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Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012
 

Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012

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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 ...

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.

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Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012 Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012 Presentation Transcript

  • ------------------------------- ------------------------------the focal point 2012-09-28of brand ------------------------------ European Informationidentity and Architecture Summitenterprise 2012, Romaarchitecture ------------------------------- Milan Guenther Partner, eda.c@eda_ _c
  • ------------------------------- ---------------------------------------------------------------------------------------your presenter Milan Guenther Currently – Partner with eda.c enterprise design associates. consultancy – working on Strategic Design projects at the touchpoint of – Business, People and Technology – Consultant at the Digital Workplace Group, London – Close to publishing INTERSECTION, a book on those subjects Previously – Many projects as contract UX Designer – Launched a social software company in 2001 Background – Since 11 years working as designer and consultant – Designer by trade: graduated in Communication Design – Business & IT connection: MBA focused on Information Systems Speaker at conferences on User Experience, Brand Identity, Enterprise Architecture, Business Process Management, Intranets Blogging infrequently at www.blurringboundaries.eu Tweeting occasionally at @eda__c Slides on http://slideshare.net/eda.c
  • ------------------------------- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Sed- - -tortor,- - - - - - ac,-scelerisque-quis, iaculis - - - - arcu - - pellentesque - - - - - - - - - -about eda.c We are a Strategic Design Consultancy. sed, purus. Nunc imperdiet. In posuere gravida elit. Sed sed nulla. Nullam id massa in metus luctus posuere. Class aptent taciti sociosqu ad litora torquent per conubia nos- tra, per inceptos hymenaeos. Vestibulum ante ipsum pri- mis in faucibus orci luctus et ultrices posuere cubilia Cu- 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. scenario 1 Area benchmarked --------------------------- Define the start time of the Strategy & voyage Governance Nunc est esta Usability IBF Metrics & 1. Volorios magnit dolupta iumquam volupta teculla borenis sitat. Ro voleseribus, om- Benchmarking Performance nienis volo ex excepelitia cum aut eumque eumTur? Model 2. Ratem nobitas quos eatem nos im ip- sumquo et acearchit ut faceruptat prate voloraessit, ulpa 3. volorer oviducipsa volorem eribus deseque voluptate nat lia porpore pudandusae nullis evelibus rem quissus elentiustias sectatur? Communication & Collaboration
  • -------------------------------01ecosystemcomplexity-------------------------------02big pictureviewpoints-------------------------------03designpractice
  • -------------------------------01ecosystemcomplexity
  • ------------------------------- ---------------------------------------------------------------------------------------a typicalux problemsetting briefing solution
  • ------------------------------- ---------------------------------------------------------------------------------------a typicalux problem research etcsetting ? ? ? ?? ? ? ? ? ? ? solution ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  • ------------------------------- ---------------------------------------------------------------------------------------a typicalux problemsetting ! ! ! !! ! ! ! ! ! ! ! ! solution ! ! ! ! ! design for ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • ------------------------------- ---------------------------------------------------------------------------------------a typicalux problemsetting solution used by
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseperspective Investors Enterprise Organisation Suppliers Sales Customers Channels solution Partners
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseperspective Investors Enterprise Organisation Suppliers Sales Customers Channels solution Partners
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseperspective Investors Enterprise Organisation solution Suppliers Sales Customers Channels Partners
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseperspective Investors Enterprise Organisation Suppliers Sales Customers Channels solution Partners
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseactors Investors Enterprise Organisation Suppliers Sales Customers Channels solution Partners
  • ------------------------------- ---------------------------------------------------------------------------------------enterpriseexperiences Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  • ------------------------------- ---------------------------------------------------------------------------------------designing inan enterprise Investorscontext Enterprise Organisation Suppliers Sales Customers Channels Partners
  • 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
  • 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
  • ------------------------------- ---------------------------------------------------------------------------------------designing inan enterprise Investorscontext Enterprise Organisation Suppliers Sales Customers Channels solution Partners
  • -------------------------------02big pictureviewpoints
  • ------------------------------- ----------------------------------------------------------------------------------------the experiencedesign ladder big picture service journeys channels processes application interactions structures contexts interface visuals controls code
  • ------------------------------- ----------------------------------------------------------------------------------------3 viewpoints experience brand enterprise design identity architecture What you How you How it works get out of it think about it for you
  • ------------------------------- ----------------------------------------------------------------------------------------the brandidentity ladder big picture business products environment offerings culture personality language behaviour appearance logo colours fonts
  • ------------------------------- ----------------------------------------------------------------------------------------branding today A brand is simply an organization, or a product, or service with a personality. So why all the fuss? Wally Olins The central problem of brand building is to get a complex organization to execute a simple idea. Marty Neumeier We believe rebrands should create symbols of change, not just a change of symbol. Simon Manchipp
  • ------------------------------- ----------------------------------------------------------------------------------------the enterprisearchitectureladder big picture business operations capabilities processes information data workflows resources computers systems networks applications
  • enterprisearchitecture
  • enterprisearchitecture brand identity
  • enterprisearchitecture brand identity experience design
  • -------------------------------03designpractice
  • ------------------------------- -----------------------------------------------------------------------------big picture Strategyperspectivesin enterprise Architecture Identitydesign Processes Design Organisation Behaviour Capabilities Messages Knowledge Culture Technology Image Enterprise Design Information and Content Interaction and Behaviour Perception and Usability Experience People
  • ------------------------------- ----------------------------------------------------------------------------------------designing with Visionbig pictureviewpoints The core idea of who you are, what you do for people and how you do it. Principles Making high-level decisions to guide individual design activities Models Exploring, understanding and reshap- ing the enterprise from different angles
  • ------------------------------- ----------------------------------------------------------------------------------------vision experience identity architecture what do you do who are you? how do you do for people? what how do you talk, things? how is role do you play look, act and your business in their lives? behave? structured?
  • ------------------------------- ----------------------------------------------------------------------------------------principles experience identity architecture never offline reliable continuity single product consistent platform cheap price affordable good enough personalised adaptive modular feels safe secure redundant fast service quick incentives
  • ------------------------------- ----------------------------------------------------------------------------------------models experience identity architecture mental brand domain models architectures models journey maps channels processes personas brand roles and attributes identites interactions dialogues functions information key terms data models content messages intelligence
  • ------------------------------- ----------------------------------------------------------------------------------------models experience identity architecture mental brand domain models architectures models journey maps channels processes personas brand roles and attributes identites interactions dialogues functions information key terms data models content messages intelligence business business business model canvas model canvas model canvas
  • correction ntm booklet -nm number piracy -issue dateate -edit dateme interval -source[ntm,other(navtex,navarea)]pdate() +mark() update scheduleiew() chart object (S-57) update -next update date -lat/lon -last update date -edition -category +edit() updating log +download() -type[point,line,area] +apply() +get info() route +view() +view() -from -to -possible deviation HO -passage plan -country waypoint -markings -is_primary -alternative -type[WP/WOP] +filter() -source[predefined/manual/auto/import] -is critical -planned/actual -lat/lon leg -port controls acceptance chart -turning radius -distance -restrictions -name -dev -edition publication -default settings -remark -dtm -publication date -critical points -purpose[sailing directions,tidal tables, lights, ...] -notify -speed -id:number/code +plan() -medium[electronic,paper] -stop duration -mode[sea,...] -inventory_status[absent/onboard] +plot() -flag state approval -speed -type[rhumb,g.c.] -medium[electronic/paper] +edit() -port controls acceptance -eta +add() -purpose[general,lights,...] +remove() -scale +view() -time to next +remove() +split() -type[ENC/official,supplementary] +add() +join() +remove() -necessity[desirable,mandatory] +reverse() -transition points catalogue +move() +export() -is_still_valid +import() -update_date -is_up_to_date +calculate() -is_uptodate -depiction[S-52,int1,paper,3D] +view() -medium[paper,ENC,publication] +check() -database[primar,pro+,enc,paper] collection(ENC)/folio(paper) port +check() +find() +print() +update() -guide to port entry +select() yage (plan) +activate() +browse() +view() -country +replace() +change()arture -info +annotate/draw()val +view() +find() atures +measure/erbl()orting/obs ECDISate() order inventory/portfolio t() track -amount Remark +update() -date of last check () -date cute() +check() +submit() ort() license +browse() +receive() ort() +approve() -price +reject() -expiration date area -limit -type[predefined,user-defined] -zone/chart -covered_by[paper,ENC,suppl] report -next report date date company -model[dynamic,static] content +purchase() -forms/templates+plan() -details +renew()+create() licencee +edit() zone+compile() -payment details
  • correction ntm booklet -nm number piracy -issue dateate -edit dateme interval -source[ntm,other(navtex,navarea)]pdate() +mark() update scheduleiew() chart object (S-57) update -next update date -lat/lon -last update date -edition -category +edit() updating log +download() -type[point,line,area] +apply() +get info() route +view() +view() -from -to -possible deviation HO -passage plan -country waypoint -markings -is_primary -alternative -type[WP/WOP] +filter() -source[predefined/manual/auto/import] -is critical -planned/actual -lat/lon leg -port controls acceptance chart -turning radius -distance -restrictions -name -dev -edition publication -default settings -remark -dtm -publication date -critical points -purpose[sailing directions,tidal tables, lights, ...] -notify -speed -id:number/code +plan() -medium[electronic,paper] -stop duration -mode[sea,...] -inventory_status[absent/onboard] +plot() -flag state approval -speed -type[rhumb,g.c.] -medium[electronic/paper] +edit() -port controls acceptance -eta +add() -purpose[general,lights,...] +remove() -scale +view() -time to next +remove() +split() -type[ENC/official,supplementary] +add() +join() +remove() -necessity[desirable,mandatory] +reverse() -transition points catalogue +move() +export() -is_still_valid +import() -update_date -is_up_to_date +calculate() -is_uptodate -depiction[S-52,int1,paper,3D] +view() -medium[paper,ENC,publication] +check() -database[primar,pro+,enc,paper] collection(ENC)/folio(paper) port +check() +find() +print() +update() -guide to port entry +select() yage (plan) +activate() +browse() +view() -country +replace() +change()arture -info +annotate/draw()val +view() +find() atures +measure/erbl()orting/obs ECDISate() order inventory/portfolio t() track -amount Remark +update() -date of last check () -date cute() +check() +submit() ort() license +browse() +receive() ort() +approve() -price +reject() -expiration date area -limit -type[predefined,user-defined] -zone/chart -covered_by[paper,ENC,suppl] report -next report date date company -model[dynamic,static] content +purchase() -forms/templates+plan() -details +renew()+create() licencee +edit() zone+compile() -payment details
  • correction ntm booklet -nm number piracy -issue dateate -edit dateme interval -source[ntm,other(navtex,navarea)]pdate() +mark() update scheduleiew() chart object (S-57) update -next update date -lat/lon -last update date -edition -category +edit() updating log +download() -type[point,line,area] +apply() +get info() route +view() +view() -from -to -possible deviation solution HO -passage plan -country waypoint -markings -is_primary -alternative -type[WP/WOP] +filter() -source[predefined/manual/auto/import] -is critical -planned/actual -lat/lon leg -port controls acceptance chart -turning radius -distance -restrictions -name -dev -edition publication -default settings -remark -dtm -publication date -critical points -purpose[sailing directions,tidal tables, lights, ...] -notify -speed -id:number/code +plan() -medium[electronic,paper] -stop duration -mode[sea,...] -inventory_status[absent/onboard] +plot() -flag state approval -speed -type[rhumb,g.c.] -medium[electronic/paper] +edit() -port controls acceptance -eta +add() -purpose[general,lights,...] +remove() -scale +view() -time to next +remove() +split() -type[ENC/official,supplementary] +add() +join() +remove() -necessity[desirable,mandatory] +reverse() -transition points catalogue +move() +export() -is_still_valid +import() -update_date -is_up_to_date +calculate() -is_uptodate -depiction[S-52,int1,paper,3D] +view() -medium[paper,ENC,publication] +check() -database[primar,pro+,enc,paper] collection(ENC)/folio(paper) port +check() +find() +print() +update() -guide to port entry +select() yage (plan) +activate() +browse() +view() -country +replace() +change()arture -info +annotate/draw()val +view() +find() atures +measure/erbl()orting/obs ECDISate() order inventory/portfolio t() track -amount Remark +update() -date of last check () -date cute() +check() +submit() ort() license +browse() +receive() ort() +approve() -price +reject() -expiration date area -limit -type[predefined,user-defined] -zone/chart -covered_by[paper,ENC,suppl] report -next report date date company -model[dynamic,static] content +purchase() -forms/templates+plan() -details +renew()+create() licencee +edit() zone+compile() -payment details
  • ------------------------------- ----------------------------------------------------------------------------------------common traits Whole enterpriseof big pictureviewpoints Looking at all actors aiming for change Many aspects Being open to enter unknown territory Many stakeholders Appreciating the diversity of concerns Design process Open-ended quest for the best result Crossing disciplines Involving specialist skills as needed Strategic relevance Linking decisions to strategic priorities
  • FraMework overview FOCUS decisions------------------------------- ---------------------------------------------------------------------the enterprise visionary strategic big picturedesign frame-work identity arcHitecture experience anatoMy actors toucHpoints services content FraMes conceptual tactical business people Function structure design space coMMunication inForMation interaction operation organization tecHnology rendering signs tHings places applied operational
  • ------------------------------- --------------------------------------------------------------------intersectionbook.com MIlan Guenther IntersectIon How EntErprisE DEsign BriDgEs tHE gap BEtwEEn BusinEss, tEcHnology anD pEoplE
  • ------------------------------------------------------eda.centerprise designassociates. consultancymilan guentherpartner+49 211 24 860 360www.eda-c.com@eda__cphoto credits:anirudh, nein09, blmiers2 on flickrwikipedia, heineken