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

Designing Experiences with Outside-In Architecture

Mike Clark, Business DesignerMilan Guenther, eda.c

Enterprise Architecture Conference Europe

June 16-18 2014

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© 2010 eda.c. all rights reserved

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

release logos- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -


support of collaborative decision-making

selecting candidates to view together from a tablet device


progress of the driving behaviour

overview of activated challenges


vw bluetrack

mobile assistence system for sustainable driving

for volkswagenwolfsburg

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 display

smartphone used as monitor in the cabin

virtual scenarios show the drivers the results of their fuel savings and the results of additional measures can be calculated.

thus bluetrack does not only promote an environ-mental friendly driving behaviour, but also com-municate green technologies and strenghen the brand image of a sustainable company.

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

Traditional decision making environment

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

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, traceability and common language

the newenterprise

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our client us

???

big mobile service data on-demand agile cloud byod always on social business apps!

everything, everywhere, all the time- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

smart enterprise- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Do this:hirefiremergesellbuyexpandconsolidatequit

cupcakes- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

# Transactions

€

# Transactions

Corpora

te A

wkwar

dness

A

# Transactions

Corpora

te A

wkwar

dness

A

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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 aspectsbase 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

The Gap

GA

P

GA P

Customer

Outside in Inside Out

Organisation

TechnologyCapabilityResources

ProcessOfferings

ExpectationsMotivations

NeedsExperience

Desired outcomesService quality

Thinking differently

Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to business delivery

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

The customer is brought into architecture

CustomerOutside in Inside Out

OfferingsCapabilitiesChannelsProcesses

Brand Promise

NeedsBrand Experience

ExperiencesMotivationsConstraints

Organisation

Full Alignment

Needs

Delivery/Manage

Common information

Alignm

ent

Full

Common information

Full outside in and inside out alignment

The customer is brought into architecture

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

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

organization

content

structure

operation technology

AN

AT

OM

YF

RA

ME

SD

ES

IGN

SP

AC

ER

EN

DE

RIN

G

enterprise

design

framework

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BIG

PIC

TU

RE

architecture experience

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 ModelsAbstract > DetailedUnderstand & Explore

Convergent ModelsDetailed > AbstractThink & Define

Divergent ModelsAbstract > DetailedMake & Create

Convergent ModelsDetailed > AbstractShow & Tell

Small iteration

Big iteration

Constraints

Opportunities

Ideas

Concerns

Questions

Stor

y

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

Cont

ext

Cust

omer

Exp

erie

nce

Serv

ice D

esig

n &

De

finiti

on

Business Enablement

Capa

bilit

ies

Valu

e St

ream

Busin

ess A

rchi

tect

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 Service Point of interest

serviceLearning and after care Service

Marketing Communication Management

Collateral Management

Customer Management

Training & Development Management

Collateral ManagementEvent 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

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11

Our draft enterprise mapping combines those aspects in a single model.

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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

AnnouncementsParticipation

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

Valu

eAc

tors

Serv

ice

Line

sD

igita

l Int

erac

tion

KPIs KPIs KPIs KPIs

100%

80%

10%

5%

The benefits

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

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

Ready to take the first step?

save the dateea forum on enterprise designby irm and eda.caugust 25-27 2014 in venicewww.irm.se/ea-forum-in-venice

Mike Clark, Business DesignerIndependent Consultant

@mclark497uk.linkedin.com/in/michaelclark01

www.bridging-the-gap.me

360 cohesion

Milan Guenther, Partnereda.c, Paris

@eda__cfr.linkedin.com/in/milanguenther

www.intersectionbook.com