Why would a major Las Vegas hotel consistently have a room service waiting time of 1.5 hours? Why would a major airline consistently have delays that torment a well-known design and usability consultant based in Boston? Why would a major financial services company try and cross-sell a credit card when a customer is in the middle of the highway reporting a car accident? What we've got here is a failure to communicate. Businesses are complex, with thousands of people, processes, business rules, systems, and products all impacting thousands of touchpoints that millions of customers interact with. If left unmanaged this complexity can be disastrous for the customer. An organisation's biggest asset is its employees, the way they work, communicate, and collaborate. This system needs designing just as much, if not more so, than the customer-facing experiences we spend most of our time on. It's time we turned our talents inward and designed ourselves. The concept of Enterprise Architecture has been around since the 80's. Management consultancies like Accenture have made it a staple offering and books have been written about it. Unfortunately, they're all wrong, or rather missing one key component. In this example-filled, thought-provoking session the audience will be challenged to think about their organisations differently, introduced to the missing component, and given a framework and language for effecting a cultural change amongst their business and technology partners.

1. HOW ORGANIZATIONS
LOST THAT LOVING FEELING
Richard Dalton, Head of Design, Capital One
richard.dalton@capitalone.com

6. UNINTENDED
CONSEQUENCES

8. WEB, MOBILE, VOICE,
EMAIL, MAIL …
PROD
DESIGN
ENG
CUST
BUSINESS PROCESS,
RULES, POLICY, HR,
LEGAL, OPERATIONS …

14. ENTERPRISE
ARCHITECTURE
CX JOURNEY
MANAGEMENT

15. 600 Orders / Second
310M Active Users
$178B Net Revenue
80+ Combat Aircraft
Simultaneous Launch
& Recovery
4.5 Acre Flight Deck
U.S. Navy photo by Mass Communication Specialist 2nd Class Lyle H. Wilkie III/Released. Public Domain. Cropped to fit.
http://www.navy.mil/view_image.asp?id=157497
Photo still from video: Amazon’s Eighth Generation Fulfillment Center.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

16. 600 Orders / Second
310M Active Users
$178B Net Revenue
80+ Combat Aircraft
Simultaneous Launch
& Recovery
4.5 Acre Flight Deck
Amazon
KIVA
Navy
Ouija Board
Photo: Sailors, making moves on the Ouija board. CC BY 2.0. Copyright © 2011. Cropped to fit.
U.S. Navy photo by Mass Communication Specialist Seaman Justin E. Yarborough/Released.
https://www.flickr.com/photos/usnavy/6057090202/
Photo: KIVA at Amazon. Cropped to fit.
http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-images_videos

17. Map
Customer’s activities, thoughts,
and goals through journeys
Connect
To touchpoints, and through them to business
process, rules, projects, and products, etc.

18. PROD
DESIGN
ENG
CUST
HR
BA
LEGAL

20. UNINTENDED
CONSEQUENCES

21. THANK YOU
Richard Dalton, Head of Design, Capital One
richard.dalton@capitalone.com