Cohesive Enterprise Design - Bringing together service design and business architecture

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What do you get when you join the best of business architecture and service design into one framework? Cohesive enterprise design, a holistic business design framework by Zilver innovation and Cohesion360, which turns customer insights and business outcomes into viable products and services.

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Cohesive Enterprise Design - Bringing together service design and business architecture

  1. 1. cohesive enterprise design Erik Roscam Abbing & Mike Clark May 28th 2015 1
  2. 2. a joint effort between cohesion 360 and zilver innovation on mike and erik 2 Erik Roscam AbbingMike Clark
  3. 3. inside out and outside in are both missing the point what’s going on and what are we missing? 3 chapter 1
  4. 4. the new world has new challenges customers are more in the know the growth of digital the commoditization of technology brands are less about promise and more about delivery of that promise 4
  5. 5. and businesses’old ways of addressing them no longer work defining strategies based on capabilities inside out perspective no brand perspective shareholder value vs customer value focus on incrementally improving existing capabilities 5
  6. 6. we must figure out how to address the right needs that’s where design comes in! the customer centricity cult customer insights for CX and UX but what about the brand? and what about the business? 6
  7. 7. Nice.But still there’s a gap how can the world of business strategy meet the world of customer insights? how do I know I can deliver on my promise? how do I know I’m focussing on the right things? how do I know I’m choosing the right strategies to invest in? how do I know which parts of the proposition I need to change?
  8. 8. innovation lacks coherence it lacks coherence between inside out and outside in it lacks a value perspective: what is the clearer path to value
  9. 9. we must adopt an outcome perspective what are customers actually trying to achieve by using our value proposition? what do they want to be able to do?
  10. 10. cohesive enterprise design so how do you piece all this together? 10 chapter 2
  11. 11. the cohesive enterprise design framework looking closer 12 chapter 3
  12. 12. the outside worldthe inside world
  13. 13. the outside worldthe inside world the outside worldthe inside world the brand
  14. 14. navigating the levels Keeping the big picture in mind 28 chapter 4
  15. 15. Choosing the right battle Entering the right level 39 chapter 5
  16. 16. Bringing it to life Using the blueprint 47 chapter 6
  17. 17. Value Business value Benefits Business benefits 3.Outcomes 2.Outcomes 5.Value Propositions 1.Needs4.Capabilities Value Benefits Customer value Customer benefits cohesive enterprise design framework
  18. 18. Operational outcomes Functional outcomes Function innovations Functional tasks Operational capabilities Business outcomes Experience outcomes Value innovations Experience needs Business capabilities Aspirational outcomes Aspirational outcomes Meaning innovations Aspirational feelings Aspirational capabilities Outcomes OutcomesValue proposition NeedsCapabilities Value
  19. 19. Apple watch example now concretely 50 chapter 7
  20. 20. Outcomes OutcomesValue proposition NeedsCapabilities Value Operational outcomes Functional outcomes Function innovations Functional tasks Operational capabilities Business outcomes Experience outcomes Value innovations Experience needs Business capabilities Aspirational outcomes Aspirational outcomes Meaning innovations Aspirational feelings Aspirational capabilities We’re able to provide personalized gym programs so we can increase watch demographics and customer satisfaction and unlock new revenue I’m able to track my gym performance so I can be motivated and see my improvements and feel good about myself share your hartbeat with friends,track your sleep patterns,communicate with your doctor I need to be stimulated to continue going to the gym we need to be capable of heart rate monitoring We’re able to deliver health monitoring apps within a watch form factor so we can maximize our presence in health services that will bring us additional revenue I’m able to have access to information that tells me how healthy I am a watch that helps you be always connected and track and monitor your health real time I need to take better care of myself and my fitness we need to be capable of reliably interpreting heart rates We’re able to shift the apple domain from gadgets to health so that we’re seen as a lifestyle company not a tech company so that we can enter new markets I’m able to be healthier, more productive and more attractive a lifestyle device that makes healthy living part of your everyday rituals I want to feel healthy and good about myself we need to be capable of generating trust with our customers and health partners
  21. 21. What will you redesign? now it’s your turn Coming soon CohesiveEnterpriseDesign.com
  22. 22. cohesive enterprise design masterclass Erik Roscam Abbing and Mike Clark invite you to join their full day masterclass on Cohesive Enterprise Design: an approach to outcome driven value proposition design, that brings together the best service design and enterprise architecture have to offer. We combine outside in and inside out approaches to arrive at a coherent approach to innovation that brings strategy to life and vision to action. June 29th London July 10th Rotterdam more info: welcome@zilverinnovation.com | www.zilverinnovation.com | www.bridging-the-gap.me | www.bit.ly/cohesiveenterprisedesign 1 Value Business value Benefits Business benefits 3.Outcomes 2.Outcomes 5.Value Propositions 1.Needs4.Capabilities Value Benefits Customer value Customer benefits
  23. 23. thanks!! on mike and erik 53

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