Business Design Explained
For around five years now, we have been talking about, practicing, and perfecting the process of Business Design (BD).
And now it is time to expand on what we have learned, and consider digital business design, and its significance to organisations today.
When we started at Alive, we always knew the work we were doing was important. We knew this because we saw organisations; big, small, private, public, not for profit, for profit, complex and simple all struggling with a similar problem.
…what are we doing with digital technology, and how we can we use digital technology to make our business more productive, engaging, and attractive to customers and employees?
Recently, we have seen this opportunity increase, as organisations have begun to search for these same answers across ALL digital systems. As digital disruption, digital transformation and user experience have all started to gather a greater following, organisations, and the people who lead them have started to expand their focus beyond the realms of mobile first and mobile only. Paul Adams, over at Intercom published a provocative and challenging post on the subject, and asked the question “Why mobile first may already be outdated”
As far back as 2013, Randy Heffner (no relation to Hugh I believe?) began to circulate thinking on the concept of digital business design and integration. His article titled “Digital Business Design is the new Integration” explained digital business design as:
A business-centered approach to solution architecture, implementation, and integration that brings business and technology design together by placing design priority on user roles, business transactions, processes, canonical information, events, and other business aspects that embody a complete definition of a business.
Randy went further to add that digital business design:
…begins with a businessperson’s view of well-oiled business operations: streamlined processes, consistent transactions, unified tools for each user role, purpose-built views of data, and the like. It designs these first — that is, it centers on business design…
We like this concept a lot.
We also believe that Randy was ahead of his time. Most clients we speak with recognise the benefits of this very approach – the design and development of digital products or systems begins with a business-persons view of well oiled business operations.
Imagine the power of digital technology and the speed at which organisations could transform if this approach was more widely adopted?
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