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IBM’s new design studio in Singapore to help organisations create cognitive-driven digital experiences

Nurdianah Md Nur | June 9, 2016
The facility will serve as the regional hub and house more than 100 designers and digital experts from IBM iX.

IBM studio singapore launch
Deputy Prime Minister Tharman Shanmugaratnam officiating the launch of The Watson Centre at Marina Bay, which also saw the launch of the IBM Studios Singapore. Credit: IBM

IBM today (9 June 2016) opened IBM Studios Singapore to help its customers develop individualised experiences through a combination of cognitive capabilities and experience design.

Located within the Watson Centre in Marina Bay Financial Centre, the facility will serve as the regional hub and house more than 100 designers and digital experts from IBM iX (interactive experience). It will also host IBM Design Thinking and Mobile Experience workshops for customers, where they will learn about digital transformation strategy, cognitive experience design and development, mobile and omni-channel applications, and digitally enhanced customer journeys.

IBM iX applies the principles of IBM Design Thinking, which takes a rapid prototyping approach to user-centric product development, as well as IBM Design Language, a framework to inspire bold and engaging experiences.

IBM designers will work with customers "through the customer experience from strategy, creative and design to scalable digital, commerce, mobile and wearable platforms," said Stefan Hirsch, ASEAN Lead for IBM iX.

"We will sit side-by-side with our clients and partners to invent and co-create personalised, innovative solutions using IBM's leadership in cognitive, research and design to take digital experiences to the next level for customers," he added.

One customer who has benefited from IBM iX is Singapore Airlines. Teams from the two companies jointly developed and are working to implement two mobile apps for Singapore Airlines' pilots. The 'FlyNow' app will support the pilots in flight preparation, providing relevant operational information in a timely manner, while the 'Roster' app will enhance pilot awareness of their assigned duties, along with their qualification compliance for operations.

IBM Studios Singapore joins the growing network of 30 IBM Studios across the globe, including locations such as Austin, Atlanta, Bangalore, Boston, Chicago, Dubai, Toronto, Groningen, Melbourne, Mexico City, Hursley, London, New York, Dallas, Prague, Sao Paolo, Madrid and Shanghai, with more to open this year.


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