While some organisations realise that digitisation goes beyond just implementing more and more tools for different purposes, people in touch with an enterprise (a company, a brand, a service etc.) still find themselves dealing with an overwhelming mass of scattered information in disconnected media. Drawing on an IT legacy which concentrated in the past on adding more and more features and data, these systems fall short of making relevant information easy to find, functionality easy to use, and achieving a good overall experience beyond a single medium or tool. This talk will be about architecting information beyond isolated web sites, digital services, or customer experiences. In essence, structured information is the basis (DNA) for any enterprise to do what it has been created to do, but only if it is meaningful for the people involved. Inspired by overarching IA approaches for information spaces across media and devices, this presentation portrays IA as the linking force between the full range of stakeholders of the enterprise, creating meaning across all exchanges and touch points. Topics: A language for IA professionals in strategic design projects, aiming to shape shared information structures on a meta-level to drive the information flows in a dynamic socio-technical system, and between a large and divisive group of people. Using human-centred IA on the enterprise level to facilitate business transformations, envisioning, delivering and enhancing products and services, driving communication processes, reshaping the customer experience, and streamlining the technology landscape. Positioning IA as the strategic tool to get the right information in the right format at the right time to the right people, and bridging the needs of these people with business aspirations and information systems. How such an overarching IA translates to people’s experiences and a system of tangible artefacts that drive these experiences.

2. --------------------------- ---------------------------
architecting 2011-09-23
information as ---------------------------
European Information
the enterprise Architecture Summit
dna 2011, Praha
---------------------------
Milan Guenther
Partner, eda.c

3. --------------------------- -----------------------------------------------------------------------------
your presenter Milan Guenther
Currently
– Partner with eda.c enterprise design associates. consultancy
– Working on Strategic Design projects at the intersection of
– Business, People and Technology
– Benchmarking Lead Europe for the Intranet Benchmarking Forum
Previously
– Projects as contract UX Designer
– Launched a social software company in 2001
Background
– Since 10 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, Design,
Enterprise Architecture, Business Process Management, Intranets and
Enterprise Portals
Blogging infrequently at www.blurringboundaries.eu
Twittering occasionally at @eda__c
Slides on http://slideshare.net/eda.c

4. mobile assistence besides the common display of the fuel consump- measures can be calculated.
- - - - - - - - - - - - - - - - - - - - - - - - - - -system-for - - - - - - - - tion,-values like tyre - - - - -or the condition-of - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
- sustainable - - - - - - - - - pressure - - - - - - - -
about eda.c
driving the driving surface can be analysed. thus bluetrack does not only promote an environ-
We are a Strategic Design Consultancy. driving behaviour, but also com-
mental friendly
for volkswagen bluetrack is a mobile platform where volkswagen municate green technologies and strenghen the
wolfsburg drivers analyse their driving data. hints on energy brand image of a sustainable company.
saving and good driving styles help them to im-
We are working at the intersection of organisational identity,
dennis middeke prove their fuel economy. exchange of information overview of activated
challenges
and group challenges with other members of the
2009 architecture and experience. We combine a design-led approach
bluetrack community give an additional incentive
to improve individual driving behaviour.
with a business mindset and technical expertise to create and support of collaborative
retain enterprise-people relationships for our clients. decision-making
smartphone used as
monitor in the cabin
selecting candidates
to view together from a
tablet device
analysis display
© 2010 eda.c. all rights reserved

5. ---------------------------
01
today’s ia
challenge
---------------------------
02
ia and the
enterprise
---------------------------
03
vocabulary
---------------------------
04
information
as dna

6. ---------------------------
01
today’s ia
challenge

12. ----------------------------------------------------------------------------------------------------------
Media Boundaries
Pages > Sites > Applications > Services > Networks
Context Boundaries
Browsers > Devices > Situations > Journeys
Human Boundaries
Clients > Users > Stakeholders > People
Experience Boundaries
Isolated Media > Cross-Channel > Cross-Organization
Design Boundaries
Visuals > Concepts > Systems > Strategies

13. ----------------------------------------------------------------------------------------------------------
enterprise can
help with that!

14. ---------------------------
02
ia and the
enterprise

15. ----------------------------------------------------------------------------------------------------------
enterprise?

16. ----------------------------------------------------------------------------------------------------------
behind the firewall

17. ----------------------------------------------------------------------------------------------------------
about IT

18. ----------------------------------------------------------------------------------------------------------
an organisation

19. ----------------------------------------------------------------------------------------------------------
big

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
Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners

22. --------------------------- -----------------------------------------------------------------------------
relationships
Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners

23. --------------------------- -----------------------------------------------------------------------------
structures
Investors
Enterprise
Organisation
Suppliers Sales Customers
Channels
Partners

24. --------------------------- -----------------------------------------------------------------------------
our scope
Enterprise

25. --------------------------- -----------------------------------------------------------------------------
ux and the
enterprise Investors
Enterprise
UX
Organisation
Brand
Enterprise Architecture
Suppliers Sales Customers
Channels
UX UX
CX
UX ID
Service Design
UX UX
Partners

26. --------------------------- -----------------------------------------------------------------------------
enterprise
design

27. ---------------------------
03
vocabulary

28. ----------------------------------------------------------------------------------------------------------
enterprise
anatomy
perspective
space
rendering

29. ----------------------------------------------------------------------------------------------------------
enterprise
identity
architecture
experience

30. ----------------------------------------------------------------------------------------------------------
enterprise
identity
architecture
experience

31. ----------------------------------------------------------------------------------------------------------
anatomy
actors
touchpoints
services
content

32. ----------------------------------------------------------------------------------------------------------
viewpoints
people
business
structure
function

33. ----------------------------------------------------------------------------------------------------------
space
communication
interaction
information
organisation
operation
technology

34. ----------------------------------------------------------------------------------------------------------
rendering
products
environments
systems

35. ----------------------------------------------------------------------------------------------------------
enterprise
anatomy
perspective
space
rendering

36. ---------------------------
04
information
as dna

37. --------------------------- -----------------------------------------------------------------------------
a roadmap for
enterprise ia
Lou Rosenfeld, 2005

38. ----------------------------------------------------------------------------------------------------------
“Data” IA “User” IA
Accuracy Use
Quality Meaning
Reliability Relevance
Performance Findability
Maintainability Labeling
Integration Context
Processes Format
Shared ground
Mapping / Modelling
Classification
Organisation
Integration

39. --------------------------- -----------------------------------------------------------------------------
how a data
model changed
an industry
VdA / eda.c / visualcosmos, 2009

40. --------------------------- -----------------------------------------------------------------------------
how a data
model changed language_static_phy
id CHAR(2)
language VARCHAR(64)
an industry Indexes
agency_phone_type_phy
theater_role_phy
id INT(10)
id INT(10)
text_id INT(10)
text_id INT(10) nationality_phy
sort INT(10)
sort INT(10) id INT(10)
Indexes
Indexes text_id INT(10) text_static_phy
sort INT(10) id VARCHAR(64)
agency_contact_data uniq VARCHAR(45) language_id CHAR(2)
client_data tv_station_phy val VARCHAR(256)
rowid INT(10) Indexes
id INT(10) id INT(10) Indexes
agency_id INT(10)
agency_id INT(10) text_id INT(10)
agency_contact_type_id INT(10)
agency_contact_id INT(10) foreign_language_skill_phy
agency_contact_type_text_id INT(10) sort INT(10)
binary_data skill_type_phy
picture_id INT(10) Indexes id INT(10)
id INT(10)
name VARCHAR(128) thumbnail_data
sn VARCHAR(64) text_id INT(10) id INT(10)
data MEDIUMBLOB foreign_language_phyIndexes id INT(10)
gn VARCHAR(64) sort INT(10) text_id INT(10)
Indexes
Triggers dialect_skill_phy gender_phy photo_id INT(10)
id INT(10) Indexes sort INT(10)
gender_id INT(11) text_data_map_phy
id INT(10) id INT(11) thumbnail_type_id CHAR(3)
text_id INT(10) Indexes
vintage VARCHAR(4) id INT(10)
text_id INT(10) text_id INT(10) data MEDIUMBLOB
sort INT(10) location_type_phy
playing_age_begin VARCHAR(3) language_id CHAR(2)
sort INT(10) sort INT(10) Indexes
uniq TINYINT(1) id INT(10)
Indexes playing_age_end VARCHAR(3) val VARCHAR(1024)
Indexes Indexes video_url_data
height_cm VARCHAR(3) text_id INT(10) Indexes
award_data url_homepage VARCHAR(256) sort INT(10) rowid INT(10)
rowid INT(10) film_role_phy size_text_id INT(10) uniq TINYINT(1) client_id INT(10)
dialect_phy singing_voice_phy
client_id INT(10) id INT(10) Indexes value VARCHAR(256)
id INT(10) comment_text_id INT(10)
education_data id INT(10) Indexes
year_at VARCHAR(4) text_id INT(10) ethnicity_id INT(10)
text_id INT(10) haircolor_phy text_id INT(10)
award_text_id INT(10) sort INT(10) rowid INT(10)
sort INT(10) ethnicity_text_id INT(10) id INT(10) sort INT(10)
sort INT(10) Indexes client_id INT(10) vita_tv_data_map
uniq INT(10) eyecolor_id INT(10) text_id INT(10) Indexes
Indexes year_from VARCHAR(4)
eyecolor_text_id INT(10) rowid INT(10)
agency_phone_data Indexes sort INT(10)
year_to VARCHAR(4)
haircolor_id INT(10) client_id INT(10)
Indexes
rowid INT(10) tv_role_phy education_text_id INT(10)
haircolor_text_id INT(10) vita_other_data tv_role_id INT(10)
agency_id INT(10) sort INT(10) skill_data_map
id INT(10) singing_voice_id INT(10) rowid INT(10) tv_role_text_id INT(10)
agency_phone_type_id INT(10) password_reset_data nationality_data_map Indexes rowid INT(10)
text_id INT(10) singing_voice_text_id INT(10) client_id INT(10) tv_station_id INT(10)
agency_phone_type_text_id INT(10) rowid INT(10) Triggers client_id INT(10)
sort INT(10) user_id INT(10)
changed_by VARCHAR(128) year_from VARCHAR(4) tv_station_text_id INT(10)
phone VARCHAR(32) Indexes client_id INT(10) skill_id INT(10)
token VARCHAR(32)
changed_at DATETIME year_to VARCHAR(4) year_from VARCHAR(4)
Indexes nationality_id INT(10) skill_text_id INT(10)
agency_data Indexes valid_until DATETIME title_text_id INT(10) year_to VARCHAR(4)
Triggers
Triggers Indexes nationality_text_id INT(10) skill_text_text_id INT(10)
id INT(10) language_data_phy director_text_id INT(10) title_text_id INT(10)
Indexes vita_theater_data_map
Indexes profession_phy role_text_id INT(10) producer_text_id INT(10)
name VARCHAR(128) id CHAR(2) vita_film_data_map
Triggers Triggers rowid INT(10)
language VARCHAR(64) id INT(10) comments_text_id INT(10) director_text_id INT(10)
phone VARCHAR(32) dialect_data_map rowid INT(10)
client_id INT(10)
Indexes text_id INT(10) sort INT(10) comments_text_id INT(10)
fax VARCHAR(32) rowid INT(10) client_id INT(10)
theater_role_id INT(10)
sort INT(10) Indexes sort INT(10)
addr1 VARCHAR(64) client_id INT(10) film_role_id INT(10)
theater_role_text_id INT(10)
skill_phy uniq TINYINT(1) Triggers Indexes
addr2 VARCHAR(64) dialect_id INT(10) film_role_text_id INT(10)
Indexes year_from VARCHAR(4)
id INT(10) Triggers
zipcode VARCHAR(16) dialect_text_id INT(10) year_from VARCHAR(4)
photo_data year_to VARCHAR(4)
text_id INT(10) profession_data_map
city VARCHAR(64) ethnicity_phy dialect_skill_id INT(10) year_to VARCHAR(4)
id INT(10) title_text_id INT(10)
skill_type_id INT(10) client_id INT(10)
country VARCHAR(64) id INT(10) Indexes title_text_id INT(10)
binary_id INT(10) director_text_id INT(10)
sort INT(10) profession_id INT(10)
email VARCHAR(128) text_id INT(10) Triggers producer_text_id INT(10)
client_id INT(10) theater_text_id INT(10)
override TINYINT(1) profession_text_id INT(10)
url_homepage VARCHAR(128) director_text_id INT(10)
copyright VARCHAR(128) sort INT(10) foreign_language_data_map user_data comments_text_id INT(10)
Indexes Indexes
changed_by VARCHAR(128) Indexes distributor_text_id INT(10)
sort INT(10) rowid INT(10) id INT(10) sort INT(10)
Triggers
changed_at DATETIME comments_text_id INT(10)
Indexes client_id INT(10) Indexes
login VARCHAR(128)
ndexes sort INT(10) Triggers
Triggers foreign_language_id INT(10) location_data_map
riggers user_type_id INT(10)
Indexes
eyecolor_phy foreign_language_text_id INT(10) rowid INT(10) agency_id INT(10)
Triggers
id INT(10) foreign_language_skill_id INT(10) client_id INT(10) sn VARCHAR(64)
Indexes location_type_id INT(10)
text_id INT(10) gn VARCHAR(64)
Triggers
VdA / eda.c / visualcosmos, 2009
sort INT(10) location_text_id INT(10) pwd CHAR(41)
Indexes Indexes phone VARCHAR(32)
Triggers
last_login DATETIME
last_ip VARCHAR(15)
user_type_phy
temporary_locked DATETIME
id INT(10)
wrong_login_count SMALLINT(6)
code CHAR(3)
Indexes
val VARCHAR(64)
Indexes

41. --------------------------- -----------------------------------------------------------------------------
a mental model
for the entire PAG – the first essential step to a de-
uk police cluttered national policing landscape
Manage the | Operational Policing
Organisation |
Lead service
| Manage public Protect the public Deal with incidents Bring offenders to
| engagement justice
Lead the |
organisation Patrol Manage high Improve Respond to Investigate
| neighbourhoods risk individuals communities incidents crimes
|
Develop
Strategy, | Manage public
Manage
Detain
scenes of
Policy & Plans | relations Protect Disrupt
incidents suspects
vulnerable criminal
| people networks
Manage
Manage change | customer
Investigate Non-judicial
incidents
| relationships Disposal
Manage Protect
Manage | planned vulnerable Manage Major
partnerships | Report on Incidents Develop Cases
operations places
| performance
Support
| Manage contact Manage Manage road Victims and Support
Assure service
| licensing safety Witnesses prosecution
Manage |
performance
| Support operational services
| Manage Duty Manage Provide Collate Police Manage Manage
Maintain
professional
| and Tasking Forensics specialist Information property and Intelligence
standards | services evidence
|
Assure | --------------------------------------------------------------------------------------------------------------------------------------
compliance Business Support
|
Manage risk | Manage resources
|
Manage Manage finance Manage people Manage ICT Manage fleet Manage Manage
| suppliers and livestock equipment facilities
Provide legal
services |
|
Policing Activities Level 1&2 (Policing
Activity)
System Architect
www.npia.police.uk 04 November 2010 13:20
NPIA / Olliver Robinson, 2011

42. ----------------------------------------------------------------------------------------------------------
space
communication
interaction
information
organisation
operation
technology

43. ----------------------------------------------------------------------------------------------------------
information

44. ----------------------------------------------------------------------------------------------------------
structured information
is the dna of the enterprise

45. ----------------------------------------------------------------------------------------------------------
The same structured information occurs every-
where in the enterprise space.
It is the DNA of the enterprise, driving everything
being said and done.
Enterprise data architecture and human-centred
information architecture are two sides of the same
coin, and should work together.
The IA practice employed today can be applied
to the enterprise level based on an adequate
vocabulary and holistic thinking.

46. --------------------------- -----------------------------------------------------------------------------
more on Enterprise Design is an emerging design
enterprise
design approach to bridge the Gap between
Business, People and Technology.
We are working on an upcoming book on
this subject. If you are interested to learn
more, please get in touch!
More info:
www.intersectionbook.com

47. ------------------------------------------------------
eda.c
enterprise design
associates. consultancy
milan guenther
partner
p +49 211 24 860 360
milan.guenther@eda-c.com
www.eda-c.com
@eda__c
special thanks to
benjamin falke,
dennis middeke,
olliver robinson,
lou rosenfeld,
eva pika