strategic enterprise design - 1st enterprise design retreat by eda.c and ea fellows, barcelona 2013
DESCRIPTION
What is this about? Designing and architecting for enterprise-wide innovation and transformation Who is behind this? John Gøtze, EA Fellows Milan Guenther, eda.c Who should join us? Fellow architects, designers, analysts and consultants in the areas of Enterprise / Business / Information Architecture, Brand / User / Customer Experience, Design Thinking, Interaction and Service Design, Strategic Innovation and Transformation Note from the organisers We have found that we have a mutual interest in Enterprise Design, which we both work with, but using different approaches. John re-designs enterprises as an Enterprise Architect, working with creating coherent enterprises where strategy, business and technology are aligned through enterprise roadmaps; and Milan does the same as a Strategic Design Consultant, applying a design approach to find out about potential futures and making them visible. We think we can learn a lot from each other, and came up with the idea of this retreat. But then we thought again -- why not invite some of our respected peer architects and designers to join us, so we can all learn together and from each other? John & MilanTRANSCRIPT
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
design & architecture- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
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01design thinking exercise - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
02design and strategy- - - - - - - - - - - - - - - - - - - - - - - - - - - - -
03enterprisedesign- - - - - - - - - - - - - - - - - - - - - - - - - - - - -
04teamwork
01design thinking exercise
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like dislike
think
5
7
9 10
11
3
46
8
designthinking
synthesize DESIGNCHALLENGE
ask again
interpret
BE SHARP!
BE VISUAL! BE BETA!
1 2
+
?
-
!3 4
ideate test
storyboard iterate
TEST
AGAI
N!
GO OUT!
look for surprises
empathize!
GO FOR QUANTITY! TRY IT OUT!
dig deeper!
be mindful!
sAY
nAme need insight
chArActeristics hOW mAY i enABletO
When
? !
notes notes notes
notes notes notes
1
2
Interview
reflect
dO
Our Design Theme:
Help John rethink executive education
02design &strategy
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strategy?
like, in businessconsulting?
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19.04.2012file:///C:/Users/milan/Desktop/noun_project_409.svg
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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!
03enterprisedesign
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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
enterprisearchitecture
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the enterprisearchitecture ladder
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computers
operationscapabilitiesprocesses
information
business
big picture
systemsnetworksapplications
dataworkflowsresources
enterprisearchitecture
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
Ideas
Identity
Brands Proposi-Products
Media Messages
Documents
InteriorsMethodsMethods
Interactions
Capabilities
ResourcesContent
Assets
Infrastructure
ServicesRoles
Approaches
Activities TasksTriggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
ConstraintsRules
Rules
Locations
ProcessesKnowledge
SystemsRegulationsFunctions
Data
Environments
Applications
GoalsValues
Users
Attitudes
Performance
ViewsSkills
RelationshipsHabits
Ideas
Identity
Brands Proposi-Products
Media Messages
Documents
InteriorsMethodsMethods
Interactions
Capabilities
ResourcesContent
Assets
Infrastructure
ServicesRoles
Approaches
Activities TasksTriggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
ConstraintsRules
Rules
Locations
ProcessesKnowledge
SystemsRegulationsFunctions
Data
Environments
Applications
GoalsValues
Users
Attitudes
Performance
enterprise design framework
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BIG
PIC
TU
RE
identity
actors
business
communication
signs
architecture
touchpoints
people
information
things
experience
services
function
interaction
places
organization
content
structure
operation technology
An
AT
OM
yF
RA
ME
SD
ES
IGn
SP
AC
ER
En
DE
RIn
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visionary
conceptual
applied
FOCUS
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www.intersectionbook.com
take out one chunk at a time
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the process
1
Prepare
2
Discover
3
Define
4
Ideate
Small iteration
Big iteration
5
Validate
6
Implement
7
Deliver
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the actual process
Based on The Squiggle by David Newman from Central.
1
Prepare
2
Discover
3
Define
4
Ideate
5
Validate
6
Implement
7
Deliver
teams
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 / [email protected]
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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?
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 / [email protected]
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enterprise design canvas
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
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 / [email protected]
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enterprise design canvas
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
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 / [email protected]
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
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?
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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
SIGnS
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 / [email protected]
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
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?
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milan guentherpartner
+33 9 7044 7778www.eda-c.com@eda_ _c