creating exceptional experiences with business ...and still fails…why??? the business architecture...

The Business Architecture Summit

CREATING EXCEPTIONAL EXPERIENCES WITH

BUSINESS ARCHITECTURE AND UX DESIGN DEAN HELTEMES

SENIOR DIRECTOR – BUSINESS ARCHITECTURE – AMERIPRISE FINANCIAL

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SOME DESIGN IS JUST BAD

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But some design is really good and still fails…why???

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Business

Architecture

UX

Design+ =Exceptional

Experiences

WHAT MAKES AN EXPERIENCE EXCEPTIONAL?

What else?

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Expectations

Awe inducing

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THE DESIRABILITY, VIABILITY, FEASIBILITY MODEL

Source: Mike Clark

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THE MODEL SIMPLIFIED

Businessviability

Technologyfeasibility

Userdesirability

Adapted from: Mike Clark – Bridging the Gap

Exceptional

experiences are

made or

destroyed at the

intersections of

viability, feasibility

and desirability

Who at your organization is focused on these intersections?

Business Architects and UX Designers are uniquely skilled

to collaboratively drive their organizations toward

solutions that make business sense, delight the user, and

are technically feasible and supportable.

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DESIRABILITY

Do they want this?

Are we solving a real problem?

Are we solving the right problem?

Does it delight the user?

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VIABILITY

Should we do this?

Does it make business sense?

Does it contribute to long-term growth?

What is the return on investment?

Will people pay for it?

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FEASIBILITY

Can we do this?

Is it technically feasible and supportable?

Do we have the right capabilities to build and sustain this?

Do we have the right people to do this?

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WATERMELON OREO

Scorecard

Desirable?

Feasible?

Viable?

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GOOGLE GLASS

Scorecard

Desirable?

Feasible?

Viable?

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LIME ELECTRIC SCOOTER

Scorecard

Desirable?

Feasible?

Viable?

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NISSAN MURANO CROSSCABRIOLET

Scorecard

Desirable?

Feasible?

Viable?

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MICROSOFT WINDOWS VISTA

Scorecard

Desirable?

Feasible?

Viable?

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APPLE IPHONE

Scorecard

Desirable?

Feasible?

Viable?

TACTICS – HOW TO ENSURE DESIRABILITY

Talk to the user!

Build user stories

Sentiment analysis

Look beyond usability

Prototype

Wow factor

Keep it simple

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Source: Google AI Blog

TACTICS – HOW TO ENSURE VIABILITY

Use the Business Model Canvas

Evaluate market demand, competition

Deeply analyze the cost structure, revenue stream and distribution

channels

Balance perfection with completion

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TACTICS – HOW TO ENSURE FEASIBILITY

Do you have the resources to execute:

People

$$$$$$

Knowledge

Partners

Capability assessment

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OTHER VALUE BUSINESS ARCHITECTURE CAN DELIVER

Beyond focusing on the intersection of desirability, viability, and feasibility, business

architects and UX designers can also drive value by:

Being a bridge across functional silos by bringing a strategic, enterprise viewpoint and

a focus on delivering interconnected end-to-end experiences

Maintaining a laser focus on assuring delivery of the desired business outcomes (not

just project deliverables)

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Business

Architecture

UX

Design+ =Exceptional

Experiences

Q&A

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Thank you!

Please remember to complete the session evaluations

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ABSTRACT

Creating Exceptional Experiences with Business Architecture and UX Design | Dean Heltemes

Business Architects and UX Designers unite! Delivering an exceptional client experience over the course of an end-

to-end journey is essential to win in today’s competitive marketplaces. Business Architects and UX Designers are

uniquely skilled to collaboratively drive their organizations toward solutions that make business sense, delight the

user, and are technically feasible and supportable.

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