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.

2. ------------------------------- ------------------------------
the focal point 2012-09-28
of brand ------------------------------
European Information
identity and Architecture Summit
enterprise 2012, Roma
architecture -------------------------------
Milan Guenther
Partner, eda.c
@eda_ _c

3. ------------------------------- ---------------------------------------------------------------------------------------
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

4. ------------------------------- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Sed- - -tortor,- - - - - - ac,-scelerisque-quis, iaculis - - -
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about eda.c We are a Strategic Design Consultancy. sed, purus. Nunc imperdiet. In posuere gravida elit. Sed
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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 &
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Communication &
Collaboration

5. -------------------------------
01
ecosystem
complexity
-------------------------------
02
big picture
viewpoints
-------------------------------
03
design
practice

6. -------------------------------
01
ecosystem
complexity

7. ------------------------------- ---------------------------------------------------------------------------------------
a typical
ux problem
setting briefing
solution

8. ------------------------------- ---------------------------------------------------------------------------------------
a typical
ux problem research etc
setting
? ? ? ??
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solution ?
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? ? ?
? ?

9. ------------------------------- ---------------------------------------------------------------------------------------
a typical
ux problem
setting
!
! ! !! ! !
! ! ! !
!
! solution !
!
! !
! design for
!
! ! !
! !
! ! !
! ! !
! !

10. ------------------------------- ---------------------------------------------------------------------------------------
a typical
ux problem
setting
solution
used by

11. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
perspective Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
solution
Partners

12. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
perspective Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
solution
Partners

13. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
perspective Investors
Enterprise
Organisation
solution
Suppliers Sales Customers
Channels
Partners

14. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
perspective Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
solution
Partners

15. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
actors Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
solution
Partners

16. ------------------------------- ---------------------------------------------------------------------------------------
enterprise
experiences Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners

17. ------------------------------- ---------------------------------------------------------------------------------------
designing in
an enterprise Investors
context
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners

18. 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 Capabilitie
Methods Assets
Approaches Performance Locations
Opportunities Interactions Resources Interfaces
Activities Tasks Content Infrastructure
Triggers Scripts Tools Technology

19. 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 Capabilitie
Methods Assets
Approaches Performance Locations
Opportunities Interactions Resources Interfaces
Activities Tasks Content Infrastructure
Triggers Scripts Tools Technology

20. ------------------------------- ---------------------------------------------------------------------------------------
designing in
an enterprise Investors
context
Enterprise
Organisation
Suppliers Sales Customers
Channels
solution
Partners

22. -------------------------------
02
big picture
viewpoints

23. ------------------------------- ----------------------------------------------------------------------------------------
the experience
design ladder
big picture
service journeys
channels
processes
application interactions
structures
contexts
interface visuals
controls
code

25. ------------------------------- ----------------------------------------------------------------------------------------
3 viewpoints
experience brand enterprise
design identity architecture
What you How you How it works
get out of it think about it for you

26. ------------------------------- ----------------------------------------------------------------------------------------
the brand
identity ladder
big picture
business products
environment
offerings
culture personality
language
behaviour
appearance logo
colours
fonts

27. ------------------------------- ----------------------------------------------------------------------------------------
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

28. ------------------------------- ----------------------------------------------------------------------------------------
the enterprise
architecture
ladder big picture
business operations
capabilities
processes
information data
workflows
resources
computers systems
networks
applications

30. enterprise
architecture

31. enterprise
architecture
brand
identity

32. enterprise
architecture
brand
identity
experience
design

33. -------------------------------
03
design
practice

34. ------------------------------- -----------------------------------------------------------------------------
big picture Strategy
perspectives
in enterprise Architecture Identity
design
Processes Design
Organisation Behaviour
Capabilities Messages
Knowledge Culture
Technology Image
Enterprise
Design
Information and Content
Interaction and Behaviour
Perception and Usability
Experience
People

35. ------------------------------- ----------------------------------------------------------------------------------------
designing with Vision
big picture
viewpoints 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

36. ------------------------------- ----------------------------------------------------------------------------------------
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?

37. ------------------------------- ----------------------------------------------------------------------------------------
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

38. ------------------------------- ----------------------------------------------------------------------------------------
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

39. ------------------------------- ----------------------------------------------------------------------------------------
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

40. correction
ntm booklet -nm number
piracy
-issue date
ate -edit date
me interval -source[ntm,other(navtex,navarea)]
pdate() +mark() update schedule
iew() chart object (S-57)
update -next update date
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-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 ECDIS
ate() order
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+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

41. correction
ntm booklet -nm number
piracy
-issue date
ate -edit date
me interval -source[ntm,other(navtex,navarea)]
pdate() +mark() update schedule
iew() 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 ECDIS
ate() 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

42. correction
ntm booklet -nm number
piracy
-issue date
ate -edit date
me interval -source[ntm,other(navtex,navarea)]
pdate() +mark() update schedule
iew() 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 ECDIS
ate() 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

43. ------------------------------- ----------------------------------------------------------------------------------------
common traits Whole enterprise
of big picture
viewpoints 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

44. FraMework overview FOCUS decisions
------------------------------- ---------------------------------------------------------------------
the enterprise visionary strategic
big picture
design 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

45. ------------------------------- --------------------------------------------------------------------
intersection
book.com
MIlan Guenther
IntersectIon
How EntErprisE DEsign
BriDgEs tHE gap BEtwEEn
BusinEss, tEcHnology
anD pEoplE

46. ------------------------------------------------------
eda.c
enterprise design
associates. consultancy
milan guenther
partner
+49 211 24 860 360
www.eda-c.com
@eda__c
photo credits:
anirudh, nein09, blmiers2 on flickr
wikipedia, heineken