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.
1. Introduction 2. Part 1: Thoughts on Enterprise Design 3. Introduction 4. 1. The Relationship Challenge 5. 2. Blurring Boundaries 6. 3. The Design-Minded Enterprise 7. Part 2: The Enterprise Design Framework 8. Introduction 9. 4. Big Picture 10. 5. Anatomy 11. 6. Frames 12. 7. Design Space 13. 8. Rendering 14. Part 3: Enterprise Design Approach 15. Introduction 16. 9. Design Process 17. 10. Design Program 18. Outlook 19. Index 20. References 21. Image Credits 22. The Team 23. Acknowledgements
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.
1. Introduction 2. Part 1: Thoughts on Enterprise Design 3. Introduction 4. 1. The Relationship Challenge 5. 2. Blurring Boundaries 6. 3. The Design-Minded Enterprise 7. Part 2: The Enterprise Design Framework 8. Introduction 9. 4. Big Picture 10. 5. Anatomy 11. 6. Frames 12. 7. Design Space 13. 8. Rendering 14. Part 3: Enterprise Design Approach 15. Introduction 16. 9. Design Process 17. 10. Design Program 18. Outlook 19. Index 20. References 21. Image Credits 22. The Team 23. Acknowledgements
