What is this about? Designing and architecting for enterprise-wide innovation and transformation Who is behind this? John Gøtze, EA Fellows Milan Guenther, eda.c Who should join us? Fellow architects, designers, analysts and consultants in the areas of  Enterprise / Business / Information Architecture,  Brand / User / Customer Experience,  Design Thinking, Interaction and Service Design,  Strategic Innovation and Transformation Note from the organisers We have found that we have a mutual interest in Enterprise Design, which we both work with, but using different approaches. John re-designs enterprises as an Enterprise Architect, working with creating coherent enterprises where strategy, business and technology are aligned through enterprise roadmaps; and Milan does the same as a Strategic Design Consultant, applying a design approach to find out about potential futures and making them visible. We think we can learn a lot from each other, and came up with the idea of this retreat. But then we thought again -- why not invite some of our respected peer architects and designers to join us, so we can all learn together and from each other? John & Milan

2. strategic
enterprise
design
#edbcn
@eda_ _c
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
2013-05-28
1st Enterprise Design
Retreat, Barcelona
Milan Guenther
Partner, eda.c
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

3. Police Role
“If you see something that
shouldn’t be done, say no!”
Many Aspects
“Start where your stakehold-
ers see the key topic”
Do Just Enough
Lean and agile, getting out of
the deliverable business
Coordinate & Orchestrate
“The architect does not do
the
architecture”
Focus on Change
Roadmap rather than as-is or
to-be
Work with scenarios
Tell stories of the future to
prodide context & spark
creative imagination
Go out
Talk to people, stakeholders,
bosses, users...
Priotitize
“Choose a chunk of the
enterprise to work on”
The tool trap
Too much focus on methods
and tools, “make you wish
certain aspects didn’t exist”
Standards and models
ISO 9241, 42...., blueprinting,
frameworks, ...
Underdetermined space
“The standard answer is it
depends”
Communication
Showing Dilbert comics to
make a point
Technology focus
Getting the IT “user” out of
“user experience”
Strange gurus
Zachman, Garrett, Reiss, ...
Concepts
Patterns, principles, ...
Assurance
Keeping on track
design & architecture
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

4. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
01
design thinking
exercise
- - - - - - - - - - - - - - - - - - - - - - - - - - - - -
02
design and
strategy
- - - - - - - - - - - - - - - - - - - - - - - - - - - - -
03
enterprise
design
- - - - - - - - - - - - - - - - - - - - - - - - - - - - -
04
teamwork

5. 01
design
thinking
exercise
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

6. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
like dislike
think
5
7
9 10
11
3
4
6
8
designthinking
synthesize DESIGN
CHALLENGE
ask again
interpret
BE SHARP!
BE VISUAL! BE BETA!
1 2
+
?
-
!
3 4
ideate test
storyboard iterate
TEST
AGAIN!
GO OUT!
look for surprises
empathize!
GO FOR QUANTITY! TRY IT OUT!
dig deeper!
be mindful!
sAY
nAme need insight
chArActeristics hOW mAY i enABle
tO
When
? !
notes notes notes
notes notes notes
1
2
Interview
reflect
dO
Our Design Theme:
Help John rethink
executive education

7. 02
design &
strategy
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

8. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
strategy?

9. like, in business
consulting?
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

10. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
our strategy is...
making money!
€

11. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
business strategy
customer strategy
operational strategy
interactive strategy
marketing strategy
IT strategy...
strategy is
everywhere!

12. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
too much strategy?

13. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
not exactly:
the problem of
predetermined
results

14. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Projects following a trend, but not solving a problem
“I need an app” (but I don’t know what for)
“Cloud”“Cloud”“Cloud”“Cloud”“Cloud”“Cloud”
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 that old R/3 thing and that process and...”
Projects chasing an arbitrary goal instead of a real one
“Our boss wants a a new logo” (revenue is declining)
Projects about technology but not their meaning
“The product is ready but we need some CSS work”
...sounds familiar?

16. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
design & innovation

17. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise can
help with that!

18. 03
enterprise
design
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

19. “I anticipate future management schools devoted to
‘enterprise design’.
(…)
A fundamental difference exists between an enterprise
operator and an enterprise designer. A manager runs an
organization, just as a pilot runs an airplane. Success of
a pilot depends on an aircraft designer who created a
successful airplane.
(…)
Who designed the corporation that a manager runs?”
– Designing the Future” by Jay W. Forrester, 1998
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

20. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
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.

21. enterprise
perspective
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Partners Competitors
Customers
Channels
Other
Stakeholders
Suppliers
Your Organization
Management
Employees
Investors,
Government,
Public

23. big picture
viewpoints
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
experience
design
What you
get out of it
enterprise
architecture
How it works
for you
brand
identity
How you
think about it

25. enterprise
identities
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

26. the brand
identity ladder
appearance logo
colours
fonts
products
environment
offerings
personality
language
behaviour
culture
business
big picture
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

27. brand
identity

28. enterprise
architecture
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

29. the enterprise
architecture
ladder
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
computers
operations
capabilities
processes
information
business
big picture
systems
networks
applications
data
workflows
resources

30. enterprise
architecture

31. enterprise
experiences
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

32. the experience
design ladder
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
interface visuals
controls
code
journeys
channels
processes
interactions
structures
contexts
application
service
big picture

33. experience
design

34. “Some people (they are wrong) say design is about
solving problems.
Obviously designers do solve problems, but then so
do dentists. Design is about cultural invention.”
– Jack Schulze, 2009
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

36. ViewsSkills
RelationshipsHabits
Ideas
Identity
Brands Proposi
Products
Media Messages
Documents
Interiors
MethodsMethods
Interactions
Capabilitie
Resources
Content
Assets
Infrastructure
Services
Roles
Approaches
Activities Tasks
Triggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
Constraints
Rules
Rules
Locations
Processes
Knowledge
Systems
Regulations
Functions
Data
Environments
Applications
Goals
Values
Users
Attitudes
Performance

37. ViewsSkills
RelationshipsHabits
Ideas
Identity
Brands Proposi
Products
Media Messages
Documents
Interiors
MethodsMethods
Interactions
Capabilitie
Resources
Content
Assets
Infrastructure
Services
Roles
Approaches
Activities Tasks
Triggers Scripts
Interfaces
Policies
Opportunities
Culture
Culture
TechnologyTools
Constraints
Rules
Rules
Locations
Processes
Knowledge
Systems
Regulations
Functions
Data
Environments
Applications
Goals
Values
Users
Attitudes
Performance

39. enterprise
design
framework
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
BigPicture
identity
actors
business
communication
signs
architecture
touchpoints
people
information
things
experience
services
function
interaction
places
organization
content
structure
operation technology
AnatomyFramesDesignSpaceRendering
visionary
conceptual
applied
FOCUS

40. the book
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
www.
intersection
book.com

41. take out one
chunk at a
time
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

42. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
the process
1
Prepare
2
Discover
3
Define
4
Ideate
Small iteration
Big iteration
5
Validate
6
Implement
7
Deliver

43. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
the actual process
Based on The Squiggle by David Newman from Central.
1
Prepare
2
Discover
3
Define
4
Ideate
5
Validate
6
Implement
7
Deliver

44. teams
COMMUNICATION
Designer
enterprise
architect
Brand
strategist
content
strategist
change
manager
business
architect
Requirements
engineer
information
architect
experience
strategist
media
designer
creative
director
software
architect
urban
planner
business
analyst
business
designer
industrial
designer
process
manager
user
researcher
service
designer
domain
expert
interaction
designer
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

45. 04
teamwork
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Design John’s
new enterprise!
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

46. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Architecture
Experience
Identity
Take a few steps back and look at your enterprise
from some distance. What is it all about, why
does it exist?
What do people think and feel about your enterprise,
and how does it appear as an image in their minds?
How does your enterprise work and function, and
how do its many structures support these activities?
What do people get out of your enterprise, and what
role does it want to play in their daily lives?
big picture

47. The Enterprise Design Framework is portrayed in detail in the book
INTERSECTION - How Enterprise Design Bridges the Gap Between Business,Technology and People
by Milan Guenther, Published 2012 with Morgan
Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.
CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed
Author: Milan Guenther / eda.c enterprise design associates. consultancy
Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
Big Picture
Take a few steps back and look at your
enterprise from some distance. What is it all
about, why does it exist? What is your design
theme, what vision are you working towards?
IDENTITY
What do people think and feel about your enterprise,
and how does it appear in their minds?
ARCHITECTURE
How does your enterprise work and function, and
how do its many structures support these activities?
EXPERIENCE
What do people get out of your enterprise, and what
role does it want to play in their lives?

48. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
anatomy
Touchpoints
Services
Actors
Content
Explore the elements constituting the
relationships and day-to-day interactions in
your enterprise. Who is involved, and what is
happening where, when and how?
Who are the stakeholders taking part in your
enterprise, and what are their roles and
relationships?
When and where do people interact with your
enterprise, and in which individual contexts?
What are the value propositions the enterprise
makes available with its activities and their results?
What are the content elements that are produced,
exchanged and consumed in the enterprise space?

49. The Enterprise Design Framework is portrayed in detail in the book
INTERSECTION - How Enterprise Design Bridges the Gap Between Business,Technology and People
by Milan Guenther, Published 2012 with Morgan
Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.
CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed
Author: Milan Guenther / eda.c enterprise design associates. consultancy
Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
Anatomy
Explore the elements constituting the relationships and day-to-day interactions in your enterprise. Who is involved, and what is happening where, when and how?
Which elements are inside your problem space, which are outside?
ACToRs
Who are the stakeholders taking part in your
enterprise, and what are their roles and relationships?
sERvICEs
What are the value propositions the enterprise makes
available with its activities and their results?
CoNTENT
What are the content elements that are produced,
exchanged and consumed in the enterprise space?
ToUCHPoINTs
When and where do people interact with your
enterprise, and in which individual contexts?

50. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
frames Develop an understanding of your enterprise
from multiple perspectives, and envision
potential target states of a transformation. What
is the goal of the strategic design process, what
is the intended change?
What business model drives your enterprise, and
how will your design work contribute to its success?
Who are the people you are designing for, how do
they live their lives and what makes them tick?
What are the goals and activities your enterprise
supports, and what is required to make this happen?
What things are relevant to your enterprise as a
design context, and how are they interrelated?
People
Function
Business
Structure

51. The Enterprise Design Framework is portrayed in detail in the book
INTERSECTION - How Enterprise Design Bridges the Gap Between Business,Technology and People
by Milan Guenther, Published 2012 with Morgan
Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.
CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed
Author: Milan Guenther / eda.c enterprise design associates. consultancy
Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
Frames
Develop an understanding of your enterprise from multiple perspectives,
and envision potential target states of a transformation. What is the goal of
the strategic design process, what is the intended change?
BUsINEss
What business model drives your enterprise, and how
will your design work contribute to its success?
FUNCTIoN
What are the goals and activities your enterprise
supports, and what is required to make this happen?
PEoPLE
Who are the people you are designing for, how do
they live their lives and what makes them tick?
sTRUCTURE
What things are relevant to your enterprise as a
design context, and how are they interrelated?

52. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
design
space (1/2)
Make conceptual design decisions based on
insights gained and ideas generated in the
course of your exploration. How will your future
enterprise be like?
How will people exchange in your enterprise, via
what channels and in what particular business
contexts?
How will information be used in your enterprise,
and how can it be organized to represent the overall
structure?
What interactions and behaviors will be happening in
your enterprise, and how to best facilitate them?
Information
Interaction
Communication

53. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
design
space (2/2)
Make conceptual design decisions based on
insights gained and ideas generated in the
course of your exploration. How will your future
enterprise be like?
What are the business processes that make your
enterprise run, and how are its capabilities being
used?
How is your enterprise organized as a group of
people, and how should teams work together in the
future?
What technical opportunities and possibilities are
there, and how to leverage them for your enterprise?TEchnology
Organization
Operation

54. The Enterprise Design Framework is portrayed in detail in the book
INTERSECTION - How Enterprise Design Bridges the Gap Between Business,Technology and People
by Milan Guenther, Published 2012 with Morgan
Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.
CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed
Author: Milan Guenther / eda.c enterprise design associates. consultancy
Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
Design Space
Make conceptual design decisions based on insights gained
and ideas generated in the course of your exploration. How
will your future enterprise be like?
CoMMUNICATIoN
How will people exchange in your enterprise,
via what channels and in what particular
business contexts?
oPERATIoN
What are the business processes that
make your enterprise run, and how are its
capabilities being used?
INFoRMATIoN
How will information be used in your
enterprise, and how can it be organized to
represent the overall structure?
oRgANIzATIoN
How is your enterprise organized as a group
of people, and how should teams work
together in the future?
INTERACTIoN
What interactions and behaviors will be
happening in your enterprise, and how to best
facilitate them?
TECHNoLogY
What technical opportunities and possibilities
are there, and how to leverage them for your
enterprise?

55. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
rendering Work with talented designers of relevant fields,
turning abstract design decisions into actual
outcomes. What visible elements will bring your
enterprise to life?
What media, messages and symbols should your
enterprise produce to connect to its audiences?
What products, devices, tools or other artefacts does
your enterprise make available, and how are they
used?
Where are people interacting with your enterprise
and each other, and what paths to they take?
Things
Places
Signs

56. The Enterprise Design Framework is portrayed in detail in the book
INTERSECTION - How Enterprise Design Bridges the Gap Between Business,Technology and People
by Milan Guenther, Published 2012 with Morgan
Kaufmann Publishers / Elsevier, Boston, MA, USA / www.intersectionbook.com
This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 License.
CC BY-SA 3.0 / www.creativecommons.org/licenses/by-sa/3.0/deed
Author: Milan Guenther / eda.c enterprise design associates. consultancy
Düsseldorf & Paris / www.eda-c.com / hello@eda-c.com
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
enterprise design canvas
Rendering
What are the outcomes you envision for your
design initiative? What new or transformed
visible and tangible elements will bring your
enterprise to life? How will they be delivered
and introdruced?
sIgNs
What media, messages and symbols should your
enterprise produce to connect to its audiences?
THINgs
What products, devices, tools or other artefacts does your
enterprise make available, and how are they used?
PLACEs
Where are people interacting with your enterprise and each
other, and what paths will they take?

57. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
eda.c
enterprise design
associates. consultancy
milan guenther
partner
+33 9 7044 7778
www.eda-c.com
@eda_ _c