IBM iX
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About us
Insights

IBM iX
Services
Industries
Projects
Career
About us
Insights

We design digital products and human-centered experiences.

Today, organisations want to provide great user experiences and deliver value. We create excellent digital products and services, based on proven design methods, a seamless integration of design and front-end technology – and endless curiousity.

Explore our services Learn about Design & AI

Abstrakte Farbige gradient Hintegrund

Farbverlauf mit kreisförmigen Linien und abstrakten Elementen, eine Frau hält ein Tablet und ein lachender Mann.

Farbverlauf mit kreisförmigen Linien und abstrakten Elementen, eine Frau hält ein Tablet und ein lachender Mann.

Good Design is Good Business  – especially in the age of AI.

At IBM iX, we blend professional design expertise with AI to uncover actionable insights that power exceptional, on-brand experiences—delivering value at scale. By combining strong UX, UI and service design capabilities with agile and DevOps practices, we help businesses navigate complexity, striking the right balance between innovation, cost efficiency, and the needs of users and stakeholders. We design with AI and for AI, creating human-centered products and workflows that accelerate digital transformation.

Two Colleagues at work sitting and chatting at desk

Two colleagues at work desk are disscusing in front of the laptop

Asklepios-Oberfläche auf einem mobilen Mockup

A women smiling at work looking at sticky notes

Lufthansa design showcase on tablet and mobile screens highliting features

30+

More than 30 years of experience in human-centred digital product and service design.

150+

Our over 150 designers in DACH are part of of the largest digital design practices in the world, with 60 studios globally.

Top 3

We are among the top 3 providers of digital experience services in the German-speaking market.*

*Source: Study “The market for digital experience services in Germany” by Lünendonk, 2024

Excellent design, complex omni-channel journeys and digital campaigns with impact.

Discover our projects in fast-forward.

„The last best experience that anyone has anywhere becomes the minimum expectation for the experience they want everywhere.“

Matt Candy

Global Leader IBM iX

Benefit from our expertise in moving seamlessly from design vision to prototyping and implementation

By making ideas tangible, we turn strategies into real-world impact. We research, envision, craft and deliver complex, seamless, intuitive, and valuable digital interactions. Our Design-to-Dev expertise bridges the gap between design and engineering, ensuring seamless integration and resulting in products that both look good and work well.

Discover selected projects

With our design services, we provide strategic guidance and professional excellence

Experience Consulting

We consult on customer, citizen and employee experience and develop strategies aligned with business objectives.

By design consulting and co-creation, we help our clients build a culture of experience-led innovation. Based on creating human-centered journeys and tangible design prototypes we help to align on a shared vision.

Our services

Discovery & Research
Status Quo Analysis
Experience Vision
Co-creation Workshops
Enterprise Design Thinking
Design Sprints
Design Transformation
DesignOps

Product & Service Design

We elevate digital products to the next level or build services for new business cases, today mostly with AI.

Produkt design services

User Research
Value Orchestration
Design Vision & Prototyping
Success Metrics Definition
Service Blueprints
Prozess Design

UX design dervices

Discovery Workshops
UX Audits
UX Research
Journey Mapping & Personas
UX Design & Prototyping
User Testing & Analysis

Visual & UI design services

Discovery & UI Audits
Prototyping
Design Guidelines
Digitales Brand Design
Motion & Interaction Design
Design for Immersion (XR)

Design for AI

We help clients grow their business with AI—accelerating workflows while ensuring holistic, trustworthy and ethical user experiences.

By embracing AI, we integrate new trends and devices for next-level experiences and maximum value.

Our services

AI-driven research, personas, benchmarking
Co-creation workshops and design sprints with AI
AI interaction design and conversational interfaces
Agentic AI: Process and service design
Advisory on integrating AI into design workflows
A11Y improvements by AI

Design for Accessibility &
Sustainability

We make the digital world accessible for everyone. When it comes to sustainability, we consider environmental, social and economic impacts.

IBM iX has over 20 years experience in consulting, on designing and implementing accessible digital offerings, particularly with a large number of projects in the public sector.

Our services

Accessible Design Consulting
Quick tests, audits
Trainings
Accessibility Hackathon
Sustainable Design & Development
Enterprise Design Thinking for Sustainability
Sustainability Communication & Reporting

Design Systems

We create comprehensive and scalable design systems with reusable components and clear governance.

Our Design2Dev expertise bridges the gap between design and engineering, ensuring seamless integration and resulting in products that both look great and perform well.

Our services

Design System Consulting
Design System Setup
Governance & Maintenance
Digital Design Guidelines
UX/UI Kit
Component Libraries
Toolchain Consulting & Integration
Scalability and Performance Optimisation

Frontend Strategy &
Development

We connect business objectives with cutting‐edge Frontend technology to deliver tangible value.

Our clear, structured approach ensures every product is built for performance and user satisfaction. By integrating agile methods and continuous quality checks, we keep our solutions future‑proof and efficient.

Our services

Frontend Strategy Consulting
Development Excellence & Innovation
Frontend Architecture & Modern Development

Our IBM iX design accelerators & assets

IBM iX offers dedicated assets to design, transform and manage digital experiences.

Abstraktes Bild, das das Carbon-Design-System darstellt.

IBM Carbon Design

Carbon is IBM’s open source design system for products and digital experiences. With the IBM Design Language as its foundation, the system consists of working code, design tools and resources, human interface guidelines, and a vibrant community of contributors.

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Enterprise Design Thinking (EDT)

Enterprise Design Thinking (EDT) is our comprehensive set of methods for solving challenges in digital business in a user-centered way. It’s a proven approach to come to better solutions, 2x faster.

Designteam in einem Workshop arbeitet gemeinsam.

IBM Garage Experience (IGX)

In the journey of digital transformation, 84% of attempts end in failure. But now, there’s IBM Garage. All made easy, repeatable and transparent with The IBM Garage Experience Platform.

Abstraktes Bild, das Design Ops darstellt.

Design Ops

DesignOps is a practice applying operations expertise to your design team and organisation. Our DesignOps experts enable and support design teams so they can dedicate more energy to delivering human-centered outcomes for your customers and employees.

tablet and mobile mockup representing design setup accelerator

Design Setup Accelerator

With a Design-to-Dev approach, we accelerate delivery based on reusable elements and assets. The iX Design Setup Accelerator boosts the start of new design projects with basic Figma definitions and a core component library.

Front-End-Entwickler schaut bei der Arbeit auf Bildschirme.

Design System Frontend Accelerator

Our Figma-to-Frontend accelerator enables us to rapidly set up a fast Design-to-Dev workflow. Proven component libraries ensure a seamless experience across web and mobile – with accessibility and sustainability built in.

Abstrakter

Frontend Excellence Navigator

We provide a structured analysis of websites to identify key optimization areas — performance, accessibility, SEO, and sustainability. This modular approach allows teams to prioritize the most impactful improvements, ensuring measurable ROI.

Conversational Data Experience

Conversational Data Experience

By integrating AI-supported tools into chat applications, we are improving data interaction. Dynamic UI elements update in real time based on model responses, while secure RAG integration enables seamless semantic search for faster, context-aware insights.

Radar chart representing Front-end excellence

IBM iX Frontend
Tech Radar

We tailor our solutions to meet business needs, building adaptable platforms that can grow and deliver engaging user experiences.

Discover our offerings, explore our tech radar, and review ourlatest projects and insights on our frontend portfolio website.

Access the Frontend Tech Radar

Disruption by design: Evolving experiences in the age of generative AI.

With unprecedented speed, generative AI has morphed from a media buzzword into a boardroom imperative.

To better understand how generative AI is impacting experience design, the IBM Institute for Business Value (IBM IBV) partnered with Oxford Economics to conduct a global survey of 2,000 C-suite leaders, creative executives, creative managers, and designers.

Download the insights

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Zwei Kollegen unterhalten sich bei der Arbeit.

Get in touch

Unlock the value of experience design for your organisation and start your journey with us today.

Marko Thorhauer

Executive Creative Director,
IBM Design Principal IBM iX

marko.thorhauer@ibmix.de

IBM iX Andrea Goebel

Andrea Goebel

Executive Design Director,
IBM Design Principal IBM iX

andrea.goebel@ibmix.de

Tobias Stohr

Director Frontend, IBM iX

tobias.stohr@ibmix.de

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