a design-led approach to business architecture

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Too often in a classic decision-centric management setting, "Business Requirements" as the basis for all further endeavours seem to just magically appear out of nothing and remain unquestioned, instead of being part of a larger vision and purposeful design of the business. One possible way to address this issue is using Design Thinking to generate a tangible vision.This presentation showcases a design-led approach to business architecture. By looking at the business from a customer experience perspective, such a design captures a desired future state that in turn can be used to derive and model business processes, capabilities, decision rules and other architectural elements.

TRANSCRIPT

Page 1: A Design-Led Approach to Business Architecture
Page 2: A Design-Led Approach to Business Architecture
Page 3: A Design-Led Approach to Business Architecture

a design-ledapproach tobusinessarchitecture

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From Strategic Initiatives to Human Experiences

EAC / BPM Europe 2011, London

Milan GuentherPartner, eda.c

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your presenter- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Milan Guenther

Currently– Partner with enterprise design associates. consultancy– Working on Strategic Design projects at the intersection of – Business, Technology and People– Benchmarking Lead Europe for the Intranet Benchmarking Forum

Previously– Projects as contract User Experience Designer– Launched a social software company in 2001

Background– Since 10 years working as Designer and Consultant– Designer by trade: Diplom-Designer in Communication Design– Business / IT connection: MBA focused on Information Systems

Late adopter: just started blogging at www.blurringboundaries.euTwittering occasionally at @eda__c

Page 5: A Design-Led Approach to Business Architecture

about eda.c- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

© 2010 eda.c. all rights reserved

support of collaborative decision-making

selecting candidates to view together from a tablet device

© 2010 eda.c. all rights reserved

progress of the driving behaviour

overview of activated challenges

© 2010 eda.c. all rights reserved

vw bluetrack

mobile assistence system for sustainable driving

for volkswagenwolfsburg

dennis middeke

2009

volkswagen vehicles collect a lot of data about driving behaviour and the condition of the vehicle. besides the common display of the fuel consump-tion, values like tyre pressure or the condition of the driving surface can be analysed.

bluetrack is a mobile platform where volkswagen drivers analyse their driving data. hints on energy saving and good driving styles help them to im-prove their fuel economy. exchange of information and group challenges with other members of the bluetrack community give an additional incentive to improve individual driving behaviour.

analysis display

smartphone used as monitor in the cabin

virtual scenarios show the drivers the results of their fuel savings and the results of additional measures can be calculated.

thus bluetrack does not only promote an environ-mental friendly driving behaviour, but also com-municate green technologies and strenghen the brand image of a sustainable company.

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.

© 2010 eda.c. all rights reserved

progress of the driving behaviour

overview of activated challenges

Page 6: A Design-Led Approach to Business Architecture

challenges- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

We use a design-led approach to work on a strategic challenges.

– foster app development and exchange in a global software company

– guide commercial pilots across entire flights to the destination gate

– design a new way to manage time and meet across time zones

– design a digital service delivery model for a nautical chart provider

– change car driver behaviour to decrease energy consumption

– pull the world of reporting and dashboards outside the computer

– make multidimensional business structures visible and browsable

– create a brand that visually communicates data to customers

– embed design approaches in business consulting and IT operations

– reshape information exchange across the entertainment industry

Our Design work has a large impact on Business Architecture – in the sense that business and its structures are a core part of it.

Page 7: A Design-Led Approach to Business Architecture

some terms- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

what I mean by...

ArchitectureAn overarching plan for any kind of formal structure

DesignA plan to create something that focuses on meaningfulness

EngineeringA plan to implement something that focuses on feasibility

EnterpriseAn organisation embedded in the larger ecosystem it operates in

ExperienceThe quality of an exchange between a person and the business

ModelA abstract, simplified representation of an architecture

PrototypeAn experienceable simulation of a design

StakeholderAny person having a certain relationship to the business

Page 8: A Design-Led Approach to Business Architecture

01designingbusiness

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02levels ofchange

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03approach

04design-ledbusinessarchitecture

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01designingbusiness

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Page 10: A Design-Led Approach to Business Architecture

looking atbusiness

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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business asarchitecture

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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business asarchitecture

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Reporting LinesSales ChannelsRevenue StreamsValue ChainBusiness ProcessesDecision RulesCapabilities...

Can be – modeled– analysed– optimised– redesigned

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business asrelationships

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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business asrelationships

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ElementsUsers CustomersEmployeesInvestorsCandidatesStakeholdersMembers...

Can be– identified– talked to– observed– addressed

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business asdesign

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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business asdesign

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Elements ProductsServicesToolsMediaInterfacesEnvironmentsSystems...

Can be – designed– prototyped– validated– iterated

Page 17: A Design-Led Approach to Business Architecture

business asexperiences

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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business asexperiences

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ElementsUse MeaningExpectationsMotivationPerceptionUnderstandingContext...

Can be – captured– understood– influenced– co-created

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02levels ofchange

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Page 20: A Design-Led Approach to Business Architecture

design, superficial

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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design asstreamlining

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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design astransformation

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Page 23: A Design-Led Approach to Business Architecture

design asreinvention

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Page 24: A Design-Led Approach to Business Architecture

03approach

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Page 25: A Design-Led Approach to Business Architecture

architecture- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Page 26: A Design-Led Approach to Business Architecture

architecture- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Page 27: A Design-Led Approach to Business Architecture

design- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

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design- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Page 29: A Design-Led Approach to Business Architecture

architecture, then design

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ggg

Page 30: A Design-Led Approach to Business Architecture

architecture, then design

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Page 31: A Design-Led Approach to Business Architecture

startwithpeople

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designfor them

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structure your business around that design

Page 34: A Design-Led Approach to Business Architecture

enterprise design

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Page 35: A Design-Led Approach to Business Architecture

enterprise design

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Page 36: A Design-Led Approach to Business Architecture

04design-ledbusinessarchitecture

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Page 37: A Design-Led Approach to Business Architecture

capturingthe essence of a business

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Strategy

BusinessArchitecture

OperationalImplementation

Page 38: A Design-Led Approach to Business Architecture

capturingthe essence of a business

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Strategy

Design-led BusinessArchitecture

OperationalImplementation

Page 39: A Design-Led Approach to Business Architecture

step 0get started

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StepsDefine StakeholdersExplore Context: Architecture, Identity, ExperienceDefine Scope / Charter

TechniquesFormal BriefingClassic ResearchProject Planning

Architecture ElementsEnvironment / Domains / Stakeholders

Page 40: A Design-Led Approach to Business Architecture

DESIGNSynthesis

BUSINESSViability

SYSTEMAchievability

PEOPLEMeaningfulness

Based on Tim Brown’s Design Thinking Presentation at TED

Page 41: A Design-Led Approach to Business Architecture

ViewsSkills

RelationshipsHabits

Ideas

Identity

Brands Proposi-Products

Media Messages

Documents

InteriorsMethodsMethods

Interactions

Capabilities

ResourcesContent

Assets

Infrastructure

ServicesRoles

Approaches

Activities TasksTriggers Scripts

Interfaces

Policies

Opportunities

Culture

Culture

TechnologyTools

ConstraintsRules

Rules

Locations

ProcessesKnowledge

SystemsRegulationsFunctions

Data

Environments

Applications

GoalsValues

Users

Attitudes

Performance

Page 42: A Design-Led Approach to Business Architecture

ViewsSkills

RelationshipsHabits

Ideas

Identity

Brands Proposi-Products

Media Messages

Documents

InteriorsMethodsMethods

Interactions

Capabilities

ResourcesContent

Assets

Infrastructure

ServicesRoles

Approaches

Activities TasksTriggers Scripts

Interfaces

Policies

Opportunities

Culture

Culture

TechnologyTools

ConstraintsRules

Rules

Locations

ProcessesKnowledge

SystemsRegulationsFunctions

Data

Environments

Applications

GoalsValues

Users

Attitudes

Performance

Page 43: A Design-Led Approach to Business Architecture

step 1discovery

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StepsWork with OwnersWork with CustomersWork with ExpertsWork with Engineers

TechniquesContextual InterviewsPersona DevelopmentWritten NarrativesData Analysis

Architecture ElementsVision / Objectives / Activities / Values / Entities / Events

Page 44: A Design-Led Approach to Business Architecture

step 2design

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StepsModellingIdeationSynthesisVisualisation

TechniquesBusiness ModelsVisual ScenariosInformation ArchitectureInteraction Design

Architecture ElementsServices / Processes / Rules / Capabilities

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step 3validate

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StepsPrototypingSimulationTestingIteration

TechniquesVision PrototypesStakeholder WalkthroughsExpert ReviewsUser ValidationCo-Creation

Architecture ElementsPrinciples / Metrics / Constraints

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step 4execute

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StepsImplementTransformManageAdapt

TechniquesWorkshopsStorytellingCommunicationCodification

Architecture ElementsInfrastructure / Systems / Functions

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more onenterprisedesign

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Enterprise Design is an emerging design approach to bridge the Gap between Business, People and Technology.

We are looking for case studies, insights and (paid) reviewers for an upcoming book on this subject. If you are interested to learn more, please get in touch!

More info:www.intersectionbook.com

Page 51: A Design-Led Approach to Business Architecture

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eda.centerprise designassociates. consultancy

milan guentherpartner

p +49 211 24 860 360 [email protected]@eda__c

special thanks tobenjamin falke, dennis middeke,eva pika