Architecting Information as the Enterprise DNA - EuroIA 2011


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While some organisations realise that digitisation goes beyond just implementing more and more tools for different purposes, people in touch with an enterprise (a company, a brand, a service etc.) still find themselves dealing with an overwhelming mass of scattered information in disconnected media. Drawing on an IT legacy which concentrated in the past on adding more and more features and data, these systems fall short of making relevant information easy to find, functionality easy to use, and achieving a good overall experience beyond a single medium or tool.

This talk will be about architecting information beyond isolated web sites, digital services, or customer experiences. In essence, structured information is the basis (DNA) for any enterprise to do what it has been created to do, but only if it is meaningful for the people involved. Inspired by overarching IA approaches for information spaces across media and devices, this presentation portrays IA as the linking force between the full range of stakeholders of the enterprise, creating meaning across all exchanges and touch points.

A language for IA professionals in strategic design projects, aiming to shape shared information structures on a meta-level to drive the information flows in a dynamic socio-technical system, and between a large and divisive group of people.
Using human-centred IA on the enterprise level to facilitate business transformations, envisioning, delivering and enhancing products and services, driving communication processes, reshaping the customer experience, and streamlining the technology landscape.
Positioning IA as the strategic tool to get the right information in the right format at the right time to the right people, and bridging the needs of these people with business aspirations and information systems.
How such an overarching IA translates to people’s experiences and a system of tangible artefacts that drive these experiences.

Published in: Design, Technology, Business

Architecting Information as the Enterprise DNA - EuroIA 2011

  1. 1. --------------------------- ---------------------------architecting 2011-09-23information as --------------------------- European Informationthe enterprise Architecture Summitdna 2011, Praha --------------------------- Milan Guenther Partner, eda.c
  2. 2. --------------------------- -----------------------------------------------------------------------------your presenter Milan Guenther Currently – Partner with eda.c enterprise design associates. consultancy – Working on Strategic Design projects at the intersection of – Business, People and Technology – Benchmarking Lead Europe for the Intranet Benchmarking Forum Previously – Projects as contract UX Designer – Launched a social software company in 2001 Background – Since 10 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, Design, Enterprise Architecture, Business Process Management, Intranets and Enterprise Portals Blogging infrequently at Twittering occasionally at @eda__c Slides on
  3. 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. 4. ---------------------------01today’s iachallenge---------------------------02ia and theenterprise---------------------------03vocabulary---------------------------04informationas dna
  5. 5. ---------------------------01today’s iachallenge
  6. 6. ----------------------------------------------------------------------------------------------------------Media BoundariesPages > Sites > Applications > Services > NetworksContext BoundariesBrowsers > Devices > Situations > JourneysHuman BoundariesClients > Users > Stakeholders > PeopleExperience BoundariesIsolated Media > Cross-Channel > Cross-OrganizationDesign BoundariesVisuals > Concepts > Systems > Strategies
  7. 7. ----------------------------------------------------------------------------------------------------------enterprise canhelp with that!
  8. 8. ---------------------------02ia and theenterprise
  9. 9. ----------------------------------------------------------------------------------------------------------enterprise?
  10. 10. ----------------------------------------------------------------------------------------------------------behind the firewall
  11. 11. ----------------------------------------------------------------------------------------------------------about IT
  12. 12. ----------------------------------------------------------------------------------------------------------an organisation
  13. 13. ----------------------------------------------------------------------------------------------------------big
  14. 14. ----------------------------------------------------------------------------------------------------------en·ter·priseFrom Old French via Middle English and Middle French,feminine past participle of entreprendre (“to undertake”)entre (“in between”) + prendre (“to take”)A company, business, organization, or otherpurposeful endeavor.An undertaking or project, especially a daringand courageous one.A willingness to undertake new or risky projects;energy and initiative.
  15. 15. --------------------------- -----------------------------------------------------------------------------enterprise Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  16. 16. --------------------------- -----------------------------------------------------------------------------relationships Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  17. 17. --------------------------- -----------------------------------------------------------------------------structures Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  18. 18. --------------------------- -----------------------------------------------------------------------------our scope Enterprise
  19. 19. --------------------------- -----------------------------------------------------------------------------ux and theenterprise Investors Enterprise UX Organisation Brand Enterprise Architecture Suppliers Sales Customers Channels UX UX CX UX ID Service Design UX UX Partners
  20. 20. --------------------------- -----------------------------------------------------------------------------enterprisedesign
  21. 21. ---------------------------03vocabulary
  22. 22. ----------------------------------------------------------------------------------------------------------enterpriseanatomyperspectivespacerendering
  23. 23. ----------------------------------------------------------------------------------------------------------enterpriseidentityarchitectureexperience
  24. 24. ----------------------------------------------------------------------------------------------------------enterpriseidentityarchitectureexperience
  25. 25. ----------------------------------------------------------------------------------------------------------anatomyactorstouchpointsservicescontent
  26. 26. ----------------------------------------------------------------------------------------------------------viewpointspeoplebusinessstructurefunction
  27. 27. ----------------------------------------------------------------------------------------------------------spacecommunicationinteractioninformationorganisationoperationtechnology
  28. 28. ----------------------------------------------------------------------------------------------------------renderingproductsenvironmentssystems
  29. 29. ----------------------------------------------------------------------------------------------------------enterpriseanatomyperspectivespacerendering
  30. 30. ---------------------------04informationas dna
  31. 31. --------------------------- -----------------------------------------------------------------------------a roadmap forenterprise ia Lou Rosenfeld, 2005
  32. 32. ----------------------------------------------------------------------------------------------------------“Data” IA “User” IAAccuracy UseQuality MeaningReliability RelevancePerformance FindabilityMaintainability LabelingIntegration ContextProcesses Format Shared ground Mapping / Modelling Classification Organisation Integration
  33. 33. --------------------------- -----------------------------------------------------------------------------how a datamodel changedan industry VdA / eda.c / visualcosmos, 2009
  34. 34. --------------------------- ----------------------------------------------------------------------------- how a data model changed language_static_phy id CHAR(2) language VARCHAR(64) an industry Indexes agency_phone_type_phy theater_role_phy id INT(10) id INT(10) text_id INT(10) text_id INT(10) nationality_phy sort INT(10) sort INT(10) id INT(10) Indexes Indexes text_id INT(10) text_static_phy sort INT(10) id VARCHAR(64) agency_contact_data uniq VARCHAR(45) language_id CHAR(2) client_data tv_station_phy val VARCHAR(256) rowid INT(10) Indexes id INT(10) id INT(10) Indexes agency_id INT(10) agency_id INT(10) text_id INT(10) agency_contact_type_id INT(10) agency_contact_id INT(10) foreign_language_skill_phy agency_contact_type_text_id INT(10) sort INT(10) binary_data skill_type_phy picture_id INT(10) Indexes id INT(10) id INT(10) name VARCHAR(128) thumbnail_data sn VARCHAR(64) text_id INT(10) id INT(10) data MEDIUMBLOB foreign_language_phyIndexes id INT(10) gn VARCHAR(64) sort INT(10) text_id INT(10) Indexes Triggers dialect_skill_phy gender_phy photo_id INT(10) id INT(10) Indexes sort INT(10) gender_id INT(11) text_data_map_phy id INT(10) id INT(11) thumbnail_type_id CHAR(3) text_id INT(10) Indexes vintage VARCHAR(4) id INT(10) text_id INT(10) text_id INT(10) data MEDIUMBLOB sort INT(10) location_type_phy playing_age_begin VARCHAR(3) language_id CHAR(2) sort INT(10) sort INT(10) Indexes uniq TINYINT(1) id INT(10) Indexes playing_age_end VARCHAR(3) val VARCHAR(1024) Indexes Indexes video_url_data height_cm VARCHAR(3) text_id INT(10) Indexes award_data url_homepage VARCHAR(256) sort INT(10) rowid INT(10) rowid INT(10) film_role_phy size_text_id INT(10) uniq TINYINT(1) client_id INT(10) dialect_phy singing_voice_phy client_id INT(10) id INT(10) Indexes value VARCHAR(256) id INT(10) comment_text_id INT(10) education_data id INT(10) Indexes year_at VARCHAR(4) text_id INT(10) ethnicity_id INT(10) text_id INT(10) haircolor_phy text_id INT(10) award_text_id INT(10) sort INT(10) rowid INT(10) sort INT(10) ethnicity_text_id INT(10) id INT(10) sort INT(10) sort INT(10) Indexes client_id INT(10) vita_tv_data_map uniq INT(10) eyecolor_id INT(10) text_id INT(10) Indexes Indexes year_from VARCHAR(4) eyecolor_text_id INT(10) rowid INT(10) agency_phone_data Indexes sort INT(10) year_to VARCHAR(4) haircolor_id INT(10) client_id INT(10) Indexes rowid INT(10) tv_role_phy education_text_id INT(10) haircolor_text_id INT(10) vita_other_data tv_role_id INT(10) agency_id INT(10) sort INT(10) skill_data_map id INT(10) singing_voice_id INT(10) rowid INT(10) tv_role_text_id INT(10) agency_phone_type_id INT(10) password_reset_data nationality_data_map Indexes rowid INT(10) text_id INT(10) singing_voice_text_id INT(10) client_id INT(10) tv_station_id INT(10) agency_phone_type_text_id INT(10) rowid INT(10) Triggers client_id INT(10) sort INT(10) user_id INT(10) changed_by VARCHAR(128) year_from VARCHAR(4) tv_station_text_id INT(10) phone VARCHAR(32) Indexes client_id INT(10) skill_id INT(10) token VARCHAR(32) changed_at DATETIME year_to VARCHAR(4) year_from VARCHAR(4) Indexes nationality_id INT(10) skill_text_id INT(10) agency_data Indexes valid_until DATETIME title_text_id INT(10) year_to VARCHAR(4) Triggers Triggers Indexes nationality_text_id INT(10) skill_text_text_id INT(10)id INT(10) language_data_phy director_text_id INT(10) title_text_id INT(10) Indexes vita_theater_data_map Indexes profession_phy role_text_id INT(10) producer_text_id INT(10)name VARCHAR(128) id CHAR(2) vita_film_data_map Triggers Triggers rowid INT(10) language VARCHAR(64) id INT(10) comments_text_id INT(10) director_text_id INT(10)phone VARCHAR(32) dialect_data_map rowid INT(10) client_id INT(10) Indexes text_id INT(10) sort INT(10) comments_text_id INT(10)fax VARCHAR(32) rowid INT(10) client_id INT(10) theater_role_id INT(10) sort INT(10) Indexes sort INT(10)addr1 VARCHAR(64) client_id INT(10) film_role_id INT(10) theater_role_text_id INT(10) skill_phy uniq TINYINT(1) Triggers Indexesaddr2 VARCHAR(64) dialect_id INT(10) film_role_text_id INT(10) Indexes year_from VARCHAR(4) id INT(10) Triggerszipcode VARCHAR(16) dialect_text_id INT(10) year_from VARCHAR(4) photo_data year_to VARCHAR(4) text_id INT(10) profession_data_mapcity VARCHAR(64) ethnicity_phy dialect_skill_id INT(10) year_to VARCHAR(4) id INT(10) title_text_id INT(10) skill_type_id INT(10) client_id INT(10)country VARCHAR(64) id INT(10) Indexes title_text_id INT(10) binary_id INT(10) director_text_id INT(10) sort INT(10) profession_id INT(10)email VARCHAR(128) text_id INT(10) Triggers producer_text_id INT(10) client_id INT(10) theater_text_id INT(10) override TINYINT(1) profession_text_id INT(10)url_homepage VARCHAR(128) director_text_id INT(10) copyright VARCHAR(128) sort INT(10) foreign_language_data_map user_data comments_text_id INT(10) Indexes Indexeschanged_by VARCHAR(128) Indexes distributor_text_id INT(10) sort INT(10) rowid INT(10) id INT(10) sort INT(10) Triggerschanged_at DATETIME comments_text_id INT(10) Indexes client_id INT(10) Indexes login VARCHAR(128)ndexes sort INT(10) Triggers Triggers foreign_language_id INT(10) location_data_mapriggers user_type_id INT(10) Indexes eyecolor_phy foreign_language_text_id INT(10) rowid INT(10) agency_id INT(10) Triggers id INT(10) foreign_language_skill_id INT(10) client_id INT(10) sn VARCHAR(64) Indexes location_type_id INT(10) text_id INT(10) gn VARCHAR(64) Triggers VdA / eda.c / visualcosmos, 2009 sort INT(10) location_text_id INT(10) pwd CHAR(41) Indexes Indexes phone VARCHAR(32) Triggers last_login DATETIME last_ip VARCHAR(15) user_type_phy temporary_locked DATETIME id INT(10) wrong_login_count SMALLINT(6) code CHAR(3) Indexes val VARCHAR(64) Indexes
  35. 35. --------------------------- -----------------------------------------------------------------------------a mental modelfor the entire PAG – the first essential step to a de-uk police cluttered national policing landscape Manage the | Operational Policing Organisation | Lead service | Manage public Protect the public Deal with incidents Bring offenders to | engagement justice Lead the | organisation Patrol Manage high Improve Respond to Investigate | neighbourhoods risk individuals communities incidents crimes | Develop Strategy, | Manage public Manage Detain scenes of Policy & Plans | relations Protect Disrupt incidents suspects vulnerable criminal | people networks Manage Manage change | customer Investigate Non-judicial incidents | relationships Disposal Manage Protect Manage | planned vulnerable Manage Major partnerships | Report on Incidents Develop Cases operations places | performance Support | Manage contact Manage Manage road Victims and Support Assure service | licensing safety Witnesses prosecution Manage | performance | Support operational services | Manage Duty Manage Provide Collate Police Manage Manage Maintain professional | and Tasking Forensics specialist Information property and Intelligence standards | services evidence | Assure | -------------------------------------------------------------------------------------------------------------------------------------- compliance Business Support | Manage risk | Manage resources | Manage Manage finance Manage people Manage ICT Manage fleet Manage Manage | suppliers and livestock equipment facilities Provide legal services | | Policing Activities Level 1&2 (Policing Activity) System Architect 04 November 2010 13:20 NPIA / Olliver Robinson, 2011
  36. 36. ----------------------------------------------------------------------------------------------------------spacecommunicationinteractioninformationorganisationoperationtechnology
  37. 37. ----------------------------------------------------------------------------------------------------------information
  38. 38. ----------------------------------------------------------------------------------------------------------structured informationis the dna of the enterprise
  39. 39. ----------------------------------------------------------------------------------------------------------The same structured information occurs every-where in the enterprise space.It is the DNA of the enterprise, driving everythingbeing said and done.Enterprise data architecture and human-centredinformation architecture are two sides of the samecoin, and should work together.The IA practice employed today can be appliedto the enterprise level based on an adequatevocabulary and holistic thinking.
  40. 40. --------------------------- -----------------------------------------------------------------------------more on Enterprise Design is an emerging designenterprisedesign approach to bridge the Gap between Business, People and Technology. We are working on an upcoming book on this subject. If you are interested to learn more, please get in touch! More info:
  41. 41. ------------------------------------------------------eda.centerprise designassociates. consultancymilan guentherpartnerp +49 211 24 860 thanks tobenjamin falke,dennis middeke,olliver robinson,lou rosenfeld,eva pika