Organisations are struggling to adequately connect their people to business processes, information, and interactions. Although most manual interactions between a human and an organisation today include dealing with IT systems, user experience and usability in the enterprise is still behind what is common in the consumer space. Unstructured data, manual interactions, ad-hoc communication processes, and organisational identity and culture are not well addressed by EA today. This presentation will introduce a people-centred perspective of organisational information systems and their touch points with users. It describes a framework for a Design initiative based on EA insights and related practices, with the goal to integrate users, information and interaction in an optimal way. Key elements: * Making the Enterprise visible and usable to human users * Approaching the people issue from a global perspective * Using this framework to align, consolidate and integrate user-facing elements

3. --------------------------- ---------------------------
visible 2010-06-18
enterprise ---------------------------
Designing
architectures Enterprise / People
Experiences
---------------------------
EAC Europe 2010,
London
---------------------------
Milan Guenther
Partner, eda.c

4. ---------------------------
01
we are
designers
---------------------------
02
views on
architecture
---------------------------
03
why now?
---------------------------
04
definitions,
context, concept
and method
---------------------------
05
illustration

5. ---------------------------
01
we are
designers

6. --------------------------- -----------------------------------------------------------------------------
01.01
designers? piracy
ntm booklet -nm number
-issue date
correction
-date -edit date
-time interval -source[ntm,other(navtex,navarea)]
weather
+update() +mark()
-date +view() chart object (S-57) update schedule
update
-wind -next update date
-lat/lon
-pressure -edition
-category -last update date
-waves updating log +download()
-type[point,line,area] +edit()
-currents +apply()
-temperature +get info()
route +view() +view()
-precipitations
-storms -from
-time interval -to
-possible deviation HO
-coverage
-passage plan -country
+update()
waypoint -markings -is_primary
+view/play()
-alternative +filter()
-type[WP/WOP]
-type[predefined/manual/auto]
-is critical
leg -planned/actual
-lat/lon
-port controls acceptance chart
-turning radius -distance
-restrictions -edition
-name -dev publication
-default settings -publication date
-remark -dtm -purpose[sailing directions,tidal tables, lights, ...]
-critical points -id:number/code
tides -notify -speed -medium[electronic,paper]
-stop duration -mode[sea,...] +plan() -status[absent/onboard]
-date +plot() -flag state approval
-speed -type[rhumb,g.c.] -medium[electronic/paper]
+view() +edit() -port controls acceptance
-eta +add() -purpose[general,lights,...]
+remove() -scale +view()
-time to next +remove()
+split() -type[ENC/official,supplementary]
danger/caution +add()
+join() -necessity[desirable,mandatory]
+remove()
+reverse() -transition points catalogue
+move()
+export() -is_still_valid
+goto() -update_date
+import() -is_up_to_date
+mark() -is_uptodate
+calculate() -depiction[S-52,int1,paper,3D]
+view() -medium[paper,ENC,publication]
+check() -database[primar,pro+,enc,paper] collection(ENC)/folio(paper)
port +check() +find()
emergency +update()
+print() +select()
-type[fire,collision,grounding,piracy,storm,mob,rescue] -guide to port entry +browse()
voyage (plan) +replace() +view()
-procedure/contact person -country
-departure -info +annotate/draw()
+trigger() -arrival +view()
+find()
-signatures ECDIS +measure/erbl()
phase -reporting/obs
-name +create() order
+update() inventory/portfolio
+print() track -amount
+trigger() -date of last check
+edit() -date
+execute() +check()
+submit()
+export() license +browse()
+receive()
log book observation +import()
+approve() -price
-date +reject() -expiration date area
+make entry() -position -limit -type[predefined,user-defined]
-bearing -zone/chart -covered_by[paper,ENC,suppl]
report -next report date
-distance calc
+plan() -date company -model[dynamic,static]
+create() -content +purchase()
-forms/templates
+plan() -details +renew()
+create() licencee
+edit() zone
voyage costs +compile() -payment details
+submit()
subscription -fixed costs +edit()
+approve()
-expires -bunker costs +reject()
-product +calculate()
+subscribe() vessel
+unsubscribe()
course -status[at berth/en route]
-position
-heading -details
-course over ground -IMO-ID
+calculate gyro error() -speed
+calculate magnetic course() -eta
+look up position()
Fleet +edit status()
+plot intercept course()
+edit details()

7. --------------------------- -----------------------------------------------------------------------------
01.02
designers!

8. --------------------------- -----------------------------------------------------------------------------
01.02
designers!

9. --------------------------- -----------------------------------------------
01.02
designers!
Ü
Courtesy Peugeot, Volkswagen

10. --------------------------- ----------------------------------------------
01.03 We are a strategic design consultancy.
eda.c
We leverage technology to connect our
business clients to people, and to give
these people what they need.
We do research, and we envision and
(re)design all system elements neccessary
to support this, resulting in visible and tan-
gible results such as new services, media
or products.
We collaborate with business owners,
analysts, engineers, developers, users,
customers, suppliers, partners, investors.
And we are lucky to work with Enterprise
Architects sometimes!

11. ---------------------------
02
views on
architecture

12. --------------------------- -----------------------------------------------------------------------------
02.01
architecture to
define systems
Courtesy Stadt Düsseldorf

13. --------------------------- -----------------------------------------------------------------------------
02.02
architecture for
perception
Courtesy Filippo Salamone

14. --------------------------- -----------------------------------------------------------------------------
02.03
architecture for
usage
Courtesy Jörg Dickmann

15. --------------------------- -----------------------------------------------
02.04
modelling to
integrate and
address various
aspects
Courtesy FOGA / Ethan K. / Penke Immobilien / Hoffman Engineering

16. --------------------------- ----------------------------------------------
02.05 Architecture is about making a large
system of interrelated things work.
designing an
enterprise It is about function, working with
constraints and opportunities, integration
with existing environments, and feasibility.
But architecture is as well creating
something really useful for people.
The result should be visible and usable.
How can we design an Enterprise to make
it perform, communicate consistently, look
great and behave well? What will people
see, do, and learn when they are interac-
ting with this Enterprise? How does it
create value for them?
Just as real architecture does, Enterprise
Architecture should centre on the people
working and living with(in) its results.

17. ---------------------------
03
why now?

18. --------------------------- ----------------------------------------------
03.01
organisations:
agile, visible,
extended deliveRy issues
– ZOOM +
d
e Each circle represents a unique actor. The lines con-
necting the actors illustrate the level of integration, In the issue identification and communication phase of an outsourcing and
and thus the effort of collaboration. international development project, this interactive tool for the visual explo-
Using the mouse, the user can zoom in and out and
navigate in the space to explore all business areas. ration of delivery processes serves as a central device for collaboration
CUSTOME R
between the client and the consulting team. The tool provides a three-
dimensional view of the logistical data, derived from data sources. The
s. user can explore the dependencies and relationships between the different
CUSTOMER actors and easily identify issues and opportunities for optimization.
SUPPLIER
SUPPLIE R
CUSTOMER
CUSTOMER CUSTOME R
DEP ARTMENT
SUPPLIE R
SUPPLIE R
DEP ARTMENT
SUPPLIER
CUSTOMER
SUPPLIE R
SUPPLIE R
CUSTOMER
DEP ARTMENT DEP ARTMENT CUSTOME R
CUSTOMER
CUSTOMER CUSTOMER
CUSTOME R
CUSTOME R
By placing and connecting the chips, participants
can develop a scenario and discover the interdepen-
dencies of the different assets involved.
DEP ARTMENT
20090223_booz_concepts.indd 44-45 27.02.09 14:10
Organisations have to adapt quickly to
changes, including human interaction.
27.02.09 14:10
Businesses reach out to integrate
customers and their ecosystem.
Dialogues and transactions, reputation
and trust are established online.

19. --------------------------- ----------------------------------------------
03.02
people:
powerful,
ProjeCtS
demanding, each business object type is represented by
a selector.
connected Strategy ProjeCtS
each business object type is represented by
a selector.
Marketing
dAsHbOARd Users can explore the visualizations on wall pro-
By placing, moving and combining the selectors, dAsHbOARd Users can explore the visualizations on wall pro-
ROOm jections and collaboratively adapt the information
users can create different data visualizations.
displayed to their needs.
ROOm jections and collaboratively adapt the information
displayed to their needs.
HR
By combining visual elements in a room with data visualization, dashboard
rooms enable consultants to present information to clients using a truly
interactive interface. Appearing like digital signage applications, live data
becomes visible and tangible as the project stakeholders collaboratively
change views and perspectives on large amounts of data as they explore
By combining visual elements in a room with data visualization, dashboard and discuss the business challenge.
IT
rooms enable consultants to present information to clients using a truly
interactive interface. Appearing like digital signage applications, live data
becomes visible and tangible as the project stakeholders collaboratively
change views and perspectives on large amounts of data as they explore
20090223_booz_concepts.indd 56-57 27.02.09 14
and discuss the business challenge.
Services offering compelling and useful
experiences, creating real value in their 27.02.09 14:10
use context, will replace today‘s mass of
disconnected tools and unfiltered data.
People connect, communicate and build
tribes. The voice of a few can be heard
cORPORATe blOg
equally loud and clear as a big campaign.

20. --------------------------- ----------------------------------------------
03.03
technology:
everywhere,
intelligent,
invisible
dATA diAgRAm
Monolithic applications and static files are
As a technique for communicating with the client‘s stakeholders, this con-
cept illustrates the communication of data to a broad audience via a simple,
animated large-scale visualization. The concept unites aesthetics with the
display of information and makes important data perceivable to the viewer
by an adequate representation in space and time.
replaced by modular components and
aggregated data, assembled and delivered
according to individual usage scenarios
via portals and customisable channels.
Digital devices integrate themselves in our
daily lives as embedded, hidden media. 27.02.09 14:10

21. --------------------------- ----------------------------------------------
03.04 « We‘ll witness a return to the integrity
of craft, the humanity of authorship, and
the human
the rebalancing of our virtual and physi-
factor cal spaces. We‘ll see a 21st-century re-
naissance in arts- and design-centered
approaches to making things, where you
- the individual - will take center stage in
culture and commerce. »
John Maeda, 2010

22. --------------------------- ----------------------------------------------
03.05 Engineering and IT rediscover their core
competencies in “building things”.
we need
bridges Applied sciences (business, law, etc.)
are investigating the ongoing digitalisation
of life and business.
Human sciences such as psychology,
sociology and andthropology contribute
knowledge and reflection on people.
Based on these insights, Architects and
Designers envision (better) products,
services, systems, experiences - and
Enterprises.

23. ---------------------------
04
definitions,
context, concept
and method

24. --------------------------- ----------------------------------------------
04.01 Role
A set of common characteristics that
enterprise
defines a user/enterprise relationship and
design can be used to tailor the experience to
definitions individuals or groups. One person can in-
herit multiple roles.
Examples: Sales Employee, Swiss client,
Top Performer, under 27 years old.
Touch Point
Point of contact between the enterprise
and an individual or group. A touch point
is a channel to deliver services to people.
They can be used to adapt the experience
to specific use contexts.
Examples: Blackberry in the Tram, Intranet
Portal accessed from a public terminal
Service
An element that delivers benefits to an
individual or group by delivering valuable
information or facilitating interactions.
Examples: Live Stock Price, Buy Music

25. --------------------------- ------------------------------------------------------------------------
04.02 Strategy
context:
architecture, Architecture Identity
experience,
identity
Processes Design
Organisation Behaviour
Capabilities Messages
Knowledge Culture
Technology Image
Enterprise
Design
Information and Content
Interaction and Behaviour
Perception and Usability
Experience
People

26. --------------------------- ------------------------------------------------------------------------
04.02.01 Strategy
architecture
Architecture
Processes
Organisation
Capabilities
Knowledge
Technology
Enterprise

27. --------------------------- ------------------------------------------------------------------------
04.02.02 Strategy
identity
chitecture Identity
Processes Design
Organisation Behaviour
Capabilities Messages
Knowledge Culture
Technology Image
Enterprise

28. --------------------------- Design
------------------------------------------------------------------------
04.02.03
experience
Information and Content
Interaction and Behaviour
Perception and Usability
Experience
People

29. --------------------------- ------------------------------------------------------------------------
04.02.04
1st example
ikea

30. --------------------------- ------------------------------------------------------------------------
04.02.05
2nd example
apple

31. --------------------------- ------------------------------------------------------------------------
04.03 Organisation
Processes
Structure
Content
Usefulness
Engagement
viewpoints Rules Presentation Locale
aspects Business People
Information
Context
ia
Convergence
ed
M
Accessibility
Interaction
Alignment
Value Behaviour
Availability Interactivity
Security Guidance
O
pe
Resources
ra
Relationships
tio
ns
Performance
Technology
Infrastructure Functionality
Systems Composition Productivity
Network Adaptivity Collaboration
Service Platforms Exploration

32. --------------------------- ------------------------------------------------------------------------
04.03.01
business
viewpoint
Organisation Str
Processes Co
Rules Pres
Business
Info

33. --------------------------- ------------------------------------------------------------------------
04.03.02
people
viewpoint
Structure Usefulness
Content Engagement
Presentation Locale
People
Information
Context
ia
Convergence
ed
M
Accessibility

34. Resources
er
--------------------------- ------------------------------------------------------------------------
at
04.03.03 Relationships
io
ns
functionality Performance
viewpoint
Technology
Functionality
Composition Productivity
Adaptivity Collaboration
Platforms Exploration

35. --------------------------- ------------------------------------------------------------------------
04.03.04
infrastructure
viewpoint
Te
Infrastructure
Systems Co
Network A
Service

36. --------------------------- ------------------------------------------------------------------------
04.03.05
information
aspect
Organisation Structure Usefu
Processes Content Engag
Rules Presentation Locale
Business Peop
Information
ia
ed
M

37. --------------------------- ------------------------------------------------------------------------
04.03.06
interaction
aspect
Context
ia
Convergence
ed
M
Accessibility
Interaction
Behaviour
Interactivity
Guidance
O
pe
Resources
ra
Relationships
tio
ns
Performance

38. O
pe
--------------------------- ------------------------------------------------------------------------
ra
04.03.07
tio
technology
ns
aspect
Technology
Infrastructure Funct
Systems Composition Produ
Network Adaptivity Collab
Service Platforms Explo

39. --------------------------- ------------------------------------------------------------------------
04.03.08
alignment
aspect
Alignment
Value
Availability
Security

40. Presentation Locale
--------------------------- ------------------------------------------------------------------------
04.03.09
media
People
aspect
Information
Context
a
Convergence
i
ed
M
Accessibility
Interaction
Behaviour
Interactivity
Guidance
O
p

41. --------------------------- ------------------------------------------------------------------------
04.03.10
Interaction
operations Behaviour
aspect Interactivity
Guidance
O
pe
Resources
ra
Relationships
tio
ns
Performance
Technology
Functionality

42. --------------------------- ------------------------------------------------------------------------
04.04 Strategy
methodology
Principles
Standards
Governance
Governance
applies to
is subject of
Enterprise Approach
Design
Library
works with
Systems
Assets
Reuse
Role Designs

43. --------------------------- ------------------------------------------------------------------------
04.04.01
Principles
governance
Standards
Governance
Governance
applies to
On an Enterprise level, develop a strategy for each individual view-
point and aspect described before.
Based is subject of
on systemic architecture models, as well as identity initiati-
ves focusing on perception and values, derive goals and principles
for the experience of people interacting with your organisation.
Enterprise
Establish standards, clearing and governance processes for the Ap
most relevant touch points, roles and services.
Design

44. --------------------------- ------------------------------------------------------------------------
04.04.02
approach
Enterprise Approach
Design
Library
works with
Use an iterative design approach to define new parts of your
Enterprise Design, running multiple cycles of research and ana-
lysis, creative concept and design, test and validation, and
implementation and deployment. Involve stakeholders repre-
senting these different viewpoints.
In each step, explicitly address every dimension and aspect, to
ensure that there will be no single characteristic of Role Designs
the resulting
experience designed without intent.

45. --------------------------- ------------------------------------------------------------------------
04.04.03
library
Library
works with
Systems
Assets
Reuse
Use the library to deploy and allocate reusable patterns and com-
ponents elaborated during the design process, as well as globally
available framework elements.
The different assets managed in the library should be used as buil-
ding blocks for a rapid design and implementation of new and en-
hanced Role Designs, directed at business units and users, leve-
raging existing infrastructure and functionality.

46. --------------------------- ------------------------------------------------
05
illustration
This concept demonstrates the implemen-
tation of a touch point for employees of a
mobile sales force.
Services adapted to the specific needs of
this role and its exchange with customers
are embedded in a consolidated portal.

47. ------------------------------------------------------
eda.c
enterprise design
associates. consultancy
milan guenther
partner
p +49 211 484 6368
m +49 178 132 7744
milan.guenther@eda-c.com
www.eda-c.com
@eda__c
special thanks to
eva pika,
benjamin falke,
dennis middeke