Marko Thorhauer from IBM ix talks to Philipp Thesen about the impact of experience design in the development of digital products and solutions and about the challenge of finding the right designers. Episode 13 of the ndion podcast.

ndion Podcast: Philipp Thesen and Marko Thorhauer on Design Leadership at IBM

Why designing compelling user experiences is so important and what Wicked Problems have to do with it

Marko Thorhauer is Executive Creative Director of the digital agency IBM ix and Design Principal in IBM’s global Design Leadership Team. The 120-strong team at IBM ix in Berlin develops digital solutions and services, such as the digital vaccination certificate, for clients from various sectors, including ministries and public services.

In a conversation with Philipp Thesen, we learn why experience design is becoming increasingly important in the digital context and what it takes to create great digital customer experiences. A conversation about roles in design, new skillsets, toolchains and working in agile projects as well as the challenge for companies to find the right designers. And about how there has never been a better time for designers to create something with purpose.

Please note: this podcast is in German.


Podcast Experience Design on Soundcloud
Podcast Experience Design on Deezer

Experience Design: Three interesting insights from this episode:

1) The role of designers has changed enormously, especially in the context of digital experiences. Interdisciplinary work in agile teams requires a broader skillset in order to convince the KPI-driven business of the value contribution of good design and to gain influence on strategic issues.

2) Working on the surface is working on the structures of the underlying organisation. Designers must therefore work in a deeply integrated way in order to understand the particular interests of the different areas and to develop solutions that satisfy all interests.  

3) Nowadays, as a designer, you have to have an opinion, and you also have to strongly represent and demand it in order to justify your seat at the table.


In the ndion podcast, the German Design Council invites interesting people from various industries and talks to with them about design, brand and innovation. They will be asked about the current challenges in transformation, megatrends and micro-tools, lessons learned and the most important dos and don’ts.


More on ndion

Discover more ndion podcasts with experts from design, research and brand management.


The German Design Awards 2022

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