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

  • Published on
    23-Aug-2014

  • View
    258

  • Download
    1

Embed Size (px)

DESCRIPTION

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 enterprises 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

Transcript

  • Designing Experiences with Outside-In Architecture Mike Clark, Business Designer Milan Guenther, eda.c Enterprise Architecture Conference Europe June 16-18 2014
  • - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 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 tomorrows 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
  • 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 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 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Do this: hire fire merge sell buy expand consolidate quit
  • 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 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
  • The Gap GAP GA P Customer Outside in Inside Out Organisation Technology Capability Resources Process Offerings Expectations Motivations Needs Experience Desired outcomes Service 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 Customer Outside in Inside Out Offerings Capabilities Channels Processes Brand Promise Needs Brand Experience Experiences Motivations Constraints Organisation Full Alignment
  • Needs Delivery/Manage Common information Alignment 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