital marketing struggles to truly engage and convert an increasingly fragmented online audience. Reliance on manual processes to seek out and engage with relevant social media posts is not enough. Therefore, there is a growing demand for applications that allow digital marketers to automatically understand the content shared about their brand, pinpoint the users to target, and market to them in a personalized way.
Design thinking isn’t just about the visual outcome of a product. Rather, it’s a method of creatively and practically solving problems that keeps the user top of mind. Understanding the user’s wants and needs allows us to make more accurate decisions during the inspiration, production, and iteration phases of building a product. The outcome, hopefully, is intuitive products and services that actually improve users’ lives.
I spoke with Maya Weinstein, Sr. Designer at IBM Watson, about her thoughts on the design thinking method.
In your own words, what is IBM design thinking?
Design thinking has existed in some form for the past 20 years. What makes IBM Design Thinking unique is scale. IBM is a massive company and this is the first time design thinking is being implemented at a company of this size with this degree of training. We have an entire division, the IBM Design Education, whose sole focus is to train the entirety of IBM on the practice of Design Thinking. By training engineers, product managers, marketers, and executives on how to think like a designer, we are able to bring design thinking to a mass corporate level. This is design thinking in a company at scale.