Intersection: How Enterprise Design Bridges the Gap Between Business, Technology and People - Couverture souple

Guenther, Milan

Couverture souple

ISBN 10 : 0123884357 ISBN 13 : 9780123884350

Editeur : Morgan Kaufmann Publishers In, 2012

Synopsis

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. This title provides a framework to leverage business technology for envisioning, delivering, and enhancing products and services as building blocks for an overarching enterprise experience. It teaches how to align and integrate business strategy, brand identity, and enterprise architecture initiatives to shape a consolidated enterprise-wide design strategy and practice. It 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.

A propos du livre

Présentation de l'éditeur

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.

• 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

Revue de presse

"Cookery books, these days, are all about design: white space, multiple typefaces, mysterious symbols in the margin and the occasional coloured page. Milan Guenther’s book seems to have adopted this style of design with obvious enthusiasm."--BCS.org – The Chartered Institute for IT, February 2013 "To read Milan Guenther's book Intersection is to glimpes the future of design: holistic, collaborative, and networked. A rich presentation of a very rich subject."--Marty Neumeier, author of The Brand Gap and The Designful Company "I am impressed by the thoroughness and thoughfulness of this major piece of work. Intersection marks Milan Guenther as a major contributor to the Enterprise Engineering, Design, and Architecture body of knowledge."--John A. Zachman, inventor of the Zachman Framework "With this book, Milan Guenter achieved a comprehensive reframing of the Enterprise concept for the 21st century with Design as its primary driver. Intersection will become a beacon for many in the design, business, and technology communities."--Peter Bogaards, User Experience Designer

Détails de l'édition

• Éditeur: Morgan Kaufmann Publishers In
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0123884357
• ISBN 13: 9780123884350
• Reliure: Broché
• Nombre de pages: 462
• Coordonnées du fabricant: non disponible