Experience Architecture: Designing for Human-Centred Transformation

By Hugh Evans 


The following is an excerpt from our white-paper Experience Architecture: Designing for Human-Centred Transformation. To read more about FromHereOn and the application of experience architecture to organisations visit our website, LinkedIn or download the whole white-paper here.


The FromHereOn Business Design Method

Our Business Design Method has evolved over 14 years of professional practice in architecture and design. It is not tightly scripted; the choreography is reshaped according to the business problem we are seeking to solve. The value add is less about the process itself but the insight, experience and judgment of those applying it to customise the steps, calibrate content and detail and choreograph the engagement process for a specific purpose.



Purpose & Motivation

This is the ‘get out of bed’ phase. Why should staff care about the work being done? Is it meaningful? Does it make sense? Do customers resonate with why we do what we do? It also lays out the desired vision and the means to achieve it, typically presented on a single page in a manner that is easy to understand and easily shared with stakeholders to guide actions in line with intentions.


Business Model Design

Popularised by the book ‘Business Model Generation1’ co-developed by Alexander Osterwalder and a number of strategists and design thinkers, we apply a strategic scenario planning approach that designs, prototypes and tests alternative business model configurations. Disruptive strategy is a product of arranging the elements of a business model, (the ‘business model mechanics2’) in a way that creates unfair advantages for challengers in existing markets or establishes entirely new market opportunities. This approach can also validate, or invalidate, existing assumptions about market positioning and performance and also partnership opportunities across a broader business ecosystem and value network.


Value Model Design

Understanding who we are in service of, what value we bring them and how that value is created in relation to the value network and business ecosystem is the focus of this phase. We identify who is our customer and determine the interests of other stakeholders including staff, suppliers, shareholders, the community and the environment. Importantly here we establish the brand promise, value proposition and core values of the organisation. This is designed to flow through all decisions, behaviours, and actions of people within the organisation in service of customers, staff and the other stakeholders.


Service Portfolio Design

Applying human-centred design practices we take an outside-in perspective to imagine better ways to realise desired experiences and benefits for our customers and staff. We apply design research, architecture research, data analytics, and continuous improvement approaches to ensure service portfolios evolve as consumers’ needs and demands evolve.


Operating Model Design

The business platform that enables the services requires consideration of desired business capabilities. Capabilities are comprised of people, processes, information, and technologies in support of core and support activities across an organisation’s value chain. Design tools include process models, financial models, technology models, performance models, risk models, HR frameworks, and combine current and target state blueprints to determine the gaps that exist for investment, which inform the execution roadmaps for the change program.


Resource Portfolio Design

This phase covers the analysis of the human, process, information, and technology resource portfolios within the organisation to identify opportunities for upskilling, as well as process, information asset or technology asset consolidation.


Transition Design

The roadmap for change that plots the changes required across people, process, information and technology dimensions of the organisation creating a design of the required program of work using transition architectures to guide and de-risk the program execution. These execution roadmaps might support whole-of-business strategy, customer strategy, HR strategy, digital strategy, information strategy, or technology strategy, and service transformation across a number of internal service portfolios, such as HR, finance, risk, marketing or lines of business.



About FromHereOn

We are a business design and architecture consultancy. We help redesign and transform organisations, to strengthen relationships with customers and staff, improving business performance and value.

Our approach combines human-centered design and strategic architecture methods, helping clients realise ambitious possibilities to innovate and stay ahead of the competition.

If you are interested in finding out more reach out we’d love to talk further about how we could partner with your business. If you would like to read more about FromHereOn and the application of experience architecture to organisations visit our website, LinkedIn or download the white-paper here.