Milan Guenther

When 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 experience Teaches 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

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

Intersection

Wolfgang Goebl

Annika Klyver

You are working very hard, but does it really make a difference? Are you: ● An Enterprise Architect finding your great ideas have a very limited impact on business decisions? ● A Service or UX designer tired of creating concepts that are never implemented the way you envisioned them? ● A Business Analyst wanting to work on the big picture instead of point solutions? Then this book is for you. The patterns in this book capture the wisdom of practitioners from many different fields and provide practical guidance on: ● How to deal with common obstacles in the enterprise design practice; ● Producing creations that people love to co-create; ● Building the relationships you need for collaborative design; ● Applying experience-based, pragmatic design practices. This book lays the foundation for the practice of designing enterprises to improve their Identity, Experience and Architecture.

Milan Guenther

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