strategic enterprise design - 1st enterprise design retreat by eda.c and ea fellows, barcelona 2013

strategic enterprise design

#edbcn

@eda_ _c

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1st Enterprise DesignRetreat, Barcelona

Milan GuentherPartner, eda.c

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Police Role“If you see something that shouldn’t be done, say no!”

Many Aspects“Start where your stakehold-ers see the key topic”

Do Just EnoughLean and agile, getting out of the deliverable business

Coordinate & Orchestrate“The architect does not do the architecture”

Focus on ChangeRoadmap rather than as-is or to-be

Work with scenariosTell stories of the future to prodide context & spark creative imagination

Go outTalk to people, stakeholders, bosses, users...

Priotitize“Choose a chunk of the enterprise to work on”

The tool trapToo much focus on methods and tools, “make you wish certain aspects didn’t exist”

Standards and modelsISO 9241, 42...., blueprinting, frameworks, ...

Underdetermined space“The standard answer is it depends”

CommunicationShowing Dilbert comics to make a point

Technology focusGetting the IT “user” out of “user experience”

Strange gurusZachman, Garrett, Reiss, ...

ConceptsPatterns, principles, ...

AssuranceKeeping on track

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01design thinking exercise - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

02design and strategy- - - - - - - - - - - - - - - - - - - - - - - - - - - - -

03enterprisedesign- - - - - - - - - - - - - - - - - - - - - - - - - - - - -

04teamwork

01design thinking exercise

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like dislike

designthinking

synthesize DESIGNCHALLENGE

ask again

interpret

BE SHARP!

BE VISUAL! BE BETA!

ideate test

storyboard iterate

GO OUT!

look for surprises

empathize!

GO FOR QUANTITY! TRY IT OUT!

dig deeper!

be mindful!

nAme need insight

chArActeristics hOW mAY i enABletO

notes notes notes

Interview

reflect

Our Design Theme:

Help John rethink executive education

02design &strategy

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strategy?

like, in businessconsulting?

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our strategy is...making money!

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business strategycustomer strategyoperational strategyinteractive strategymarketing strategyIT strategy...

strategy iseverywhere!

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too much strategy?

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not exactly:the problem ofpredeterminedresults

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Projects following a trend, but not solving a problem“I need an app” (but I don’t know what for)“Cloud” “Cloud” “Cloud” “Cloud” “Cloud” “Cloud”

Projects about beautifying somone else’s mess“Here are 1000 requirements, please make it usable”

Projects with too many constraints to be successful“We have that old R/3 thing and that process and...”

Projects chasing an arbitrary goal instead of a real one“Our boss wants a a new logo” (revenue is declining)

Projects about technology but not their meaning“The product is ready but we need some CSS work”

...sounds familiar?

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design & innovation

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enterprise can help with that!

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“I anticipate future management schools devoted to ‘enterprise design’. (…)A fundamental difference exists between an enterprise operator and an enterprise designer. A manager runs an organization, just as a pilot runs an airplane. Success of a pilot depends on an aircraft designer who created a successful airplane. (…)Who designed the corporation that a manager runs?”

– Designing the Future” by Jay W. Forrester, 1998

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en·ter·prise

From Old French via Middle English and Middle French, feminine past participle of entreprendre (“to undertake”)entre (“in between”) + prendre (“to take”)

A company, business, organization, or other purposeful endeavor.

An undertaking or project, especially a daring and courageous one.

A willingness to undertake new or risky projects; energy and initiative.

enterpriseperspective

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Partners Competitors

CustomersChannels

Other Stakeholders

SuppliersYour Organization

Management

Employees

Investors,Government,Public

big pictureviewpoints

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experience design

What you get out of it

enterprisearchitecture

How it works for you

brandidentity

How you think about it

enterpriseidentities

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the brandidentity ladder

appearance logocoloursfonts

productsenvironmentofferings

personalitylanguagebehaviour

culture

business

big picture

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brandidentity

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the enterprisearchitecture ladder

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computers

operationscapabilitiesprocesses

information

business

big picture

systemsnetworksapplications

dataworkflowsresources

enterpriseexperiences

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the experience design ladder

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interface visualscontrolscode

journeyschannelsprocesses

interactionsstructurescontexts

application

service

big picture

experience design

“Some people (they are wrong) say design is about solving problems.Obviously designers do solve problems, but then so do dentists. Design is about cultural invention.”

– Jack Schulze, 2009

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ViewsSkills

RelationshipsHabits

Identity

Brands Proposi-Products

Media Messages

Documents

InteriorsMethodsMethods

Interactions

Capabilities

ResourcesContent

Assets

Infrastructure

ServicesRoles

Approaches

Activities TasksTriggers Scripts

Interfaces

Policies

Opportunities

Culture

TechnologyTools

ConstraintsRules

Locations

ProcessesKnowledge

SystemsRegulationsFunctions

Environments

Applications

GoalsValues

Attitudes

Performance

ViewsSkills

RelationshipsHabits

Identity

Brands Proposi-Products

Media Messages

Documents

InteriorsMethodsMethods

Interactions

Capabilities

ResourcesContent

Assets

Infrastructure

ServicesRoles

Approaches

Activities TasksTriggers Scripts

Interfaces

Policies

Opportunities

Culture

TechnologyTools

ConstraintsRules

Locations

ProcessesKnowledge

SystemsRegulationsFunctions

Environments

Applications

GoalsValues

Attitudes

Performance

enterprise design framework

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identity

actors

business

communication

architecture

touchpoints

people

information

things

experience

services

function

interaction

places

organization

content

structure

operation technology

visionary

conceptual

applied

the book- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

www.intersectionbook.com

take out one chunk at a time

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the process

Prepare

Discover

Define

Ideate

Small iteration

Big iteration

Validate

Implement

Deliver

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the actual process

Based on The Squiggle by David Newman from Central.

Prepare

Discover

Define

Ideate

Validate

Implement

Deliver

COMMUNICATIONDesIgNer

enterprisearchitect

Brandstrategist

content strategist

change manager

business architect

RequiRementsengineeR

information architect

experiencestrategist

media designer

creativedirector

software architect

urban plannerbusiness

analyst

business designer

industrial designer

process manager

user researcher

service designer

domainexpert

interaction designer

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04teamwork

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Design John’s new enterprise!

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ArChItECturE

ExPErIEnCE

IDEntItY

Take a few steps back and look at your enterprise from some distance. What is it all about, why does it exist?

What do people think and feel about your enterprise, and how does it appear as an image in their minds?

How does your enterprise work and function, and how do its many structures support these activities?

What do people get out of your enterprise, and what role does it want to play in their daily lives?

big picture

The Enterprise Design Framework is portrayed in detail in the book

INTERSECTION - How Enterprise Design Bridges the Gap Between Business, Technology and People

by Milan Guenther, Published 2012 with Morgan

Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com

This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.

CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed

Author: Milan Guenther / eda.c enterprise design associates. consultancy

Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com

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enterprise design canvas

Big PictureTake a few steps back and look at your

enterprise from some distance. What is it all

about, why does it exist? What is your design

theme, what vision are you working towards?

IDENTITYWhat do people think and feel about your enterprise,

and how does it appear in their minds?

ARCHITECTUREHow does your enterprise work and function, and

how do its many structures support these activities?

EXPERIENCEWhat do people get out of your enterprise, and what

role does it want to play in their lives?

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anatomy

tOuChPOIntS

SErVICES

ACtOrS

COntEnt

Explore the elements constituting the relationships and day-to-day interactions in your enterprise. Who is involved, and what is happening where, when and how?

Who are the stakeholders taking part in your enterprise, and what are their roles and relationships?

When and where do people interact with your enterprise, and in which individual contexts?

What are the value propositions the enterprise makes available with its activities and their results?

What are the content elements that are produced, exchanged and consumed in the enterprise space?

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AnatomyExplore the elements constituting the relationships and day-to-day interactions in your enterprise. Who is involved, and what is happening where, when and how?

Which elements are inside your problem space, which are outside?

ACToRs Who are the stakeholders taking part in your

enterprise, and what are their roles and relationships?

sERvICEsWhat are the value propositions the enterprise makes

available with its activities and their results?

CoNTENTWhat are the content elements that are produced,

exchanged and consumed in the enterprise space?

ToUCHPoINTsWhen and where do people interact with your

enterprise, and in which individual contexts?

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frames Develop an understanding of your enterprise from multiple perspectives, and envision potential target states of a transformation. What is the goal of the strategic design process, what is the intended change?

What business model drives your enterprise, and how will your design work contribute to its success?

Who are the people you are designing for, how do they live their lives and what makes them tick?

What are the goals and activities your enterprise supports, and what is required to make this happen?

What things are relevant to your enterprise as a design context, and how are they interrelated?

PEOPlE

FunCtIOn

BuSInESS

StruCturE

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Frames

Develop an understanding of your enterprise from multiple perspectives,

and envision potential target states of a transformation. What is the goal of

the strategic design process, what is the intended change?

BUsINEss What business model drives your enterprise, and how

will your design work contribute to its success?

FUNCTIoNWhat are the goals and activities your enterprise

supports, and what is required to make this happen?

PEoPLEWho are the people you are designing for, how do

they live their lives and what makes them tick?

sTRUCTUREWhat things are relevant to your enterprise as a

design context, and how are they interrelated?

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designspace (1/2)

Make conceptual design decisions based on insights gained and ideas generated in the course of your exploration. How will your future enterprise be like?

How will people exchange in your enterprise, via what channels and in what particular business contexts?

How will information be used in your enterprise, and how can it be organized to represent the overall structure?

What interactions and behaviors will be happening in your enterprise, and how to best facilitate them?

InFOrMAtIOn

IntErACtIOn

COMMunICAtIOn

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designspace (2/2)

Make conceptual design decisions based on insights gained and ideas generated in the course of your exploration. How will your future enterprise be like?

What are the business processes that make your enterprise run, and how are its capabilities being used?

How is your enterprise organized as a group of people, and how should teams work together in the future?

What technical opportunities and possibilities are there, and how to leverage them for your enterprise?tEChnOlOGY

OrGAnIzAtIOn

OPErAtIOn

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Design Space

Make conceptual design decisions based on insights gained

and ideas generated in the course of your exploration. How

will your future enterprise be like?

CoMMUNICATIoNHow will people exchange in your enterprise,

via what channels and in what particular

business contexts?

oPERATIoNWhat are the business processes that

make your enterprise run, and how are its

capabilities being used?

INFoRMATIoNHow will information be used in your

enterprise, and how can it be organized to

represent the overall structure?

oRgANIzATIoNHow is your enterprise organized as a group

of people, and how should teams work

together in the future?

INTERACTIoNWhat interactions and behaviors will be

happening in your enterprise, and how to best

facilitate them?

TECHNoLogYWhat technical opportunities and possibilities

are there, and how to leverage them for your

enterprise?

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

rendering Work with talented designers of relevant fields, turning abstract design decisions into actual outcomes. What visible elements will bring your enterprise to life?

What media, messages and symbols should your enterprise produce to connect to its audiences?

What products, devices, tools or other artefacts does your enterprise make available, and how are they used?

Where are people interacting with your enterprise and each other, and what paths to they take?

thInGS

PlACES

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RenderingWhat are the outcomes you envision for your

design initiative? What new or transformed

visible and tangible elements will bring your

enterprise to life? How will they be delivered

and introdruced?

sIgNsWhat media, messages and symbols should your

enterprise produce to connect to its audiences?

THINgsWhat products, devices, tools or other artefacts does your

enterprise make available, and how are they used?

PLACEsWhere are people interacting with your enterprise and each

other, and what paths will they take?

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -eda.centerprise designassociates. consultancy

milan guentherpartner

+33 9 7044 7778www.eda-c.com@eda_ _c

strategic enterprise design - 1st enterprise design retreat by eda.c and ea fellows, barcelona 2013

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