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.

1. Designing to shift Enterprise Ecosystems
Mike Clark, Business Designer
Milan Guenther, Partner, eda.c

14. Business Architecture
“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.”

15. The Business architect – What role do they play
Business architects are the
flash light, which enable
stakeholders to see.

16. Enabling impact analysis and
ensuring the right strategies
are chosen

17. building a bridge between the business and IT

18. Providing a toolbox of standards, methods and competencies

19. Helping define the stock
room of the business, which
enables reuse,
traceability and common
language

20. Business architecture – How is content used?
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.

21. Business architecture – Why do it




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.

22. Although is an integrated view something is missing?

23. 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?

24. Thinking Differently

25. Business Architecture + Service Design = Enterprise Design

28. Full outside in and inside out alignment

29. Enterprise Design - 360 view of the customer

31. Business Architecture and Service – Legos and Build
Stumble upon event –
sparks my interest,
mark for follow-up
Look into details,
schedule, location,
people, prices
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
Background Material
Service
Registration Support
Service
Manage Event Service
Point of interest
service
Learning and after care
Service
Provide Event
Background
Register Attendees
Deliver the Event
Provide Customer
Event Support
Provide Continued
post event Support
Role/Actor:
Event Participant
Context
Customer Experience
Story
Lead Persona:
John the Early Bird
Looking at Twitter
followers Phone/Tube
Service Design &
Definition
Customer Interaction
Service Line:
Event Management
Event Notification
Service
Capabilities
Business Architecture
Value Stream
Business Enablement
Communicate Event
Marketing
Communication
Management
Channel
Management
Collateral
Management
Customer
Management
Event Management
Collateral
Management
Training &
Development
Management

32. 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?

39. Mike Clark
Business Designer
Independent Consultant
@mclark497
http://bridging-the-gap.me
Milan Guenther
Partner, eda.c
Paris
milan.guenther@eda-c.com
@eda__c