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Getting Started with Enterprise Design

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Getting started with
Enterprise Design
Milan Guenther

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We help people create better enterprises.
INTERSECTION GROUP

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Upcoming
webinars

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Getting Started with Enterprise Design

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Enterprises are behind many of the systems that run human life on our planet: government, healthcare, finance, big tech, you name it. Can we design them to be more useful for people, and more successful in creating a positive impact?

In this webinar, Milan will introduce you to Enterprise Design, an emerging practice aiming to do just that. It requires going beyond the typical scope of design for better products or services, and instead focusing on the enterprise itself as both the environment to reshape and our material to design with. Milan will take you the core ideas of Enterprise Design: an approach for connecting customer-centred product and service development with the architectural changes required to deliver. Combining ingredients of Architectural and Design Thinking with applied Systems Design, Enterprise Design provides a holistic and systemic approach to help you deal with the challenges of innovation and transformation at enterprise scale.

Enterprises are behind many of the systems that run human life on our planet: government, healthcare, finance, big tech, you name it. Can we design them to be more useful for people, and more successful in creating a positive impact?

In this webinar, Milan will introduce you to Enterprise Design, an emerging practice aiming to do just that. It requires going beyond the typical scope of design for better products or services, and instead focusing on the enterprise itself as both the environment to reshape and our material to design with. Milan will take you the core ideas of Enterprise Design: an approach for connecting customer-centred product and service development with the architectural changes required to deliver. Combining ingredients of Architectural and Design Thinking with applied Systems Design, Enterprise Design provides a holistic and systemic approach to help you deal with the challenges of innovation and transformation at enterprise scale.

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Getting Started with Enterprise Design

  1. 1. Getting started with Enterprise Design Milan Guenther
  2. 2. We help people create better enterprises. INTERSECTION GROUP
  3. 3. Upcoming webinars
  4. 4. Upcoming webinars
  5. 5. enterprisedesignpatterns.com Patterns Journey to impact Behaviour patterns Practice patterns Creations patterns
  6. 6. Why is Amazon so successful? i-g.at/vote
  7. 7. Enterprise Design Facets Why do we exist? How does it work? What do we do for people? Identity Architecture Experience
  8. 8. Enterprise Design Facets Product Organisation How are we perceived? What do we make and offer? How do we work together? Why do we exist? How does it work? What do we do for people? Brand Identity Architecture Experience
  9. 9. Enterprise Awkwardness
  10. 10. Enterprises appear in our lives, every day.
  11. 11. Enterprise Awkwardness The Oatmeal
  12. 12. Enterprise Awkwardness
  13. 13. Bloomberg Enterprise Awkwardness
  14. 14. Why is this happening?
  15. 15. Marketoonist
  16. 16. https://www.youtube.com/watch?v=uOiP4m JwqE0 https://www.cia.gov/news-information/featur ed-story-archive/2012-featured-story-archiv e/simple-sabotage.html
  17. 17. Architecture and design “Design Thinking is about putting the customer at the center, designing a solution for them and then linking the solution to traditional architect pieces.” Marcus Blosch, VP Research Smarter with Gartner: The Evolution of Enterprise Architecture. March 23, 2017 http://www.gartner.com/smarterwithgartner/the-evolution-of-enterprise-architecture
  18. 18. Architecture and design “Design Thinking is about putting the customer at the center, designing a solution for them and then linking the solution to traditional architect pieces.” Marcus Blosch, VP Research Smarter with Gartner: The Evolution of Enterprise Architecture. March 23, 2017 http://www.gartner.com/smarterwithgartner/the-evolution-of-enterprise-architecture
  19. 19. Enterprises Shouldn’t we hold them then accountable to a higher standard than just to do the minimum of what the law says? Daniel Ek, Spotify CEO Fast Company Interview http://f-st.co/Umqt2gM
  20. 20. How to design better enterprises?
  21. 21. How to design better enterprises?
  22. 22. Design is the rendering of intent. Jared Spool An enterprise is an ambitious endeavour. Len Fehskens Enterprise Design is the design of enterprises.
  23. 23. Design Thinking Design Thinking
  24. 24. Design
  25. 25. Enterprise Design Facets Identity Architecture Experience Why do we exist, who are we, what matters to us? How are we operating and what are we capable of achieving? What is our role in people’s lives?
  26. 26. Intersections Product Organisation How are we being perceived? What are we making and offering? How do we work together as a team? Brand Identity Architecture Experience Why do we exist, who are we, what matters to us? How are we operating and what are we capable of achieving? What is our role in people’s lives?
  27. 27. EDGY Brand Product Organisation Story Purpose Process Capability Journey Task Outcome Activity Thing Elements of the EDGY modelling language based on the FBS Ontology Channel Asset Content
  28. 28. Focus Elements Used to map enterprise elements and relations, trace their interplay, and express a future design. Product something our enterprise makes and offers Journey people’s activities when interacting with our enterprise Task what people want to achieve with our help Channel the environment, context or means of interaction Brand our name and what it stands for Purpose what our enterprise pursues and believes in Story the way we understand and explain what we do Content what we communicate in text, picture or video Organisation a team or group of people working together Capability what our enterprise can do and achieve, with people and assets Process related activities our enterprise carries out Asset Things we need to perform activities
  29. 29. What maps and models are you making? i-g.at/vote
  30. 30. Starter Kit Sneak Preview An entry level tool corresponding to each component of the upcoming Enterprise Design Framework to deal with complexity, for you to explore it together with your team or client. The 5 components are ● Facets (a shared vocabulary) ● Scan (a research tool) ● Maps (a language and templates) ● Sprint (a workshop format) ● System (components for sharing & reuse) i-g.at/kit4 Opportunities Solutions Innovation Transformation Facets Scan Sprint Maps System
  31. 31. Facets The Facets describe universal traits to understand any enterprise, regardless if consciously designed or implicitly created. They provide a high-level view on its reason for existence, what it seeks to do for people, and how its parts work together to deliver on its purpose. They help establishing a common language, shifting between perspectives and focus areas, translating observations and implications, and tracing relationships and dynamics. Opportunities Solutions Innovation Transformation Scan Sprint Maps System Facets
  32. 32. Maps Map out Customer Experience, Operating Model, Strategic Drivers and other relevant perspectives on your enterprise ecosystem and organization. Translate, connect and make sense of all the pieces to create a shared view on the enterprise as a whole, identify opportunities and design transformations. Opportunities Solutions Innovation Transformation Scan Sprint Maps System Facets
  33. 33. Scan Apply a 360° research tool to reveal innovation opportunities from your ecosystem. Combine all data sources, ideas and insights into a comprehensive synthesis to drive your decision-making, blending different techniques for maximum insight. Opportunities Solutions Innovation Transformation Scan Sprint Maps System Facets
  34. 34. Sprint Respond to priority challenges in record time. The Enterprise Design Sprint format makes GV-style Design Sprints from the agile startup world enterprise-compatible. Engage your stakeholders, identify strategic options, and rapidly co-design, test and build innovative solutions. Compress weeks of work into just a few days. Opportunities Solutions Innovation Transformation Scan Sprint Maps System Facets
  35. 35. System Enable your teams across the enterprise to self-organize and make better design decisions faster, through a system of established practices and readymade building blocks. Deliver a coherent, integrated set of solutions across the experience of your customers, and achieve transformation at scale involving all key stakeholders. Opportunities Solutions Innovation Transformation Scan Sprint Maps System Facets
  36. 36. Intersection Group is a Non Profit Association Intersection Toolkit An Open Source set of tools to do Enterprise Design for key challenges Community and Events Events for a global community of thinkers and practitioners Learning and Knowledge Content, certified courses and digital tools delivered by our partners
  37. 37. Creating Knowledge Products Intersection: bridging the tech-biz-people gap 2012: A primer for holistic and systemic design at enterprise scale A Pattern Language for Enterprise Design 35 instantly usable patterns for more impact with your enterprise design practice Training and tools for practitioners 2022: Content, tools and courses delivered by our education partners Enterprise Design Certified
  38. 38. Will you try out an Enterprise Design approach? Milan Guenther President, Intersection Group intersection.group Pattern Book enterprisedesignpatterns.com Intersection Book intersectionbook.com Starter Kit Preview i-g.at/kit4 Intersection Conference Videos i-g.at/x Join the conversation: Slack i-g.at/slack INTERSECTION GROUP i-g.at/vote

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