OMG 2014 Business Architecture Innovation Summit - Aligning design with Business Architecture
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Transcript of OMG 2014 Business Architecture Innovation Summit - Aligning design with Business Architecture
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Aligning Design with Business ArchitectureCreating the elusive 360 model of the business
Mike Clark, Business Designer
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Traditional decision making environment
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Traditional Business Focus Areas
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A focus on long term planning
Traditional Business Focus Areas
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Traditional Business Focus Areas
A need to understand the inner workings of the organisationA focus on long term planning
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Traditional Business Focus Areas
Greater focus on business operations vs. customersA need to understand the inner workings of the organisation
A focus on long term planning
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Traditional Business Focus Areas
Focused on delivering requirements vs. outcomesGreater focus on business operations vs. customers
A need to understand the inner workings of the organisationA focus on long term planning
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Traditional Business Focus Areas
Return on investment is tied to the longer term planFocused on delivering requirements vs. outcomesGreater focus on business operations vs. customers
A need to understand the inner workings of the organisationA focus on long term planning
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Traditional Business Focus Areas
Understand the key products of the organisation, and maximise profitReturn on investment is tied to the longer term planFocused on delivering requirements vs. outcomesGreater focus on business operations vs. customers
A need to understand the inner workings of the organisationA focus on long term planning
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Traditional Business Focus Areas
Focused on driving shareholder value, with limited complexityUnderstand the key products of the organisation, and maximise profit
Return on investment is tied to the longer term planFocused on delivering requirements vs. outcomesGreater focus on business operations vs. customers
A need to understand the inner workings of the organisationA focus on long term planning
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How has Architecture responded?
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Build a bridge between all business areas
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Adopted a variety of frameworks
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Developed a toolbox of standards, methods and competencies
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customer
capabilities
offerings locations
process people
Built out the stock room of the business, which enables reuse, traceability and common language
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Used the stock room to create integrated viewpoints
customerpeopleprocess
offeringscapabilities
locations
Business Model Viewpoint
Business Architecture Viewpoint
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Enabled the organisation to build holistic views
clear view of horizontal business
impacts
prioritise business and IT transformation
programmes
common language across the wider organisation
rapid impact analysis, providing transparency into complex business challenges
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Seems sensible, but then things changed...
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CustomerFacebook
YouTube Innovation
MediaDesignServices
QualityExpectations
social network
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The customer is now almost part of the organisation, they have the power to make or break an organisation
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Unpredictable economy and regulatory constraints are forcing organisations to change on a daily basis, whilst still trying
to respond to customer needs
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New Business Focus Areas
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New Business Focus Areas
A focus on short term adaptable planning, but still keeping a longer term view
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New Business Focus Areas
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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New Business Focus Areas
Greater focus on how the business is aligned to the customer needs
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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New Business Focus Areas
Greater focus on how the business is aligned to the customer needsFocused on delivering outcomes with a clear value
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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New Business Focus Areas
Greater focus on how the business is aligned to the customer needsFocused on delivering outcomes with a clear value
Return on investment is aligned to every activity and is realised almost daily
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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New Business Focus Areas
Understand the key services and maximise the customer experience
Greater focus on how the business is aligned to the customer needsFocused on delivering outcomes with a clear value
Return on investment is aligned to every activity and is realised almost daily
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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Understand the key services and maximise the customer experience
Greater focus on how the business is aligned to the customer needsFocused on delivering outcomes with a clear value
Return on investment is aligned to every activity and is realised almost daily
Focused on driving many aspects of value i.e. customer, business, shareholder
New Business Focus Areas
A focus on short term adaptable planning, but still keeping a longer term viewA need to understand the customers and their needs
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Customer and their needs?
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The reason customers use our offerings, is to achieve needs in their livesWithout these needs, we would have no customers
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Customer as a person
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Customer and their metrics
Customers use a set of metrics (performance measure) to judge how well a need is being fulfilled and how an offering performs
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Customer interactions
Customers are able to interact with the organisation through a variety of channels
In some cases the customer feels part of the organisation due to the vast amount of information now available
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Customer and their Brand Perceptions
Customers now have so much choice, the brand message and customers perception of the organisation become more crucial
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Organisation and the customer aligned?
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Have we solved the customer challenge?
Through all the efforts of architecture and standardisation, why do customers still feel frustrated?
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The Gap
GAP
GAP
CustomerOutside in Inside Out
Organisation
TechnologyCapabilityResources
ProcessOfferings
ExpectationsMotivations
NeedsExperience
Desired outcomesService quality
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Thinking differently
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Bringing Design into Architecture
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Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to business delivery
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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
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The customer is brought into architecture
CustomerOutside in Inside Out
OfferingsCapabilities
ChannelsProcesses
Brand Promise
NeedsBrand Experience
ExperiencesMotivationsConstraints
Organisation
Full Alignment
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Needs
Delivery/Manage
Common information
Alignment
Full
Common information
Full outside in and inside out alignment
The customer is brought into architecture
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Achieve Full Impact Analysis
Incorporating Design with architecture enables us to focus on the experience of the customer with an alignment to business delivery
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Creation of a new approach
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We create a standard view of customer
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The New Model
Mike Clark & Nick Malik 2013
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New Viewpoints
Mike Clark & Milan Guenther 2013
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We start to focus on outcomes
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Customer desired outcomes
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Business implementation of outcomes
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Benefits realisation
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We adopt a new approach to change
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We start to focus on the needs the business serves, and how they serve them
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We can then think about the ends and means (products, pricing and channels)
and how they effect the offerings
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Then consider how the business builds its offerings (capabilities product bundling and including regulatory aspects)
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Finally consider how the business will grow(focus on the end in mind)
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The benefits
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Customer needs consistently aligned to the delivery
By understanding the tasks our customer performs we are able to align these to the various offerings and capabilities the business
requires to put in place to enable the customer needs
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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
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What else is in it for you?
Full “Outside in” and “Inside out” alignment
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What else is in it for you?
Full “Outside in” and “Inside out” alignmentArchitecture rigor to customer design
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What else is in it for you?
Focused marketing, targeting the right customers, through the right channels
Full “Outside in” and “Inside out” alignmentArchitecture rigor to customer design
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What else is in it for you?
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” alignmentArchitecture rigor to customer design
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What else is in it for you?
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” alignmentArchitecture rigor to customer design
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What else is in it for you?
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” alignmentArchitecture rigor to customer design
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What else is in it for you?
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” alignmentArchitecture rigor to customer design
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What else is in it for you?
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” alignmentArchitecture rigor to customer design
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Ready to take the first step?
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Thank You
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Mike Clark, Business DesignerIndependent Consultant
@mclark497uk.linkedin.com/in/michaelclark01
http://bridging-the-gap.me
360 cohesion