Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012

the focal point of brand identity and enterprise architecture

@eda_ _c

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -2012-09-28

European Information Architecture Summit 2012, Roma

Milan GuentherPartner, eda.c

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your presenter- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Milan Guenther

Currently– Partner with eda.c enterprise design associates. consultancy– working on Strategic Design projects at the touchpoint of – Business, People and Technology– Consultant at the Digital Workplace Group, London– Close to publishing INTERSECTION, a book on those subjects

Previously– Many projects as contract UX Designer– Launched a social software company in 2001

Background– Since 11 years working as designer and consultant– Designer by trade: graduated in Communication Design– Business & IT connection: MBA focused on Information Systems

Speaker at conferences on User Experience, Brand Identity, Enterprise Architecture, Business Process Management, Intranets

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

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http://www.blurringboundaries.eu

http://www.twitter.com/eda__c

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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Jeppesen proprietary and confidential Page 2830.07.2010

scenario

Define the start time of the

voyage

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43

07presentation

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1

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 nos-tra, per inceptos hymenaeos. Vestibulum ante ipsum pri-mis in faucibus orci luctus et ultrices posuere cubilia Cu-

Arem ipsum et doria catte

Nunc est esta1. Volorios magnit dolupta iumquam volupta

teculla borenis sitat. Ro voleseribus, om-nienis volo ex excepelitia cum aut eumque eumTur?

2. Ratem nobitas quos eatem nos im ip-sumquo et acearchit ut faceruptat prate voloraessit, ulpa

3. volorer oviducipsa volorem eribus deseque voluptate nat lia porpore pudandusae nullis evelibus rem quissus elentiustias sectatur?

Vodafone Usability evaluationMarch 2012

1 Area benchmarked

IBFBenchmarkingModel

Usability

Strategy &Governance

Metrics &Performance

Communication &Collaboration

01ecosystem complexity

02big pictureviewpoints

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03design practice

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01ecosystemcomplexity

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a typical ux problem setting

solution

briefing

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solution?

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research etc

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solution

design for

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!! !

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!

!! !!

!!

!


solution

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used by

enterpriseperspective

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

solution

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enterpriseactors

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

solution

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enterpriseexperiences

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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designing in an enterprise context

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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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

designing in an enterprise context

Organisation

Enterprise

Suppliers Customers

Partners

Investors

SalesChannels

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solution

02big pictureviewpoints

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the experiencedesign ladder

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interface visualscontrolscode

journeyschannelsprocesses

interactionsstructurescontexts

application

service

big picture

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3 viewpoints- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

experience design

What you get out of it

enterprisearchitecture

How it works for you

brandidentity

How you think about it

the brandidentity ladder

appearance logocoloursfonts

productsenvironmentofferings

personalitylanguagebehaviour

culture

business

big picture

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branding today- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

A brand is simply an organization, or a product, or service with a personality. So why all the fuss?Wally Olins

The central problem of brand building is to get a complex organization to execute a simple idea.Marty Neumeier

We believe rebrands should create symbols of change, not just a change of symbol.Simon Manchipp

the enterprisearchitecture ladder

computers

operationscapabilitiesprocesses

information

business

big picture

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systemsnetworksapplications

dataworkflowsresources

brandidentity


experience design

brandidentity


03designpractice

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big pictureperspectives in enterprisedesign

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IdentityArchitecture

Information and ContentInteraction and BehaviourPerception and Usability

EnterpriseDesign

Strategy

Experience

People

DesignBehaviourMessages

CultureImage

ProcessesOrganisationCapabilitiesKnowledgeTechnology

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designing withbig pictureviewpoints

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VisionThe core idea of who you are, what you do for people and how you do it.

PrinciplesMaking high-level decisions to guide individual design activities

ModelsExploring, understanding and reshap-ing the enterprise from different angles

vision- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

experience

what do you do for people? what role do you play in their lives?

architecture

how do you do things? how is your business structured?

identity

who are you? how do you talk, look, act and behave?

principles- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

experience

never offline

single product

cheap price

personalised

feels safe

fast service

architecture

continuity

platform

good enough

modular

redundant

incentives

identity

reliable

consistent

affordable

adaptive

secure

quick

models- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

experience

mental models

journey maps

personas

interactions

information

content

architecture

domainmodels

processes

roles and identites

functions

data models

intelligence

identity

brandarchitectures

channels

brandattributes

dialogues

key terms

messages

models- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

experience

mental models

journey maps

personas

interactions

information

content

business model canvas

architecture

domainmodels

processes

roles and identites

functions

data models

intelligence


identity

brandarchitectures

channels

brandattributes

dialogues

key terms

messages


+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

+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()+activate()+change()

-from-to-possible deviation-passage plan-markings-alternative-source[predefined/manual/auto/import]-planned/actual-port controls acceptance-restrictions-default settings-critical points

route

Fleet Group

Remark

+check()+find()+select()+replace()+annotate/draw()+view()+measure/erbl()

-edition-publication date-id:number/code-inventory_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

+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

+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()+activate()+change()

-from-to-possible deviation-passage plan-markings-alternative-source[predefined/manual/auto/import]-planned/actual-port controls acceptance-restrictions-default settings-critical points

route

Fleet Group

Remark

+check()+find()+select()+replace()+annotate/draw()+view()+measure/erbl()

-edition-publication date-id:number/code-inventory_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

solution

common traitsof big pictureviewpoints

Whole enterpriseLooking at all actors aiming for change

Many aspectsBeing open to enter unknown territory

Many stakeholdersAppreciating the diversity of concerns

Design processOpen-ended quest for the best result

Crossing disciplinesInvolving specialist skills as needed

Strategic relevanceLinking decisions to strategic priorities

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the enterprise design frame-work

88 _ part 2

big

pic

tur

e

identity

actors

business

coMMunication

signs

arcHitecture

toucHpoints

people

inForMation

tHings

experience

services

Function

interaction

places

organization

content

structure

operation tecHnology

an

ato

My

Fra

Me

sd

es

ign

spa

cer

end

erin

g

strategic

tactical

operational

visionary

conceptual

applied

decisionsFOCUSFraMework overview

20120805_Intersection.indb 88 05.08.12 22:05

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intersection book.com

IntersectIon

How EntErprisE DEsign BriDgEs tHE gap BEtwEEn BusinEss, tEcHnology anD pEoplE

MIlan Guenther

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- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -eda.centerprise designassociates. consultancy

milan guentherpartner

+49 211 24 860 360 www.eda-c.com@eda__c

photo credits:anirudh, nein09, blmiers2 on flickrwikipedia, heineken

http://www.eda-c.com

http://www.twitter.com/eda__c

Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012

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Transcript of Experience Design: The Focal Point of Brand Identity and Enterprise Architecture - EuroIA 2012