Big Information (EuroIA 2015) designing integrated views on connected ecosystems4

Editor's Notes

• #2: Hello!
• #3: Background in communication design and UX Touched mobile, data, services, identities, spaces in many projects That large variety and complexity made us think about the design behind the design Now focus on enterprise-people relationships and how design can help to make them successful
• #5: Unfortunately we are not immune to trends And one of the typical situations is depicted here
• #7: Unfortunately we are not immune to trends And one of the typical situations is depicted here
• #8: Today’s talk: The new role of data and what we do with it What that means for the challenges we face as designers How we respond to that with the enterprise design idea
• #9: After all this is the DATA science day So let’s talk a bit about data.
• #10: In some way, they believe this can catapult them in some sort of matrix age They can know everything, reach everyone, look everywhere
• #11: …and ultimately this will give them a clue what to do. (Poor design on purpose)
• #12: Of course all that NSA comes to mind. We all know a lot of big data is in there But is that all to it?
• #13: All of this gets more complex when we take into account the overwhelming nature of enterprise-people relationships. It is not a calm dialogue, but a wicked mess
• #14: And all too often I have the impression that rather than getting smart, companies act rather dumb. Have you tried googling for vacuum cleaners, or even dared to buy one?
• #15: Ogilvy thinks Big Data is about offering Cupcakes at the right moment (and they are guilty of that trend-mixing we saw before)
• #16: And when we try to reach them, it is often a nightmare. Loose track, do not know who you are, misunderstand… (I hope Telekom Labs is solving that problem)
• #17: And when we try to reach them, it is often a nightmare. Loose track, do not know who you are, misunderstand… (I hope Telekom Labs is solving that problem)
• #19: I believe this has to do with scale – selling to and interacting with thousands or millions is good
• #20: But it tends to make things worse when it comes to dialogues, behaviour etc Most enterprises behave very awkward compared to humans Because relationships are hard to scale.
• #21: What if we look at this as a design challenge?
• #22: All design disciplines are concerned with innovation. Striving for meaningfulness for people, viability for the client, and feasibility to make sure it actually works. We believe sweet spots for enterprise level design lie at the intersection of these concerns.
• #23: However the design community has its problems with Venn diagrams
• #24: Looking at a typical enterprise, we see some org in the middle and other actors around it. Traditionally design work tends to be seen as implementation work This might be a dashboard, and this might try to sell vacuum cleaners. Well-designed in itself, but adding to the mess.
• #25: Design reality is different. Taking the Mobile Big Data example: Do you want to sell stuff online, or a mobile dashboard?
• #26: What if we try to take design practice to the enterprise level? Look at everyone, everything important? Attempt to improve the relationships? The creative challenge is the use case!!!
• #31: So how can we leverage data, mobile, services, experience, brand, interactions etc to make enterprises less awkward?
• #32: These thoughts have led us to the Enterprise Design approach.
• #33: We would have to look at an awful lot of aspects. BTW this is our EDF
• #34: We would have to look at an awful lot of aspects. BTW this is our EDF
• #35: In reality, such a process is never as smooth. But it allows us to go beyond shallow, low-level, no-impact design. Modelling! 0design our research and prototyping together.
• #36: All aspects combined you have a broad approach But the complexity quickly gets overwhelming
• #38: We were briefed to help UNISDR develop a digital strategy that enables them to better serve their purpose: reducing worldwide disaster loss by better preparing for risk. In workshops, research and co-design we created models of the current, intermediate and future states. We started with sketches and lists, then switched to a modelling tool to map and connect the different models. We developed a modified interpretation of the Archimate language, to incorporate aspects relevant to our Enterprise Design challenge: touchpoints, brands, personas, actors, content, interactions… instead of following a predetermined route, we opportunistically incorporated the aspects that fit our purpose, and adopted the language of our client.
• #45: Using these model, we were able to produce a few “killer artefacts”, such as this mapping that connects digital interaction channels to 5 strategic service lines and their overall value chain, success metrics and landscape of enterprise actors.
• #46: You may ask: where is the design here? Such modelling work indeed directly guides design principles, themes and ideas that provide the basis for hands-on creative work. In our case, we confronted senior management with external examples to inform their strategy identification. What if we did this one like… TED? Forrester? The BBC? What would we need to change in our enterprise to make such a shift? Instead of just being a question of subsequent implementation, the design of the digital can be an inspiration to strategic considerations – and change everything!
• #58: This talk is called “designing the new enterprise” I think there is a new type of enterprise in the making And we should work on that together
• #59: And would have to shift a few things, But it allows us to tackle the big challenges. To design the new enterprise, this is what we would need to do.
• #60: Designing the new enterprise means making it human again.
• #64: …and this is us and our book! Thank you.