Cloud Integration / TCI

TiBCO'S IPAAS CLOUD INITIATIVE

THE CLIENT

Tibco Cloud Integration services

DATE

November 2015

PROJECT TYPE 

Strategy  Workshop

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

  • 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 IDENTITY

 The design team first needed to understand Tibco's identity  now and moving forward.

​By recruiting different stakeholders across departments, and leading a series of design studio workshops, we were able to:

 

I Introduce a new way of thinking about enterprise design, and Tibco as a brand

Empowered stakeholders to better explain their previously siloed visions to the design team.  

Created a unified design language that represented the future of the brand. 

Visualize and Illustrate how the customer experience could be brought to life across the platform and how to integrate everything for a remarkable seamless experience.

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. 

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 ...

WHO IS TIBCO?

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.

BRAND

USER

GOALS

Define

Culture

Customers

Voice

Feeling

Impacts

X-Factor

Brand

Synthesis

MASSIVE AFFINITY DIAGRAM

Using post-it's I then titled the groups by Affinity.Organized the ideas into cohesive insights and themes

Private | Modern | Focused | Efficient _ Mesh | Smooth | Custom | Fresh | Pioneering Trendy | Not Loud | Flat Design | Integration  Full of Energy | integration | Vertical Solutions | Fast Data | Real time Delivery  Relevant | Information | Traditional |Professional | Cutting Edge | Fast | Stable

THE SKETCHING

 

FUNNELING

the words 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

TIBCO is:

Together    -    Innovative    - Bold - Customer Focused  -  Optimistic   -  

 

 

WHAT WE LEARNED , WE SHARED  

about Who Tibco is with The Marketing department.

They were inspired to make an internal brand campaign to help educate the entire company  about Who Tibco is. 

Posters were put up in every hall to remind everyone 

The employees are Tibco

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.


 

© 2015    Charles    Perretti   Design    Build

 

charlesperretti@icloud |   San Francisco, CA 94122  |   Tel: 415-359-7545   

 To see my previous Product Design portfolio   www.perrettidesign.com