Organizations continue to face the challenge of integrating Design as a competency into strategic, management and operational practices. The value of integration has been proven, yet the barriers to implementation remain. At the same time, Design is extending it's reach to the Enterprise as a playing field.

Over the course of three days, we will discover the intersection of Strategic Enterprise Design, Design Thinking, and Design Management. We will explore how to Design to Align the disciplines involved to add value across the enterprise in organizations of any scale.

Inspired by our book INTERSECTION published in 2012 about the practice of design in complex and challenging environments, we will co-develop the emerging field of Strategic Enterprise Design.

Who will benefit from attending Design to Align?

  • Executives and Strategists interested in applying strategic design in their organizations to deliver competitive advantage and increase value.
  • Designers and Design Managers looking to employ the most effective practices in Design Management across Service Design, Industrial Design, Experience Design, Enterprise Architecture, Information Architecture and Interaction Design.
  • Digital Leaders looking to leverage digital touchpoints to shape a coherent experience across their user and customer journeys.
  • Business and Enterprise Architects working on design challenges that require expanding scope beyond specific disciplines to the Enterprise
  • Brand and Customer Experience Managers tasked with managing the brand expression, experience and assets across the enterprise.
  • Consultants looking to leading edge Design Management and Strategic Enterprise Design approaches to drive value and innovation.
  • Entrepreneurs faced with the challenge of creating their enterprise and developing a structure that makes their ideas tangible.

Organising team: eda.c, DMI, and friends
Benjamin Falke, Milan Guenther, Dennis Middeke, Louis‑Jean Teitelbaum, Katharina Weber

What is Design Management? What is Strategic Enterprise Design? ➔
Learn more about the book INTERSECTION by Milan Guenther ➔
Discover last year's INTERSECTION'14 ➔
Add INTERSECTION'15 to your calendar ➔


See below for our first confirmed speakers! Our lineup will include thought leaders and leading practitioners in Design, Design Management, Organizational Development and Strategic Enterprise Design. Check back soon as we develop our program, and read on to find out how to participate.

Our program will feature some speakers from last year's edition in Paris, but also many new faces. Our call for case studies is now open. Over the course of three days, we will discover the intersection of Strategic Enterprise Design, Design Thinking, and Design Management. We will explore how to Design to Align the disciplines involved to add value across the enterprise in organizations at any scale.


We are looking for practical case studies around our conference theme Design to Align, on change and impact by design. Did your design work inform strategy definition, instead of just implementing a given strategy? Did you succeed in defining a target state for the ecosystem and transforming the enterprise to get there, by introducing new business models, engaging new partners, or opening new markets? Did you identify new modelling techniques, and new ways to measure the value design delivered to your projects?

We are looking for 45 minute presentations of your project by one or two speakers, expecting you to cover the following elements:

Please submit an abstract of less than 500 words describing your project and the points mentioned above. Our deadline for submissions is February 20, 2015. All accepted presenters will be able to attend the Intersection conference day (April 30) free of charge.

Add the call for contributions deadline to your calendar ➔


We are working on a program that reflects the spirit of INTERSECTION. To give you an idea, have a look at last year's schedule.

DAY 1: dmi: Design Management Institute DAY 1: dmi: Design Management Institute

A series of hands-on workshops that teach Organizational Development methods to facilitate value generating change across every discipline. We will address historic issues facing Design Management with a new lens of organizational excellence:
- Facilitating productive internal collaboration across disciplines
- Best practices in external collaboration/client management
- Building and managing effective global teams and managing knowledge transfer
- Developing culture, managing culture change

DAY 2: dmi: Design Management Institute + INTERSECTION'15 DAY 2: dmi: Design Management Institute + INTERSECTION'15

Morning sessions will be organised by DMI and focus on effective leadership practices in Design, Design Management and Strategy using approaches of Organizational Development.

In the afternoon, our joint sessions will explore the overlap between Design Management and Strategic Enterprise Design, leveraging synergies between the different fields at this intersection to unlock value in organizations at any scale.


INTERSECTION brings together leading design thinkers and doers, driving a forward-thinking exchange to co-develop the emerging field of Strategic Enterprise Design. Our format connects different perspectives, fields and competencies in a hand-picked set of inspiring talks, case studies and Master Classes. We will exchange tools and models, create a shared perspective and vocabulary, and look at cases from corporate, social and startup environments.

Tuesday, April 28 2015
12:00 - 12:45 Registration DAY 1: Half Day
12:45 - 12:55 Conference Welcome
Carole Bilson / President, DMI
12:55 - 13:25 Opening Session
13:30 - 16:30 Conference Workshops
Workshops will be held concurrently

FuturEd – Envisioning the Design Programme of the Future
Iain Aitchison / Director, Plan

Creating Change for Effective Alignment
Ellen Solomon / Emeritus CEO, Strategic Change MSOD (Organization Development)

Branded Interactions: Designing Digital Brand Experiences
Marco Spies, Managing Partner, think moto

Lean & Agile: Get Relevant Results Quickly
Robert Stulle / Partner, edenspiekermann_ and Steven Cook / Partner, edenspiekermann_

Leadership for New and Emerging Design Managers
Carole Bilson / President, DMI and Brian Gillespie / Design Management Consultant
16:30 DMI Member-Only Check In Event
18:30 - 20:00 Conference Reception - open to all attendees
Wednesday, April 29 2015
12:00 - 12:45 Registration DAY 2: Full Day
8:45 - 9:45 Keynote
Joseph O’Sullivan / Design Director, Intuit
9:45-10:30 Sharing and Learning Across Global Teams
Rob Huber / Deputy Chief Technical Officer, Vice President Innovation Faurecia xWorks
10:30 - 10:50 Breakout Sessions
10:50 – 11:15 Break
10:30 - 10:50 Breakout Summaries
11:45 - 12:15 Change Catalyst: Building a Design Enterprise
Eric Quint, Chief Design Officer, 3M
12:00 - 13:00 Lunch - for day participants
12:00 - 13:00 Registration DAY 2: Half Day
13:00 - 10:30 Conference Joint Session Welcome
Carole Bilson, President, DMI

Milan Guenther Partner, eda.c / Author of Intersection
13:30 - 13:30 Panel Session: Brand Driven Innovation & Enterprise Investment
Panel Keynote: Chris Potts, Corporate Strategist, Dominic Barrow / Author of FruITion, RecrEAtion, DefrICtion

Moderators: Ellen Solomon & Milan Guenther

Panal participants:
Malin Oreback / Director, Design Strategy, Veryday
Len Fehskens / Chief Editor, Journal of Enterprise Architecture, AEA
Erik Roscam-Abbing / Founder, Zilver Innovation / Author of Brand Driven Innovation
Mark Lange / Product Strategy & UX Consultant, Google Head Expert
14:45 - 15:10 Break
15:15 - 16:45 Breakout Sessions & Summaries
16:45 - 17:15 Keynote Session
17:15 - 17:30 Conference Joint Session Closing
Carole Bilson / President, DMI

Milan Guenther Partner, eda.c / Author of Intersection
17:30 - 18:00 DMI Member-Only Check Out Event
18:30 - 20:00 Conference Reception - open to all attendees
Thursday, April 30 2015
8:00 - 9:00 Registration DAY 3: Full Day
9:00 - 9:30 Conference Welcome
Milan Guenther Partner, eda.c / Author of Intersection
9:30 - 10:30 Keynote Session
10:30 – 11:00 Break
11:00 - 13:00 Conference Sessions and Master Classes
13:00 – 14:00 Lunch
14:00 - 16:30 Conference Sessions and Masrerclasses
17:00 - 18:00 Keynote Session
18:00 Conference Close


Buy a ticket for the entire conference, or choose single full day or afternoon programs. Ticket sales are handled by DMI. Prices are shown in Euro, but your credit card will be charged the equivalent in US$. For attendees of all three conference days we offer a discounted price including a complimentary one year professional membership at the Design Management Institute (DMI), worth 400 US$.

Ticket options:

Ticket Options

Ticket Options
Full 3 day Conference Pass
Including 1 year professional DMI membership
Regular: 1775 € 1825 € DMI members: 1625 € 1675 €
Day 1 Afternoon Seminar by DMI
Regular: 425 € DMI members: 375 €
Day 2 Conference Pass
Regular: 850 € DMI members: 750 €
Day 2 Afternoon Program by DMI and INTERSECTION
375 €
Day 3 INTERSECTION Conference Pass
550 €



Johannisstr. 2
10117 Berlin

Intersection Conference

Intersection and dmi: Design Management Conference Europe will be held at Kalkscheune, a landmarked former industrial complex in the heart of Berlin. Our venue is located along Friedrichstraße, within walking distance of the Brandenburg Gate, of Museum Island and close to the central railway station.

Kalkscheune Berlin
Johannisstr. 2
10117 Berlin

Phone: +49 (0)30 59 00 434-0

U-Bahn 6: Oranienburger Tor
Tram 1: Oranienburger Tor & Straße
S-Bahnhof: Friedrichstraße

Hotels nearby

Or find a room nearby with ➔


Watch some talks held at last year's INTERSECTION.

Browse all videos of INTERSECTION'14 on YouTube ➔