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Designing	Modeling	Notations		
Readers	Understand
Thesis	Director:	Prof.	Alain	Wegmann
14th October,	2016
George	Popescu
Public	Thesis	Defense
LAMS,	EPFL
2
Thesis	in	a	Nutshell
First	image	source:	http://www.sixtree.com.au/images/posts/2012StandishResults-largevssmall.png
Second	image	source:	https://www.infoq.com/articles/standish-chaos-2015
3
Thesis	in	a	Nutshell
IT	notation	
designer
IT	modeler Model
Notation
Non-IT	Reader
“What	do	the	elements	represent?”
“What	is	the	solution	to	the	problem?”
“What	happens?”
Workshop	image	taken	from	http://www.legacyinnova.com/
Fingerprint	image	taken	from	http://www.desantisbreindel.com/wp-content/uploads/
Workshop
4
Thesis	in	a	Nutshell
IT	notation	
designer
IT	modeler Proposed	Model
Proposed	Notation
Non-IT	Reader
“What	do	the	elements	represent?”	=>	Relation	with	reality
“What	is	the	solution	to	the	problem?”	=>	Rationale
“What	happens?”	=>	Story
Story	image	taken	from	https://www.theodysseyonline.com/top-10-methods-coming-stories
1) Improving	IT	notations
2) Improving	one	IT	notation:	SEAM
3) Proposing	recommendations	for	model	creation
4) Conclusions	and	future	work
5
Thesis	Outline
Context
Climax
Closure
Conflict
Story
1)	IMPROVING	IT	NOTATIONS	
(CONTEXT)
6
7
Research	Method
1)	Context
Design	Science	in	Information	Systems	Research,	Hevner,	March,	Park	&	Ram	(2004)
The	Craft	of	Research,	Booth,	Colomb &	Williams (1995)	
Case	Study	Research:	Design	and	Methods,	Yin	(1994)
8
1)	Context
Practical	and	Research	Questions
How	do	I,	as	a SEAM	modeler,	
create	a	SEAM	model,	so	that	
readers understand	the	
story that	I	want	to	tell?SEAM
modeler
IT	
modeler
How	do	I,	as	a	modeler,	
create	a	model,	so	that	
readers understand	the	
story that	I	want	to	tell?
Practical	question
Research	question
9
Research	Process
1)	Context
Basics	of	Qualitative	Research:	Techniques	and	Procedures	for	Developing	Grounded	Theory,	Strauss	&	Corbin	(1998)
Contextual	Design:	Defining	Customer-Centered	Systems,	Beyer	&	Holtzblatt (1997)
Inter	Views:	An	introduction	to	qualitative	research	interviewing,	Kvale (1996)
Create	/	use	an	initial	model	of	a	
specific	situation
Collect	suggestions	on	how	to	
improve	the	model	and	the	notation
Implement	suggestions	in	a	new	
model	iteration
Interview	readers	to	evaluate	how	
they	understand	the	model
2
3+i5+i
4+i
Models	are	
co-created	iteratively	
with	120	participants
Understand	how	people	create	
models	and	explore	stories	in	models
1
Models	are	
created	separately	
by	80	participants
Develop	principles	that	capture	the	
identity	of	the	notation
6
10
Models	Created	by	Interviewees
1)	Context
Understand	how	people	create	models	
and	explore	stories	in	models
0
2)	IMPROVING	ONE	IT	NOTATION:	
SEAM	(CONFLICT)
11
12
Story:	How	do	George	and	Monica	
have	their	car	serviced?	
2)	Conflict
First	Example	– SEAM	
How	do	I,	as	a	SEAM	modeler,	create	a	
SEAM	model,	so	that	readers
understand	the	story that	I	want	to	tell?
SEAM	
modeler
13
2)	Conflict
SEAM	Model	Example
Model	interpretation:	The	model	shows	a	market	segment	with	four	actors:	two	suppliers	(AMAG	and	Delaisse)	and	
two	customers	(George	and	Monica).	Each	of	the	suppliers	offers	a	service	to	the	customers.	George	and	Monica	need	
to	choose	one	of	the	two	dealers	to	service	their	car.	The	two	customers	form	a	family	and	each	of	them	have	certain	
criteria	in	mind.	These	criteria	are	reflected	by	the	service	offerings	of	the	two	dealers.	The	customers	make	a	choice	
using	the	assessment	of	the	two	service	offerings.	The	car	is	serviced	and	returned	to	the	customers.	
Constraints:	No	text	/	audio	/	video
Implicit
14
2)	Conflict
Qualitative	Empirical	Research
What?	100	interviews
When?	2014-2016
Who?	Students,	Secretaries,	Analysts,	Managers,	...
How?	Discussions
How	long?	30	to	60	minutes
Instructions:	Explain	the	model
NB:	Some	readers	participated	in	multiple	model	iterations
15
2)	Conflict
Feedback	from	Readers
“What	do	the	elements	represent?”	=> Relation	with	reality
“What	is	the	solution	to	the	problem?”	=> Rationale
“What	happens?”	=> Story
16
2)	Conflict
Relation	with	Reality	– Actors	and	State
Use	appropriate	photos,	icons and	terminology	to	model	
the	zone	of	proximal	development	between	the	modeler	and	the	readers’	conceptualizations
17
2)	Conflict
Relation	with	Reality	– Fundamental	Units	and	Story
1000
CHF
George’s	
viewpoint
Use	appropriate	photos,	icons and	terminology	to	model	
the	zone	of	proximal	development	between	the	modeler	and	the	readers’	conceptualizations
Dealer
Which	dealer	
to	choose?
The	price	was	
reasonable.	
250 CHF
18
2)	Conflict
Relation	with	Reality	– Goals	and	Beliefs
Some	dealers	
charge	more	
than	others
Commuting	to	
work	will	be	longer	
without	a	car
I	need	to	
service	the	car
I	need	to	
commute	fast
to	work
Use	appropriate	photos,	icons	and	terminology to	model	
the	zone	of	proximal	development	between	the	modeler	and	the	readers’	conceptualizations
Monica:	I	want	to	
spend	max.	10	
minutes	to	commute
to	and	from	work	
during	weekdays
George:	I	want	to	
pay	a	low	price	to	a	
high-quality	dealer	
to	have	my	car	
maintained
I	want	to	pay	a	low	price	to	
maintain	and	repair	my	car	to	
a	high-quality	supplier
I	want	to	spend	max.	10	minutes	to	commute	
to	and	from	work	during	weekdays
19
2)	Conflict
Rationale
Which	dealer?
Delaisse
AMAG
Price
Replacement	car
Duration
Question Options Criteria
Positive|	Neutral |	Negative
+2 +1 0 -1 -2
Satisficing
Accommodation
Questions,	Options,	and	Criteria:	Elements	of	Design	Space	Analysis,	Maclean,	Young,	Bellotti,	Moran	(1996)
The	Sciences	of	the	Artificial,	Simon	(1969)
Information,	Systems	and	Information	Systems	- Making	Sense	of	the	Field,	Checkland,	Holwell (1998)
Research	Methods	Knowledge	Base,	Trochim (2016)
20
2)	Conflict
Rationale
QuestionOptionsCriteria
21
2)	Conflict
Story
Context:	setting	and	characters
Climax:	turning	point Closure:	resolution	or	solution
Conflict:	challenge	or	problem
What	makes	a	good	story,	Allyssa	McCabe	and	Carole	Peterson	(1984)
5	Stages	of	Storytelling,	Kautzer (2012)
1
3
2
4
22
2)	Conflict
Story
Context:	setting	and	characters1
23
2)	Conflict
Story
Conflict:	challenge	or	problem2
24
2)	Conflict
Story
Conflict:	challenge	or	problem2
25
2)	Conflict
Story
Conflict:	challenge	or	problem2
26
2)	Conflict
Story
Climax:	turning	point3
27
2)	Conflict
Story
Climax:	turning	point3
28
2)	Conflict
Story
Closure:	resolution	or	solution4
29
Improving	the	SEAM	Notation
2)	Conflict
3)	PROPOSING	RECOMMENDATIONS	
FOR	MODEL	CREATION	(CLIMAX)
30
31
Model	Creation	Recommendations
3)	Climax
How	should	a	*	modeler
create	a	model,	so	that	
readers understand	the	
story that	he	wants	to	tell?
Research	question
*	e.g.	SEAM	/	i*	/	BPMN	/	UML	/	ArchiMate
32
Relation	with	Reality
3)	Climax
Conceptualization Conceptualization
Model
ReadersModeler
Extension	with	readers	of	the	conceptualization	and	modeling	framework	from	
The	Lightswitch Approach	- A	Systemic	Paradigm	for	Early	IT	System	Requirements	Based	on	Regulation	Principles,	Regev (2003)
33
Relation	with	Reality
3)	Climax
Model
Conceptualization Conceptualization
Zone	of	proximal	development
ReadersModeler
Adaptation	of	the	learning	of	children	from	adults	to	the	learning	of	readers	from	modelers	from	Thought	and	Language,	Vygotsky	(1997)
Use	of	embodied	cognition	for	readers	(e.g.	behavior	/	structure)	from	Grounded	Cognition,	Barsalou (2008)	to	explain	concreteness
Embodied	
cognition
Embodied	
cognition
250CHF
34
Rationale
3)	Climax
Which	one?
Option	2
Option	1
Criteria	2
Criteria	1
Criteria	3
Criteria	4
Criteria	5
Question Options Criteria
Positive	assessment
Negative	assessment
Option	1
Satisficing
Accommodation
Positive|	Neutral |	Negative
+2 +1 0 -1 -2
Questions,	Options,	and	Criteria:	Elements	of	Design	Space	Analysis,	Maclean,	Young,	Bellotti,	Moran	(1996)
The	Sciences	of	the	Artificial,	Simon	(1969)
Information,	Systems	and	Information	Systems	- Making	Sense	of	the	Field,	Checkland,	Holwell (1998)
Research	Methods	Knowledge	Base,	Trochim (2016)
35
Story
3)	Climax
Context
Climax
Closure
Conflict
1-3	model	
instances	for	
each	story	
phase	by	
exploring	actor’s	
states
What	makes	a	good	story,	Allyssa	McCabe	and	Carole	Peterson	(1984)
5	Stages	of	Storytelling,	Kautzer (2012)
36
Model	Creation	Recommendations
3)	Climax
1. Relation	with	reality
ü Use	the	zone	of	proximal	development	between	the	modeler	and	the	readers’	
conceptualizations	to	show	concreteness	using	photos,	icons	and	terminology	that	
characterize	actors
2. Rationale
ü Show	the	main	question,	the	options,	the	criteria	and	the	assessments	of	criteria
ü Use	“satisficing”	to	model	options	that	do	not	fully	satisfy	criteria
ü Use	“accommodation”	to	model	conflicting	interests	and	consensus
3. Story	
ü Create	model	instances	for	each	story	phase,	e.g.,	context,	conflict,	climax	and	closure
ü For	each	model	instance	explore	the	actors’	states	to	show	change
37
3)	Climax
Are	these	models	useful	for	you	when	create	models	with	other	people?
ü Before,	during	and	after	workshop	- communication	of	business	strategy
ü Identity	of	the	notation	- important	for	designer	and	modelers,	not	readers
ü Implicit	elements	- useful	to	learn	about	readers’	perceptions
ü Trade-off	between	abstraction	(modelers)	and	concreteness	(readers)
Prof. Alain Wegmann, Professor at EPFL and Consultant
Dr. Gil Regev, Senior Researcher at EPFL and Knowledge Manager at ITECOR
Mr. Didier Rey Marchetti, Vice-President for Information Systems Delegate at EPFL
Mr. Giorgio Anastopoulos, Head of Information Systems Architecture at EPFL
Mr. Olivier Hayard, Vice-President Head of Knowledge Management at ITECOR
Mr. Gaël de Fourmestraux, Head of Geneva Office at ITECOR
Discussion	of	Recommendations
38The	models	were	presented	at	EPFL’s	FORUM	IT	by	Prof	Karl	Aberer (VPSI)	and	Professor	Alain	Wegmann (IC)
3)	Climax
Context:	Situation
Climax:	Business	organization	and	segments Closure:	Organization
Conflict:	VDI	organization1 2
3 4
Impact	– EPFL	SI
39
3)	Climax
Context:	Situation1
Impact	– EPFL	SI
40
3)	Climax
Conflict:	Virtual	Desktop	Infrastructure	organization2
Impact	– EPFL	SI
41
3)	Climax
Climax:	Business	organization3
Impact	– EPFL	SI
42
3)	Climax
Climax:	Business	organization3
Impact	– EPFL	SI
43
3)	Climax
Closure:	Organization4
Impact	– EPFL	SI
4)	CONCLUSIONS	AND	FUTURE	
WORK	(CLOSURE)
44
45
ü We	created	improved	SEAM	models	based	on	interviewing	200	readers
ü This	research	is	inter-disciplinary:	systems	thinking,	graphical	
argumentation,	interpretation	of	reality,	learning,	and	story-telling
ü The	originality	of	the	research	lies	in	understanding	the	readers’	
conceptualizations	in	order	to	create	improved	models
ü Instead	of	multiple	different	models	of	the	same	situation,	we	propose	
one	model	that	illustrates	a	story
4)	Closure
Conclusions
46
v Modelers	can	apply	our	recommendations	to	
v Model	other	contexts	(e.g.,	organizational	strategy,	service	design,	enterprise	architecture)
v Model	other	hierarchical	levels	and	refinements	with	SEAM	(e.g.,	service	specification	and	
implementation	with	business	/	IT	services	and	processes)
v Improve	models	created	with	other	notations
4)	Closure
Future	Work
UML BPMN ArchiMate
47
Thank	you

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