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Intersection: How Enterprise Design Bridges the Gap between Business, Technology, and People, by Milan Guenther
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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
- Sales Rank: #1114473 in eBooks
- Published on: 2012-09-27
- Released on: 2012-09-27
- Format: Kindle eBook
Review
"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
Most helpful customer reviews
3 of 3 people found the following review helpful.
This will be a classic
By Oliver Baier
Milan Guenther provides a broad, deep and extremely well-thought through discussion of "enterprise design", the design process he developed with his colleagues at eda.c. His work truly lives up to the ambition (expressed in the book's sub-title) of "bridg[ing] the gap between business, technology and people". It is particularly valuable that Milan addresses the often messy realities many of us face working in and with large corporations.
The book eases into its subject by providing context at the beginning and then building up the framework in a thorough and methodical manner. On a few occasions I was unsure why the framework was constructed in the way it is (maybe even about to object to aspects of the framework), but these concerns evaporated after reading a few more pages.
To me, this book will be an important tool and asset in my future work. Along with "The elements of user experience", "The connected company", "Mapping the enterprise" and the "FruITion" / "RecrEAtion" / "DefrICtion" trilogy, "Intersection" will be part of my essential toolkit.
Also, see the book's website for an overview of the framework and a printable poster etc.
I initially read the Kindle edition, which suffers from typesetting problems (nonetheless, well worth reading). Morgan Kaufmann, you don't do this book justice and ought to do better. I also bought the hardcopy for use as a desk reference.
2 of 2 people found the following review helpful.
Extends my enterprise architect framework to strategic and creative design work
By Rijk J. van Vulpen
I am an enterprise architect, familiar with requirements engineering, domain driven, business and information architecture, technology design. Say 50% of the concepts of this book. Milan adds people and experience design, extending my view with say 10 concepts. Like identity (a shared sense of purpose), experience (motivation, interaction, behavior). touchpoints, business (model) design, service design, places. And Milan does an effort on integrating these concepts. It helps me in my transformation from it-related architect to business designer, in its creative sense. It shows me what should be extended in my design approach and tools (e.g. Archimate). All of this not in depth (it refers to relevant sources for more detail), but on the level of an integrated framework. With this, I hope to extend my relations with brand makers, strategists, changemanagers and the creative designers in the company.
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