The Theory and Practice of Enterprise Design

At Agile Architects, we believe it’s important for organizations to have a clear understanding of their goals, processes, and the value they deliver to their customers. Enterprise design is a discipline that helps businesses achieve this clarity. It does so by providing a framework for designing, planning, and managing an organization’s processes, systems, and structures. In this blog post, we had a chat with Peter Buytaert to discuss the key principles of enterprise design, and how businesses can use the aspects of enterprise design to improve their working.

Principles of Enterprise Design
Principles of Enterprise Design
Edge and Enterprise design are published under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license by Intersection Group

Enterprise design considers three major pillars: Identity, Architecture, and Experience. These pillars work together to help organizations create a cohesive, customer-focused solution that aligns with their brand, products, and goals.

The Identity pillar focuses on an organization’s purpose, content, and story. It aims to provide clarity and direction to an organization by defining its mission, values, and the products and services it offers. This pillar helps the organization understand and communicate the value it delivers to its customers, which creates a consistent and memorable brand experience.

The Architecture pillar focuses on an organization’s capabilities, assets, and processes. It aims to ensure that the organization has the resources and infrastructure necessary to deliver its products and services effectively. This pillar encompasses the organization’s abilities and resources (capabilities), the tools and technologies it uses (assets), and the way it operates and carries out its activities (processes).

Finally, the Experience pillar focuses on the customer’s task, channel, and journey. It aims to create a positive and memorable experience for customers by understanding their needs and preferences. This pillar involves the specific activities that a customer wants to perform (task), how they interact with the organization (channel), and the overall customer experience, from the first interaction to the last (journey). A strong focus on the Experience pillar allows organizations to build customer loyalty and trust, which is critical in today’s competitive business landscape.

How Enterprise Design works – Case Study

To illustrate the principles of Enterprise Design, let’s consider a fictional government entity called “City Serve”. City Serve provides services to its community, including public transportation, waste management, and community events. CityServe is always looking to deliver high-quality services that meet the ever-rising needs and expectations of its citizens.

CityServe could apply enterprise design principles to create a more citizen-focused solution that aligns with the needs and expectations of its citizens. For example, CityServe could start with the Identity pillar by refining its purpose, content, and story to better resonate with its citizens. This could involve identifying the values and goals of its citizens, and creating a brand message that highlights CityServe’s commitment to providing high-quality services that improve the quality of life in the community.

Moving on to the Architecture pillar, CityServe could optimize its capabilities, assets, and processes to deliver services more effectively to its citizens. This could involve leveraging data analytics to gain a deeper understanding of citizen needs and preferences, and tailoring its services to meet those needs. CityServe could also invest in technology to improve their digital services, such as developing a mobile app that allows citizens to report issues and track the status of service requests.

Finally, CityServe could focus on the Experience pillar to create a positive and engaging experience for its citizens. This could involve improving the citizen journey by creating a seamless and user-friendly online experience, offering personalized support and assistance, and providing incentives and rewards for citizens who participate in community events and initiatives.


As enterprise architects, expanding our skills to include enterprise design can help us create innovative and effective solutions that prioritize user experience, brand identity, and business goals. At Agile Architects, we’ve created an environment that encourages knowledge sharing and cooperation, helping our team members expand their skill sets naturally.

If you’re an enterprise architect looking to expand your expertise and work with a team that values collaboration, we invite you to join us at Agile Architects. Become part of a team that prioritizes collaboration, knowledge sharing, and continuous learning, helping you expand your skill set and achieve your full potential as an enterprise architect.

Were you inspired by our way of thinking? Are you wondering what Agile Architects can do for your business?

Please don’t hesitate to contact us, we would love to work with you on your digital story.