Along with the design thinking methods, IBM has also released a design language guideline that outlines how the user interface and human interaction of various IBM products should be implemented. This language is being slowly rolled out across all IBM products to ensure intuitive and natural user experience that is simple and easy from the user experience perspective. The design language guide is also publicly available and can be downloaded by clicking this link here.
X Thinking is about driving digital transformation through a holistic experience design.
For his first example, Michael discussed a car dealership re-design his company did for a popular American brand.
By talking to customers, different dealership departments and executives, the TANG team was able to dramatically improve the user experience as well as the bottom line for the dealership. After just two quarters, the dealership ranked #1, #2 and #3 (performance) in the most cars ever sold by a single dealership globally.
TANG Consulting now has a new venture partnership with 8 (the team that designed the initial Apple Store) to offer retail design services to Chinese clients. Michael shared how this new partnership is leading to innovative designs such as the retail banking experience in the digital age where most routine banking transactions can be done online. This experience creates an opportunity to re-imagine the in-branch banking experience for a richer human experience focused on a higher value exchange between the banking staff and customers as conceptualized above.
Michael Lai, PhD, is the Chief X Evangelist and Partner at TANG, a design consultancy helping organizations creates possible futures by designing holistic experiences for their customers. X Thinking is TANG’s approach to determine these possible futures and to turn them into reality. Mike oversees the professional practice at TANG, where he is responsible for the development, education, and practice of X Thinking.
Mike has over 10 years of consulting experience and over 7 years teaching in academia in the areas of branding, interaction design, user experience and service design in the United States, Hong Kong and China. His clients have included JP Morgan Chase, Legg Mason, Monsanto, Nationwide Insurance, Alliance Data, Huawei, OPPO and Changhong.
Mike holds a BFA from the Columbus College of Art & Design (United States), an MDes from Hong Kong Polytechnic University (Hong Kong) and a PhD in Design from Tsinghua University (China).