A Design-Led Approach to Business Architecture
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This document outlines a design-led approach to strategic business initiatives that integrates business, technology, and human experiences. It highlights the role of design in organizational identity, change management, and enhancing customer engagement through innovative solutions. The consultancy, Enterprise Design Associates, aims to bridge gaps between these domains while improving business architecture and processes.
A Design-Led Approach to Business Architecture
- 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
- 5. mobile assistence besides the common display of the fuel consump- measures can be calculated. - - - - - - - - - - - - - - - - - - - - - - - - - - -system-for - - - - - - - - tion,-values like tyre - - - - -or the condition-of - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - sustainable - - - - - - - - - pressure - - - - - - - - about eda.c driving the driving surface can be analysed. thus bluetrack does not only promote an environ- We are a Strategic Design Consultancy. driving behaviour, but also com- mental friendly for volkswagen bluetrack is a mobile platform where volkswagen municate green technologies and strenghen the wolfsburg drivers analyse their driving data. hints on energy brand image of a sustainable company. saving and good driving styles help them to im- We are working at the intersection of organisational identity, dennis middeke prove their fuel economy. exchange of information overview of activated challenges and group challenges with other members of the 2009 architecture and experience. We combine a design-led approach bluetrack community give an additional incentive to improve individual driving behaviour. with a business mindset and technical expertise to create and support of collaborative retain enterprise-people relationships for our clients. decision-making smartphone used as monitor in the cabin selecting candidates to view together from a tablet device analysis display © 2010 eda.c. all rights reserved
- 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
- 20. --------------------------- ----------------------------------------------------------------------------- design, superficial Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
- 21. --------------------------- ----------------------------------------------------------------------------- design as streamlining Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
- 22. --------------------------- ----------------------------------------------------------------------------- design as transformation Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
- 23. --------------------------- ----------------------------------------------------------------------------- design as reinvention Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
- 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
- 41. Habits Relationships Processes Brands Proposi Attitudes Knowledge Roles Products Skills Views Goals Environments Services Culture Identity Values Functions Regulations Media Messages Systems Constraints Documents Policies Rules Users Ideas Rules Interiors Culture Methods Data Applications Capabilitie Methods Assets Approaches Performance Locations Opportunities Interactions Resources Interfaces Activities Tasks Content Infrastructure Triggers Scripts Tools Technology
- 42. Habits Relationships Processes Brands Proposi Attitudes Knowledge Roles Products Skills Views Goals Environments Services Culture Identity Values Functions Regulations Media Messages Systems Constraints Documents Policies Rules Users Ideas Rules Interiors Culture Methods Data Applications Capabilitie Methods Assets Approaches Performance Locations Opportunities Interactions Resources Interfaces Activities Tasks Content Infrastructure Triggers Scripts Tools Technology
- 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
- 47. --------------------------- ----------------------------------------------------------------------------- step 3 Steps validate Prototyping Simulation Testing Iteration Techniques Vision Prototypes Stakeholder Walkthroughs Expert Reviews User Validation Co-Creation Architecture Elements Principles / Metrics / Constraints
- 48. --------------------------- ----------------------------------------------------------------------------- step 4 Steps execute Implement Transform Manage Adapt Techniques Workshops Storytelling Communication Codification Architecture Elements Infrastructure / Systems / Functions
- 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
- 51. ------------------------------------------------------ eda.c enterprise design associates. consultancy milan guenther partner p +49 211 24 860 360 milan.guenther@eda-c.com www.eda-c.com @eda__c special thanks to benjamin falke, dennis middeke, eva pika