Intersection

Intersection

How Enterprise Design Bridges the Gap between Business, Technology, and People

1st Edition - September 27, 2012
  • Author: Milan Guenther
  • Paperback ISBN: 9780123884350
  • eBook ISBN: 9780123884411

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Description

Many organizations struggle with the dynamics and the complexity of today's social ecosystems that connect everyone and everything, everywhere and all the time. Facing challenges at the intersection of business models, technical developments, and human needs, modern enterprises must overcome the siloed thinking and isolated efforts of the past, and instead address their relationships to people holistically. In Intersection, Milan Guenther introduces a Strategic Design approach that aligns the overarching efforts of Branding, Enterprise Architecture, and Experience Design, and sets them on a common course to shape tomorrow’s enterprises. This book gives designers, entrepreneurs, innovators, and leaders a model and a comprehensive vocabulary for tackling such deep-rooted challenges. The Enterprise Design framework cuts through the complexity of Strategic Design work, showing how to navigate key aspects and bridge diverging viewpoints. In 9 case studies, the author looks at the way companies like SAP, BBVA, IKEA, and Jeppesen (a Boeing Company) apply design thinking and practice to shape their enterprises. Moving from strategy to conceptual design and concrete results, Intersection shows what is relevant at which point, and what expertise to involve.

Key Features

  • Teaches how to align business strategy with Brand Identity, Customer Experience, and Enterprise Architecture initiatives as part of a consolidated enterprise-wide design practice to achieve stakeholder value
  • Provides a framework for designing systems, products and services as the building blocks of a consistent and coherent experience for all stakeholders in the wider enterprise, joining strategic considerations with the delivery of tangible outcomes
  • Explains how to make results such as websites, apps, objects, platforms, or environments part of a larger system that orchestrates enterprise touchpoints with people

Readership

  • Executives and strategists looking to apply strategic design in their organizations, developing products, services, models, structures, and systems as part of a bigger whole, driving performance and competitiveness
  • Designers and architects working on design challenges that require expanding their view on the enterprise as a playing field, looking beyond particular domains, projects, or intended outcomes
  • Consultants and technologists being caught between the views, concerns, and interests of their clients and stakeholders, and looking to employ strategic design to generate a way to move forward
  • Entrepreneurs and visionaries faced with the challenge of creating their enterprise from scratch, making the right decisions with regard to all relevant concerns and making their vision tangible

Table of Contents

  • Introduction

    Why Did We Call this Book Intersection?

    The Story Behind this Book

    Design, Strategy, and The Enterprise

    Who Intersection is For

    How Intersection is Structured

    How To Use Intersection

    Part 1: Thoughts on Enterprise Design

    Introduction

    1. The Relationship Challenge

    Example

    Designing Enterprises

    Humanizing Technology

    Modular and Co-Created Systems

    Open and Interconnected Systems

    Ubiquitous and Mobile Systems

    Intelligent and Adaptive Systems

    Case Study _ AEG

    Design Challenges

    The Role of Technology

    2. Blurring Boundaries

    Disruptive Change

    Relationship Complexity

    Business Relevance

    Example

    Innovating Across Domains and Disciplines

    Example

    Example

    Connecting the Dots

    Diversity

    Ownership

    Respect

    Integration

    Socio-Economic Innovation

    Techno-Economic Innovation

    Socio-Technical Innovation

    Enterprise Innovation

    Case Study _ La 27e Région

    Design Residencies

    Getting There

    3. The Design-Minded Enterprise

    About Strategic Design

    Example

    The Design Of Signs

    The Design Of Objects

    The Design Of Interaction

    The Design Of Systems

    The Design Competency

    Example

    Holistic Understanding

    Systemic Modeling

    Enterprise Vision

    Design in The Enterprise

    Case Study _ Apple

    Designing An End-To-End System

    Design as a Culture

    Design As An Organization

    Part 2: The Enterprise Design Framework

    Introduction

    Framework Overview

    En-Ter-Prise (Plural Enterprises)

    4. Big Picture

    Example

    #1 Identity

    Example

    #2 Architecture

    Example

    Example

    #3 Experience

    Example

    Example

    Example

    Designing With Big Picture Aspects

    Case Study _ Ikea

    Identity

    Architecture

    Experience

    5. Anatomy

    Example

    #4 Actors

    Example

    #5 Touchpoints

    Example

    #6 Services

    Example

    #7 Content

    Example

    Designing with relationship elements

    Case Study _ Vda

    Actors

    Touchpoints

    Services

    Content

    6. Frames

    #8 Business

    Example

    #9 People

    Example

    #10 Function

    Example

    #11 Structure

    Example

    Example

    Designing with Frames

    Case Study _ Jeppesen

    Business

    People

    Function

    Structure

    7. Design Space

    #12 Communication

    Example

    Communication In The Enterprise

    #13 Information

    Example

    Information In The Enterprise

    #14 Interaction

    Example

    Interaction In The Enterprise

    Example

    #15 Operation

    Example

    Operation In The Enterprise

    #16 Organization

    Organization In The Enterprise

    Example

    #17 Technology

    Technology In The Enterprise

    Designing The Enterprise As A System

    Example

    Case Study_ Sap

    Communication

    Information

    Interaction

    Operations

    Organization

    Technology

    8. Rendering

    #18 Signs

    Example

    Signs In The Enterprise

    Example

    #19 Things

    Example

    Things In The Enterprise

    #20 Places

    Example

    Places in the Enterprise

    Rendering The Enterprise Across Channels

    Example

    Case Study _ Bbva

    Signs

    Things

    Places

    Part 3: Enterprise Design Approach

    Introduction

    9. Design Process

    Prepare

    Big Picture

    Anatomy

    Discover

    Anatomy

    Frames

    Define

    Frames

    Design Space

    Ideate

    Design Space

    Rendering

    Validate

    Rendering

    Frames

    Implement

    Rendering

    Anatomy

    Deliver

    Rendering

    Big Picture

    Case Study_Instagram

    1 Prepare

    2 Discover

    3 Define

    4 Ideate

    5 Validate

    6 Implement

    7 Deliver

    10. Design Program

    Strategy

    Themes

    Practice

    Framework

    Outlook

    The Enterprise as A Program

    The Social Enterprise

    Enterprise — The Next Generation

    Index

    References

    Image Credits

    The Team

    Acknowledgements

Product details

  • No. of pages: 462
  • Language: English
  • Copyright: © Morgan Kaufmann 2012
  • Published: September 27, 2012
  • Imprint: Morgan Kaufmann
  • Paperback ISBN: 9780123884350
  • eBook ISBN: 9780123884411

About the Author

Milan Guenther

Latest reviews

(Total rating for all reviews)

  • BogdanMuraru Tue Sep 17 2019

    EA top material

    A great perspective on what EA can do for an organisation, positioning a broad range of instruments and models that can help a practitioner to navigate through complexity