strategicexperiencedesign

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Polish Information Architecture Summit 2012, Warszawa

Milan GuentherPartner, eda.c

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

Milan Guenther

Currently– Partner with eda.c enterprise design associates. consultancy

living in Paris– Working on Strategic Design projects at the intersection of – Business, People and Technology– Consultant for the Intranet Benchmarking Forum (part of the

Digital Workplace Group, London)

Previously– Projects as contract UX Designer– Launched a Social Software company in 2001

Background– Since 10 years working as designer and consultant– Designer by trade: graduated in Communication Design– Business & IT connection: MBA focused on Information Systems

Speaker on User Experience, Brand Identity, Design, Business and Enterprise Architecture, Process Management, Intranet Portals and the Digital Workplace

Blogging infrequently at www.blurringboundaries.euTwittering occasionally at @eda__cSlides on http://slideshare.net/eda.c

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

01strategy anddesign

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02experiencing the enterprise

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03elements ofstrategic design

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01strategy anddesign

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strategy?

like, in businessconsulting?

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19.04.2012file:///C:/Users/milan/Desktop/noun_project_409.svg

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our strategy is...making money!

zł

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business strategycustomer strategyoperational strategyinteractive strategymarketing strategyIT strategy...

everything isstrategy!

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too much strategy?

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not exactly:the problem ofpredeterminedresults

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Projects following a trend, but not solving a problem“I need an app” (but I don’t know what for)

Projects about beautifying somone else’s mess“Here are 1000 requirements, please make it usable”

Projects with too many constraints to be successful“We have to use that product, follow process, and...”

Projects chasing an arbitrary goal instead of a real one“Make us a new logo” (our sales results are declining)

Projects about technology but not their meaning“The product is ready but we need some CSS work”

...sounds familiar?

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The true scope of designing experiences requires designers to look at the Big Picture:

Media BoundariesPages > Sites > Applications > Services > Networks

Context BoundariesBrowsers > Devices > Situations > Journeys

Human BoundariesClients > Users > Stakeholders > People

Experience BoundariesIsolated Media > Cross-Channel > Cross-Organization

Design BoundariesVisuals > Concepts > Systems > Strategies

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big picture:

enterprise can help with that!

02experiencing the enterprise

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en·ter·prise

From Old French via Middle English and Middle French, feminine past participle of entreprendre (“to undertake”)entre (“in between”) + prendre (“to take”)

A company, business, organization, or other purposeful endeavor.

An undertaking or project, especially a daring and courageous one.

A willingness to undertake new or risky projects; energy and initiative.

enterprise- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

structures- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

Information SystemsOperating ModelsSales ChannelsBusiness ProcessesDecision RulesCommunicationsServices...

Can be – modeled– analysed– optimised– redesigned

structures- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

relationships- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

relationships- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Users CustomersEmployeesInvestorsCandidatesStakeholdersMembers...

Can be– identified– talked to– observed– addressed

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

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

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

Elements ProductsServicesToolsMediaInterfacesEnvironments...

Can be – designed– prototyped– validated– iterated

experiences- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

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ElementsUse MeaningExpectationsMotivationPerceptionUnderstandingContext...

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

experiences- - - - - - - - - - - - - - - - - - - - - - - - - - -

predetermineddesign

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Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

Competitors

enterprisedesign

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Organisation

Enterprise

Suppliers Customers

Competitors

Partners

Investors

SalesChannels

03elements ofstrategic design

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

We are working on an upco-ming book on this subject, scheduled for automn 2012. If you are interested to learn more, please get in touch!

More info:www.intersectionbook.com

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strategic alignment

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Product Leadership

Operational Excellence

CustomerIntimacy

A model from Michael Treacy and Fred Wiersma

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Quickly delivering innovative and disruptive offerings to young markets, and immediately generating revenue.

Design Strategy– Continous inquiry into the enterprise

ecosystem, generating ideas and opportunities, and turning them into concept cars and experiments

Strategic Vision– Anticipate future offerings, (re)shape

your enterprise and its assets as a dynamic system to deliver them

productleadership

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Product Leadership

Operational Excellence

CustomerIntimacy

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– Build a strong brand synonymous with cutting-edge offerings

– Address a dynamic system of part-ners, lead users, and other actors

– Chase opportunities within the existing structures of the enterprise

– Design communication channels and modes to facilitate an open exchange

– Leverage technology to create novel products and services

– Make many products that embody offerings and make them accessible

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Product Leadership

Operational Excellence

CustomerIntimacy

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Focusing on the individual relation-ship to customers and what they experience when interacting with the enterprise.

Design Strategy– Designing all parts of the enterprise

to delight and surprise customers, empowering all actors to contribute

Strategic Vision– Envision platforms to entertain such

a relationship in daily business, picture meaningful roles to play in people’s lives

customerintimacy

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Product Leadership

Operational Excellence

CustomerIntimacy

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– Design the enterprise to make remark-able customer experiences happen

– Understand customers on a personal, empathetic level

– Design customer interactions that reflect personal relationships and in-dividual behaviours

– Create an organisation that empowers front-line staff to make informed ad-hoc decisions when needed

– Create places to bring customers, staff and other actors together and foster exchange

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Product Leadership

Operational Excellence

CustomerIntimacy

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Optimising the way the enterprise works, using mindful automation and intelligent operations to out-perform the competition.

Design Strategy– Design the enterprise to support

process execution, striving for a smooth flow of information and work

Strategic Vision– Illustrate future systems such as

tools, procedures and services to support running the enterprise

operational excellence

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Product Leadership

Operational Excellence

CustomerIntimacy

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– Envision the enterprise as a system and design for the operational flow

– Enable staff to unlock that flow when it blocks

– Automate touchpoints by designing streamlined interactions

– Develop systems of signs guiding people on their journeys

– Design information architectures that enable people to take the next step

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Product Leadership

Operational Excellence

CustomerIntimacy

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the enterprise as a story

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www.ted.com

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eda.centerprise designassociates. consultancy

milan guentherpartner

p +49 211 24 860 360 milan.guenther@eda-c.comwww.eda-c.com@eda__c

special thanks tosylvie daumal,benjamin falke, dennis middeke,eva pika