a design-ledapproach tobusinessarchitecture
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From Strategic Initiatives to Human Experiences
EAC / BPM Europe 2011, London
Milan GuentherPartner, eda.c
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your presenter- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Milan Guenther
Currently– Partner with enterprise design associates. consultancy– Working on Strategic Design projects at the intersection of – Business, Technology and People– Benchmarking Lead Europe for the Intranet Benchmarking Forum
Previously– Projects as contract User Experience Designer– Launched a social software company in 2001
Background– Since 10 years working as Designer and Consultant– Designer by trade: Diplom-Designer in Communication Design– Business / IT connection: MBA focused on Information Systems
Late adopter: just started blogging at www.blurringboundaries.euTwittering occasionally at @eda__c
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
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We use a design-led approach to work on a strategic challenges.
– foster app development and exchange in a global software company
– guide commercial pilots across entire flights to the destination gate
– design a new way to manage time and meet across time zones
– design a digital service delivery model for a nautical chart provider
– change car driver behaviour to decrease energy consumption
– pull the world of reporting and dashboards outside the computer
– make multidimensional business structures visible and browsable
– create a brand that visually communicates data to customers
– embed design approaches in business consulting and IT operations
– reshape information exchange across the entertainment industry
Our Design work has a large impact on Business Architecture – in the sense that business and its structures are a core part of it.
some terms- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
what I mean by...
ArchitectureAn overarching plan for any kind of formal structure
DesignA plan to create something that focuses on meaningfulness
EngineeringA plan to implement something that focuses on feasibility
EnterpriseAn organisation embedded in the larger ecosystem it operates in
ExperienceThe quality of an exchange between a person and the business
ModelA abstract, simplified representation of an architecture
PrototypeAn experienceable simulation of a design
StakeholderAny person having a certain relationship to the business
01designingbusiness
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02levels ofchange
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03approach
04design-ledbusinessarchitecture
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01designingbusiness
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looking atbusiness
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
business asarchitecture
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
business asarchitecture
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Reporting LinesSales ChannelsRevenue StreamsValue ChainBusiness ProcessesDecision RulesCapabilities...
Can be – modeled– analysed– optimised– redesigned
business asrelationships
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
business asrelationships
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ElementsUsers CustomersEmployeesInvestorsCandidatesStakeholdersMembers...
Can be– identified– talked to– observed– addressed
business asdesign
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
business asdesign
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Elements ProductsServicesToolsMediaInterfacesEnvironmentsSystems...
Can be – designed– prototyped– validated– iterated
business asexperiences
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
business asexperiences
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ElementsUse MeaningExpectationsMotivationPerceptionUnderstandingContext...
Can be – captured– understood– influenced– co-created
02levels ofchange
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design, superficial
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
design asstreamlining
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
design astransformation
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
design asreinvention
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Organisation
Enterprise
Suppliers Customers
Partners
Investors
SalesChannels
03approach
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architecture- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
architecture- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
design- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
design- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
architecture, then design
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ggg
architecture, then design
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startwithpeople
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designfor them
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structure your business around that design
enterprise design
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enterprise design
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04design-ledbusinessarchitecture
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capturingthe essence of a business
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Strategy
BusinessArchitecture
OperationalImplementation
capturingthe essence of a business
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Strategy
Design-led BusinessArchitecture
OperationalImplementation
step 0get started
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StepsDefine StakeholdersExplore Context: Architecture, Identity, ExperienceDefine Scope / Charter
TechniquesFormal BriefingClassic ResearchProject Planning
Architecture ElementsEnvironment / Domains / Stakeholders
DESIGNSynthesis
BUSINESSViability
SYSTEMAchievability
PEOPLEMeaningfulness
Based on Tim Brown’s Design Thinking Presentation at TED
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
step 1discovery
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StepsWork with OwnersWork with CustomersWork with ExpertsWork with Engineers
TechniquesContextual InterviewsPersona DevelopmentWritten NarrativesData Analysis
Architecture ElementsVision / Objectives / Activities / Values / Entities / Events
step 2design
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StepsModellingIdeationSynthesisVisualisation
TechniquesBusiness ModelsVisual ScenariosInformation ArchitectureInteraction Design
Architecture ElementsServices / Processes / Rules / Capabilities
step 3validate
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StepsPrototypingSimulationTestingIteration
TechniquesVision PrototypesStakeholder WalkthroughsExpert ReviewsUser ValidationCo-Creation
Architecture ElementsPrinciples / Metrics / Constraints
step 4execute
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StepsImplementTransformManageAdapt
TechniquesWorkshopsStorytellingCommunicationCodification
Architecture ElementsInfrastructure / Systems / Functions
more onenterprisedesign
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Enterprise Design is an emerging design approach to bridge the Gap between Business, People and Technology.
We are looking for case studies, insights and (paid) reviewers for an upcoming book on this subject. If you are interested to learn more, please get in touch!
More info:www.intersectionbook.com
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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,eva pika