architecting information as the enterprise dna - euroia 2011

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While some organisations realise that digitisation goes beyond just implementing more and more tools for different purposes, people in touch with an enterprise (a company, a brand, a service etc.) still find themselves dealing with an overwhelming mass of scattered information in disconnected media. Drawing on an IT legacy which concentrated in the past on adding more and more features and data, these systems fall short of making relevant information easy to find, functionality easy to use, and achieving a good overall experience beyond a single medium or tool. This talk will be about architecting information beyond isolated web sites, digital services, or customer experiences. In essence, structured information is the basis (DNA) for any enterprise to do what it has been created to do, but only if it is meaningful for the people involved. Inspired by overarching IA approaches for information spaces across media and devices, this presentation portrays IA as the linking force between the full range of stakeholders of the enterprise, creating meaning across all exchanges and touch points. Topics: A language for IA professionals in strategic design projects, aiming to shape shared information structures on a meta-level to drive the information flows in a dynamic socio-technical system, and between a large and divisive group of people. Using human-centred IA on the enterprise level to facilitate business transformations, envisioning, delivering and enhancing products and services, driving communication processes, reshaping the customer experience, and streamlining the technology landscape. Positioning IA as the strategic tool to get the right information in the right format at the right time to the right people, and bridging the needs of these people with business aspirations and information systems. How such an overarching IA translates to people’s experiences and a system of tangible artefacts that drive these experiences.

TRANSCRIPT

Page 1: Architecting Information as the Enterprise DNA - EuroIA 2011
Page 2: Architecting Information as the Enterprise DNA - EuroIA 2011

architecting information as the enterprisedna

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European Information Architecture Summit 2011, Praha

Milan GuentherPartner, eda.c

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Page 3: Architecting Information as the Enterprise DNA - EuroIA 2011

your presenter- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Milan Guenther

Currently– Partner with eda.c enterprise design associates. consultancy– Working on Strategic Design projects at the intersection of – Business, People and Technology– Benchmarking Lead Europe for the Intranet Benchmarking Forum

Previously– Projects as contract UX Designer– Launched a social software company in 2001

Background– Since 10 years working as designer and consultant– Designer by trade: graduated in Communication Design– Business & IT connection: MBA focused on Information Systems

Speaker at conferences on User Experience, Brand Identity, Design, Enterprise Architecture, Business Process Management, Intranets and Enterprise Portals

Blogging infrequently at www.blurringboundaries.euTwittering occasionally at @eda__cSlides on http://slideshare.net/eda.c

Page 4: Architecting Information as the Enterprise DNA - EuroIA 2011

about eda.c- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

© 2010 eda.c. all rights reserved

support of collaborative decision-making

selecting candidates to view together from a tablet device

© 2010 eda.c. all rights reserved

progress of the driving behaviour

overview of activated challenges

© 2010 eda.c. all rights reserved

vw bluetrack

mobile assistence system for sustainable driving

for volkswagenwolfsburg

dennis middeke

2009

volkswagen vehicles collect a lot of data about driving behaviour and the condition of the vehicle. besides the common display of the fuel consump-tion, values like tyre pressure or the condition of the driving surface can be analysed.

bluetrack is a mobile platform where volkswagen drivers analyse their driving data. hints on energy saving and good driving styles help them to im-prove their fuel economy. exchange of information and group challenges with other members of the bluetrack community give an additional incentive to improve individual driving behaviour.

analysis display

smartphone used as monitor in the cabin

virtual scenarios show the drivers the results of their fuel savings and the results of additional measures can be calculated.

thus bluetrack does not only promote an environ-mental friendly driving behaviour, but also com-municate green technologies and strenghen the brand image of a sustainable company.

We are a Strategic Design Consultancy.

We are working at the intersection of organisational identity, architecture and experience. We combine a design-led approach with a business mindset and technical expertise to create and retain enterprise-people relationships for our clients.

© 2010 eda.c. all rights reserved

progress of the driving behaviour

overview of activated challenges

Page 5: Architecting Information as the Enterprise DNA - EuroIA 2011

01today’s iachallenge

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02ia and theenterprise

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03vocabulary

04informationas dna

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Page 6: Architecting Information as the Enterprise DNA - EuroIA 2011

01today’s iachallenge

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Media BoundariesPages > Sites > Applications > Services > Networks

Context BoundariesBrowsers > Devices > Situations > Journeys

Human BoundariesClients > Users > Stakeholders > People

Experience BoundariesIsolated Media > Cross-Channel > Cross-Organization

Design BoundariesVisuals > Concepts > Systems > Strategies

Page 13: Architecting Information as the Enterprise DNA - EuroIA 2011

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enterprise can help with that!

Page 14: Architecting Information as the Enterprise DNA - EuroIA 2011

02ia and theenterprise

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enterprise?

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behind the firewall

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about IT

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an organisation

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big

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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.

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enterprise- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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relationships- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Page 23: Architecting Information as the Enterprise DNA - EuroIA 2011

structures- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Page 24: Architecting Information as the Enterprise DNA - EuroIA 2011

our scope- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Enterprise

Page 25: Architecting Information as the Enterprise DNA - EuroIA 2011

ux and the enterprise

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Service Design

UX

UX UX

UX UX

Enterprise Architecture

UX ID

Brand

CX

Page 26: Architecting Information as the Enterprise DNA - EuroIA 2011

enterprisedesign

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03vocabulary

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enterpriseanatomyperspectivespacerendering

Page 29: Architecting Information as the Enterprise DNA - EuroIA 2011

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enterpriseidentity architecture experience

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enterpriseidentity architecture experience

Page 31: Architecting Information as the Enterprise DNA - EuroIA 2011

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anatomyactors touchpointsservices content

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viewpointspeoplebusinessstructurefunction

Page 33: Architecting Information as the Enterprise DNA - EuroIA 2011

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spacecommunicationinteractioninformationorganisationoperationtechnology

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renderingproductsenvironmentssystems

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enterpriseanatomyperspectivespacerendering

Page 36: Architecting Information as the Enterprise DNA - EuroIA 2011

04informationas dna

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Page 37: Architecting Information as the Enterprise DNA - EuroIA 2011

a roadmap forenterprise ia

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Lou Rosenfeld, 2005

Page 38: Architecting Information as the Enterprise DNA - EuroIA 2011

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“Data” IA “User” IAAccuracy UseQuality MeaningReliability RelevancePerformance FindabilityMaintainability LabelingIntegration ContextProcesses Format

Shared ground Mapping / Modelling Classification Organisation Integration

Page 39: Architecting Information as the Enterprise DNA - EuroIA 2011

how a data model changed an industry

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VdA / eda.c / visualcosmos, 2009

Page 40: Architecting Information as the Enterprise DNA - EuroIA 2011

how a data model changed an industry

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VdA / eda.c / visualcosmos, 2009

agency_contact_data

rowid INT(10)

agency_id INT(10)

agency_contact_type_id INT(10)

agency_contact_type_text_id INT(10)

name VARCHAR(128)

Indexes

Triggers

agency_contact_type_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

agency_data

id INT(10)

name VARCHAR(128)

phone VARCHAR(32)

fax VARCHAR(32)

addr1 VARCHAR(64)

addr2 VARCHAR(64)

zipcode VARCHAR(16)

city VARCHAR(64)

country VARCHAR(64)

email VARCHAR(128)

url_homepage VARCHAR(128)

changed_by VARCHAR(128)

changed_at DATETIME

Indexes

Triggers

agency_phone_data

rowid INT(10)

agency_id INT(10)

agency_phone_type_id INT(10)

agency_phone_type_text_id INT(10)

phone VARCHAR(32)

Indexes

Triggers

agency_phone_type_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

award_data

rowid INT(10)

client_id INT(10)

year_at VARCHAR(4)

award_text_id INT(10)

sort INT(10)

Indexes

binary_data

id INT(10)

data MEDIUMBLOBIndexes

client_data

id INT(10)

agency_id INT(10)

agency_contact_id INT(10)

picture_id INT(10)

sn VARCHAR(64)

gn VARCHAR(64)

gender_id INT(11)

vintage VARCHAR(4)

playing_age_begin VARCHAR(3)

playing_age_end VARCHAR(3)

height_cm VARCHAR(3)

url_homepage VARCHAR(256)

size_text_id INT(10)

comment_text_id INT(10)

ethnicity_id INT(10)

ethnicity_text_id INT(10)

eyecolor_id INT(10)

eyecolor_text_id INT(10)

haircolor_id INT(10)

haircolor_text_id INT(10)

singing_voice_id INT(10)

singing_voice_text_id INT(10)

changed_by VARCHAR(128)

changed_at DATETIME

Indexes

Triggers

dialect_data_map

rowid INT(10)

client_id INT(10)

dialect_id INT(10)

dialect_text_id INT(10)

dialect_skill_id INT(10)

Indexes

Triggers

dialect_phy

id INT(10)

text_id INT(10)

sort INT(10)

uniq INT(10)

Indexes

dialect_skill_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

education_data

rowid INT(10)

client_id INT(10)

year_from VARCHAR(4)

year_to VARCHAR(4)

education_text_id INT(10)

sort INT(10)

Indexes

Triggers

ethnicity_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

eyecolor_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

film_role_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

foreign_language_data_map

rowid INT(10)

client_id INT(10)

foreign_language_id INT(10)

foreign_language_text_id INT(10)

foreign_language_skill_id INT(10)

Indexes

Triggers

foreign_language_phy

id INT(10)

text_id INT(10)

sort INT(10)

uniq TINYINT(1)

Indexes

foreign_language_skill_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexesgender_phy

id INT(11)

text_id INT(10)

sort INT(10)

Indexes

haircolor_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

language_data_phy

id CHAR(2)

language VARCHAR(64)

Indexes

language_static_phy

id CHAR(2)

language VARCHAR(64)

Indexes

location_data_map

rowid INT(10)

client_id INT(10)

location_type_id INT(10)

location_text_id INT(10)

Indexes

Triggers

location_type_phy

id INT(10)

text_id INT(10)

sort INT(10)

uniq TINYINT(1)

Indexes

mail_config_phy

id VARCHAR(16)

val TEXTIndexes

nationality_data_map

rowid INT(10)

client_id INT(10)

nationality_id INT(10)

nationality_text_id INT(10)

Indexes

Triggers

nationality_phy

id INT(10)

text_id INT(10)

sort INT(10)

uniq VARCHAR(45)

Indexes

object_locks

object_type VARCHAR(16)

object_id INT(10)

lock_by VARCHAR(128)

lock_at TIMESTAMP

password_reset_data

user_id INT(10)

token VARCHAR(32)

valid_until DATETIME

Indexes

photo_data

id INT(10)

binary_id INT(10)

client_id INT(10)

copyright VARCHAR(128)

sort INT(10)

Indexes

Triggers

profession_data_map

client_id INT(10)

profession_id INT(10)

profession_text_id INT(10)

Indexes

Triggers

profession_phy

id INT(10)

text_id INT(10)

sort INT(10)

uniq TINYINT(1)

Indexes

singing_voice_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

skill_data_map

rowid INT(10)

client_id INT(10)

skill_id INT(10)

skill_text_id INT(10)

skill_text_text_id INT(10)

Indexes

Triggers

skill_phy

id INT(10)

text_id INT(10)

skill_type_id INT(10)

sort INT(10)

override TINYINT(1)

Indexes

skill_type_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexestext_data_map_phy

id INT(10)

language_id CHAR(2)

val VARCHAR(1024)

Indexes

text_data_seq_phy

id INT(10)

Indexes

text_static_phy

id VARCHAR(64)

language_id CHAR(2)

val VARCHAR(256)

Indexes

theater_role_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

thumbnail_data

id INT(10)

photo_id INT(10)

thumbnail_type_id CHAR(3)

data MEDIUMBLOBIndexes

thumbnail_type_phy

id CHAR(3)

height INT(10)

width INT(10)

Indexes

tv_role_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

tv_station_phy

id INT(10)

text_id INT(10)

sort INT(10)

Indexes

user_data

id INT(10)

login VARCHAR(128)

user_type_id INT(10)

agency_id INT(10)

sn VARCHAR(64)

gn VARCHAR(64)

pwd CHAR(41)

phone VARCHAR(32)

last_login DATETIME

last_ip VARCHAR(15)

temporary_locked DATETIME

wrong_login_count SMALLINT(6)

Indexes

user_type_phy

id INT(10)

code CHAR(3)

val VARCHAR(64)

Indexes

video_url_data

rowid INT(10)

client_id INT(10)

value VARCHAR(256)

Indexes

vita_film_data_map

rowid INT(10)

client_id INT(10)

film_role_id INT(10)

film_role_text_id INT(10)

year_from VARCHAR(4)

year_to VARCHAR(4)

title_text_id INT(10)

producer_text_id INT(10)

director_text_id INT(10)

distributor_text_id INT(10)

comments_text_id INT(10)

sort INT(10)

Indexes

Triggers

vita_other_data

rowid INT(10)

client_id INT(10)

year_from VARCHAR(4)

year_to VARCHAR(4)

title_text_id INT(10)

director_text_id INT(10)

role_text_id INT(10)

comments_text_id INT(10)

sort INT(10)

Indexes

Triggers

vita_theater_data_map

rowid INT(10)

client_id INT(10)

theater_role_id INT(10)

theater_role_text_id INT(10)

year_from VARCHAR(4)

year_to VARCHAR(4)

title_text_id INT(10)

director_text_id INT(10)

theater_text_id INT(10)

comments_text_id INT(10)

sort INT(10)

Indexes

Triggers

vita_tv_data_map

rowid INT(10)

client_id INT(10)

tv_role_id INT(10)

tv_role_text_id INT(10)

tv_station_id INT(10)

tv_station_text_id INT(10)

year_from VARCHAR(4)

year_to VARCHAR(4)

title_text_id INT(10)

producer_text_id INT(10)

director_text_id INT(10)

comments_text_id INT(10)

sort INT(10)

Indexes

Triggers

v_agency_contactv_agency_contact_typev_agency_phonev_agency_phone_typev_clientv_client_awardv_client_dialectv_client_educationv_client_foreign_languagev_client_listv_client_locationv_client_nationalityv_client_photov_client_photo_rawv_client_professionv_client_professionsv_client_skillv_client_vita_filmv_client_vita_otherv_client_vita_theaterv_client_vita_tvv_dialectv_dialect_skillv_ethnicityv_eyecolorv_film_rolev_foreign_languagev_foreign_language_skillv_genderv_haircolorv_location_typev_nationalityv_professionv_singing_voicev_skillv_skill_typev_theater_rolev_tv_rolev_tv_stationv_user

Page 41: Architecting Information as the Enterprise DNA - EuroIA 2011

a mental model for the entire uk police

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

www.npia.police.uk

PAG – the first essential step to a de-cluttered national policing landscape

Protect the public

Support operational services

Manage resources

Bring offenders tojustice

Manage publicengagement

Deal with incidents

Assure service

Lead service

Protectvulnerable

peopleManagecustomer

relationships

Disruptcriminal

networks

Maintainprofessionalstandards

Collate PoliceInformation

Managesuppliers

Manageproperty and

evidence

Providespecialistservices

ManageIntelligence

DevelopStrategy,

Policy & Plans

Manage finance

ManageForensics

Manage fleetand livestock

Managescenes ofincidents

Manage ICT

SupportVictims andWitnesses

Manage people Manageequipment

Protectvulnerable

places

Managefacilities

Manageplanned

operations

Manage Dutyand Tasking

Manageperformance

Provide legalservices

Managepartnerships

Manage publicrelations

Patrolneighbourhoods

Managelicensing

Improvecommunities

Manage contact

Manage highrisk individuals

Assurecompliance

Manage roadsafety

Report onperformance

Manage change Investigateincidents

Respond toincidents

Manage MajorIncidents

Detainsuspects

Supportprosecution

Lead theorganisation Investigate

crimes

Manage risk

Non-judicialDisposal

Develop Cases

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

Policing Activities Level 1&2 (PolicingActivity)

System Architect04 November 2010 13:20

Business Support

Operational PolicingManage theOrganisation

||||||||||||||||||||||||||||||

NPIA / Olliver Robinson, 2011

Page 42: Architecting Information as the Enterprise DNA - EuroIA 2011

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spacecommunicationinteractioninformationorganisationoperationtechnology

Page 43: Architecting Information as the Enterprise DNA - EuroIA 2011

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information

Page 44: Architecting Information as the Enterprise DNA - EuroIA 2011

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structured informationis the dna of the enterprise

Page 45: Architecting Information as the Enterprise DNA - EuroIA 2011

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

The same structured information occurs every-where in the enterprise space.

It is the DNA of the enterprise, driving everything being said and done.

Enterprise data architecture and human-centred information architecture are two sides of the same coin, and should work together.

The IA practice employed today can be applied to the enterprise level based on an adequate vocabulary and holistic thinking.

Page 46: Architecting Information as the Enterprise DNA - EuroIA 2011

more onenterprisedesign

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

Enterprise Design is an emerging design approach to bridge the Gap between Business, People and Technology.

We are working on an upcoming book on this subject. If you are interested to learn more, please get in touch!

More info:www.intersectionbook.com

Page 47: Architecting Information as the Enterprise DNA - EuroIA 2011

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eda.centerprise designassociates. consultancy

milan guentherpartner

p +49 211 24 860 360 [email protected]@eda__c

special thanks tobenjamin falke, dennis middeke,olliver robinson,lou rosenfeld,eva pika