modelling for strategic design - ixda berlin 09/2013

modellingfor strategicdesign

@eda_ _c

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IxDA BerlinBetahaus

Milan GuentherPartner, eda.cParis

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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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30

03.05 illustration/graphics

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Illustrations and graphics use the same colour as the brand you design media for. In this example it is the IBF blue.

70 80 90 100 110 120 130 140

+5%

+20%

+40%

+50%

-10%

-20%

-35%

-45%

Communication & Culture

IQ Score is 88

1 Area benchmarked

IBFBenchmarkingModel

Usability

Strategy &Governance

Metrics &Performance

Communication &Collaboration

overview – client A | 15

Nunc imperdiet

Sed arcu tortor, pellentesque ac, scelerisque



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



IQ

97%

97%

97%

102%

102%

102%

89%

89%

89%

RS

48%

48%

48%

50%

50%

50%

25%

25%

25%

Figure 2: 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.

Facts & Figures Overview 2002-2012

overview – client A | 7

Lorem ipsum dolor sit amet, consectetuer 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, luctus id, laoreet non, dapibus sed, eros.

Nunc imperdiet Sed arcu tortor, pellentesque ac, scelerisque quis, iaculis sed, purus. Nunc imperdiet. In posuere gravida elit. Sed sed nulla. Nullam id massa in metus luctus posuere. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nunc a dolor ut leo faucibus dapibus. Nulla a erat a justo fringilla venenatis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed felis dui, mollis sed, elementum vitae, vulpu-tate eget, urna. Sed augue dui, fringilla quis, vestibulum non, semper ac, eros. Nunc mau-ris mi, scelerisque a, suscipit nec, posuere at, metus. Nam non nibh eu massa hendrerit commodo. Mauris viverra, justo volutpat tincidunt euismod, massa nisi dictum risus, eget porta metus mi nec pede. Praesent massa. Suspendisse potenti. Nulla sed neque sed mi cursusVestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae;

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 a mollis fringilla, orci orci convallis sapien, ut semper sapien turpis non libero. Nam malesuada sodales lectus. Cras ultrices tempus sem. Cras vel ligula eget nunc aliquam aliquet. Suspendisse turpis lorem, laoreet ac, volutpat et, aliquam sit amet, enim. Vestibulum non libero id dui adipisc. Sed eros quam, rutrum nonQuisque rhoncus scelerisque nisl. Sed lorem. Vestibulum tristique nibh at magna. Sed augue orci, consequat id, feugiat eget, sagittis id, tortor. Fusce sem arcu, suscipit vel, lacinia nec, luctus quis, nulla. Etiam quis velit. Cum sociis natoque penatibus et mag-nis dis parturient montes, nascetur ridiculus mus. Donec eu lectus non justo ultrices tempor. Vivamus id quam ac felis nonummy convallis. Mauris scelerisque augue mollis mauris. Praesent eget sem. Sed ante velit, viverra eget, convallis ac, ornare sit amet, lectus. Pellentesque habitant morbi tris-tique senectus et netus et malesuada fames ac turpis egestas. Ut ornare sagittis dui. Aliquam adipiscing lorem ut est. Nam lectus. Aenean auctor. Donec vitae pede. Sed eros quam, rutrum non, auctor tempus, Etiam leo

10-12 fringilla

12-18 fringilla

18-25 fringilla

Vestibulum non libero id dui adipiscing nonummy. Vestibulum ut ante non magna tincidunt ornare. Vestibulum non libero id dui adipiscing nonummy. Vut ante non magna et cimplez das.

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.

Lorem Ipsum

10-12 fringilla

12-18 fringilla

18-25 fringilla

Nulla sed neque

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

01why model?

02about modelling

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03enterprisedesign

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01why model?

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Neo SeoulFrom Cloud Atlas, © 2012 Cloud Atlas Production

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experience

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

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models

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mental models

Courtesy Indy Young

+filter()

-country-is_primary

HO

+check()+browse()

-date of last checkinventory/portfolio

+look up position()+edit status()+plot intercept course()+edit details()

-status[at berth/en route]-position-details-IMO-ID-speed-eta

vessel

+view()

collection(ENC)/folio(paper)

+mark()

-nm number-issue date-edit date-source[ntm,other(navtex,navarea)]

correction

+purchase()+renew()

-price-expiration date-limit-zone/chart-next report date-model[dynamic,static]

license

+download()+apply()

-editionupdate

+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 update date-last update date

update schedule

+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

+trigger()

-type[fire,collision,grounding,piracy,storm,mob,rescue]-procedure/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

+subscribe()+unsubscribe()

-expires-product

subscription

+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

Apple’s Business Ecosystem (Excerpt)

Core Value Proposition

Complementary Offerings

Supplying and Enabling Network

Other Stakeholders

®

TM

17

Higher Margins via Apple Price

Premium

LowestProduction

Costs

Goods & Services

Money & Credits

Information

Intangible Value

High Volume and Planning Certainty

Manufacturing Knowledge

Reputation

???

IP royalties

Seamless UserExperience

Enriched UserExperience

AppPurchases

Comission

Sales Platform

Apple Platform

New Business Ideas

Higher Margins :Apple Price

Premium

Broad ServiceStation Covering

Technical and Sales Training

Digital Sales Channel with DRM and wide Spread

Media Delivery

???

IP royalties / Commission

InfrastructureManagement

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

eda.c / Jeppesen proprietary. Unauthorized duplication or reproduction of these images without written permission of eda.c / Jeppesen is prohibited.

- - - - - - - - - - - - - - - - - - - - - - - - - -– Validate everything– using different prototy-– ping techniques– Combine task-based – testing with domain– validation and feed-– back / co-creation

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- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - -

- - - - - - - - - - - - - - - - - - - - - - - - - -– 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

Courtesy La 27e Région 2012

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designing is modelling

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designing is modelling (and what we doeven more so)

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

02about modelling

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context- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Courtesy Stadt Düsseldorf

perception- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Courtesy Filippo Salamone

use- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Courtesy Jörg Dickmann

multiple models

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Courtesy FOGA / Ethan K. / Penke Immobilien / Hoffman Engineering

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“In general, a model is a purposeful abstraction of reality.”

– Wikipedia

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modelling theory

System A

(Model)

System B

(Reality)imitateunderstandexplorebuildchangeetc

tomakes

Someone

03enterprisedesign

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enterpriseperspective

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Partners Competitors

CustomersChannels

Other Stakeholders

SuppliersYour Organization

Management

Employees

Investors,Government,Public

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enterprise innovation

enterprise design framework

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BIG

PIC

TU

RE

identity

actors

business

communication

signs

architecture

touchpoints

people

information

things

experience

services

function

interaction

places

organization

content

structure

operation technology

AN

AT

OM

YF

RA

ME

SD

ES

IGN

SP

AC

ER

EN

DE

RIN

G

strategic

operational

enterprise deisgn teams

COMMUNICATIONDESIGNER

ENTERPRISEARCHITECT

BRANDSTRATEGIST

CONTENT STRATEGIST

CHANGE MANAGER

BUSINESS ARCHITECT

REQUIREMENTSENGINEER

INFORMATION ARCHITECT

EXPERIENCESTRATEGIST

MEDIA DESIGNER

CREATIVEDIRECTOR

SOFTWARE ARCHITECT

URBAN PLANNERBUSINESS

ANALYST

BUSINESS DESIGNER

INDUSTRIAL DESIGNER

PROCESS MANAGER

USER RESEARCHER

SERVICE DESIGNER

DOMAINEXPERT

INTERACTION DESIGNER

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enterprise design process

1

Prepare

2

Discover

3

Define

4

Ideate

Small iteration

Big iteration

5

Validate

6

Implement

7

Deliver

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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 ModelsAbstract > DetailedUnderstand & Explore

Convergent ModelsDetailed > AbstractThink & Define

Divergent ModelsAbstract > DetailedMake & Create

Convergent ModelsDetailed > AbstractShow & Tell

Small iteration

Big iteration

“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

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many many modelling techniques

Concepts: things and how they relateTaxonomies, Hierarchies, Descriptions, Ontologies, Domain Models, Actor Maps, Entity Relationship, Concept Maps, Capability Maps, Data Models...

Behaviour: what’s going onProcess Maps, Task Models, Interactions, State Diagrams, Stories, Activity Networks, Flows, System Dynamics, Functional Model, Petri Nets...

Composite: how different stuff mapsMental Models, Archimate Models, Customer Journey Maps, Matrices, Service Blueprints, Business Model Canvas, ...

Illustration: showing what it isMetaphors, Sketches, Wireframes, Storyboards, Mockups, Stories...

Evidence: trying it outPrototyping, Roleplay, Tomorrow’s Headlines, Wizard of Oz, ...

Strange models: something elseMood Boards, Visual Thinking, Zachman, Viable Systems Model...

one brick at a time

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brands- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

enterprise architecture

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Using an Enterprise Architecture tool to understand and reshape an enterprise ecosystem.

http://archi.cetis.ac.uk/

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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

AnnouncementsParticipation

Public Social Networks

Business Case

Message

Identify Individual Challenges

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...

Monitoring

Statistics

Calendar

Topic Discussion

...

Tools

Measures

...

Global / Regional Platforms

Dating

...

Progress

...

...

Workshops

Collaboration

...

Support

Learn / How-to Collaborate

Awareness Guidance Capacity Implementation

Valu

eAc

tors

Serv

ice

Line

sD

igita

l Int

erac

tion

KPIs KPIs KPIs KPIs

100%

80%

10%

5%

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milan guentherpartner

+33 9 7044 7778www.eda-c.com@eda_ _c