designing to shift enterprise ecosystems - global service design conference 2013 - with mike clark

Designing to shift Enterprise Ecosystems

Mike Clark, Business Designer

Milan Guenther, Partner, eda.c

“Business architecture enables stakeholders to make

key business decisions by taking an integrated view of

the business and aligning all the various moving parts

in an adaptive 360 model.”

Business Architecture

The Business architect – What role do they play

Business architects are the

flash light, which enable

stakeholders to see.

Enabling impact analysis and

ensuring the right strategies

are chosen

building a bridge between the business and IT

Providing a toolbox of standards, methods and competencies

Helping define the stock room of the business, which enables reuse, traceability and common language

Stock room content is used to create business viewpoints, which are used to inform strategy, answer business questions and view the business from all internal perspectives.

Content is updated and returned to the stock room for reuse.

Business architecture – How is content used?

Allows business planning teams & executive teams to build strategies with a clear view of horizontal business impacts

Enables the business to prioritise business and IT transformation programmes

Enables rapid impact analysis, providing transparency into complex business challenges that cross business units boundaries.

Provides a common language across the wider organisation.

Business architecture – Why do it

Although is an integrated view something is missing?

Business architect – Where is the customer?

How do we know we are delivering the things our customers need?How do we know what channels we have to extend to support new customers?What are the customer impacts, to a process or strategic change?

Thinking Differently

Business Architecture + Service Design = Enterprise Design

Full outside in and inside out alignment

Enterprise Design - 360 view of the customer

Sto

ry

Customer Interaction

Stumble upon event –sparks my interest, mark for follow-up

Look into details, schedule, location, people, prices

Looking at Twitter followers -Phone/Tube

Complete registration, make travel arrangements

Attend the event, sign in, do ad-hoc planning, take notes, talk to attendees

Do leisure activities, visit the hosting city, meet friends, attend drink receptions, work

Depart, gp home/back to work, look at notes, incorporate learning into your work

Next day at work, just before lunch –NB/Desk

After dinner at home –iPad/Couch

Travel – Reception Desk – Venue - Phone

On the go, in the hotel/flat - Phone

At work, talking to colleagues

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Business Architecture and Service – Legos and Build

Lead Persona: John the Early Bird

Service Line: Event Management

Role/Actor: Event Participant

Event Notification Service

Background Material Service

Registration Support Service

Manage Event ServicePoint of interest service

Learning and after care Service

Marketing Communication Management

Collateral Management

Customer Management

Training & Development Management

Collateral Management

Event Management

Communicate EventProvide Event Background

Register Attendees Deliver the EventProvide Customer Event Support

Provide Continued post event Support

Channel Management

Enterprise Design - Designing the business around the experience

Customer needs, brand, motivations can be stored as standard stock room items, which are aligned to offerings. Also enabling full reuse.

Architecture alignment with business needs ensures we have full traceability.

Reporting on business assets, which support specific experiences will guide the design of new offerings

Provides a common customer language across the wider organisation.

We create customer focused strategies and understand the customer impacts before decisions are made.

We provide the products and services which attract customers to our organisation due to an understanding of their needs.

Focusing on the tasks customers need to achieve allows us to identify gaps in our capability delivery i.e. do our capabilities align to the tasks people need to perform?

Mike Clark

Business Designer

Independent Consultant

@mclark497

http://bridging-the-gap.me

Milan Guenther

Partner, eda.c

Paris

milan.guenther@eda-c.com

@eda__c