Milky Way Webinar June 2022
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Bridge the gaps with Milky Way enterprise maps You brought together all the stakeholders, you set an ambitious goal to shift your business, and you triggered a significant change process. But then it fell apart. That reorganisation messed up the responsibilities. The customer insights turned out to be just assumptions. The IT applications were too hard to change, and the regulations were too constraining. And your stakeholders were not that convinced after all. What just happened? In this session, Annika and Milan will show you a mapping technique for facilitating enterprise-level change by design. Based on an overarching model of Enterprise Design Facets and Elements, a Milky Way map captures the value cycle of the enterprise as a system. If used as a true anchor model, it opens up the conversation on your Enterprise Design: what you can do, where to go next, and what to change to get there. Key takeaways How to draw your enterprise on a napkin: learn - how to establish a business geography to facilitate joint wayfinding between stakeholders Reveal the links: map out how your enterprise pursues its purpose, the capabilities it relies on to deliver, and the experience outcomes it enables for customers and others Have the right conversations: how to create clarity when developing product strategy, business transformation or investment options, collaboratively and visually Stories, insights and lessons learned from a variety of engagements at the intersection between business architecture, organisation and experience design
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Milky Way Webinar June 2022
- 1. Webinar Bridging the gaps with a Milky Way Enterprise Map Annika Klyver Milan Guenther
- 2. We help people create better* enterprises. * those that pursue a clear purpose, are useful for people and their lives, perform and deliver on their promises. INTERSECTION GROUP
- 5. What are we really talking about?
- 10. I come from Fiumicino near Rome in Italy. What about other mental models?
- 11. We all start from the same model!
- 12. Can we create a shared map of our enterprise?
- 13. Find the value flow
- 14. “Start with why” Simon Sinek
- 15. Your enterprise on a napkin
- 16. 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?
- 17. Enterprise Design Scope 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?
- 18. Your enterprise on a napkin
- 19. What maps and models are you making? Vote at i-g.at/vote
- 20. Milky Way base map
- 21. JR East
- 22. Your enterprise on a napkin
- 23. Why? Identity JR East Seamless mobility Bring people together Pursue ultimate safety levels Build a shared infrastructure Provide new data-driven services
- 24. Milky Way base map Purpose
- 26. What? Experience Destination offerings Support Planning tools Ticket Look up routes & times Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Research hotels Talk with friends Review fares Pay Trouble- shoot Get tickets Get to station Get on train Change trains Claim refund Share Consider destinations Mapping Experiences
- 27. Milky Way base map Purpose Tasks
- 30. How? Architecture Handle claims Batch Activities in Process Modeling and Execution Paper by Luise Pufahl and Mathias Weske
- 32. Milky Way base map Purpose Capabilities Tasks
- 33. What is a map? Simon Wardley
- 34. Milky Way base configuration and geographical dimensions Investors Suppliers Prospects Customers Operations Strategy Making and sourcing Delivery and learning Identity Why do we exist, who are we, what matters to us? Architecture How are we operating and what are we capable of achieving? Experience What is our role in people’s lives? Outside Inside
- 35. Enterprise Design Scope 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?
- 36. Elements Brand Product Organisation Story Purpose Process Capability Journey Task Outcome Activity Structure Elements of the EDGY modelling language based on the FBS Ontology Channel Asset Content
- 37. EDGY 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 people’s context, environment or means of access Brand our name and what it stands for Purpose what our enterprise pursues and believes in Story a shared narrative about our enterprise Content Messages and pieces of communication Organisation a team or group of people working together Capability what our enterprise can do and achieve Process related activities our enterprise carries out Asset A piece of equipment, software, or infrastructure
- 40. Adding IT Assets
- 44. Tracing a process and applications
- 45. Product Delivery
- 47. Overview of transformation ambition Today 2025 2023 Focus on the Customer experience during the journey. Broaden the focus on the Customer experience to before the journey. Start to improve the internal processes to better support the new experience Keep focus on the whole Customer experience and improve the internal processes to better support the new experience
- 48. So does this idea fit 2021? Improve the Recruitment Processes
- 52. Customers / Users Making them visible See their perspective & experience Think of them as we design Sense make the out-side & in dynamic
- 53. Find new ways of working
- 54. The flow of Value Creation - you don’t need a map if you staying where/as you are There is more than one backlog. Depending on capability area, product connection, etc the items on the backlog is assigned to the relevant teams The teams work with the changes and deliver as often as possible to the users/customers to generate both value and feedback
- 57. Models and maps The Milky Way Enterprise Map Operating Model Application Map Capability Map Process Map Experience Map Journey Map Job/Task Map Organisation Model Stakeholder Map Product Portfolio Service Blueprint User Stories Business Model Value Proposition Domain Model Vision, Purpose and Mission Storytelling Brand Architecture Brand Persona Ecosystem Map Change portfolio Impact map Persona
- 58. Map
- 59. Intersection Group is a Non Profit Association Approach and Toolkit An open source set of tools to do Enterprise Design for key challenges Community and Events A global community of practitioners and thinkers: join us on Slack! Learning and Knowledge Content, courses and digital tools delivered by our partners
- 60. Patterns How to use the Milky Way enterprise map ● Adapt the value flow to your enterprise: seek for a stable, recurring cycle to base on ● Navigate the Facets: start from the most familiar territory, then venture into adjacent areas ● Use the geography: place related items close to each other, or close to the edges of the rings ● Place shared capabilities, entrepreneurial vision, management and change in the bottom sector ● Combine the map with more specific maps to dive into a specific Facet, or Facet combination ● Use the Facet colours to establish the different viewpoints and clarify the context of your model ● Use your own colour palette and iconography to communicate your messages visually ● Use overlays to add additional Facets, Intersections, Elements or metrics and visualise them ● Support people’s learning journey when using the map by gradually introducing more detail ● Make the question your map tries to answer explicit and place it onto the map ● Talk about the content and the story behind your map rather than the visualisation or structure ● Don’t just capture the mess: make maps that ask questions, trigger actions and change ...to be continued
- 61. intersection.group enterprisedesign.io themilkywayacademy.com Pattern Book enterprisedesignpatterns.com Intersection Book intersectionbook.com Starter Kit Preview i-g.at/kit4 Intersection Conference intersectionconf.com Video archive on YouTube i-g.at/x Webinar recordings i-g.at/rec Join the conversation: Slack i-g.at/slack INTERSECTION GROUP