digital ea transfer of knowledge kementerian / agensi...

DIGITAL EA TRANSFER OF KNOWLEDGE Kementerian / Agensi (SESI 1)

1Government Enterprise Architecture

Presented By:Hasan Ganny bin Hanif Francis / Mohamad Fazli Abd Azis

Enterprise Architecture ConsultantATD Solution

Agenda08.00 – 08.30 : Pendaftaran

09.00 – 09.15 : Sesi Ice Breaking

09.15 – 09.45 : Taklimat Pelaksanaan Pemindahan Teknologi (TOK) Kementerian/Agensi

09.45 – 10.30 : Pengenalan Life-Event dan Customer Jouney

10.30 – 11.00 : Rehat

11.00 – 11.30 : Mengenalpasti Bisnes dan Value Proposition

11.30 – 12.00 : Mengenalpasti Fasa Utama dalam Customer Journey

12.00 – 12.30 : Menerangkan Key Customer journey

12.30 – 13.00 : Menerangkan Persona

13.00 – 14.00 : Rehat

14.00 – 15.30 : Melakar Customer Journey Map

15.30 – 15.45 : Rehat

15.45 – 16.00 : Melakar Customer Journey Map (Sambungan)

16.00 – 17.00 : Pembentangan Customer Journey Map

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ICE-BREAKING

3

TAKLIMAT PELAKSANAAN PEMINDAHAN TEKNOLOGI (TOK) KEMENTERIAN/AGENSI

5

TUJUAN

Mengenalpasti business case danperkhidmatan end-to-end menggunakanradas analisa bisnes

1

Mengaplikasikan metodologi1GovEA2

Menggunakan template Repositori1GovEA3

25 KEMENTERIAN

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5 AGENSI BARISAN HADAPAN7 AGENSI PUSAT

Hala Tuju

Perkhidmatan Digital Bersepadu dan

Terangkum

PENDIGITALAN PENYAMPAIAN PERKHIDMATAN KERAJAAN

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8

Pengukuhan gerbang tunggal perkhidmatan digital

Sektor Awam berteraskan Life-Events

Peluasan perkhidmatan digital secara end-to-end

Pewujudan ID digital untuk memudahkan akses oleh

rakyat

Mengenal pasti keperluan dan ekspektasi rakyat merentasi

keseluruhan spektrum perkhidmatan yang BERTERASKAN

LIFE-EVENTS

Memantapkan gerbang tunggal perkhidmatan digital MELALUI

PORTAL MYGOVERNMENT sebagai laluan utama

perkhidmatan end-to-end berteraskan life-events

Merasionalisasi dan mengkonsolidasikan aplikasi

perkhidmatan agensi bagi MENINGKATKAN

INTEROPERABILITI dan kebolehcapaian kandungan

PERKHIDMATAN KERAJAAN DIGITAL BERFOKUSKANRAKYAT DAN SELAMAT

Sesi PEMINDAHAN TEKNOLOGI

12 APRIL – 10 MEI

9 TREK (2 group parallel)

DOMAIN PERKHIDMATAN

4 SESI SETIAP TREK

4 HARI

FOKUS : BUSINESS DOMAIN

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PERKHIDMATAN KERAJAAN

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PERKHIDMATAN KERAJAAN MENGIKUT SEKTOR DAN KLUSTER

6 Clusters in Economic Sector

1. Agriculture / Pertanian

2. Commerce and Industry/ Perdagangan dan Industri

3. Transport / Pengangkutan

4. Energy & Public Utilities / Tenaga dan Utiliti Awam

5. Research and Development / Penyelidikan dan

Pembangunan

6. Communications / Komunikasi

7 Clusters in Social Sector

1. Health / Kesihatans

2. Education dan Training / Pendidikan dan Latihan

3. Culture, Youth and Sports / Kebudayaan, Belia dan Sukan

4. Housing / Perumahan

5. Local Authorities and Welfare Development / Kerajaan

Tempatan dan Pembangunan Kesejahteraan

6. Information and Broadcasting / Maklumat dan Penyiaran

7. Village and Community Development / Pembangunan

Komuniti dan Desa

3 Clusters in General Admin Sector

1. Financial Management / Pengurusan Kewangan

2. Human Resource Management/ Pengurusan Sumber Manusia

3. General Services / Perkhidmatan Am @ Pentadbiran Am

2 Clusters in Security Sector

1. Internal Security / Keselamatan Dalam Negara

2. Defence/ Pertahanan

Source: Malaysian Public Sector EA Reference Model 2016 & Information Architecture MAMPU 2010

GOVERNMENT ONLINE SERVICE GATEWAY

FOKUS:

1. PERNIAGAAN

2. PENDIDIKAN

3. KESIHATAN

4. KEBAJIKAN

TOK KEMENTERIAN/AGENSI

9 TRACKS IN 2 PARALLEL GROUPS

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TREK 03 (Sosial)

(Infrastruktur & Spatial) 1. Kem. Dalam Negeri

2. Kem. Luar Negeri

3. Kem. Pertahanan

4. Jabatan Imigresen Malaysia

TREK 06 (Keselamatan)

1. Biro Pengaduan Awam

2. Jabatan Perkhidmatan Awam

3. Institut Tadbiran Awam Negara

TREK 07 (Sokongan Kerajaan)

1. Jabatan Perangkaan Malaysia

2. MAMPU

3. Jabatan Audit Negara

TREK 08 (Sokongan Kerajaan)

1. Kem. Kewangan

2. Unit Perancangan Ekonomi

3. Unit Penyelarasan Pelaksanaan

4. Jabatan Akauntan Negara

Prestasi dan Pengurusan Projek

1. Kem. Sumber Asli Dan Alam Sekitar

2. Kem. Komunikasi Dan Multimedia

3. Kem. Tenaga, Teknologi Hijau Dan Air

4. Kem. Sains, Teknologi Dan Inovasi

5. Kem. Kesejahteraan Bandar, Perumahan

dan Kerajaan Tempatan

1. Kem. Pendidikan

2. Kem. Pengajian Tinggi

3. Kementerian Sumber Manusia

4. Kem. Pembangunan Wanita, Keluarga

Dan Masyarakat

TREK 04 (Sosial)

(Pendidikan & Kebajikan)

TREK 09 (Pengurusan Sumber Kerajaan)

1. Kem. Pertanian Dan Industri Asas Tani

2. Kem. Perdagangan Dalam Negeri, Koperasi

Dan Penggunaan

3. Kem. Perdagangan Antarabangsa Dan Industri

4. Kem. Perusahaan Perladangan Dan Komoditi

5. Jabatan Insolvensi Malaysia

6. Kem. Pelancongan Dan Kebudayaan

7. Jabatan Kastam Diraja Malaysia

TREK 01 (Ekonomi)

(Pertanian & Perdagangan)

1. Kem. Pengangkutan

2. Kem. Kerja Raya

3. Kem. Wilayah Persekutuan

4. Jabatan Pengangkutan Jalan

5. Lembaga Lebuh Raya

TREK 02 (Ekonomi)

1. Kem. Kesihatan

2. Kem. Belia Dan Sukan

3. Kem. Kemajuan Luar Bandar Dan Wilayah

4. Jabatan Pendaftaran Negara

5. Kem. Kesejahteraan Bandar, Perumahan dan

Kerajaan Tempatan

TREK 05 (Kesihatan & Sukan)

THINK SECTORIAL, THINK PUBLIC SECTOR

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Your role throughout the workshops as the sectorial lead for the Public Sector of Malaysian Government

Overview of the Four (4) TOK Kementerian/Agensi

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Customer Journey Map

Capability Map

Consolidated Opportunity and Gap

Landscape Map (Strategic Level Architecture As-Is)

Overview of TOK Session Description

Session Main Topic Description Outcome

Sesi 1 Introduction & Customer Journey Map

Chose a business scope of the sectorial cluster based on customer live-event and map the customer journey

Defined cross agency Customer Journey Maps for public sector clusters

Sesi 2 Capability Map Identify all the capabilities needed throughout the customer journey, categorized by people, information and application/systems

Defined cross agency Capability Map for public sector clusters

Sesi 3 Consolidated Opportunity and Gap

Identify opportunities and gaps for cross agency Capability Map, and prioritize the initiatives based on value and risk dimension

Defined cross agency prioritized Opportunities and Gaps of the Capability Map in serving Customers throughout their interaction journey with the public sector clusters

Sesi 4 Landscape Map (Strategic Level Architecture As-Is)

Identify the linkages between the realization of the Customer Journey through the value chain across agencies based on their services and application components

Defined Landscape Map views for the public sector and will be used as the basis for Phase 2 implementation of 1GovEA roadmap

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LIFE-EVENT AND CUSTOMER JOURNEY

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Life Events

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Life events are significant events which occur throughout an individuals life, these can be the birth of a child, marriage or getting a new job to even losing a close family member.

~ cite this page: https://psychologydictionary.org/life-events/ (accessed April 10, 2018).

Grouping Life Event for Government Online Service Gateway (GOSG)

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Contoh Life Events – ekosistem Menjalankan perniagaan

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CONCERN FOR HEALTH

& FOOD SAFETY

DEMAND FOR

CONVENIENCE – BUSY

LIFE, ( IN-HOME DINING

PRODUCTS )

CONCERN FOR

ENVIRONMENTAL

SUSTAINABILITY

INCREASED

WILLINGNESS TO

EMBRACE EXOTIC FOOD

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AgricultureMenjalankan perniagaan

Ekosistem menjalankan perniagaan merupakan suatu Customer Journey bagipelanggan yang menerima perkhidmatan end-to-end daripada kerajaan

Customer Journey

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The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase.

~ cite this page: https://www.forrester.com/Customer-Journey (accessed April 10, 2018).

BUSINESS AND VALUE PROPOSITION

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Business Model CanvasBusiness Model Canvas is a strategic management and lean startup template for developing new or documenting existing business models.

~ cite this page: https://en.wikipedia.org/wiki/Business_Model_Canvas (accessed April 10, 2018).

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Customer Value Created Through…

Newness Performance CustomizationGetting the

job done

Design Brand/Status PriceCost

Reduction

Risk Reduction

Accessibility Convenience Usability

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Value Proposition CanvasValue Proposition Canvas is a simple way to create the value your customers want by understanding your customers needs, and design products and services they want.

~ cite this page: https://strategyzer.com/canvas/value-proposition-canvas (accessed April 10, 2018).

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Value Proposition Canvas

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Customer Job(s)

Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.

Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.

Pains Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experiencebefore, during, and after getting the job done.


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Products & Services

List all the products and services your value proposition is built around.

Gain Creators

Describe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?

Pain Relievers

Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?

Workshop 1.0 - Value Proposition Canvas

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Discussion your group to select a particulate product /services that is provided to your customer/persona and fill out the components in the value proposition canvas

But FIRST, we need to look at particular PERSONA for this exercise

Personas

• The main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user;

• The personas created should reflect the current key customer demographic or your targeted customer base

• Provides a human face for the persons represented by the demographics

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PERSONA PELANGGAN

Fokus Persona Rakyat:

KATEGORI PELANGGAN KERAJAAN

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Persona

Goals and ChallengesAge:

Gender:

Salary:

Home location

Education:

Family:

NameJob Title

Where she WorksDetails about her role

Values and Fears Marketing Message

Product/ Services owned

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Workshop 1.0 - Value Proposition Canvas

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Discussion your group to select a particulate product /services that is provided to your customer/persona and fill out the components in the value proposition canvas

FASA UTAMA DALAM CUSTOMER JOURNEY

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What is a Customer Journey Map?Customer Journey map visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization (the government)

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When Can Journey Mapping Be Used?

• Understanding & diagnosing experiences

• Designing experiences (redesign existing, create new)

• Implementing (as blue prints)

• Communicating (align, train, orient)

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Customer Journey Example (1/4)

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1

5

6

7

9

10

11

12

13

14

15

16

17

18

19

20

2

4

3Store Location

and Appearance

Car Park

Indoor Decoration

DIY Shoping Tools

The Round Tour

Product Quality

Price

Display Setting

Product Trial

Labels and Signage

Self Service

Kids Playfield

Canteen

Toilet

Search Stock

Pick Stock

Checkout

Delivery Arrangement

Installation Arrangement

Ice Cream and Hotdogs8

Unacceptable Level

Gratify

Satisfy

Neutral

Bad

Horrible

Customer Journey Map (2/4)

Retailer focuses on certain areas to enhance customer experience and save resources in others

Pleasure Peaks

Pain Peaks

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• Ali, 27 years old

• Male, Single

• IT Consultant

• Owns a Galaxy S7 & tablet

• >1 year using MyTelco Postpaid

CUSTOMER JOURNEY – BILL PAYMENT (3/4)

Learned about MyTelco app through friends during event

No issues downloading the app with fast Wi-Fi

connection

Straightforward registration, minimal step. Except for

many retries of a suitable password due to the

password rules

Received SMS that bill is ready for viewing

Well directed to view account details. However, no further details when I want to know

more about outstanding amount.

Need to log-in again on MyTelcoApp to pay my bill. Successfully payed bill but there is no way to

save my favorite payment details

Receive SMS notification as confirmation of bill payment

This is so troublesome! I need to log into my

email to see the breakdown in e-bill

Journey focus• Payment via MyTelco App

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Customer Journey Example (4/4)

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What do you put in a Customer Journey Map?

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Personas helps the teams develop empathy for the customer

demographic

empathy:- understanding and sharing the feelings of others

Empathy Maps are normally used to identify what the persona:

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Timeline

• Describes the phases in a customer journey or an amount of time• Is industry specific• Can be done at multiple levels

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Timeline

TouchpointsWHAT the customer is doing her actions and interactions with the organization.

Pay Monthly Subscriptions

Subscribe/Buy

Use

Inquire

Compare

Extend Service

Browse

Search Online

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ChannelsWhere interaction takes place and the context of use. This is the WHERE they are interacting.

• Customers want to interact with you in different ways depending on where they are in the journey.

• Omni channel means being able to carry out the continuous conversation with the customer across multiple touchpoints.

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1

5

6

7

9

10

11

12

13

14

15

16

17

18

19

20

2

4

3Store Location

and Appearance

Car Park

Indoor Decoration

DIY Shoping Tools

The Round Tour

Product Quality

Price

Display Setting

Product Trial

Labels and Signage

Self Service

Kids Playfield

Canteen

Toilet

Search Stock

Pick Stock

Checkout

Delivery Arrangement

Installation Arrangement

Ice Cream and Hotdogs8

Unacceptable Level

Gratify

Satisfy

Neutral

Bad

Horrible

Emotions

What the customer is thinking and feeling at a Touchpoint

Retail Store focuses on certain areas to enhance customer experience and save resources in others

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KEY CUSTOMER JOURNEY

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GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

Journey Steps (Timeline)

EMOTION

Onsite channel

Digital channelTOU

CH

PO

INT

SERVICES

PRODUCTPR

OD

UC

T A

ND

SE

RV

ICES

Select a specific customer persona to map

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

PRESCRIPTION

NURSE

MEDICAL RECORD

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How To Map a Customer’s Journey

1. Select a specificcustomer to map

2. Map a customer’sstep-by-step experience – refer customer job(s)

6. Assess customer emotion

5. Identify product and services that support interaction touch point

4. Map touch points interaction based on channel

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3. Define Channels

WORKSHOP 2.0

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Workshop 2.0 - Describe your key Customer Journey Map

• Each customer journey must relate to one persona

• Choose one journey to develop further

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TEMPLATE

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Persona

Goals and ChallengesAge:

Gender:

Salary:

Home location

Education:

Family:

NameJob Title

Where she WorksDetails about her role

Values and Fears Marketing Message

Product/ Services owned

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Empathy Map

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Persona

Journey Steps Awareness Consideration Acquisition Service Loyalty

Touchpoints

Counter <<Doing>>

Website

etc.

Emotion

Product/Services

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Ch

ann

el

Journey Steps


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Touchpoints

Counter <<Doing>>

Website

etc.

Emotion (1 – 5 rating)

Product / Services

Ch

ann

el

Awareness Consideration ServiceAcquisition Loyalty

KPKT Counter inquiry

Visit UTC

Persona Ahamd, 23 age, working , seeking to purchase a house

Visit PRIMA

Website5

3

1

RegistrationServices

SistemIdaman

5 3 1

Bank Officer

5

SeeParents

5

GROUP PRESENTATION

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ARCHIMATE 3.0 – CUSTOMER JOURNEY MAP

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Customer Journey Map using ArchiMate 3.0

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WORKSHOP 3.0 (HOMEWORK)

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Workshop 3.0 - ArchiMate your key Customer Journeys Map

• Using the ArchiMate 3.0 stensil provided, draw up the Customer Journey Map

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Customer Journey Map using ArchiMate 3.0

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1. Select a specificPersona to map

2. Map a Journey step-by-step experience – refer customer job(s)

6. Assess customer emotion

5. Identify product and services that support interaction touch point

4. Map touch points interaction based on channel

3. Define Channels

THANK YOU

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