Posted on May 13, 2015 by

Designing from the end

As we enter a new age for technology, the opportunities for companies to connect with customers are becoming endless. The connected customer is also starting to demand more due to a much greater awareness of technology, and this is shaping the future direction of propositions.

The rate of change is not going to slow down anytime soon. If anything, competition in most industries will probably speed up even more in the next few decades.

Yet through all this change we seem to be stuck in the traditional delivery challenges. The benefits trap and the endless amounts of requirements often result in disjointed projects, and in some case no relationship to the overall strategy.

The ability for management to prioritise the investments that will make the biggest impacts for the business and its customers is also becoming even more complex.

So the question is how do we give management the lens to see the current and potential future, but also help delivery teams plan and execute?

Focusing on outcomes

An outcome driven approach forces people to focus on the things they aspire to be “able” to do for either the business or its customers. This differs from the traditional benefits view when stakeholders focus rather on solutions than on the needs of the end-users of the products or services they provide.

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Outcomes (and value) can be linked from strategy to their supporting projects, providing traceability, removing duplication, but importantly enables stakeholders to prioritise the outcomes that deliver the most value.

Shaping New Technologies

The alignment of outcomes and capabilities up front helps inform and align the right technology abilities needed to uplift the capability.


This outcome focus ensures technology teams all work towards the delivery of key customer and business outcomes rather than the traditional solutions only focus.

Part of a bigger picture

Clearly this change in mind-set has big returns for the business, and will help shape and deliver the things that matter.

Beyond the business there is also a bigger picture to design for, which is designing new/existing propositions.

The best propositions just work with no fuss and are able to meet our needs and expected outcomes, whilst still delivering those moments of magic

Over the coming weeks we will be sharing the early version of the Cohesive Enterprise Design Framework, which turns the insights from customers, and business outcomes into viable propositions.