Intersection: How Enterprise Design Bridges the Gap Between Business, Technology, and PeopleWhen people book a flight, search for colleagues, place an order, or apply for a job today, they do it using a variety of digital technologies and media. These interactions with an organization have become the basis for any business success, connecting a business to customers, employees, vendors and partners. For the people being addressed, these systems are more than just tools or media: they act as the face of the organization. Yet today, people find themselves dealing with an overwhelming mass of isolated information and disconnected IT tools that fail to make relevant information easy to find, functionality easy to use and goals easy to achieve. This book introduces a strategic design framework to consciously shape what people interacting with an organization will experience. This approach is called Enterprise Design. It cuts through the complexity of designing at an enterprise level to achieve consistency in the way an enterprise looks, behaves, and communicates with the help of business technology. The goal of this approach is to create an overarching design adapted for the various people and use contexts, ultimately leading to better individual experiences at each relevant touch point. The approach enables organizations to hide technical systems behind their purpose, making them less visible yet much more useful for people and business contexts they are designed for. The book is broken into three main parts. In the first part, Enterprise Design is explored and defined. In the second part, a conceptual design framework is laid out, and in the final part, details and methods of putting the framework into action are covered. Using this approach, businesses can make better design decisions, which result in an integrated system that provides relevant touch points for those interacting with them. This methodology will enable executives to apply design thinking and practice to strategic problems by bridging people, business, and technology viewpoints and turning this into concrete projects and programs. Provides a framework to leverage business technology for envisioning, delivering, and enhancing products and services as building blocks for an overarching enterprise experienceTeaches how to align and integrate business strategy, brand identity, and enterprise architecture initiatives to shape a consolidated enterprise-wide design strategy and practice. Explains how to implement the framework to rapidly assemble and deploy solutions such as portals, web sites, mobile or back office systems using reusable assets to create relevant touch points with people. |
Contents
Introduction
| 10 |
Thoughts on Enterprise Design | 16 |
The Enterprise Design Framework | 86 |
Enterprise Design Approach | 382 |
Outlook | 448 |
452 | |
458 | |
Image Credits
| 461 |
The Team | 462 |
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Intersection: How Enterprise Design Bridges the Gap between Business ... Milan Guenther Limited preview - 2012 |
Common terms and phrases
_ design _ exaMple achieve activities actors alignment applied architecture artifacts aspects automated BBVA behavior business model capture channels collaboration communication complex conceptual create cross-cutting concerns culture customers define described design approach design challenge design decisions design practice design process design project design team designing things develop dialogue disciplines domain ecosystem elements enables enterprise architecture enterprise context Enterprise Design framework environment envision exchange exploring Facebook frame functional goals holistic human ideas IKEA impact implementation individual Information Architecture information systems innovation insights interaction design involved mental models messages Michael Treacy Mike atherton needs operating model organization organizational outcomes perspective Peter Behrens potential problem professional prototypes qualities Région relationship challenges relevant requires role social solutions stakeholders Steve Jobs structures systems thinking task technical thinking today’s touchpoints transformation understanding visible vision wicked problems