Intersection: How Enterprise Design Bridges the Gap between Business, Technology, and People (Paperback)

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

許多組織都面臨著當今社會生態系統的動態和複雜性，這些系統將每個人和每件事物連接在一起，無論何時何地都是如此。現代企業面臨著商業模式、技術發展和人類需求的交叉挑戰，必須克服過去孤立思維和孤立努力的問題，並全面地解決與人們的關係。在《交叉點》一書中，米蘭·根特引入了一種戰略設計方法，將品牌、企業架構和體驗設計的整體努力相互協調，並將它們引導到共同的道路上，塑造未來的企業。

這本書為設計師、企業家、創新者和領導者提供了一個模型和一個全面的詞彙，用於應對這些根深蒂固的挑戰。企業設計框架剖析了戰略設計工作的複雜性，展示了如何應對關鍵方面並橋接不同觀點。作者通過9個案例研究，探討了像SAP、BBVA、IKEA和Jeppesen（波音公司的子公司）這樣的公司如何應用設計思維和實踐來塑造他們的企業。從戰略到概念設計和具體成果，交叉點展示了在哪個時候什麼是相關的，以及應該涉及哪些專業知識。

本書教授如何將業務策略與品牌身份、客戶體驗和企業架構計劃相協調，作為一個整合的企業設計實踐的一部分，以實現利益相關者的價值。它提供了一個框架，用於設計系統、產品和服務，作為更廣泛企業中所有利益相關者一致和連貫體驗的基礎，將戰略考慮與具體成果的交付相結合。

本書還解釋了如何將網站、應用程序、物體、平台或環境等結果納入一個更大的系統中，以協調企業與人們的接觸點。