Experience Design Practice Lead

As Experience Design Practice Lead, Miroslav’s mandate is to build a more human-centered IBM – often in unconventional ways. He leads a team of designers, researchers, strategists and engineers working to align IBM to user and market needs and deliver market-leading experiences users love, stay for, and pay for. 

Previously, he was at the helm of the IBM Design Thinking Practice. He defined the theory, pedagogy and adoption strategy for IBM’s approach to design thinking in a globally distributed, continuous delivery enterprise. In addition to his work at IBM, Miroslav is a trusted advisor in matters of design culture and practice, connecting innovation researchers in academia with practitioners in dozens of Fortune 100 companies. He is the founder of IBM Community Radio: a global platform for IBMers to tell their stories and engage in critical discourse that transcends their role in the business.

Before working for IBM Design Miroslav worked as a UX designer for IBM Smarter Processes, built laparoscopic surgical equipment in Germany and founded a house and techno record label in Pittsburgh. He received his Bachelor of Fine Arts in Industrial Design from Carnegie Mellon University.


With a groundswell of analyst reports espousing the value of design in business, why isn’t human-centered design the status quo? Why are insights derived from user research still treated as disruptions to the business, rather than business-as-usual? Why is getting great experiences to markets still an uphill battle?

This talk is an appeal for DesignOps to take an infrastructural approach to building sustainable human-centered businesses.

Through stories and examples, I plan to cover:

– What “infrastructure” is, and how it informs our experience of reality.

– How different types of infrastructure exert a drag on human-centered design transformation –– “like running with a parachute on your back.”

– A speculative provocation: what would it mean to start over and rebuild enterprises to be human-centered from the ground up –– and could we ever get there?

By the end of this talk, practitioners will come away with an understanding of:

– Their organization’s understanding of reality and where basic concepts like “users,” “needs,” “journeys” and “insights” fit in (or don’t).

– Linchpins offenders to human-centered design in their enterprise infrastructure, and how to address them

– How to roadmap their way to an organization that puts users and their needs at the center of their operating model