Tibco Cloud Integration / TCI
TiBCO'S MOVE TO THE CLOUD STRATEGY SESSIONS
THE CLIENT
Tibco Cloud Integration services
DATE
November 2015
PROJECT TYPE
Strategy Workshop
Brand Identity
Crossfunctional collaberation
DURATION
2 weeks
METHODOLOGY
Participatory Design, User Research, Content Strategy, Competitive Analysis, Interdepartment Design Studio Workshops, Develop Personas, Questionnaire.
Bringing together people from various departments and seniority levels who otherwise never communicate with each other.
ROLE
Interaction Designer
FACILITATOR
I Introduced design thinking as a way to assist in the creation of a new design language and new identity for Tibco's new cloud Initiative.
PEER LEADERSHIP
Initiated, organized, and led interactive workshops
Facilitated collaboration across siloed departments, inviting dozens of non-designers into the design process.
PROCESS
Wrote and edited most of the intake questions and synthesized the responses
Managed and prioritized timelines
Corporate Internal Identity
"APIs are crucial enablers for reaching new customers through multiple channels, such as cloud, mobile and social applications. TIBCO Cloud Integration is purpose built to address the specific needs of the developers targeting these use cases. In this world, API creation and application connectivity are critical.
TIBCO Cloud Integration delivers on both of these critical requirements, without writing a single line of code developers can:
-
Quickly and easily model, create, test, and deploy APIs
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Easily connect cloud-based services as well as on premises applications
THE PROBLEM
UNKNOWN IDENTITY
Tibco's Cloud Integration was an mandate to migrate dozens of Tibco's big data enterprise applications to the cloud.
The visual design team was tasked with developing the look and feel for the all new cloud platform,
However, they did not yet have a vision for the design strategy or an understanding of the brand moving forward.
Tibco had been recently acquired, so It was unclear what the corporate identity should be since the future direction had not been decided yet.
THE SOLUTION
THE JOURNEY
CROSS DEPARTMENT COLLABORATION
We got together all the PM's and Department Managers. This created buy in for the Rest of the people who would participate and the stake holders.
This also made a statement to others in the typically fractured enterprise company that we are on a new path.
Me
1st project
UX Director
VP of Dev
team
VP of PM
team
VXD Manager
Innovation team
Product Manager
Marketing Team
Qualitative Research
I had the team do a quick exercise introductory design exercise Developing user Personas collaboratively as a basis for focusing thier minds on the users.
Qualitative Research
I had the team do a quick exercise introductory design exercise Developing user Personas collaboratively as a basis for focusing thier minds on the users.
Key Stakeholders from across the organization
were given a questionnaires that aimed at uncovering everyone''s impression of
Tibco's identity, the customer's Experience, and the future Marketplace ...
I whiteboard the key words as all of the participants read out their answers to the questions .
This insured everyone could hear and comment on what everyone else was saying.
WHO IS TIBCO?
Define
BRAND
USER
GOALS
Brand
Culture
Customers
Voice
Feeling
Impacts
X-Factor
Synthesis
MASSIVE AFFINITY DIAGRAM
Using post-it's I then titled the groups by Affinity.Organized the ideas into cohesive insights and themes
Converting Common sentiments into visual identity guidelines.
Affinity groups where then reduced down to concepts that represent a group of descriptors
Private | Modern | Focused | Efficient _ Mesh | Smooth | Custom | Fresh | Pioneering Trendy | Not Loud | Flat Design | Integration Full of Energy | Vertical Solutions | Integration | Fast Data | Real time Delivery Relevant | Information | Traditional |Professional | Cutting Edge | Fast | Stable
THE SKETCHING
FUNNELING
The concept words were futher reduced down into Product Personalities.
I Reduced collection of participants' words and creating imagery to visualize product personalities
Associating the themes to Tibco's cloud actual products gives the products personality and helps everyone to better conceptualize the platforms applications without having to know what the technologies actually do.
Perceptions of Tibco
POSTIVE ANSWERS
Stable - Flexible - Delightful - Durable - Crisp
NEGATIVE ANSWERS
Self Interest - Uncooperative - Conservative - Static
PRODUCT PERSONALITY
I worked with the UX Director to correlate the characters with planned software in order to create product personality.
This makes it easier for people to make an emotional connection that other wise would just be a flat understanding.
Now the product is dynamic. You can attribute other characteristics to it helping to build it's Identity.
Outcomes
OUTCOMES
Guidance for the visual design team to develop concepts, colors, type, and visual treatments
A unified vision for Tibco 's design teams to develop concepts, colors, type, and visual treatments
A New Alignment between stakeholders across the company
A presentable logical rationale for the Design choices that were made. Proof that design decisions are not arbitrary.
THE GOOD
The CFO told the company in an all hand meeting following the release of TCI that:
"Alignment between groups was great"
"Massive drop in politics and a real desire to be better!"
"Awesome Collaboration
Improved Planning and execution"
"Most releases on time
New Initiatives delivered
Vista "
MARKETING'S CAMPAIGN
WE SHARED WHAT WE LEARNED WITH THE MARKETING DEPARTMENT
Who Tibco is .
They were inspired to make an internal brand campaign to help educate the entire company
Posters were put up in every hall to remind everyone The employees are Tibco
TIBCO is:
Together - Innovative - Bold - Customer Focused - Optimistic -
INNOVATION LABS
INNOVATIONS LAB
Also created an internal campaign based on the results of the Workshop
Visual Design Results
COLOR SENSE IMPRSSSIONS
We aim to evoke emotion by stimulating the sense of Sight.
Associating words and imagery with Color is interpreted like language, It's meaning lies in historical occurrence.
