Using Business Design to shape the successful delivery and adoption of next generation technology

1. GUIDING THE
ADOPTION OF AI
WITH BUSINESS
DESIGN
BY WHYNDE KUEHN AND
MIKE CLARK
COPYRIGHT © 2020 WHYNDE KUEHN AND MIKE CLARK

2. 2
Business Landscape is
Changing

3. Projects Scope and Background
Traditional businesses had a clear direction and
approach to generating value
Market Knowledge
• Clear understanding of the
markets and how best to
compete
Time Known Parties Control
• Delivering value was
managed in a time frame
that enabled the business
to prepare
• Clear set of people to
engage with, ensuring the
process of delivery became
predictable
• Well understood
governance model,
ensuring controls in place
to predict the business

4. 4
Growth of the
internet, data and
computing power
has changed the
way customers
interact with
businesses

5. 5
This combination
has created a
perfect storm that
will change the
very fabric of
business and life

6. Projects Scope and Background
Out of this perfect storm
came the commercial
adoption of AI, touching all
aspects of our lives
Correcting spelling, automating jobs, to extreme of enabling driverless cars, AI is quickly
becoming pervasive, changing everything we know, driving race for business adoption.

7. Organisations adopting AI find themselves exposed to an ever-growing list of stakeholders, whose
needs must be understood and managed.
Community Regulators Ethical Bodies
Environment Workforce Modern Customer

8. 8
What is the North Star?
How do leaders move forward confidently
in the right direction, whilst also delivering
an exceptional experience to customers,
addressing workforce challenges, and
balancing the demands of stakeholders?

9. Business Design
busi·ness | ˈbiz-nəs de·sign | di-ˈzīn
Business design is a collection of disciplines that work together from an outside-in human perspective and
an inside-out organisational perspective to inform and translate changes to an organisation into actionable
initiatives, such as those introduced by AI opportunities.

10. Business design serves as a guide for AI adoption to help executives
lead their organisations toward true north and stay on course.
Unearth
Workforce
Implications
Provide the
Structure for
Governance
Improve
Customer
Experience
Identify and
Point to
the Data
Manage
Stakeholder
Concerns
Create a Path
for Delivering
Change

11. Projects Scope and Background
Business design helps leaders make
better decisions about AI workforce
implications and planning.
Business design can illuminate:
• New capabilities or changes to how
capabilities operate requiring new
workers or new skills
• Transparency to provide a basis for 360-
degree completeness checks before
implementing
• Capability automation opportunities
• Human and AI interactions
360-Degree Decision-Making
Service Blueprints and
Customer Journeys
Products and Services
Value Streams
and Capabilities
Customers and
Stakeholders
Processes
Technology
Information
Strategies and
Objectives
360-Degree Decision-Making

12. Projects Scope and Background
Business design creates
transparency for AI
governance and builds it in
from the beginning.
Business design creates a concrete tie between policies, ethics, and sustainability concerns to the
customer journeys, value streams, capabilities, processes, and technology that implement them.
When establishing AI, establishing this concrete tie up front helps organisations:
• Inform leaders on AI risks for decision making
• React quickly to shifting AI regulations, ethics, and other expectations
• Demonstrate compliance and transparency for AI policies and transparency for ethics
• Pinpoint root causes of AI issues for resolution

13. Projects Scope and Background
Business design leverages AI to
design a better human experience.
AI can improve experience in a many ways, but if not implemented well, it can also detract from
experience when customers lose the human connection or face issues.
Business design improves customer experiences because organisations can:
• Design a service that considers the needs of people
• Design an experience that leverages the best solutions internally and externally
• Design an experience for everyone
• Continually test with people

14. Projects Scope and Background
Business design helps not
only to identify the data that
will power AI but also ensures
all appropriate guardrails
have been considered and
are put in place.
Data is incredibly powerful and a key component of AI, though if not implemented well it can have
negative effects for customers, brand and reputation.
Business design helps organisations:
• Build trust and make customers want to share their data
• Understand how AI decisions are made
• Understand what data is needed and when
• Secure data and ensure it is protected

15. Projects Scope and Background
Business design facilitates organizational
sustainability focused on all stakeholders.
In our connected world, leaders are no longer just making decisions for their organizations but must also
balance AI opportunities with the implications on other stakeholders beyond their typical purview.
Business design helps organisations:
• Address sustainability concerns in new ways with AI
• Perform and track stakeholder impact analysis
• Track sustainability performance
• Bring a new dimension to human experience
Opportunities
With AI
Stakeholder
Implications

16. Projects Scope and Background
Business design enables
effective strategy execution.
The opportunities and implications arising from AI will introduce change that needs to be translated into
action, from both outside-in and inside-out perspectives.
Business design helps organisations:
• Assess, reimagine, and reshape their business models
• Identify AI usage scenarios
• Set the vision, priorities, and path to execute AI-related changes successfully

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How can the
deployment and
management of AI be
successful without
business design?

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But business design
needs to practiced in the
right way: strategic,
seamless and focused on
practical business value.

19. Moving into action requires leaders to introduce some mindset
shifts into their organisations and invest in new ways of thinking.
Build greater systems thinking
skills and competencies to
manage complexity
Commit to the journey of
establishing a business
design practice
Think Outside-In For
Customers and Society

20. 20
Recommendations for Moving Forward With AI and Business Design
Declare your
intentions and start
building your business
design practice
Establish a
baseline for your
business
blueprints
Frame your current
AI efforts within the
business blueprint
Focus on the
human needs
Design with
the end in
mind
Define and understand
the capabilities and
required abilities needed
to bring AI to life
Test and learn
with all
involved
parties
Embed
governance
and think
beyond the
walls of
business

21. Projects Scope and Background
AI offers a new dawn for business with
business design playing a key role
The future is unclear, but AI has the
potential to reshape what we know
and transform all our lives.

22. 22
With the right tools and
methods, AI can flourish
and deliver on its
promises.
Business design and
human centric
approaches offer this
hope.

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Are you ready to take that first
step!

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Thank You!
Whynde Kuehn Mike Clark
mclark497@googlemail.comwhynde.kuehn@s2etransformation.com