This document discusses business-driven IT design approaches. It contrasts IT-driven and business-driven focuses and goals. An IT-driven approach prioritizes infrastructure and capabilities, while a business-driven approach prioritizes improving the customer experience and achieving business goals around increasing customers and revenue. The document recommends starting with the business architecture and visualizing the customer experience before incorporating cloud business services and APIs to connect customer experience channels. It also discusses using a layered architecture and collecting business activity data to continuously adapt.

1. Last Updated: April 2014
Business Driven IT Design
VP Platform Evangelism
Chris Haddad
11 June 2014

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What is your design approach?

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IT Driven Focus
Infrastructure Topology
•Network zones
•VM and Container instances
•Active-Passive , Active-Active configuration
Infrastructure Capabilities
•Identity management
•Content Transformation
•Legacy Connectors

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IT Driven Goals
Quality of Service
•Acceptable System Response Time
•99.999…. uptime
•No major security breach
Efficiency
•Infrastructure utilization rate / Infrastructure Spend
•Business Value / Project Spend

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Business Driven Focus
Customer-centric
•Increase number of new customers per quarter
•Increase customer retention ratio and lower churn
•Expand customer spend
Product-centric
•Enter a new market
•Bring a new product to market

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Business Driven Goals
Customer-centric
•Increase number of customers
•Expand customer lifetime value and ticket price
•Faster service call resolution
Product-centric
•Revenue per product
•Number of distinct markets
•Lower product defect rate

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Business Success Driver
Improve Customer Experience
User Experience Survey Report 74 per cent
of businesses
believe user experience
is key for improving sales and conversions.
Source: http://www.cloudsearchportal.com/the-role-search-plays-in-next-generation-customer-experiences/
http://www.cloudsearchportal.com/the-role-search-plays-in-next-generation-
customer-experiences/

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Why Focus on Customer Experience?
Source: http://experiencematters.wordpress.com/2009/06/25/customer-experience-boosts-revenue/

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What are Customer Experience
Touch Points?
Source: http://blogs.amdocs.com/managedservices/2011/01/20/are-service-providers-doing-everything-possible-
to-improve-customer-experience-part-1/

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To Define Customer Experience
Think Outside In

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Extend Business Reach with IoT and API
Source: http://www.switchscribe.com/is-the-current-internet-ready-to-become-the-internet-of-things/
Expand Engagement and Insight
Throughout the Experience Lifecycle

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Source: http://wso2.com/whitepapers/a-reference-
architecture-for-the-internet-of-things/

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APIs Connect Everything

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14
Business Focused API Design

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A Typical Customer Experience

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Start with Business Architecture
Business
Architecture
Solution
Architecture
• Level 0
• Level 1
Application
Architecture
• Integration
• Data models
• APIs
Runtime
Architecture
• Capacity Planning
• Deployment
• Security

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Visualize Customer Experience

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Business Service First Approach

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Business Driven
Integration, Re-Use, and Visibility
•Define Integration Points
•Cloud Services
•Business Services
•Correlate endpoints with standard business model
•Track Business Events

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Incorporate Cloud Business Services
Source: http://asanka-tech-blog.blogspot.com/2013/12/working-with-esb-connectors-using-wso2.html

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Connect Business Services to
Customer Experience Channels

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Collect and analyze
business activity and events

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Incorporate Business IT Design
•Standardize Application Assets
•Correlate assets with model
•Integrate Federated Identity Model
•Track subscription and usage

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Build a Master Data Business Model

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Embrace Stores, Subscriptions, and
Identity Models
IdP
(WSO2 Identity Server)
(WSO2 Business Activity
Monitor)

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Business Service Platform
Layered Architecture
Integration Layer - 1
Datamodel
Integration Layer - 2
Services Platform
Datamodel
Data Layer
Business Services

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Enterprise Architecture

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Measure IT Design Improvements

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Accelerate
interactions
inside and
outside the
organization
Reduce
interaction
friction and cost
Increase
engagement and
enhance
productivity
Sense
business activity
and
automatically
adapt
Turbocharge Business Success
Become a More Connected Business
http://wso2.com/landing/enabling-the-connected-

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Connected Business Architecture

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Business Design Dimensions
•Establish goals and business value metrics
•Define user experience and workflow
•Investigate integration points and re-use
•Warrant services levels and scale

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What differentiates WSO2?
o The WSO2 Platform and Services delivers the fastest project
delivery
o ¼ the time and ¼ the cost of IBM/Oracle
o Pilots completed in days not weeks
o The WSO2 component architecture built from a single
consistent codebase provides unparalleled performance and
deployment flexibility
o Our Open Culture, Open Engagement Model, and Open
Support Model create long-lasting partnerships with our
customers

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WSO2 The Open Platform for
Connected Business Driven IT
Internal
Integration
API
Management
Federated
Security
Enterprise App
Store and Social
Ecosystem
Big Data

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How we support your business
Support engineers are the product engineering experts (rotate across roles)
Hands-on experts guide every project and product (as opposed to pointy hair managers)
Iterative and customer driven development roadmap prioritizes agile milestones and rapid releases

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Amazing Enterprise Organization Adoption

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Recommended Reading
The Path to Responsive IT
Connected Business Architecture
Cloud Connectors
Internet of Things Reference Architecture

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About the Presenter
•Chris Haddad
• VP Platform Evangelism
• F500/G2000 Advisor, Cloudy DevOps for Dev
guy
•Learn more about me
• Follow me @cobiacomm on Twitter
• Blog: http://blog.cobia.net/cobiacomm
• Profle: http://www.linkedin.com/in/cobiacomm/
• On Google+ too