EQUTY DERIVATIVES GROUP

Designing the business around the experience
Bringing the customer and the business together as o...
EQUTY DERIVATIVES GROUP

Something to Consider

Evolution of customer service
EQUTY DERIVATIVES GROUP

Historically it was almost impossible to reach organisations
but things changed and broke this in...
EQUTY DERIVATIVES GROUP

The customer is now almost part of the organisation,
they have the power to make or break an orga...
EQUTY DERIVATIVES GROUP

The challenge

A need to understand and deliver the right things to our customers
A need for a co...
EQUTY DERIVATIVES GROUP

Customer and their needs?
EQUTY DERIVATIVES GROUP

Work Needs

Personal Needs

The reason customers use our offerings, is to get jobs done in their ...
EQUTY DERIVATIVES GROUP

Customer as a person
EQUTY DERIVATIVES GROUP

Customer and their metrics

Customers use a set of metrics (performance measure) to judge
how wel...
EQUTY DERIVATIVES GROUP

Customer interactions
Customers are able to interact with the organisation through a variety of c...
EQUTY DERIVATIVES GROUP

Customer and their Brand Perceptions

Customers now have so much choice, the brand message and
cu...
EQUTY DERIVATIVES GROUP

How has Architecture responded?
EQUTY DERIVATIVES GROUP

Build a bridge between all business areas
EQUTY DERIVATIVES GROUP

Adopted a variety of frameworks
Integrating the
Federal EA
Framework
and Reference
Models

itec

...
EQUTY DERIVATIVES GROUP

Developed a toolbox of standards, methods and competencies
EQUTY DERIVATIVES GROUP
Custo
mer

Offer
in g

s

Capa

bilitie

Locat

s

Proce
ss

ions

Built out the stock room of the...
EQUTY DERIVATIVES GROUP

Used the stock room to create integrated viewpoints
EQUTY DERIVATIVES GROUP

Enabled the organisation to build holistic views

q  Enabling business planning teams & executiv...
EQUTY DERIVATIVES GROUP

Organisation and the customer aligned?
EQUTY DERIVATIVES GROUP

Have we solved the customer challenges?

Through all the efforts of architecture and standardisat...
EQUTY DERIVATIVES GROUP

The Gap
EQUTY DERIVATIVES GROUP

Thinking differently
EQUTY DERIVATIVES GROUP

Bringing Design into Architecture
EQUTY DERIVATIVES GROUP

Incorporating Design with architecture enables us to focus
on the experience of the customer with...
EQUTY DERIVATIVES GROUP

The customer is brought into architecture
EQUTY DERIVATIVES GROUP

A gap will be filled

Full outside in and inside out alignment
EQUTY DERIVATIVES GROUP

Achieve Full Impact Analysis

We start to understand what channels customers use across
their lif...
EQUTY DERIVATIVES GROUP

Creation of a new approach

Mike Clark 2013
EQUTY DERIVATIVES GROUP
EQUTY DERIVATIVES GROUP

We create a standard view of customer
EQUTY DERIVATIVES GROUP

The New Model

Mike Clark & Nick Malik 2013
EQUTY DERIVATIVES GROUP

New Viewpoints

Mike Clark & Milan Guenther 2013
EQUTY DERIVATIVES GROUP

We adopt a new approach to change
EQUTY DERIVATIVES GROUP

We start to focus on the needs the business serves,
and how they serve them
EQUTY DERIVATIVES GROUP

We can then think about the ends and means (products,
pricing and channels) and how they effect t...
EQUTY DERIVATIVES GROUP

Then consider how the business builds its offerings
(capabilities product bundling and including ...
EQUTY DERIVATIVES GROUP

Finally consider how the business will grow
(focus on the end in mind)
EQUTY DERIVATIVES GROUP

The benefits
EQUTY DERIVATIVES GROUP

Customer needs consistently aligned to the delivery
Needs/design

Deliver/Manage
By understanding...
EQUTY DERIVATIVES GROUP

The business is designed around the experience

Milan Guenther / Intersection

Being able to alig...
EQUTY DERIVATIVES GROUP

What else is in it for you?

Create a 360 view of the organisation
Architecture rigor to customer...
EQUTY DERIVATIVES GROUP

Thank you
EQUTY DERIVATIVES GROUP

Mike Clark
Business Designer
Independent Consultant
@mclark497
uk.linkedin.com/in/michaelclark01
...
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BCS 2013 - Designing the business around the experience

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BCS 2013 - Designing the business around the experience

  1. 1. EQUTY DERIVATIVES GROUP Designing the business around the experience Bringing the customer and the business together as one Mike Clark, Business Designer
  2. 2. EQUTY DERIVATIVES GROUP Something to Consider Evolution of customer service
  3. 3. EQUTY DERIVATIVES GROUP Historically it was almost impossible to reach organisations but things changed and broke this invisible wall down
  4. 4. EQUTY DERIVATIVES GROUP The customer is now almost part of the organisation, they have the power to make or break an organisation
  5. 5. EQUTY DERIVATIVES GROUP The challenge A need to understand and deliver the right things to our customers A need for a common language across all business areas, including the customer A need for a view of our business and the customer to understand impacts of change A greater need for an adaptive operating model A need for a single view of our customer A need to consistently deliver innovative offerings which meet the needs of customer
  6. 6. EQUTY DERIVATIVES GROUP Customer and their needs?
  7. 7. EQUTY DERIVATIVES GROUP Work Needs Personal Needs The reason customers use our offerings, is to get jobs done in their lives. Without these needs, we would have no customers.
  8. 8. EQUTY DERIVATIVES GROUP Customer as a person
  9. 9. EQUTY DERIVATIVES GROUP Customer and their metrics Customers use a set of metrics (performance measure) to judge how well a need is being fulfilled and a how an offering performs
  10. 10. EQUTY DERIVATIVES GROUP Customer interactions Customers are able to interact with the organisation through a variety of channels. In some cases the customer feels part of the organisation due to the vast amount of information now available.
  11. 11. EQUTY DERIVATIVES GROUP Customer and their Brand Perceptions Customers now have so much choice, the brand message and customers perception of the organisation become more crucial
  12. 12. EQUTY DERIVATIVES GROUP How has Architecture responded?
  13. 13. EQUTY DERIVATIVES GROUP Build a bridge between all business areas
  14. 14. EQUTY DERIVATIVES GROUP Adopted a variety of frameworks Integrating the Federal EA Framework and Reference Models itec rch ity A ture uts ssc Cro al ur Sec ent rtm epa D file Pr o Se cu al al al al al al al nc nc nc nc nc nc nic rity ch ch ch ch ch ch ch Sys tem s Te Te Te Te Te Te Te ion ss Mi OA als” B & rtic LO “Ve Strategy PRM Business BRM Information & Data DRM on mm Applications & Services Co SRM Operational Technology Infrastructure TRM ENTERPRISE ARCHITECTURE - A FRAMEWORK DATA What FUNCTION How NETWORK Where PEOPLE Who TIME When MOTIVATION Why SCOPE (CONTEXTUAL) List of Things Important to the Business Planner ENTITY = Class of Business Thing Function = Class of Business Process Node = Major Business Location e.g. Semantic Model e.g. Business Process Model e.g. Business Logistics System Ent = Business Entity Reln = Business Relationship Proc. = Business Process I/O = Business Resources Node = Business Location Link = Business Linkage e.g. Logical Data Model e.g. Application Architecture e.g. Distributed System Architecture Ent = Data Entity Reln = Data Relationship Proc .= Application Function I/O = User Views Node = I/S Function (Processor, Storage, etc) Link = Line Characteristics People = Role Work = Deliverable Time = System Event Cycle = Processing Cycle End = Structural Assertion Means =Action Assertion e.g. Physical Data Model e.g. System Design e.g. Technology Architecture e.g. Presentation Architecture e.g. Control Structure e.g. Rule Design Ent = Segment/Table/etc. Reln = Pointer/Key/etc. ENTERPRISE MODEL (CONCEPTUAL) Owner List of Processes the Business Performs TM SYSTEM MODEL (LOGICAL) Designer TECHNOLOGY MODEL (PHYSICAL) Builder DETAILED REPRESENTATIONS (OUT-OFCONTEXT) SubContractor FUNCTIONING ENTERPRISE List of Locations in which the Business Operates List of Organizations Important to the Business People = Major Organizations Time = Major Business Event e.g. Work Flow Model e.g. Master Schedule People = Organization Unit Work = Work Product e.g. Human Interface Architecture Proc.= Computer Function I/O = Data Elements/Sets Node = Hardware/System Software Link = Line Specifications e.g. Data Definition e.g. Program e.g. Network Architecture Ent = Field Reln = Address Proc.= Language Stmt I/O = Control Block Node = Addresses Link = Protocols People = Identity Work = Job e.g. DATA e.g. FUNCTION e.g. NETWORK e.g. ORGANIZATION John A. Zachman, Zachman International (810) 231-0531 List of Events Significant to the Business People = User Work = Screen Format e.g. Security Architecture Time = Business Event Cycle = Business Cycle e.g. Processing Structure Time = Execute Cycle = Component Cycle e.g. Timing Definition Time = Interrupt Cycle = Machine Cycle e.g. SCHEDULE List of Business Goals/Strat Ends/Means=Major Bus. Goal/ Critical Success Factor e.g. Business Plan End = Business Objective Means = Business Strategy e.g., Business Rule Model End = Condition Means = Action e.g. Rule Specification End = Sub-condition Means = Step e.g. STRATEGY SCOPE (CONTEXTUAL) Planner ENTERPRISE MODEL (CONCEPTUAL) Owner SYSTEM MODEL (LOGICAL) Designer TECHNOLOGY MODEL (PHYSICAL) Builder DETAILED REPRESENTATIONS (OUT-OF CONTEXT) SubContractor FUNCTIONING ENTERPRISE ting era Op E ron nvi nt me
  15. 15. EQUTY DERIVATIVES GROUP Developed a toolbox of standards, methods and competencies
  16. 16. EQUTY DERIVATIVES GROUP Custo mer Offer in g s Capa bilitie Locat s Proce ss ions Built out the stock room of the business, which enables reuse, traceability and common language
  17. 17. EQUTY DERIVATIVES GROUP Used the stock room to create integrated viewpoints
  18. 18. EQUTY DERIVATIVES GROUP Enabled the organisation to build holistic views q  Enabling business planning teams & executive teams to build strategies with a clear view of horizontal business impacts q  Enabling the business to prioritise business and IT transformation programmes q  Enabling rapid impact analysis, providing transparency into complex business challenges that cross business units boundaries. q  Providing a common language across the wider organisation. Milan Guenther / Intersection
  19. 19. EQUTY DERIVATIVES GROUP Organisation and the customer aligned?
  20. 20. EQUTY DERIVATIVES GROUP Have we solved the customer challenges? Through all the efforts of architecture and standardisation, why do customers still feel frustrated?
  21. 21. EQUTY DERIVATIVES GROUP The Gap
  22. 22. EQUTY DERIVATIVES GROUP Thinking differently
  23. 23. EQUTY DERIVATIVES GROUP Bringing Design into Architecture
  24. 24. EQUTY DERIVATIVES GROUP Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to business delivery. By designing the business around the experience (instead of the experience around the business) you create a more customer focused organisation.
  25. 25. EQUTY DERIVATIVES GROUP The customer is brought into architecture
  26. 26. EQUTY DERIVATIVES GROUP A gap will be filled Full outside in and inside out alignment
  27. 27. EQUTY DERIVATIVES GROUP Achieve Full Impact Analysis We start to understand what channels customers use across their lifecycle and what the impacts of a change would be
  28. 28. EQUTY DERIVATIVES GROUP Creation of a new approach Mike Clark 2013
  29. 29. EQUTY DERIVATIVES GROUP
  30. 30. EQUTY DERIVATIVES GROUP We create a standard view of customer
  31. 31. EQUTY DERIVATIVES GROUP The New Model Mike Clark & Nick Malik 2013
  32. 32. EQUTY DERIVATIVES GROUP New Viewpoints Mike Clark & Milan Guenther 2013
  33. 33. EQUTY DERIVATIVES GROUP We adopt a new approach to change
  34. 34. EQUTY DERIVATIVES GROUP We start to focus on the needs the business serves, and how they serve them
  35. 35. EQUTY DERIVATIVES GROUP We can then think about the ends and means (products, pricing and channels) and how they effect the offerings
  36. 36. EQUTY DERIVATIVES GROUP Then consider how the business builds its offerings (capabilities product bundling and including regulatory aspects)
  37. 37. EQUTY DERIVATIVES GROUP Finally consider how the business will grow (focus on the end in mind)
  38. 38. EQUTY DERIVATIVES GROUP The benefits
  39. 39. EQUTY DERIVATIVES GROUP Customer needs consistently aligned to the delivery Needs/design Deliver/Manage By understanding the tasks our customer performs we are able to align these to the various offerings and capabilities the business requires to put in place to enable the customer needs
  40. 40. EQUTY DERIVATIVES GROUP The business is designed around the experience Milan Guenther / Intersection Being able to align the customer needs with the business delivery ensures that customers get what they want
  41. 41. EQUTY DERIVATIVES GROUP What else is in it for you? Create a 360 view of the organisation Architecture rigor to customer design Focused marketing, targeting the right customers, through the right channels Architecture aligned to the experience ensures the business model is designed around the customer. Business change focused on the customer experience and service delivery Creates a solid brand message, enhancing the sale of existing and new offerings Focusing on the customers need identifies gaps in our capability delivery Drive offerings driven strategies, which are centered around the need of people
  42. 42. EQUTY DERIVATIVES GROUP Thank you
  43. 43. EQUTY DERIVATIVES GROUP Mike Clark Business Designer Independent Consultant @mclark497 uk.linkedin.com/in/michaelclark01 http://bridging-the-gap.me
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