Applying an outcome driven design approach to strategy and protect delivery ensures the right things are delivered at the right place and time. This presentation shows how you can change your mindset to deliver the things that bring maximum value to the business and its customers, no matter the industry.

1. Presentation
Outcome Driven Design
OVERVIEW
Cohesion © 2015

2. Who Am I…….
Over the past 16 years I have been innovating, and delivering
large organisational transformations 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 creative and logical approach to organisational
challenges, which enables me to take traditional and
innovative approaches and combine them into new ways of
thinking and working.
Mike Clark
Founder of Cohesion 360 &
Business Partner Livework

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Cohesion 360 was created to bridge a gap
Bringing together skills of design and architecture, we enable companies to plan and deliver
cohesive changes, which are designed around needs and experiences of people, through
use of customer centric structures, systems and capabilities.

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Something to consider…
Technology is changing every aspect of our lives. What was previously just a
business problem is now a cross industry concern.

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Customers are changing the business landscape
Customers are changing the way services are designed, through interactions and
demands they are reshaping and evolving
a greater number of established business models

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Cities are being transformed by customer demands
Technology and customer demands have reached physical spaces. Cities are now blending
technology and design spaces as customers demand a connected experience no matter the
location.

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Combined with other factors pressure continues to grow
Market forces which were once silent suddendly are adding greater controls and
starting to demand daily changes.

8. These changes bring challenges..

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Board room decisions becoming more complex
With so much choice and complexity the ability to focus on the things that
create the most value for the business and its customers is becoming
even more difficult.

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The strategy and execution gap is becoming wider
Even when choices are made the gap between those choices and the delivery is becoming
even wider. Leading to duplicate portfolios and in some cases duplicate deliveries of the
same thing.

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Technology decisions becoming more complex
Balancing older technologies with the new advancements customers demand is becoming
even more complex. Making the right choices is often unclear, and hidden in vast amounts
of requirements.

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Customers expectations are struggling to be met.
As internal changes are made, the outcomes that make a difference to customers are often
not understood, leading to frustrated customers.

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New competition is entering the market daily
To add to the complexity new companies are entering the market place, reshaping
established business models, and delivering outcomes people expect.

14. We need to think differently..

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Shifting the focus to outcomes
Shifting the focus to outcomes enables people to design from the end, focusing on the
things that customers and the business wish to be “able to do”

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Outcomes move the focus away from benefits
Starting with outcomes makes people focus on the things that create the benefits, stopping
people getting stuck in the benefits trap.

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Improves collaboration between teams
An outcome focus enables customers, business and technology teams to co-create and
prioritise the outcomes that make the biggest impacts.

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Builds a connection to customers and industry
Outcomes build a natural connection to what customers want and what the business needs
to design/deliver

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Bridges a gap
Needs & Outcomes
Delivery & Manage

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Outcomes and value will direct multiple industries

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Leading to more focused decisions
An outcome focus puts things into business terms enabling senior stakeholders to make the
decisions that really make a difference.

22. Outcomes create a new approach to change..

23. At the outset, stakeholders are asked not to focus on solutions, but to think through the
needs and outcomes required to make the biggest impact for the business and its
customers.
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Enables design from the end

24. To add structure outcomes can be
grouped into categories, which can either
be industry specific or grouped generically
by capability.
These groupings help teams manage
outcomes efficiently, but also enable clear
transparency of the types of outcomes
each project or strategy is working
towards.
Outcomes can be grouped

25. Working backwards from the outcomes, stakeholders can shape a strategy, define a
project and determine the capabilities needed to realise the overall outcome, and
associated value.
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Outcomes shape the portfolio

26. Outcomes (and value) can be linked from strategy to the supporting projects, providing
traceability, removing duplication, enabling stakeholders to prioritise the outcomes that
deliver the most value.
Outcomes align all perspectives

27. Alignment of capabilities provides early insight into existing capability gaps or in some
cases the need to create new capabilities.
Capability alignment to outcomes provides a holistic view of change across strategy and
project portfolios, removing the potential of duplicate outcome delivery.
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Outcomes
Business Capabilities
Able to use customer
insights to provide relevant
customer information on
their policy.
↔ Insight and data
Management
Able to Improve execution
by introducing delivery
support
û Delivery Support
Outcomes help shape new capabilities

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ValueBenefits
Outcome
Able to use customer
insights to provide
relevant customer
information on their policy.
Increase Policy
Transparency Increase Revenue
Senior management are able to start from the key values and determine, which outcomes,
will generate the biggest value for the business and its customers.
Outcomes create a path to real value

29. An outcome focus ensures technology teams work towards the delivery of outcomes
rather than the traditional solutions only focus.
Holistic views of outcomes lead to the creation of shared technology abilities, which can
be accessed by multiple business units and customers.
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Outcomes
Business
Capability
Technology
Response
Leading to the right technology changes

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ValueBenefitsOutcomeCapability
Impacted
Enabling
Project
Technology
Enablers
Creating full traceability and a focus on the right changes

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Leading to roadmaps of outcomes and value
A roadmap of outcomes, helps articulate the outcomes being delivered overtime. Helping
stakeholders prioritise outcomes, and projects based on the beneficiary, and also the value.

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Clearer view of capability impacts

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Providing full traceability across portfolios
Once outcomes are understood we change the way portfolios are managed, providing full
traceability and an understanding of broader impacts.

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Leading to a cohesive design
The use of outcomes and the understanding of “when” and “whom” to deliver them, leads
to a more connected design, which is shaped around the needs of people.

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What outcomes will you create?

36. CONTACT
Mike Clark
Mike.Clark@cohesion360.com