The document discusses modelling for strategic design. It provides information about eda.c, a strategic design consultancy that combines design, business, and technical expertise. The document discusses how modelling is an important part of designing, as designing itself is a form of modelling. It provides examples of different types of models, including mental models and system models. It also discusses modelling the context, interactions, and relationships within complex systems and ecosystems.

2. modelling
for strategic
design
@eda_ _c
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2013-09-11
IxDA Berlin
Betahaus
Milan Guenther
Partner, eda.c
Paris
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3. about eda.c We are a Strategic Design Consultancy.
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.
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05
stration/
phics
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tions and graphics use
me colour as the brand
sign media for. In this
le it is the IBF blue.
70 80 90 100 110 120
+5%
+20%
+40%
+50%
-10%
-20%
Communication &
Culture
IQ Score is 88
1 Area benchmarked
IBF
Benchmarking
Model
Usability
Strategy &
Governance
Metrics &
Performance
Communication &
Collaboration
Nunc imperdiet
Sed arcu tortor, pellentesque ac, scelerisque
Sed arcu tortor, pellentesque ac, scelerisque
Sed arcu tortor, pellentesque ac, scelerisque
Morbi ut lacus. condimentum accumsan libero
auctor tempus, volutpat eu, leo. Morbi ut lacus
Morbi ut lacus. condimentum accumsan libero
auctor tempus, volutpat eu, leo. Morbi ut lacus
Morbi ut lacus. condimentum accumsan libero
auctor tempus, volutpat eu, leo. Morbi ut lacus
Ut ornare sagittis dui. Aliquam adipiscing lorem ut
est tempus, volutpat
Ut ornare sagittis dui. Aliquam adipiscing lorem ut
est tempus, volutpat
Ut ornare sagittis dui. Aliquam adipiscing lorem ut
est tempus, volutpat
IQ
97%
97%
97%
102%
102%
102%
89%
89%
89%
RS
48%
48%
48%
50%
50%
50%
25%
25%
25%
Facts & Figures
Overview 2002-2012
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adipiscing elit. Nulla ut felis. Praesent ac-
cumsan nunc lobortis eros. Nunc ullamcor-
per nisl non quam. Duis cursus risus egestas
sapien. Praesent sollicitudin sodales sem.
Aenean rhoncus. Proin ornare ornare mi. Sed
in massa. Duis in libero. Aliquam nisi neque,
Nulla sed neque sed mi cursus blandit. Proin
egestas nisi eu tellus congue consequat.
Nulla sit amet augue a nibh tincidunt port-
titor. Suspendisse est eros, hendrerit vel,
dignissim vel, rutrum sed, dolor. Vivamus
ut pede. Nam tincidunt placerat dolor. Nam
tempus vestibulum arcu. Nam laoreet, libero
Figure 1: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nulla ut felis. Praesent
accumsan nunc lobortis eros. Nunc ullamcorper nisl non quam. Duis cursus risus egestas
sapien. Proin ornare ornare mi. Sed in massa.
100% Lorem Ipsum
89,7% Lorem Ipsum
68,93% Lorem Ipsum
23,5% Lorem Ipsum
100% Lorem Ipsum
73,5% Lorem Ipsum
52,5% Lorem Ipsum
38% Lorem Ipsum

4. 01
why model?
02
about
modelling
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03
enterprise
design
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- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

5. 01
why model?
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6. Neo Seoul
From Cloud Atlas, © 2012 Cloud Atlas Production
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experience

7. The Cloud Atlas Atlas
© 2013 Alexandre Simon / www.simonson.eu
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models

8. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
mental models
Courtesy Indy Young

9. +filter()
-country
-is_primary
HO
+check()
+browse()
-date of last check
inventory/portfolio
+look up position()
+edit status()
-status[at berth/en route]
-position
-details
-IMO-ID
-speed
-eta
vessel
+view()
collection(E
+mark()
-nm number
-issue date
-edit date
-source[ntm,other(navtex,navarea)]
+purchase()
+renew()
-price
-expiration date
-limit
-zone/chart
-next report date
-model[dynamic,static]
license
+download()
+apply()
-edition
update
+submit()
+receive()
+approve()
+reject()
-amount
-date
order
+edit()
-forms/templates
-details
company
+view()
-purpose[sailing directions,tidal tables, lights, ...]
-medium[electronic,paper]
-flag state approval
-port controls acceptance
publication
-type[predefined,user-defined]
-covered_by[paper,ENC,suppl]
area
+update()
+browse()
-update_date
-is_uptodate
-medium[paper,ENC,publication]
-database[primar,pro+,enc,paper]
catalogue
+edit()
-next upda
-last updat
update
+view()
updating log
+trigger()
-name
phase
+update()
+view/play()
-date
-wind
-pressure
-waves
-currents
-temperature
-precipitations
-storms
-time interval
-coverage
weather
+update()
+view()
-date
-time interval
piracy
+plan()
+create()
-date
-position
-bearing
-distance calc
observation
+plan()
+create()
+compile()
+submit()
+approve()
+reject()
-date
-content
report
+find()
-guide to port entry
-country
-info
port
+goto()
+mark()
danger/caution
+calculate gyro error()
+calculate magnetic course()
-heading
-course over ground
course
+update()
ECDIS
zone
+get info()
+view()
-lat/lon
-category
-type[point,line,area]
chart object (S-57)
+edit()
-payment details
licencee
track
+add()
+remove()
-distance
-dev
-dtm
-speed
-mode[sea,...]
-type[rhumb,g.c.]
leg
+check()
+find()
+select()
+replace()
+annotate/draw()
+view()
+measure/erbl()
-edition
-publication date
-id:number/code
-status[absent/onboard]
-medium[electronic/paper]
-purpose[general,lights,...]
-scale
-type[ENC/official,supplementary]
-necessity[desirable,mandatory]
-transition points
-is_still_valid
-is_up_to_date
-depiction[S-52,int1,paper,3D]
chart
()
e,collision,grounding,piracy,storm,mob,rescue]
ure/contact person
emergency
ntm booklet
+view()
-date
tides
+create()
+print()
+edit()
+execute()
+export()
+import()
-departure
-arrival
-signatures
-reporting/obs
voyage (plan)
+make entry()
log book
+add()
+remove()
+move()
-type[WP/WOP]
-is critical
-lat/lon
-turning radius
-name
-remark
-notify
-stop duration
-speed
-eta
-time to next
waypoint
+calculate()
-fixed costs
-bunker costs
voyage costs
)
e()
ption
+plan()
+plot()
+edit()
+remove()
+split()
+join()
+reverse()
+export()
+import()
+calculate()
+view()
+check()
+print()
-from
-to
-possible deviation
-passage plan
-markings
-alternative
-type[predefined/manual/auto]
-planned/actual
-port controls acceptance
-restrictions
-default settings
-critical points
route
Fleet

10. Apple’s Business Ecosystem (Excerpt)
Core Value
Proposition
Complementary
Offerings
Supplying and
Enabling Network
Other
Stakeholders
®
TM
17
Higher Margins
via Apple Price
Premium
Lowest
Production
Costs
Goods & Services
Money & Credits
Information
Intangible Value
High Volume and
Planning Certainty
Manufacturing
Knowledge
Reputation
???
IP royalties
Seamless User
Experience
Enriched User
Experience
App
Purchases
Comission
Sales Platform
Apple
Platform
New Business Ideas
Higher Margins :
Apple Price
Premium
Broad Service
Station Covering
Technical and
Sales Training
Digital Sales Channel with
DRM and wide Spread
Media Delivery
???
IP royalties / Commission
Infrastructure
Management
Service Contract
Sponsoring / Discounts
Apple on Campus
Bulk Purchases
Reputation and
Awareness
Personal
Data
Price Premium
(Hardware,
Media and
App Sales)
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Courtesy Jan Schmidgen, source: http://www.slideshare.net/janschmiedgen/business-ecosystem-design

11. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - -
– One of many devices
– Vibration, turbulences
– Space limitations
– Collaboration
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– One of many devices
– Vibration, turbulences
– Space limitations
– Collaboration
eda.c / Jeppesen, 2010

12. Courtesy La 27e Région 2012

13. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
designing
is modelling

14. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
designing
is modelling
(and what we do
even more so)

15. ViewsSkills
RelationshipsHabits
Ideas
Identity
Brands Proposi
Products
Media Messages
Documents
Interiors
MethodsMethods
Interactions
Capabilitie
Resources
Content
Assets
Infrastructure
Services
Roles
Approaches
Activities Tasks
Triggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
Constraints
Rules
Rules
Locations
Processes
Knowledge
Systems
Regulations
Functions
Data
Environments
Applications
Goals
Values
Users
Attitudes
Performance

16. ViewsSkills
RelationshipsHabits
Ideas
Identity
Brands Proposi
Products
Media Messages
Documents
Interiors
MethodsMethods
Interactions
Capabilitie
Resources
Content
Assets
Infrastructure
Services
Roles
Approaches
Activities Tasks
Triggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
Constraints
Rules
Rules
Locations
Processes
Knowledge
Systems
Regulations
Functions
Data
Environments
Applications
Goals
Values
Users
Attitudes
Performance

17. 02
about
modelling
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

18. context
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Courtesy Stadt Düsseldorf

19. perception
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Courtesy Filippo Salamone

20. use
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Courtesy Jörg Dickmann

21. multiple
models
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Courtesy FOGA / Ethan K. / Penke Immobilien / Hoffman Engineering

22. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
“In general, a model is a purposeful
abstraction of reality.”
– Wikipedia

23. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
modelling theory
System A
(Model)
System B
(Reality)
imitate
understand
explore
build
change
etc
tomakes
Someone

24. 03
enterprise
design
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

25. enterprise
perspective
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Partners Competitors
Customers
Channels
Other
Stakeholders
Suppliers
Your Organization
Management
Employees
Investors,
Government,
Public

26. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise innovation

27. enterprise
design
framework
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
BIGPICTURE
identity
actors
business
communication
signs
architecture
touchpoints
people
information
things
experience
services
function
interaction
places
organization
content
structure
operation technology
ANATOMYFRAMESDESIGNSPACERENDERING
strategic
operational

28. enterprise
deisgn teams
COMMUNICATION
DESIGNER
ENTERPRISE
ARCHITECT
BRAND
STRATEGIST
CONTENT
STRATEGIST
CHANGE
MANAGER
BUSINESS
ARCHITECT
REQUIREMENTS
ENGINEER
INFORMATION
ARCHITECT
EXPERIENCE
STRATEGIST
MEDIA
DESIGNER
CREATIVE
DIRECTOR
SOFTWARE
ARCHITECT
URBAN
PLANNER
BUSINESS
ANALYST
BUSINESS
DESIGNER
INDUSTRIAL
DESIGNER
PROCESS
MANAGER
USER
RESEARCHER
SERVICE
DESIGNER
DOMAIN
EXPERT
INTERACTION
DESIGNER
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

29. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design process
1
Prepare
2
Discover
3
Define
4
Ideate
Small iteration
Big iteration
5
Validate
6
Implement
7
Deliver

30. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
the actual process
Based on The Squiggle by David Newman from Central and the Double Diamond Model by the UK Design Council.
1
Prepare
2
Discover
3
Define
4
Ideate
5
Validate
6
Implement
7
Deliver
Divergent Models
Abstract > Detailed
Understand & Explore
Convergent Models
Detailed > Abstract
Think & Define
Divergent Models
Abstract > Detailed
Make & Create
Convergent Models
Detailed > Abstract
Show & Tell
Small iteration
Big iteration

31. “There is not one kind of relevant model. The kinds of
relevant models are virtually infinite and not likely
predictable until needed and created.”
– John A. Zachman
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

32. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
many many modelling techniques
Concepts: things and how they relate
Taxonomies, Hierarchies, Descriptions, Ontologies, Domain Models, Actor
Maps, Entity Relationship, Concept Maps, Capability Maps, Data Models...
Behaviour: what’s going on
Process Maps, Task Models, Interactions, State Diagrams, Stories, Activity
Networks, Flows, System Dynamics, Functional Model, Petri Nets...
Composite: how different stuff maps
Mental Models, Archimate Models, Customer Journey Maps, Matrices,
Service Blueprints, Business Model Canvas, ...
Illustration: showing what it is
Metaphors, Sketches, Wireframes, Storyboards, Mockups, Stories...
Evidence: trying it out
Prototyping, Roleplay, Tomorrow’s Headlines, Wizard of Oz, ...
Strange models: something else
Mood Boards, Visual Thinking, Zachman, Viable Systems Model...

33. one brick at
a time
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

34. brands
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

35. enterprise
architecture
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

36. demo
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Using an Enterprise Architecture tool to understand and reshape
an enterprise ecosystem.
http://archi.cetis.ac.uk/

37. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise
DRR Framework
Evidence
Events
Community
Management
UNISDR.org
PreventionWeb.net
Campaign Sites
Event Sites
Level of Involvement
UNISDR
National Governments
Local Governments
Regional Governments
United Nations
Media
Champions
Parliamentatians
Private Sector
NGOs
Red Cross
Worldbank / Donors
Academic Community
Citizens
Teachers / Children
Networks
Understand the Mission
Discover DRR
Get Involved
Overview / Introduction
Explanations
Announcements
Participation
Public Social Networks
Business Case
Message
Identify Individual Challenges
...
...
Monitoring
Statistics
Calendar
Topic Discussion
...
Tools
Measures
...
Global / Regional Platforms
Dating
...
Progress
...
...
Workshops
Collaboration
...
Support
Learn / How-to Collaborate
Awareness Guidance Capacity Implementation
ValueActorsServiceLinesDigitalInteraction
KPIs KPIs KPIs KPIs
100% 80% 10% 5%
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38. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

39. www.intersectionbook.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

40. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
eda.c
enterprise design
associates. consultancy
milan guenther
partner
+33 9 7044 7778
www.eda-c.com
@eda_ _c