Too often in a classic decision-centric management setting, "Business Requirements" as the basis for all further endeavours seem to just magically appear out of nothing and remain unquestioned, instead of being part of a larger vision and purposeful design of the business. One possible way to address this issue is using Design Thinking to generate a tangible vision.
This presentation showcases a design-led approach to business architecture. By looking at the business from a customer experience perspective, such a design captures a desired future state that in turn can be used to derive and model business processes, capabilities, decision rules and other architectural elements.
3. --------------------------- ---------------------------
a design-led 2011-06-10
approach to ---------------------------
From Strategic
business Initiatives to Human
architecture Experiences
---------------------------
EAC / BPM Europe
2011, London
---------------------------
Milan Guenther
Partner, eda.c
4. --------------------------- -----------------------------------------------------------------------------
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.eu
Twittering occasionally at @eda__c
6. --------------------------- -----------------------------------------------------------------------------
challenges 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.
7. --------------------------- -----------------------------------------------------------------------------
some terms what I mean by...
Architecture
An overarching plan for any kind of formal structure
Design
A plan to create something that focuses on meaningfulness
Engineering
A plan to implement something that focuses on feasibility
Enterprise
An organisation embedded in the larger ecosystem it operates in
Experience
The quality of an exchange between a person and the business
Model
A abstract, simplified representation of an architecture
Prototype
An experienceable simulation of a design
Stakeholder
Any person having a certain relationship to the business
10. --------------------------- -----------------------------------------------------------------------------
looking at
business Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners
11. --------------------------- -----------------------------------------------------------------------------
business as
architecture Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners
12. --------------------------- -----------------------------------------------------------------------------
business as Reporting Lines
architecture
Sales Channels
Revenue Streams
Value Chain
Business Processes
Decision Rules
Capabilities
...
Can be
– modeled
– analysed
– optimised
– redesigned
13. --------------------------- -----------------------------------------------------------------------------
business as
relationships Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners
14. --------------------------- -----------------------------------------------------------------------------
business as Elements
relationships
Users
Customers
Employees
Investors
Candidates
Stakeholders
Members
...
Can be
– identified
– talked to
– observed
– addressed
15. --------------------------- -----------------------------------------------------------------------------
business as
design Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners
16. --------------------------- -----------------------------------------------------------------------------
business as Elements
design
Products
Services
Tools
Media
Interfaces
Environments
Systems
...
Can be
– designed
– prototyped
– validated
– iterated
17. --------------------------- -----------------------------------------------------------------------------
business as
experiences Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners
18. --------------------------- -----------------------------------------------------------------------------
business as Elements
experiences
Use
Meaning
Expectations
Motivation
Perception
Understanding
Context
...
Can be
– captured
– understood
– influenced
– co-created
37. --------------------------- -----------------------------------------------------------------------------
capturing
the essence of Strategy
a business
Business
Architecture
Operational
Implementation
38. --------------------------- -----------------------------------------------------------------------------
capturing
the essence of Strategy
a business
Design-led
Business
Architecture
Operational
Implementation
39. --------------------------- -----------------------------------------------------------------------------
step 0 Steps
get started
Define Stakeholders
Explore Context:
Architecture, Identity,
Experience
Define Scope / Charter
Techniques
Formal Briefing
Classic Research
Project Planning
Architecture Elements
Environment / Domains /
Stakeholders
40. PEOPLE
Meaningfulness
DESIGN
Synthesis
BUSINESS SYSTEM
Viability Achievability
Based on Tim Brown’s Design Thinking Presentation at TED
43. --------------------------- -----------------------------------------------------------------------------
step 1 Steps
discovery
Work with Owners
Work with Customers
Work with Experts
Work with Engineers
Techniques
Contextual Interviews
Persona Development
Written Narratives
Data Analysis
Architecture Elements
Vision / Objectives / Activities /
Values / Entities / Events
44. --------------------------- -----------------------------------------------------------------------------
step 2 Steps
design
Modelling
Ideation
Synthesis
Visualisation
Techniques
Business Models
Visual Scenarios
Information Architecture
Interaction Design
Architecture Elements
Services / Processes / Rules /
Capabilities
48. --------------------------- -----------------------------------------------------------------------------
step 4 Steps
execute
Implement
Transform
Manage
Adapt
Techniques
Workshops
Storytelling
Communication
Codification
Architecture Elements
Infrastructure / Systems / Functions
49.
50. --------------------------- -----------------------------------------------------------------------------
more on Enterprise Design is an emerging design
enterprise
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