IBM Design Thinking - Delievery Value at Scale

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From the top to the bottom, IBM is changing the way it creates products. It's new focus is uncovering and solving true customer problems instead of building products that IBM business leaders think will be a big hit. IBM's Design Thinking methodology is a whole new way to create solutions that are developed directly with customers in rapid iterations. GOALS: Educate about why we have made this change to Design Thinking and created IBM Design Build trust that we've listened and are making changes to build better products Design is more than just how it looks, it's about solving real problems

Design

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Delivering Value &
Outcomes at Scale
IBM Design
Nick Hahn
nhahn@us.ibm.com
Tim O’Keefe
tokeefe@us.ibm.com

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not be reproduced in whole or in part without the prior written permission of IBM.
Acme Software
Crafting the finest digital anvils
Welcome to

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
Sales are
slumping!

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not be reproduced in whole or in part without the prior written permission of IBM.
Our top clients want
more features!
You’ve got 3 months
to ship!

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
HiPPO
Highest Paid Person’s Opinion

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
Working In Silos

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not be reproduced in whole or in part without the prior written permission of IBM.
Timelines shot. Employees Stressed
It’s 20:00…
when will this end?!

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not be reproduced in whole or in part without the prior written permission of IBM.
The Big Gamble
You think this
will work?
¯_(ツ)_/¯

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not be reproduced in whole or in part without the prior written permission of IBM.
Status Report?
Features
checklist done!
But we all know it’s
not very usable…
Ship it!
6 Months Later

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not be reproduced in whole or in part without the prior written permission of IBM.
Status Report?
Features
checklist done!
But we all know it’s
not very usable…
Ship it!

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not be reproduced in whole or in part without the prior written permission of IBM.
I… I don’t get it.
They’re not happy.
We gave them exactly what they
wanted.
Maybe we should have figured
out what they NEEDED?
2 MonthsAfter Launch

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not be reproduced in whole or in part without the prior written permission of IBM.
I… I don’t get it.
They’re not happy.
We gave them exactly what they
wanted.
Maybe we should have figured
out what they NEEDED?

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not be reproduced in whole or in part without the prior written permission of IBM.
6 Months LaterHistory of Design at IBM
A Very Brief

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
=
x25,000

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
A Return to What Made us Great
Good Design is
Good Business.
Thomas J. Watson, Jr.
CEO, IBM
“

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
Embracing the Past.
Building the Future.
IBM Design

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not be reproduced in whole or in part without the prior written permission of IBM.
Our teams had a very
engineering-centric culture.
We wanted to shift that
culture towards a focus on
users’outcomes
Charlie Hill
CTO, IBM Design
“

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not be reproduced in whole or in part without the prior written permission of IBM.
There’s one key to
our future growth:
the client experience.
Ginni Rometty
CEO, IBM
“

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not be reproduced in whole or in part without the prior written permission of IBM.

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not be reproduced in whole or in part without the prior written permission of IBM.
29 Studios Worldwide

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not be reproduced in whole or in part without the prior written permission of IBM.
IBM Design Thinking
A framework for teams to
understand and deliver:
great user outcomes
at speed and scale.

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not be reproduced in whole or in part without the prior written permission of IBM.
IBM Design
Thinking
In the News

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not be reproduced in whole or in part without the prior written permission of IBM.
IBM Design
Thinking
In the News

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not be reproduced in whole or in part without the prior written permission of IBM.
Succeed or Fail as a Team
Mutual respect and trust
across disciplines.
Collaborate in real time.
Everyone is working
in tandem.

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not be reproduced in whole or in part without the prior written permission of IBM.
You are the North Star
Users like you are the
premise for every action we
take.
Measure success based on
the value that we bring to
you.

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not be reproduced in whole or in part without the prior written permission of IBM.
Bias towards action
Everything is a prototype.
Learn from solutions in
the field and adapt.
Empowered to rethink
solutions even to the
oldest problems.

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not be reproduced in whole or in part without the prior written permission of IBM.
Bias towards action
Everything is a prototype.
Learn from solutions in
the field and adapt.
Empowered to rethink
solutions even to the
oldest problems.
The Loop

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not be reproduced in whole or in part without the prior written permission of IBM.
Observe Reflect Make
IBM Design Thinking Model

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not be reproduced in whole or in part without the prior written permission of IBM.
Building Minimal
Viable Products
Source: blog.fastmonkeys.com

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not be reproduced in whole or in part without the prior written permission of IBM.
New Structure: “5-in-a-box”
Dedicated teams committed
by the business unit
1. Engineering
2. Design
3. Offering Management
4. Users
5. + More

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not be reproduced in whole or in part without the prior written permission of IBM.
Design Team
UX Design
Visual Design
Design Research
Front End Development

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not be reproduced in whole or in part without the prior written permission of IBM.
Acme Software
Crafting the finest digital anvils
Checking back in with

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not be reproduced in whole or in part without the prior written permission of IBM.
Now with
IBM Design Thinking

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not be reproduced in whole or in part without the prior written permission of IBM.
New Collaborative Spaces

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not be reproduced in whole or in part without the prior written permission of IBM.
Glass: Greater Transparency

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not be reproduced in whole or in part without the prior written permission of IBM.
Latest Tools & Tech

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not be reproduced in whole or in part without the prior written permission of IBM.
Involving Customers

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not be reproduced in whole or in part without the prior written permission of IBM.
Less of This

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not be reproduced in whole or in part without the prior written permission of IBM.
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2. 11Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Acme Software Crafting the finest digital anvils Welcome to

3. 12Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

4. 13Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

5. 14Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Sales are slumping!

6. 15Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Our top clients want more features! You’ve got 3 months to ship!

7. 16Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

8. 17Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. HiPPO Highest Paid Person’s Opinion

9. 18Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

10. 19Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Working In Silos

11. 20Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Timelines shot. Employees Stressed It’s 20:00… when will this end?!

12. 21Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. The Big Gamble You think this will work? ¯_(ツ)_/¯

13. 22Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Status Report? Features checklist done! But we all know it’s not very usable… Ship it! 6 Months Later

14. 23Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Status Report? Features checklist done! But we all know it’s not very usable… Ship it!

15. 24Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. I… I don’t get it. They’re not happy. We gave them exactly what they wanted. Maybe we should have figured out what they NEEDED? 2 MonthsAfter Launch

16. 25Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. I… I don’t get it. They’re not happy. We gave them exactly what they wanted. Maybe we should have figured out what they NEEDED?

17. 26Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. 6 Months LaterHistory of Design at IBM A Very Brief

18. 27Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

19. 28Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. = x25,000

20. 29Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

21. 30Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

22. 31Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

23. 32Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

24. 33Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. A Return to What Made us Great Good Design is Good Business. Thomas J. Watson, Jr. CEO, IBM “

25. 34Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

26. 35Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

27. 36Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Embracing the Past. Building the Future. IBM Design

28. 37Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Our teams had a very engineering-centric culture. We wanted to shift that culture towards a focus on users’outcomes Charlie Hill CTO, IBM Design “

29. 38Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. There’s one key to our future growth: the client experience. Ginni Rometty CEO, IBM “

30. 39Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM.

31. 40Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. 29 Studios Worldwide

32. 41Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. IBM Design Thinking A framework for teams to understand and deliver: great user outcomes at speed and scale.

33. 42Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. IBM Design Thinking In the News

34. 43Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. IBM Design Thinking In the News

35. 44Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Succeed or Fail as a Team Mutual respect and trust across disciplines. Collaborate in real time. Everyone is working in tandem.

36. 45Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. You are the North Star Users like you are the premise for every action we take. Measure success based on the value that we bring to you.

37. 46Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Bias towards action Everything is a prototype. Learn from solutions in the field and adapt. Empowered to rethink solutions even to the oldest problems.

38. 47Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Bias towards action Everything is a prototype. Learn from solutions in the field and adapt. Empowered to rethink solutions even to the oldest problems. The Loop

39. 48Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Observe Reflect Make IBM Design Thinking Model

40. 49Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Building Minimal Viable Products Source: blog.fastmonkeys.com

41. 50Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. New Structure: “5-in-a-box” Dedicated teams committed by the business unit 1. Engineering 2. Design 3. Offering Management 4. Users 5. + More

42. 51Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Design Team UX Design Visual Design Design Research Front End Development

43. 52Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Acme Software Crafting the finest digital anvils Checking back in with

44. 53Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Now with IBM Design Thinking

45. 54Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. New Collaborative Spaces

46. 55Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Glass: Greater Transparency

47. 56Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Latest Tools & Tech

48. 57Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Involving Customers

49. 58Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. Less of This

50. 59Nick Hahn: nhahn@us.ibm.com | IBM Systems Technical Events | ibm.com/training/events © Copyright IBM Corporation 2016. Technical University/Symposia materials may not be reproduced in whole or in part without the prior written permission of IBM. More of This

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