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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
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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?
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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?
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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
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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
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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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