Facets of Enterprise Design – Field Notes: Intersection 2020

Continuing on my field notes about Intersection 2020 with insights from the second Basecamp session. As the night closed in for me in Perth, we dove into more of the theory behind Enterprise Design and a hands-on activity using Milky Way maps.

Basecamp Session 2: Enterprise Design Facets

Enterprise Design Facets (developed by Enterprise Design Associates, CC-NC-SA 4.0 free usage license)

Session Objectives

  1. understand how to apply the Milky Way model to mapping an enterprise design

  2. understand the key facets of enterprise design

Key Takeaway

For me, the biggest ‘aha’ moment in this session was when Milan Guenther shared a slide on the relationship between the key facts of the Enterprise Design model. You can get a lot more detail on the theory behind Enterprise Design in the Starter Kit available here.

This model breaks down an enterprise into three key elements: organisational identity, enterprise architecture and experience. The overlap of these elements produces the additional facets of organisation, product and brand. Each of these further break down: identity into stories and ideas; architecture into processes and capabilities; and experience into journeys and tasks. All six elements relate to each other as defined by the Enterprise Design Facets Relations.

Enterprise Design Facets Relations (developed by Enterprise Design Associates, CC-NC-SA 4.0 free usage license)

The power of an enterprise design approach really came to life with the understanding that there is a defined, immutable relationship between each element of the enterprise. As consultants or designers, we might jump into a project focused on changing one element: developing a new product for example. However, if you look at the image above for “Product” in purple, you see the product embodies the brand, features in the journey and supports a task. This means that any changes we make in the product has flow-on effects to other elements of the organisation and these must be considered. We can’t avoid impacting the connected parts of our enterprise.

Possibly even more powerfully, each element also has a downstream relationship. For product, it is delivered by a capability, created by a process and owned by an organisational element. These relationships give us our first clue to changing our products. What capabilities do we need to deliver on the desired product design? What processes are required to create the product? And what organisational elements will own the product?

Links I Clicked

This was more of a hands on workshop, but more info about the tools we tried can be found at these links:

  1. Toolkit: Enterprise Design Facets

  2. Video: Milky Way Maps

  3. Overview: Enterprise Design Sprints

Where to Learn More

The content from the session today drew on concepts from Enterprise Design Facets by Enterprise Design Associates and The Milky Way by Cecilia Nordén.


#conferencefieldnotes #enterprisedesign