designing to shift enterprise ecosystems - global service design conference 2013 - with mike clark
DESCRIPTION
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.TRANSCRIPT
Designing to shift Enterprise Ecosystems
Mike Clark, Business Designer
Milan Guenther, Partner, eda.c
“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
The Business architect – What role do they play
Business architects are the
flash light, which enable
stakeholders to see.
Enabling impact analysis and
ensuring the right strategies
are chosen
building a bridge between the business and IT
Providing a toolbox of standards, methods and competencies
Helping define the stock room of the business, which enables reuse, traceability and common language
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?
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
Although is an integrated view something is missing?
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?
Thinking Differently
Business Architecture + Service Design = Enterprise Design
Full outside in and inside out alignment
Enterprise Design - 360 view of the customer
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
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Business Enablement
Cap
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Arc
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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
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?
Mike Clark
Business Designer
Independent Consultant
@mclark497
http://bridging-the-gap.me
Milan Guenther
Partner, eda.c
Paris
@eda__c