Intelligent Experience Architecture™
Integrating Jobs To Be Done with Enterprise Architecture Strategy
Abstract
Industries across the enterprise landscape are undergoing a fundamental shift. Generative AI, agentic capabilities, and rising customer expectations are rewriting how organizations compete, deliver value, and sustain relevance. Fragmented digital strategies are no longer viable; companies need a deliberate, end-to-end approach that connects business strategy and customer experience with a technology architecture that is resilient across digital, AI, and agentic innovation.
We introduce the Intelligent Experience Architecture™ framework, a structured methodology that integrates the Jobs to Be Done (JTBD) framework with Strategic Enterprise Architecture. By anchoring your organization’s technology investments in the actual needs of customers, employees, partners, and suppliers you move beyond reactive tactics toward a comprehensive long-term strategy that spans experience, business, and technology architectures. We detail the principles and methods necessary to bridge the strategy-to-execution gap. The approach moves from collaborative JTBD workshops that surface priorities and align cross-functional leaders, through capability maturity assessments, to phased strategic roadmaps that deliver measurable business value. The result is a durable, adaptive AI-ready architecture that ensures your digital and AI initiatives are not incremental, but transformative for both your organization and your customers’ outcomes. This enables lasting competitive advantage in an emerging digital, AI, and agentic future.
About the Authors
Paul Bertucci is the Chief Technology Officer at Turnberry Solutions where he focuses on providing business-strategy aligned architecture and technology vision across several industries such as Legal, Financial Services, Health and Life Science, High Tech and others. This includes driving business strategy and priorities to clear and forward looking strategic architectures (future state) and the strategic roadmaps to get there, with extreme focus on delivering what the business needs and the value that can be achieved for years to come. He leans heavily on strategic architecture methodologies, complementary frameworks, and decades on most major Application stacks, Platforms (SaaS, PaaS, IaaS...), Data, AI, Integration, Security, Governance, Data Quality, Standards and Guidelines. He was recently at Salesforce (for 7 years) as one of their top Distinguished Architect and Digital Transformation Leaders where he guided several hundred of Salesforce's largest customers to their future state vision (for Applications, Data, Interoperability, AI and Agentic capabilities). A seasoned speaker at global conferences and author of numerous technology books, methodologies, frameworks, courses, POVs, and standards while providing forward-looking technical direction to companies around the world for over 35 years.
Mario Ruiz is the Head of Strategy and Client Innovation at Turnberry Solutions, where he leads strategic transformation initiatives connecting business strategy, technology architecture, and human-centered experience design for enterprise clients. With 25+ years guiding C-suite executives and Fortune 500 organizations through digital transformation, he brings deep expertise in aligning technology with measurable business outcomes and client value across financial services, energy, transportation, manufacturing, and professional services. Previously, as a founding member of Salesforce Ignite, he helped establish Salesforce's strategic advisory practice, delivering enterprise-wide transformation engagements for some of Salesforce's largest customers in the US and Canada, then globalizing operating models across Japan, APAC, and LATAM. He later led Salesforce's internal innovation function, directing a 20+ person team within the CIO organization. His foundation in human-centered design was built at tech companies like HP, Intuit, Telefónica, and Salesforce. He serves as Adjunct Faculty at California College of the Arts and has guest lectured at UC Berkeley's Jacobs Institute for Design Innovation and the undergraduate Product Design program at Stanford University. He holds a BS in Product Design from Stanford University and a Master of Design Methods from IIT Institute of Design.