Case Study

Case Study: IBM Builds A Design-Driven Culture At Scale

January 1st, 2018
With contributors:
David Truog , Kelly Price , Gabriella Zoia , Christine Turley


In the push toward improved customer experience (CX), design — including its broader sense of design thinking — stands out as an essential skill. But how does a company, particularly a large global one, grow design capabilities and, in the process, transform both its culture and resulting products and services? To help CX professionals with their own efforts, this case study looks at the methods that IBM uses to do just that.

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