Design and tech a winning hackathon combination.

1. “Good design is good business.”
- Thomas Watson Jr.

2. DESIGN
THINKING

6. DESIGN
THINKING
+
HACKATHONS

7. Turning insights into concepts
HACKATHON

8. FRAMEWORK
WHO, WHAT & WOW

9. WHO
WHAT
WOW
customers / clients / users
ability you give them / solutions
leap forward / measurement

10. _______________ needs a way to _______________ so that ______________________________ needs a way to _______________ so that _______________
do something
that addresses
their needThe user
the user
benefits directly.
WOWWHO WHAT

11. Prototype
Evaluate
Understand
Explore
Understand
WHO

12. START WITH
PEOPLE
Understand Prototype

13. Understand Prototype
PERSONAS

14. Turning insights into concepts
Tyler
Domestic Business Traveler - Elite Status
!

15. Turning insights into concepts
!!
“Get me where I'm going quickly and
without any hassle. The less interactions
the better. I want an upgrade too.”
!Personal Background
• Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything
!
Motivations
• Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women,
cars, relaxing weekends, nice restaurants
!
Environment
• High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport
lounges, business hotels, nice restaurants
!
Scenarios
• Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport,
using airline app for everything he can, going through
security, drink in airport lounge, waiting at gate, early
boarding, working on plane, deplaning, finding rental car
facility, hotel checkin, etc…
!
!Concerns
• Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks
• Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status,
!
Pain Points
• Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Get me where I'm going quickly and
without any hassle. The less interactions
he better. I want an upgrade too.”
!

16. Turning insights into concepts
Blythe
International Vacationer
!

17. Turning insights into concepts
!!
“I’m SO excited to meet my friends I can’t
even think straight!! Like, seriously, which
airport am I flying out of/into again?”
!Personal Background
• Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically
challenged, has 100 best friends, human rights activist,
etc…
!
Motivations
• Experiencing life, traveling, new ideas, meeting new
people, justice, etc…
!
Environment
• Her apartment in an urban area, cabs/trains, various US
and foreign airports
!
Scenarios
• Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an
issue, sitting at gate, boarding plane, sitting on plane
(middle seat - back of plane), connecting to other flights,
!!
!Concerns
• Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers,
!!
Tasks
• Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,
!!
Pain Points
• Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,
International Vacationer
!!
“I’m SO excited to meet my friends I can’t
even think straight!! Like, seriously, which
airport am I flying out of/into again?”
!Personal Background
• Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically
challenged, has 100 best friends, human rights activist,
etc…
!
Motivations
• Experiencing life, traveling, new ideas, meeting new
people, justice, etc…
!
Environment
• Her apartment in an urban area, cabs/trains, various US
and foreign airports
!
Scenarios
• Booking travel, packing, cabbing to airport, behind security,
!Concerns
• Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers,
!!
Tasks
• Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,
!!
Pain Points
• Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,

18. Turning insights into concepts
Tyler
Domestic Business Traveler - Elite Status
!!
“Get me where I'm going quickly and
without any hassle. The less interactions
the better. I want an upgrade too.”
!Personal Background
• Undergrad at USC, MBA at Stanford, management
consultant, uses phone for everything
!
Motivations
• Challenging problems, happy customers, utilization at
work, recognition, power, traveling, status, money, women,
cars, relaxing weekends, nice restaurants
!
Environment
• High-rise condo home (weekends), customers’ offices,
various cities in US every week, airplanes, airports, airport
lounges, business hotels, nice restaurants
!
Scenarios
• Booking trip (economy seats) through corporate travel
agency, packing efficiently, car service to/from airport,
using airline app for everything he can, going through
security, drink in airport lounge, waiting at gate, early
boarding, working on plane, deplaning, finding rental car
facility, hotel checkin, etc…
!
!Concerns
• Missing a meeting, long line at security, not getting an
upgrade, never seeing girlfriend/friends back home,
Tasks
• Book trip, packing, getting an Uber, check in/boarding
pass, check flight status, check upgrade status,
!
Pain Points
• Constant travel is exhausting, delays, sitting in coach,
middle seats, checking bags, slow wifi on plane,
Blythe
International Vacationer
!!
“I’m SO excited to meet my friends I can’t
even think straight!! Like, seriously, which
airport am I flying out of/into again?”
!Personal Background
• Just out of college near her hometown (B.A. - Art History),
loves yoga, foodie, directionally challenged, technologically
challenged, has 100 best friends, human rights activist,
etc…
!
Motivations
• Experiencing life, traveling, new ideas, meeting new
people, justice, etc…
!
Environment
• Her apartment in an urban area, cabs/trains, various US
and foreign airports
!
Scenarios
• Booking travel, packing, cabbing to airport, behind security,
inside security, talking to agents whenever she has an
issue, sitting at gate, boarding plane, sitting on plane
(middle seat - back of plane), connecting to other flights,
!!!
!Concerns
• Missing her flight, getting lost during a connection(s),
delays, turbulence, smelly passengers,
!!
Tasks
• Book trip, packing, cab to airport, check in/boarding pass,
check flight status, check upgrade status,
!!
Pain Points
• Spent a lot of money on plane ticket, multiple connections
to get to destination, gets lost easily,

19. Understand Prototype
EMPATHY
MAPS

20. EMPATHY MAPS
SCOPE: ONE DAY OF TRAVEL
From the time you leave home, until the
time you reach your destination

24. Take 10 mins

25. STORY
BOARDING

27. TELL US THE
AS-IS
STORY

28. z

33. ONE PAIN
POINT OR
OPPORTUNITY

35. WHAT

36. WHAT

37. Prototype
EvaluateExplore
Understand
WHAT

38. _______________ needs a way to _______________
WHO WHAT

39. Blythe, the
international
traveler
Remember all her
important traveling items
needs a
way to

40. IDEATION

41. REMIX CONVERGE
Stages of Ideation
DIVERGE

42. _______ needs a way to ____________
Blythe
Remember all her
important traveling items
• Go back to the Who, What, Wow
statement and write the who and
what at the top of the page.
• Circle the “What”
• Generate loads of ideas around
how to achieve the “what”. How
to solve the pain point.
• Try not to talk to each other
• Quantity over Quality

43. Exercise: Ideation
DIVERGE
Generate lots of ideas.
10 min

44. _______ needs a way to ____________

45. CLUSTER &
HARVEST

46. CLUSTER &
HARVEST
• Group to highlight relatedness in ways that cut across technical means/roles.
• Find repeats and stack them. Remove ideas that don’t fit.
• Name the patterns you see together. Know the name can change.
• Are there important ideas that are missing?

47. Exercise: Ideation
CONVERGE
Vote, filter & combine.
10 min

48. • What will have the greatest impact on the user?
• Is it effortless?
• Is it valuable?
• Is it enjoyable?
• What will have the greatest impact on the market?
• What is technically feasible?

49. _______ needs a way to ____________ so that ___________Liz need in action
• Prioritize ideas based on 2 criteria:
Technically feasible
Most likely to delight users
• Select the idea with the most votes

50. needs a
way to
HOW
Blythe, the
international
traveler
Remember all her
important traveling items

51. Prototype
EvaluateExplore
Understand
WOWmarket focus / leap forward /
measurement

52. TAKE 1 MIN
GET A WOW

53. Allowing her to get to
the airport on time and
without worry.
needs a
way to
so that
WOWWHO WHAT
+
HOW
+
Blythe, the
international
traveler
Remember all her
important traveling items

54. HACKATHON
PITCHING

56. PEOPLE LOVE
STORIES

57. TELL US AN
ENGAGING
STORY

58. EXAMPLE

59. Talent Hotspot

60. Meet
Ivy
“Our company is growing
so fast! I’ve got to bring on
brilliant people and keep
my existing employees
happy. #latenights”
Talent Manager
at Barbarian Group
Ivy is
Very results driven, likes to work on
meaningful things, enjoys placing
people in the roles that suit them best
Her primary motivation is
Growing the company with a set of
brilliant people that also have a great
culture fit
Ivy needs
To be able to quickly sift through
thousands of potential candidates and
narrow the list down to a set of people
she’s confident are worthy of an interview
Her current frustrations are
Seeing a lot of interest in her company
but candidate quality is low, worried
about attrition due to low employee
morale

61. _______________ needs a way to _______________ so that ______________________________ needs a way to _______________ so that _________________
select candidates
that align with
Barbarian’s hiring
needs on a skills
and culture basisIvy
she can be confident
employees will be
happy enough to stay
with Barbarian for at
least 2 years.
WOWWHO WHAT
3 ©2014 IBM Corporation

62. What if you could “clone” your
best employee?
A good culture fit is just as important as a skill match.
Talent Hotspot, combined with the cognitive power of
IBM Watson, enables Barbarian to hone in on that
perfect candidate without having to first screen a
culture fit over the phone.

63. Ivy:
Talent Manager @ Barbarian
Ivy has been asked by the mobile
app dev team to send over some
resumes for developer leads. Since
resources are tight, this person will
need to be well versed in both
Python and C# development.
This person needs great leadership
skills as well. Ivy knows from her
experience with this department,
that Gloria Sutter has been very
successful as a dev lead.
Scenario
©2014 IBM Corporation

64. Let’s see it

65. Talent Hotspot: A new take on
recruiting
No middleware set up
Provision runtimes in seconds
Auto and manual scaling options
Multiple Language Support
JavaScript, Java Liberty, and Ruby provided
Bring any language from the community
What if you could “clone” your best employee? For today’s recruiters, a good culture fit is
increasingly as important as a skill match. Talent Hotspot, combined with the cognitive power of
IBM Watson, enables recruiters to hone in on that perfect candidate - with both a culture fit
and a skill match - without having to first screen a culture fit over the phone.
Key Services / AddOnsLanguage Runtime How it works
Cloudant
NoSql Database
Watson
User Modeling
Backend
Frontend
Built for
Desktop browser
Technologies Used
AngularJS
Bootstrap
JQuery
• Cloudant DB houses employee & candidate
answers to free-response questions
• User picks a current employee to start comparison
(browser)
• Watson API receives answers to questions
• Watson API responds with personality traits
• Java algorithm compares and ranks candidates
accordingly
• User views results (HTML) served up to browser by
Java app - AngularJS used
Java
Liberty