Experience Design cannot work as an isolated exercise. Web sites are communication channels, work tools, social places and enterprise information systems at the same time. This applies equally to applications, mobile apps, retail branches, or office spaces. User, customer, brand and employee experiences are comprised of all of these elements. Services, artifacts, content and touchpoints are appearing everywhere. So far, so complex.
In real projects, it is easy to lose yourself in this mess. Many designers and information architects are torn between a quite concrete client demand (I need to launch an app next month, I need a new intranet...) and the quest to make sense in the world on a much larger scale.
In my experience, two very related fields can help us in tackling these challenges: Brand Identity and Enterprise Architecture. Too many, they must seem like the opposite ends of some sort of spectrum, and in some ways they are. However, they share an aspect that makes them so interesting: they apply a Big Picture view on the intertwined ecosystems we are working with.
In this talk, I want to share some current thinking in those areas, reaching beyond superficial style guides or hidden IT systems, and show the connection points to our work. Our mission changes to turn the core idea behind an enterprise as an ecosystem into tangible visions of its potential future, instead of being confined to isolated problem settings. Achieving such a shared Big Picture view paves the way to the strategic relevance of Experience Design work.