Designing Experiences
with Outside-In Architecture
Mike Clark, Business Designer
Milan Guenther, eda.c
Enterprise Architec...
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ...
Traditional decision making environment
Focused on driving shareholder value, with limited complexity
Understand the key products of the organisation, and maximis...
How has Architecture responded?
Build a bridge between all business areas
Adopted a variety of frameworks
Developed a toolbox of standards, methods and competencies
customer
capabilities
offerings locations
process people
Built out the stock room of the business, which
enables reuse, tr...
the
new
enterprise
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -...
our client us
?
?
?
big mobile service data
on-demand agile cloud
byod always on social
business apps!
everything, everywhere, all the time
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -...
smart enterprise
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -...
cupcakes
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -...
# Transactions
€
# Transactions
C
orporate
Aw
kw
ardness
A
# Transactions
C
orporate
Aw
kw
ardness
A
Organisation
Enterprise
Suppliers Customers
Partners
Investors
Sales
Channels
Organisation
Enterprise
Suppliers Customers
Partners
Investors
Sales
Channels
add to enterprise awkwardness
short-term wins or long-term value		
output quantity versus requirements
design in a silo on...
The Gap
GAP
GA P
Customer
Outside in Inside Out
Organisation
Technology
Capability
Resources
Process
Offerings
Expectation...
Thinking differently
Incorporating Design with architecture enables us to focus on the
experience of the customer with an alignment to business...
Incorporating Design with architecture enables us to focus on the
experience of the customer with an alignment to business...
The customer is brought into architecture
Customer
Outside in Inside Out
Offerings
Capabilities
Channels
Processes
Brand P...
Needs
Delivery/Manage
Common information
Alignment
Full
Common information
Full outside in and inside out alignment
The cu...
Achieve Full Impact Analysis
Incorporating Design with architecture enables us to focus on the ex-
perience of the custome...
We create a standard view of customer
The New Model
Mike Clark & Nick Malik
We start to focus on outcomes
Customer desired outcomes
Business implementation of outcomes
We adopt a new approach to change
We start to focus on the needs the business serves,
and how they serve them
We can then think about the ends and means
and how they effect the offerings, enabling us to grow
the business
identity
actors
business
communication
signs
touchpoints
people
information
things
services
function
interaction
places
or...
1
Prepare
2
Discover
3
Define
4
Ideate
Small iteration
Big iteration
5
Validate
6
Implement
7
Deliver
1
Prepare
2
Discover
3
Define
4
Ideate
5
Validate
6
Implement
7
Deliver
Divergent Models
Abstract > Detailed
Understand & ...
Constraints
Opportunities
Ideas
Concerns
Questions
Story
Customer Interaction
Stumble upon event –
sparks my interest,
mark for follow-up
Look into details,
schedule, locati...
r draft enterprise mapping combines those aspects in a single model.
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ...
The benefits
The business is designed around the experience
Being able to align the customer needs with the business delivery
ensures t...
What else is in it for
Drive offering driven strategies,
which are centered around the needs of people
Creates a fully ada...
Ready to take the first step?
save the date
ea forum
on enterprise design
by irm and eda.c
august 25-27 2014 in venice
www.irm.se/ea-forum-in-venice
Mike Clark, Business Designer
Independent Consultant
@mclark497
uk.linkedin.com/in/michaelclark01
www.bridging-the-gap.me
...
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther
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IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther

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Architecture, we learned from Vitruvius, is about utilitas, firmitas, and venustas - function, structure and beauty. Any innovation and transformation in the enterprise must ultimately impact the people we address, leading to better experiences. We advocate for the return of human-centric thinking in business and enterprise architecture. This allows us to go beyond the usual internal aspects when looking at the enterprise’s moving parts, and tie them to customer needs, experiences and interactions that complete the story. In turn, we can apply architecture to explore potential futures and putting strategic designs into action.

Combining Experience Design practice with architecture work, tweaking our shared models of the enterprise to look from the outside in

Leveraging architectural rigor and reuse to design transformations of enterprise ecosystems that impact human experience

The fading importance of IT as Enterprise Architecture's key domain in a big data world where everything is going digital by default

IRM EA 2014 - Designing experiences with outside in architecture - Mike Clark & Milan Guenther

  1. 1. Designing Experiences with Outside-In Architecture Mike Clark, Business Designer Milan Guenther, eda.c Enterprise Architecture Conference Europe June 16-18 2014
  2. 2. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - navigation in a multidi- mensional data space tangible business intelligence seamless interaction with decisional data for sap research walldorf milan guenther 2008 sap is the largest software company in europe and the third largest in the world. the company provides business software and solutions. tbi, a project for sap research, is a pioneering user experience design project, enabling the user to easily interact with business intelligence ap- plications and to explore multi-dimensional data spaces. the system is a tangible interface that relies on direct interaction with physical objects instead of common user interface peripherics. it enables people that are not or only partially served by todays business intelligence and analyt- ics tools to directly enter complex queries, perform drill-down into the detailed numbers simulations, and explore the data. tbi was designed in a user-centred approach, working closely together with business intelli- gence professionals and prospective users. using extensive prototyping from simulations using simple paper/wooden dummies to a high fidelity prototype, the concept was elaborated iteratively. the result is a vision on tomorrow‘s data-driven collaborative intelligence tools. 8pirobase 8 9pirobase 9 logos - - - - - - - - - - - - - - - © 2010 eda.c. all rights reserved overview of activated challenges vw bluetrack mobile assistence system for sustainable driving for volkswagen wolfsburg dennis middeke 2009 volkswagen vehicles collect a lot of data about driving behaviour and the condition of the vehicle. besides the common display of the fuel consump- tion, values like tyre pressure or the condition of the driving surface can be analysed. bluetrack is a mobile platform where volkswagen drivers analyse their driving data. hints on energy saving and good driving styles help them to im- prove their fuel economy. exchange of information and group challenges with other members of the bluetrack community give an additional incentive to improve individual driving behaviour. analysis dis virtual scen their fuel sa measures c thus bluetra mental frien municate gr brand imag We are a Strategic Design Consultancy. We are working at the intersection of organisational identity, architecture and experience. We combine a design-led approach with a business mindset and technical expertise to create and retain enter- prise-people relationships for our clients. progress of the driving behaviour overview of activated challenges
  3. 3. Traditional decision making environment
  4. 4. Focused on driving shareholder value, with limited complexity Understand the key products of the organisation, and maximise profit Return on investment is tied to the longer term plan Focused on delivering requirements vs. outcomes Greater focus on business operations vs. customers A need to understand the inner workings of the organisation A focus on long term planning Traditional Business Focus Areas
  5. 5. How has Architecture responded?
  6. 6. Build a bridge between all business areas
  7. 7. Adopted a variety of frameworks
  8. 8. Developed a toolbox of standards, methods and competencies
  9. 9. customer capabilities offerings locations process people Built out the stock room of the business, which enables reuse, traceability and common language
  10. 10. the new enterprise - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
  11. 11. our client us ? ? ? big mobile service data on-demand agile cloud byod always on social business apps!
  12. 12. everything, everywhere, all the time - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
  13. 13. smart enterprise - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Do this: hire fire merge sell buy expand consolidate quit
  14. 14. cupcakes - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
  15. 15. # Transactions €
  16. 16. # Transactions C orporate Aw kw ardness A
  17. 17. # Transactions C orporate Aw kw ardness A
  18. 18. Organisation Enterprise Suppliers Customers Partners Investors Sales Channels
  19. 19. Organisation Enterprise Suppliers Customers Partners Investors Sales Channels
  20. 20. add to enterprise awkwardness short-term wins or long-term value output quantity versus requirements design in a silo on isolated problems design for some organisational entity arbitrary selection of aspects base on team competencies use familiar tools and representations centring on a predefined process use predefined deliverables separate strategy from execution reshape enterprise-people relationships adaptable planning to a long-term vision manage strategic intent and outcomes appreciate systemic enterprise complexity design for customers, staff and key actors holistic exploration of aspects to consider cast experts and talented generalists create custom models for the challenge constantly adapt the process to the context opportunistically select or develop models bridge strategy, concepts and creation A Shift in Focus
  21. 21. The Gap GAP GA P Customer Outside in Inside Out Organisation Technology Capability Resources Process Offerings Expectations Motivations Needs Experience Desired outcomes Service quality
  22. 22. Thinking differently
  23. 23. Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to business delivery
  24. 24. 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. The customer is brought into architecture Customer Outside in Inside Out Offerings Capabilities Channels Processes Brand Promise Needs Brand Experience Experiences Motivations Constraints Organisation Full Alignment
  26. 26. Needs Delivery/Manage Common information Alignment Full Common information Full outside in and inside out alignment The customer is brought into architecture
  27. 27. Achieve Full Impact Analysis Incorporating Design with architecture enables us to focus on the ex- perience of the customer with an alignment to business delivery
  28. 28. We create a standard view of customer
  29. 29. The New Model Mike Clark & Nick Malik
  30. 30. We start to focus on outcomes
  31. 31. Customer desired outcomes
  32. 32. Business implementation of outcomes
  33. 33. We adopt a new approach to change
  34. 34. We start to focus on the needs the business serves, and how they serve them
  35. 35. We can then think about the ends and means and how they effect the offerings, enabling us to grow the business
  36. 36. identity actors business communication signs touchpoints people information things services function interaction places organization content structure operation technology ANATOMYFRAMESDESIGNSPACERENDERING enterprise design framework - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - BIGPICTURE architecture experience
  37. 37. 1 Prepare 2 Discover 3 Define 4 Ideate Small iteration Big iteration 5 Validate 6 Implement 7 Deliver
  38. 38. 1 Prepare 2 Discover 3 Define 4 Ideate 5 Validate 6 Implement 7 Deliver Divergent Models Abstract > Detailed Understand & Explore Convergent Models Detailed > Abstract Think & Define Divergent Models Abstract > Detailed Make & Create Convergent Models Detailed > Abstract Show & Tell Small iteration Big iteration
  39. 39. Constraints Opportunities Ideas Concerns Questions
  40. 40. Story 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 Context CustomerExperienceServiceDesign& Definition Business Enablement CapabilitiesValueStream BusinessArchitecture 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 Service Point of interest service Learning and after care Service Marketing Communication Management Collateral Management Customer Management Training & Development Management Collateral Management Event Management Communicate Event Provide Event Background Register Attendees Deliver the Event Provide Customer Event Support Provide Continued post event Support Channel Management Mike Clark & Milan Guenther, first presented at the SDN Service Design Conference 2013
  41. 41. r draft enterprise mapping combines those aspects in a single model.
  42. 42. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - enterprise DRR Framework Evidence Events Community Management UNISDR.org PreventionWeb.net Campaign Sites Event Sites Level of Involvement UNISDR National Governments Local Governments Regional Governments United Nations Media Champions Parliamentatians Private Sector NGOs Red Cross Worldbank / Donors Academic Community Citizens Teachers / Children Networks Understand the Mission Discover DRR Get Involved Overview / Introduction Explanations Announcements Participation Public Social Networks Business Case Message Identify Individual Challenges ... ... Monitoring Statistics Calendar Topic Discussion ... Tools Measures ... Global / Regional Platforms Dating ... Progress ... ... Workshops Collaboration ... Support Learn / How-to Collaborate Awareness Guidance Capacity Implementation ValueActorsServiceLinesDigitalInteraction KPIs KPIs KPIs KPIs 100% 80% 10% 5%
  43. 43. The benefits
  44. 44. The business is designed around the experience Being able to align the customer needs with the business delivery ensures that customers get what they want
  45. 45. What else is in it for Drive offering driven strategies, which are centered around the needs of people Creates a fully adaptable 360 integrated model of the business, which enables impact assessments Creates a solid brand message, enhancing the sale of existing, and new offerings Business change focused on the customer experience and service delivery Architecture aligned to the experience ensures the business model is designed around the customer Focused marketing, targeting the right customers, through the right channels Full “Outside in” and “Inside out” alignment Architecture rigor to customer design
  46. 46. Ready to take the first step?
  47. 47. save the date ea forum on enterprise design by irm and eda.c august 25-27 2014 in venice www.irm.se/ea-forum-in-venice
  48. 48. Mike Clark, Business Designer Independent Consultant @mclark497 uk.linkedin.com/in/michaelclark01 www.bridging-the-gap.me 360 cohesion Milan Guenther, Partner eda.c, Paris @eda__c fr.linkedin.com/in/milanguenther www.intersectionbook.com

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