Fast Company/Co.Design: IBM invests 100 million to expand design business, 2014-Mar-27 by Mark Wilson
“The world is sort of waking up to design thinking, new ways of thinking about problems and solutions to problems,” John Armstrong, North American Leader, IBM Interactive Experience, tells Co.Design. “We’ve seen in all of our research, CEOs are very focused around the customer experience. This is very much an investment on IBM’s part in terms of where we’re seeing the demand.”
In my discussion with Armstrong, he came back again and again to the challenges businesses faced as analog experiences and digital experiences merged--and the difficulty of translating a company’s product or brand experience from one of these worlds to the other.
“As an example, the work we’ve done with Jaguar Land Rover. What they know is, when they get someone in the dealership, in the car to test drive it, their conversion rates are really good,” Armstrong explains. “In their case, we worked to build a virtual user experience, a full scale 3-D screen at the height of a person screen.