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A Design-Led Approach to Business Architecture

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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, …

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.


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  • 1. --------------------------- ---------------------------a design-led 2011-06-10approach to --------------------------- From Strategicbusiness Initiatives to Humanarchitecture Experiences --------------------------- EAC / BPM Europe 2011, London --------------------------- Milan Guenther Partner, eda.c
  • 2. --------------------------- -----------------------------------------------------------------------------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
  • 3. 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
  • 4. --------------------------- -----------------------------------------------------------------------------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.
  • 5. --------------------------- -----------------------------------------------------------------------------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
  • 6. ---------------------------01designingbusiness---------------------------02levels ofchange---------------------------03approach---------------------------04design-ledbusinessarchitecture
  • 7. ---------------------------01designingbusiness
  • 8. --------------------------- -----------------------------------------------------------------------------looking atbusiness Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 9. --------------------------- -----------------------------------------------------------------------------business asarchitecture Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 10. --------------------------- -----------------------------------------------------------------------------business as Reporting Linesarchitecture Sales Channels Revenue Streams Value Chain Business Processes Decision Rules Capabilities ... Can be – modeled – analysed – optimised – redesigned
  • 11. --------------------------- -----------------------------------------------------------------------------business asrelationships Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 12. --------------------------- -----------------------------------------------------------------------------business as Elementsrelationships Users Customers Employees Investors Candidates Stakeholders Members ... Can be – identified – talked to – observed – addressed
  • 13. --------------------------- -----------------------------------------------------------------------------business asdesign Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 14. --------------------------- -----------------------------------------------------------------------------business as Elementsdesign Products Services Tools Media Interfaces Environments Systems ... Can be – designed – prototyped – validated – iterated
  • 15. --------------------------- -----------------------------------------------------------------------------business asexperiences Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 16. --------------------------- -----------------------------------------------------------------------------business as Elementsexperiences Use Meaning Expectations Motivation Perception Understanding Context ... Can be – captured – understood – influenced – co-created
  • 17. ---------------------------02levels ofchange
  • 18. --------------------------- -----------------------------------------------------------------------------design,superficial Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 19. --------------------------- -----------------------------------------------------------------------------design asstreamlining Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 20. --------------------------- -----------------------------------------------------------------------------design astransformation Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 21. --------------------------- -----------------------------------------------------------------------------design asreinvention Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 22. ---------------------------03approach
  • 23. architecture----------------------------------------------------------------------------------------------------------
  • 24. architecture----------------------------------------------------------------------------------------------------------
  • 25. design----------------------------------------------------------------------------------------------------------
  • 26. design----------------------------------------------------------------------------------------------------------
  • 27. architecture,----------------------------------------------------------------------------------------------------------then design
  • 28. architecture,----------------------------------------------------------------------------------------------------------then design
  • 29. start----------------------------------------------------------------------------------------------------------withpeople
  • 30. design----------------------------------------------------------------------------------------------------------forthem
  • 31. structure----------------------------------------------------------------------------------------------------------your businessaround thatdesign
  • 32. enterprise----------------------------------------------------------------------------------------------------------design
  • 33. enterprise----------------------------------------------------------------------------------------------------------design
  • 34. ---------------------------04design-ledbusinessarchitecture
  • 35. --------------------------- -----------------------------------------------------------------------------capturingthe essence of Strategya business Business Architecture Operational Implementation
  • 36. --------------------------- -----------------------------------------------------------------------------capturingthe essence of Strategya business Design-led Business Architecture Operational Implementation
  • 37. --------------------------- -----------------------------------------------------------------------------step 0 Stepsget started Define Stakeholders Explore Context: Architecture, Identity, Experience Define Scope / Charter Techniques Formal Briefing Classic Research Project Planning Architecture Elements Environment / Domains / Stakeholders
  • 38. PEOPLE Meaningfulness DESIGN Synthesis BUSINESS SYSTEM Viability AchievabilityBased on Tim Brown’s Design Thinking Presentation at TED
  • 39. 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 CapabilitieMethods Assets Approaches Performance Locations Opportunities Interactions Resources Interfaces Activities Tasks Content Infrastructure Triggers Scripts Tools Technology
  • 40. 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 CapabilitieMethods Assets Approaches Performance Locations Opportunities Interactions Resources Interfaces Activities Tasks Content Infrastructure Triggers Scripts Tools Technology
  • 41. --------------------------- -----------------------------------------------------------------------------step 1 Stepsdiscovery 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
  • 42. --------------------------- -----------------------------------------------------------------------------step 2 Stepsdesign Modelling Ideation Synthesis Visualisation Techniques Business Models Visual Scenarios Information Architecture Interaction Design Architecture Elements Services / Processes / Rules / Capabilities
  • 43. --------------------------- -----------------------------------------------------------------------------step 3 Stepsvalidate Prototyping Simulation Testing Iteration Techniques Vision Prototypes Stakeholder Walkthroughs Expert Reviews User Validation Co-Creation Architecture Elements Principles / Metrics / Constraints
  • 44. --------------------------- -----------------------------------------------------------------------------step 4 Stepsexecute Implement Transform Manage Adapt Techniques Workshops Storytelling Communication Codification Architecture Elements Infrastructure / Systems / Functions
  • 45. --------------------------- -----------------------------------------------------------------------------more on Enterprise Design is an emerging designenterprisedesign 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
  • 46. ------------------------------------------------------eda.centerprise designassociates. consultancymilan guentherpartnerp +49 211 24 860 360milan.guenther@eda-c.comwww.eda-c.com@eda__cspecial thanks tobenjamin falke,dennis middeke,eva pika