Staying Relevant in the Digital Economy.    

Bringing  the  customer  and  the  business  together  as  one  

Mike  Clark,  Business  Designer  &  Technologist  

Who  Am  I…….  

Over  the  past  16  years  I  have  been  innova?ng,  and  delivering  large  organisa?onal  transforma?ons  across  a  variety  of  industries.  I  have  thrived  on  complexity,  and  have  always  brought  a  level  of  simplicity  to  the  most  complicated  of  challenges.    I  bring  a  crea?ve  and  logical  approach  to  organisa?onal  challenges,  which  enables  me  to  take  tradi?onal  and    innova?ve  approaches    and  combine  them  into  new  ways  of  thinking  and  working.  

Mike  Clark    Independent  consultant  &    Business  Partner  Livework  

Something  to  consider  

TradiConal  business  focus  areas  

A  focus  on  long  term  planning  

A  need  to  understand  the  best  way  to  deliver  new  offerings  

Greater  focus  on  business  operaCons  vs.  customers  

Focused  on  delivery  requirements  vs.  outcomes  

Return  on  investment  is  Ced  to  the  longer  term  plan  

Understand  the  key  products  of  the  organisaCon  and  maximise  the  profit  margin  

Focused  on  driving  shareholder  value,  regardless  of  complexity  

How  Architecture  tradiConally  used  to  respond  

Historically  the  Enterprise  Architect  was  seen  as  a  group  of  individuals.      Each  invidual  was  expected  to  know  all  aspects  of  their  discpline,  tasked  to  solve  all  technical  

challenges.  

Built  internal  focused  enterprise  models    

Architects  would  try  to  build  complex  models,  spending  significant  Cme  perfec?ng  them.  Time  was  their  alley,  and  the  customer  was  the  businesses  problem.  

Seen  as  governance  vs.  value  add  

Architects  were  seen  as  the  people  who  stopped  people  doing  things.    Management  looked  at  them  as  gate  keepers  vs  people  who  added  real  value  

Things changed……………..

Digital  has  reshaped  the  business  landscape  

Technology  companies  are  reshaping  the  business  landscape.  Companies  such  as  Google,  and  Pay  Pal  are  changing  the  way  we  think  about  money.  They  are  tapping  into  our  eco  

system  to  build  new  connec?ons.  

Apple  is  changing  the  way  we  think  about  payments  and  may  change  the  way  we  interact  with  companies.    

Big  players  have  entered  the  market  

Technology  which  was  once  trusted  needs  changing  

Legacy  mainframes  which  were  trusted,  were  now  under  the  microscope.  What  they  did  was  not  truly  understood.      

Complex  programs  had  been  built  up  over  ?me,  making  the  source  of  what  created  the  answer  difficult  to  find.    

Customers  want  interacCons  on  their  terms  

Customers  wanted  to  be  able  to  interact  with  the  organisa?on  through  a  variety  of    channels.  

 In  some  cases  the  customer  wanted  to  feel  part  of  the  organisaCon    

due  to  the  vast  amount  of  informa?on  available.  

Where do stakeholders start?.

With  so  much  new  technology  choices  become  complex  

With  the  rapid  pace  of  technology  change,  and  so  much  choice,  is  difficult  for  senior  management  to  know  where  to  start.  Understanding  which  technology  will  make  the  

biggest  impact  is  not  clear.    

Architects  apply  tradiConal  principles  to  new  problems  

Architects  aOempt  to  provide  the  answers  using  a  significant  number  of  industry  standards  as  part  of  their  analysis  

Focus  on  the  architecture  vs.  the  value  

The    analysis  presented  back  to  senior  management  requires  educaCon  of  new  architecture  terms  

Management  become  confused,  the  decisions  that  need  to  be  made  become  lost  in  the  detail.  

Shifting towards simplicity and value..

Collaborate  with  stakeholders  

Dropping  architecture  terms  enables  architects  to  build  early  relaConships.  Through  collaboraCon  real  business  problems  and  desired  outcomes  are  understood.  

Focusing  on  the  minimum  viable,  allows  for  co  creaCon  with  the  stakeholder.  Early  feedback  builds  partnerships,  ensuring  adop?on  of  content,  and  builds  value  quickly  

Deliver  the  minimum  viable  to  validate  answers  

Hide  the  complexity  of  architecture  and  present  familiar  

Architects  produce  the  same  viewpoints,  but  hide  the  complexity  from  management.  New  simplified  views  are  created,  which  are  familiar,  shiOing  the  focus  to  where  the  real  

decisions  need  to  be  made.  

CreaCon  of  views  that  are  easily  understood  

How will the Architect of the future respond

The  architect  of  the  future  is  no  longer  a  person.  It  is  a  diverse  team  of  business  technologists  who  represent  the  business  but  from  technology.  This  diverse  group  will  work  

together  to  translate  business  problems  into  technology.      

A  team  of  diverse  people  working  together  

The  Business  Technologists  of  the  future  will  represent  technology  at  the  business  table.  Rather  than  bring  solu?ons,  they  will  recommend  minimal  viable  technologies,  to  make  the  

biggest  business  and  customer  impact.  

Business  Technologists  will  sit  at  the  business  table  

How will the new technologists architect for the digital customer?

Will  be  able  to  understand  what  customers  care  about  

Start  to  architect  the  customer  and  the  experience  

                 

PuQng  the  customer  and  their  interacCon  preferences  at  the  heart  of  your  strategy  

PuQng  the  customer  at  the  heart  of  the  strategy  

Focus  on  the  journey  aligned  to  the  business.  

Able  to  understand  outcomes  customers  care  about  

Understand  what  capabiliCes  must  change  

Build  the  map  to  real  value  

               

Understand  channels  customers  need  

Digital  channels  extends  coverage  to  always  on  which  appeals  to  certain  genera?ons  

                 

           

Use  CollaboraCon  tools  to  start  to  connect  and  win  

Interact  and  engage  with  colleagues  and  customers  using  Enterprise  Social  capabiliCes  that  bring    

together  collaboraCon  &  communicaCons  tools  in  a  seamless  and  intui?ve  manner  

That  first  step  into  customer  experience  architecture  begins  in  London  on  December  4th  2014      hOp://liveworkstudio.com/collecCons/event/