Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
IBM User Experience Program—The What, Why and How
Summary
How does IBM co-create with our end-users to design products they love? Learn how the IBM Cloud and AI research team created a User Experience Program that formalizes and scales the relationship between our product teams and the end-users. User Experience “Partners,” as we lovingly call them, co-create with our product team to help refine IBM products by providing feedback, ideas, and domain expertise.
Key Insights
-
•
IBM’s User Experience Program involves long-term partnerships (often 1-2 years) with customers for ongoing, strategic feedback rather than one-off sessions.
-
•
Customers in the program are called User Experience Partners and do not receive incentives, unlike traditional research participants.
-
•
Effective recruitment relies heavily on internal stakeholders like sales and account managers to identify and connect with the right customers.
-
•
Diversity and inclusion remain key priorities; IBM has launched initiatives specifically to recruit partners with diverse abilities and backgrounds.
-
•
A slender core team led by Tracy manages over 700 active user partners globally, requiring scalable processes and collaboration from multiple program managers.
-
•
IBM uses a robust, self-service research repository built on Airtable to track participants, research activities, and avoid over-engagement.
-
•
Communication with partners is highly personalized including quarterly playback meetings where customers discuss roadmaps and past feedback impacts directly with product teams.
-
•
Legal and data privacy challenges are complex, especially with multinational customers, requiring evergreen feedback agreements and GDPR-compliant consent forms.
-
•
Measuring program impact ties into IBM’s overall business objectives and benefits from customers advocating for the program internally.
-
•
The User Experience Program acts like an advisory board, helping IBM anticipate future needs beyond immediate usability issues, fueling innovation.
Notable Quotes
"Yesterday was a prototype – we are continually redesigning around our users’ needs."
"Our user experience partners co-create with product teams to help refine IBM products."
"We don’t promise that every piece of feedback will show up in the product, but we keep partners informed about how their input influences development."
"Recruiting diverse partners takes time and effort, and we are actively building programs to include people with diverse abilities."
"It’s like sending around the Rolls Royce with the champagne bottle – a white glove, concierge service for recruiting partners."
"We have a feedback program agreement that once signed, is evergreen and covers everyone in the customer’s company."
"We’re very careful about PII and only the lead researcher and research ops managers have access to sensitive data."
"Customers in the program become our greatest source of learning and help shape the future of our products."
"Getting internal teams on board is often the biggest challenge, but once they see the value, it lights a fire."
"We don’t need to convince executives of the program’s value – our customers do that for us."
Or choose a question:
More Videos
"Embracing uncertainty means diving in without knowing the outcome and creating something new every time."
Jim KalbachJazz Improvisation as a Model for Team Collaboration
November 6, 2017
"If your topic is already tackled exceptionally by a prior book, go deeper or wait until the market shifts."
Louis RosenfeldCoffee with Lou: Should You Write a (UX) Book?
March 7, 2024
"Staff and principal designers need to balance zooming in on execution and zooming out to define strategic vision and minimize risk."
Catt Small Micah Bennett Brian Carr Jessica HarlleeWhat's Next for ICs: Exploring Staff and Principal Designer Roles
February 22, 2024
"I invited Mark to a user interview — he had no idea interviewing wasn’t for him but respected that skill deeply."
Marieke McCloskeyUser Science: Product Analytics & User Research
March 11, 2021
"If you can’t see a human in a video, how do you know the entire conversation wasn’t fabricated?"
Llewyn Paine[Demo] Deploying AI doppelgangers to de-identify user research recordings
June 5, 2024
"Designers have a hard time interpreting econometrics-driven quantitative research without bridging approaches."
Joshua NobleCasual Inference
October 6, 2023
"We’re biologically wired to respond to intellectual challenges the same way as physical threats."
Sara LogelYour Colleagues are Your Users Too
March 29, 2023
"We'll have a centralized Slack channel for all discussion to come together as one community."
Bria Alexander Louis RosenfeldWelcome
January 8, 2024
"I’ve nearly bought products in my sleep because I memorized the key presses from consistent checkout flows."
Sam ProulxOnline Shopping: Designing an Accessible Experience
June 7, 2023
