Cohesive Enterprise Design - Bringing together service design and business architecture

cohesive enterprise designErik Roscam Abbing & Mike Clark

May 28th 20151

a joint effort between cohesion 360 and zilver innovation

on mike and erik

2Erik Roscam AbbingMike Clark

inside out and outside in are both missing the pointwhat’s going on and what are we missing?

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chapter 1

the new world has new challengescustomers are more in the know

the growth of digital the commoditization of technology

brands are less about promise and more about delivery of that promise4

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

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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

Nice. But still there’s a gaphow 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?

innovation lacks coherenceit lacks coherence between inside out and outside in

it lacks a value perspective: what is the clearer path to value

we must adopt an outcome perspectivewhat are customers actually trying to achieve by using our value proposition?

what do they want to be able to do?

cohesive enterprise design

so how do you piece all this together?

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chapter 2

the cohesive enterprise design framework

looking closer

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chapter 3

the outside worldthe inside world

the outside worldthe inside world the outside worldthe inside worldthe

brand

navigating the levels

Keeping the big picture in mind

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chapter 4

Choosing the right battle

Entering the right level

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chapter 5

Bringing it to life

Using the blueprint

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chapter 6

Value Business value

BenefitsBusiness benefits

3. Outcomes 2. Outcomes5. Value Propositions

1. Needs4. Capabilities

Value

Benefits

Customer value

Customer benefits

cohesive enterprise design framework

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

Apple watch example

now concretely

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chapter 7

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

What will you redesign?

now it’s your turn

Coming soon CohesiveEnterpriseDesign.com

cohesive enterprise designmasterclass

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

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Value Business value

BenefitsBusiness benefits

3. Outcomes 2. Outcomes5. Value Propositions 1. Needs4. Capabilities

Value

Benefits

Customer value

Customer benefits

thanks!!on mike and erik

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