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SDNC13 -Day2- Designing to Shift Enterprise Ecosystems by Milan Guenther & Mike Clark

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Designing to Shift Enterprise Ecosystems by Milan Guenther & Mike Clark – Independent Consultant Designing great services and offerings is the essential promise of Service Design, but bringing services to life involves making them part of much larger experiences. This means transforming the way businesses work, and realigning the various moving parts of enterprise ecosystems. The complex and volatile nature of such systems quickly becomes overwhelming, with brands, processes, culture, technology or touchpoints being just tiny parts of the puzzle. In this short talk we are going to advocate for the integration of Business Architecture approaches to model potential futures, as a means to put a Service Design initiative into action. We will illustrate this with examples from our work with the United Nations.

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Designing to shift Enterprise Ecosystems

Mike Clark, Business Designer

Milan Guenther, Partner, eda.c

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“Business architecture enables stakeholders to make

key business decisions by taking an integrated view of

the business and aligning all the various moving parts

in an adaptive 360 model.”

Business Architecture

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The Business architect – What role do they play

Business architects are the

flash light, which enable

stakeholders to see.

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Enabling impact analysis and

ensuring the right strategies

are chosen

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building a bridge between the business and IT

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Providing a toolbox of standards, methods and competencies

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Helping define the stock room of the business, which enables reuse, traceability and common language

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Stock room content is used to create business viewpoints, which are used to inform strategy, answer business questions and view the business from all internal perspectives.

Content is updated and returned to the stock room for reuse.

Business architecture – How is content used?

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Allows business planning teams & executive teams to build strategies with a clear view of horizontal business impacts

Enables the business to prioritise business and IT transformation programmes

Enables rapid impact analysis, providing transparency into complex business challenges that cross business units boundaries.

Provides a common language across the wider organisation.

Business architecture – Why do it

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Although is an integrated view something is missing?

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Business architect – Where is the customer?

How do we know we are delivering the things our customers need?How do we know what channels we have to extend to support new customers?What are the customer impacts, to a process or strategic change?

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Thinking Differently

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Business Architecture + Service Design = Enterprise Design

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Full outside in and inside out alignment

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Enterprise Design - 360 view of the customer

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Sto

ry

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

Co

nte

xt

Cu

sto

me

r Ex

pe

rie

nce

Serv

ice

De

sign

&

De

fin

itio

n

Business Enablement

Cap

abili

tie

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alu

e S

tre

am

Bu

sin

ess

Arc

hit

ect

ure

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 ServicePoint of interest service

Learning and after care Service

Marketing Communication Management

Collateral Management

Customer Management

Training & Development Management

Collateral Management

Event Management

Communicate EventProvide Event Background

Register Attendees Deliver the EventProvide Customer Event Support

Provide Continued post event Support

Channel Management

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Enterprise Design - Designing the business around the experience

Customer needs, brand, motivations can be stored as standard stock room items, which are aligned to offerings. Also enabling full reuse.

Architecture alignment with business needs ensures we have full traceability.

Reporting on business assets, which support specific experiences will guide the design of new offerings

Provides a common customer language across the wider organisation.

We create customer focused strategies and understand the customer impacts before decisions are made.

We provide the products and services which attract customers to our organisation due to an understanding of their needs.

Focusing on the tasks customers need to achieve allows us to identify gaps in our capability delivery i.e. do our capabilities align to the tasks people need to perform?

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Mike Clark

Business Designer

Independent Consultant

@mclark497

http://bridging-the-gap.me

Milan Guenther

Partner, eda.c

Paris

[email protected]

@eda__c