irm ea 2014 - designing experiences with outside in architecture - mike clark & milan guenther
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 enterprise’s 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 defaultTRANSCRIPT
Designing Experiences with Outside-In Architecture
Mike Clark, Business DesignerMilan Guenther, eda.c
Enterprise Architecture Conference Europe
June 16-18 2014
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© 2010 eda.c. all rights reserved
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 tomorrow‘s data-driven collaborative intelligence tools.
8pirobase 8
9pirobase 9
release logos- - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
© 2010 eda.c. all rights reserved
support of collaborative decision-making
selecting candidates to view together from a tablet device
© 2010 eda.c. all rights reserved
progress of the driving behaviour
overview of activated challenges
© 2010 eda.c. all rights reserved
vw bluetrack
mobile assistence system for sustainable driving
for volkswagenwolfsburg
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 display
smartphone used as monitor in the cabin
virtual scenarios show the drivers the results of their fuel savings and the results of additional measures can be calculated.
thus bluetrack does not only promote an environ-mental friendly driving behaviour, but also com-municate green technologies and strenghen the brand image of a sustainable company.
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.
© 2010 eda.c. all rights reserved
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 newenterprise
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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:hirefiremergesellbuyexpandconsolidatequit
cupcakes- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
# Transactions
€
# Transactions
Corpora
te A
wkwar
dness
A
# Transactions
Corpora
te A
wkwar
dness
A
Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
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 aspectsbase 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
GA
P
GA P
Customer
Outside in Inside Out
Organisation
TechnologyCapabilityResources
ProcessOfferings
ExpectationsMotivations
NeedsExperience
Desired outcomesService 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
CustomerOutside in Inside Out
OfferingsCapabilitiesChannelsProcesses
Brand Promise
NeedsBrand Experience
ExperiencesMotivationsConstraints
Organisation
Full Alignment
Needs
Delivery/Manage
Common information
Alignm
ent
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
touchpoints
people
information
things
services
function
interaction
places
organization
content
structure
operation technology
AN
AT
OM
YF
RA
ME
SD
ES
IGN
SP
AC
ER
EN
DE
RIN
G
enterprise
design
framework
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BIG
PIC
TU
RE
architecture experience
1
Prepare
2
Discover
3
Define
4
Ideate
Small iteration
Big iteration
5
Validate
6
Implement
7
Deliver
1
Prepare
2
Discover
3
Define
4
Ideate
5
Validate
6
Implement
7
Deliver
Divergent ModelsAbstract > DetailedUnderstand & Explore
Convergent ModelsDetailed > AbstractThink & Define
Divergent ModelsAbstract > DetailedMake & Create
Convergent ModelsDetailed > AbstractShow & Tell
Small iteration
Big iteration
Constraints
Opportunities
Ideas
Concerns
Questions
Stor
y
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
Cont
ext
Cust
omer
Exp
erie
nce
Serv
ice D
esig
n &
De
finiti
on
Business Enablement
Capa
bilit
ies
Valu
e St
ream
Busin
ess A
rchi
tect
ure
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 Service Point of interest
serviceLearning and after care Service
Marketing Communication Management
Collateral Management
Customer Management
Training & Development Management
Collateral ManagementEvent Management
Communicate Event Provide Event Background
Register Attendees Deliver the Event Provide Customer Event Support
Provide Continued post event Support
Channel Management
Mike Clark & Milan Guenther, first presented at the SDN Service Design Conference 2013
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11
Our draft enterprise mapping combines those aspects in a single model.
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DRR Framework
Evidence
Events
Community
Management
UNISDR.org
PreventionWeb.net
Campaign Sites
Event Sites
Level of Involvement
UNISDR
National Governments
Local Governments
Regional Governments
United Nations
Media
Champions
Parliamentatians
Private Sector
NGOs
Red Cross
Worldbank / Donors
Academic Community
Citizens
Teachers / Children
Networks
Understand the Mission
Discover DRR
Get Involved
Overview / Introduction
Explanations
AnnouncementsParticipation
Public Social Networks
Business Case
Message
Identify Individual Challenges
...
...
Monitoring
Statistics
Calendar
Topic Discussion
...
Tools
Measures
...
Global / Regional Platforms
Dating
...
Progress
...
...
Workshops
Collaboration
...
Support
Learn / How-to Collaborate
Awareness Guidance Capacity Implementation
Valu
eAc
tors
Serv
ice
Line
sD
igita
l Int
erac
tion
KPIs KPIs KPIs KPIs
100%
80%
10%
5%
The benefits
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
What else is in it for
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” alignment
Architecture rigor to customer design
Ready to take the first step?
save the dateea forum on enterprise designby irm and eda.caugust 25-27 2014 in venicewww.irm.se/ea-forum-in-venice
Mike Clark, Business DesignerIndependent Consultant
@mclark497uk.linkedin.com/in/michaelclark01
www.bridging-the-gap.me
360 cohesion
Milan Guenther, Partnereda.c, Paris
@eda__cfr.linkedin.com/in/milanguenther
www.intersectionbook.com