Disruption Through Design

In UXMatters:

How IBM Is Embracing the Future Through Design

By Atul Handa and Kanupriya Vashisht  February 6, 2017   

IBM has chosen to create disruption through design. … We interviewed Karel Vredenburg, Director of IBM Design’s worldwide client program and head of IBM Studios in Canada, who told us, “We’ve put everything into this transformation.”

Shifting trends are forcing technology companies to reimagine their value proposition. IBM has chosen to create disruption through design. In embracing the future, the company is essentially invoking its past. Back in 1956, IBM was the first large company to establish a corporate-wide design program. But this time, the company’s goals are more ambitious.

..... we interviewed Karel Vredenburg, Director of IBM Design’s worldwide client program and head of IBM Studios in Canada, who told us,  ....  The company is investing more than $100 million in becoming design centered. .... "