This presentation was created for the SATURN conference series and does not necessarily reflect the positions and views of the Software Engineering Institute.
organizations invest in architecture training for engineers to prepare them for
roles as systems and product designers. Despite hours of training,
organizations often find it difficult to adopt sound organizational
are not only about "architecture;" they are also about value creation and
delivering products to customers. In fast-moving, highly competitive markets,
it is essential that organizations can respond with the right value
proposition, at the right price point, at the right time. To achieve this,
organizations need to create design synergy with management, marketing, and
technical experts working together throughout the product life cycle.
to achieve synergy is to broadly adapt a discipline of "design thinking" rather
than focus on technical architecture in isolation. In this presentation, I will
discuss impediments to design thinking, and lessons learned based on
experiences working with companies such as Sony, Samsung, and LG.
This presentation was given at SATURN 2011 in Burlingame, CA.