Pave the Road to the Future

of Application Development
With Business Architecture
Marcus Blosch

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The Shift From Analog to Digital Organizations
Picks up Speed

Office-based Unaware Multichannel Distributed work

Manual In-store Physical Automated Virtual Intelligent

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To Support Digital Architecture Shifts From
Execution to Business Design
Uncertainty/Patterns/Insights Clarity/Focus

Strategy Execution

Business Traditional
Design EA

What’s possible? How can we get there? What are the initiatives?

Internal management consulting Following the process

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Key Issues

1. What is business design?

2. How is business design used?
3. How can business design link to technical execution?

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 What Is Business
Design?

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Business Design Is a Form of Internal
Management Consulting

Business design is the practice of creating value for

organisations, through improved performance,
achieved by providing objective advice and
implementing business solutions …
… by solving problems, providing outside
perspective, and enhancing business
capability. Business design brings niche skills
and a breadth of experience into organisations.

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Business Design Uses the Business
Architecture Landscape
Strategy & The strategy of the organization
Goals
The business ecosystem
within which the
The economics underlying Economic Ecosystem organization sits
the organization Model Model
How the organization
Business creates value and
Model
revenue
The financial model of Financial Service The services the
the organization Model Model organization provides
to its customers
Operating
How the business model is Model
executed in the real world

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The Models Used Depend on the
Business Problem
1
The executive team defines a new strategy to grow revenue.
Strategy &
Goals
The strategy will require changes to the business 3
model (and perhaps the addition of new ones). Economic Ecosystem
The business ecosystem may offer opportunities to Model Model
create these new business models. 2
Business
New services for customers will need to be Model
designed to execute the business model. 6 4
Financial Service
The operating model needs to change to support Model Model
the new services. 5
The financial model defines both success and Operating
Model
guardrails through the execution.

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Business Capabilities for the Bridge to the
Technology Architecture

Business
Capabilities

Technology
Architecture

Organizational Business
model Processes
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 Key Issue Take-Away:
Business design is a form of internal
management consultancy used to solve
business problems and help design
digital solutions

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 How Is Business
Design Used?

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 Digitizing
Patient
Care

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The Strategy

1
Strategy &
Goals Deliver superior patient outcomes
Economic Ecosystem
by digitizing patient care
Model Model
Create a better experience for the
Business patient and medical staff
Model

Financial Service Improve the efficiency of the

Model Model hospital’s operations
Operating
Model

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Compose Your Business Model Building Blocks
Customer Segments

Customer
Channels Experience
2

Offering Higher
Care
TheTechnology
is price
delivered
best for at
medical Revenues
Wealthy,
TheHigh tech
highesttouch,
Business savvy
quality
improves
care,
care,
home, increased
in efficiency
tailored
hospital,
to suit
patients
personalized
of care care
Model
and
patient
and productivity
yourfullyvolume
needs
digital
Value
Proposition Costs

Ecosystem
Partners Resources

Business Capabilities

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Designing the Digital “Service”

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Gain a Deep Understanding of Empathize
the Customer

• Observe: View users and their Observation

behaviour in the context of
their lives
• Engage: Interact with, and
interview, users through both Narrative
Interviews
scheduled and short “intercept” analysis
encounters
• Immerse: Experience what
your user experiences Social
networks

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Create the Consultant Experience Map Define

Review notes Discuss case Adjust treatment Observe outcomes Readjust

Doing View outcomes and Order tests &

Agree
Discuss approach updates Make treatments
Open case Discuss with adjustments to
medical with
Find patient Patient Add notes treatment
team Prescribe Update notes

Order tests
Visit patient Exit

Order Close case Consider

Review notes Review research Review treatment Review
Treatments
messages Options
& reports
Needs
§ Easy access to patient § Quick, visual access to key § Easy simple way to request
§ Informed conversation with § Easy, simple way to request tests and
records information tests and treatments
medical team treatments
§ Visual, easy to read, key § Ability to follow up § Simple way to keep records
§ Menu of treatment options § Simple way to keep records and notes
messages. and question and notes

Business Capabilities

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Create the Consultant Experience Map Define

Review notes Discuss case Adjust treatment Observe outcomes Readjust

Doing View outcomes and Order tests &

Agree
Discuss approach updates Make treatments
Open case Discuss with adjustments to
medical with
Find patient Patient Add notes treatment
team Prescribe Update notes

Manage Provide
Visit patient Patient Records
Order tests
Patient Details Exit

Order Close case Consider

Review notes Review research Show Treatments Review
messages
treatment
Options
Review

Patient Data & reports

Needs
§ Easy access to patient § Quick, visual access to key § Easy simple way to request
§ Informed conversation with § Easy, simple way to request tests and
records information tests and treatments
medical team treatments
§ Visual, easy to read, key § Ability to follow up § Simple way to keep records
§ Menu of treatment options § Simple way to keep records and notes
messages. and question and notes

Business Capabilities

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Service Blueprints Are a Powerful Prototype
Design Tool
Adjust Observe
Stage Review Notes Discuss Case Outcomes
Readjust
Treatments
Step
Front-Stage
Capabilities
Capabilities
Back-Stage

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Get It Into the Customer’s Hands Prototype
as Quickly as Possible

• Getting ideas and explorations

out of the head into the Service
customers hands blue prints

• A prototype can be anything with

a physical form: a wall of post-it
notes, a role-playing activity, a
space, an object, an interface, Mock ups Story boards
a storyboard
• Keep prototypes rough and rapid
to learn quickly and investigate a Lite
lot of different possibilities development

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Business Capabilities for the Bridge to the
Technology Architecture

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 Key Issue Take-Away:
Business design bridges “customer” needs
and digital solutions

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Build Your Business Design Competencies
Business ecosystem
Business and Information Behavioral

Business model innovation

Strategic thinking
Understanding business organization, politics
and culture Conceptual thinking
Understanding the business ecosystem
Coaching, delegating and developing
Customer behaviors Results orientation
Business Model Innovation
Understanding global/local business
differentiation Leading, inspiring and building trust
Digital business literacyInfluencing and persuading
Knowledge of customer behaviors, needs, and
expectations
Broad network of business relationships Collaboration / teamwork
Business Acumen
Leading business change Creative/Innovative thinking
Resolving conflicts and problems
Adaptability
Digital business literacy
Expertise in the relationships, dependencies, and Creative and Innovative Thinking
Analogous industry assessment
flows of information Openness to learning
Knowledge of social and ecosystem data
Risk taking Technical
Digital trends
Knowledge of data from operational technology
Understanding of how to access and use open Break-the-box
Decisiveness thinking Lean
Understanding existing systems and technology
Designing and developing solutions
data and dark data
Accountability Applying models, tools and methods
Internet of Things
Revenue centric creativity
Social analysis
Communicating, listening and information
gathering Gamification
Integrating solutions
Designing modular architectures
Tracking of emerging trends Break the box thinking Understanding digital and emerging technologies
Analogous industry assessment Applying 'lean start up' / Agile methods
Creative solution building
Knowledge of data from the Internet of Things Gamification

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Develop Your Service Design Process

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Bridge Business Design and IT With Fusion Teams

Product owner
(from the business)
Business team members
(for example from BUs,
customer service, sales, etc.)

IT team members
(for example technical
specialists, developers, etc.)

Business architects External resources

with specialist skills

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 Key Issue Take-Away:
Business design brings together business and
IT individuals and teams

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Recommendations

Build the business design capability in your organization

Start small — focus on a small set of models and deliverables
(minimum viable)
Bring business, business design and IT teams together
— through fusion teams and product approaches
Build continuous improvement in — constantly refine
your model, add and subtract where needed
Get coaching — use resources like Gartner to help
you get it up and running

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Recommended Gartner Research

Better Digital Business by Design With the Business Architecture Landscape

Marcus Blosch and Saul Brand (G00739500)
Use Value Streams to Drive Customer Centricity, Design Services
and Operating Models, and Technology Platforms
Saul Brand, Marcus Blosch and Mike West (G00729804)
Use Design Thinking to Architect Customer Experience Into Your Digital Platforms
Marcus Blosch (G00724987)
Enterprise Architecture Must Evolve Into an Internal Management Consultancy
Marcus Blosch and Saul Brand (G00450389)
Strategic Architecture Roadmap for Composable Enterprise
Applications (Presentation)
Yefim Natis (G00743162)
For information, please contact your Gartner representative.
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