Evolving the Design Language at Big Blue

• What we’ll do
In 2012, IBM, the 105-year old information technology company, set out a bold vision: To flood its ranks with hundreds of designers and train its entire workforce—some 377,000 employees worldwide—to think, work, feel like designers. In this keynote – Hayley, Mike and Petri will share their insider views on the IBM design transformation, organizational obstacles, and the evolving philosophy of their design language system.

• About the speaker
Hayley Hughes is a Design Lead for IBM’s Design Language. Based in Austin, she speaks to organizations like SXSW, Grace Hopper, Monotype, InVision, IDSA, and Adaptive Path on design. Her work is showcased on IBM’s “26 Innovations by 26 Innovative Women” and she is a certified IBM Design Thinking Leader. When she’s not focused on the language, Hayley works with IBM’s Executive Women’s Council to create awareness of unconscious bias and its impact on business.

Working at one of the largest tech companies in the world to solve problems at scale, Hayley cares about how big business can add more diverse design seats in leadership, break down organizational silos, and encourage everyone to care deeply about the details of good design.

• Important to know
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