This is the 2015 edition of INTERSECTION conference. To learn more about our upcoming event go to

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 its 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 ➔



The call for contributions is now closed. Many thanks to everyone who submitted a case study!

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.


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 Keynote
Prof. Ulrich Weinberg
Director, School of Design Thinking, Hasso-Plattner-Institute
13:30 – 16:30 Conference Workshops
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
Design Thinking to Design Driven: A Software Company's Rebirth
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 and Andreas Wlasak / Vice President Industrial Design, 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 – 13:30 Conference Joint Session Welcome
Carole Bilson, President, DMI

Milan Guenther Partner, eda.c / Author of Intersection
13:30 – 14:45 Panel Session: Enterprise Design Management
Panel Keynote: Chris Potts, Corporate Strategist, Dominic Barrow / Author of FruITion, RecrEAtion, DefrICtion

Moderators: Ellen Solomon & Milan Guenther

Panel Participants:
Peter Bogaards / C/UX evangelist, editor and coach, Informaat
Marc Lange / Product Strategy & UX Consultant, Google Head Expert
Malin Orebäck / Director, Design Strategy, Veryday
Chris Potts, Corporate Strategist, Dominic Barrow / Author of FruITion, RecrEAtion, DefrICtion
Erik Roscam-Abbing / Founder, Zilver Innovation / Author of Brand Driven Innovation
Niels Rishede Terkelsen / Enterprise Architect, Danish Ministry of Higher Education and Science
14:45 – 15:10 Break
15:15 – 16:45 Breakout Sessions & Summaries
16:45 – 17:15


Aligning for Collaborative Innovation
Layla Keramat / Creative Director, frog design
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
18:00 – 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 – 10:15 Keynote
Designing for Trust
Gerry McGovern / CEO, Customer CareWords
10:15 – 10:30 Break
10:30 – 11:15

Conference Sessions

Fast Forward towards a renewed culture
Mark Adams / VP Corporate Projects, Toyota Motor Europe & Anne Landréat / Transformation Consultant & Facilitator

Align with customers, business and organisation
Nuria Solsona Caba / Livework

Master Classes

Cohesive Enterprise Design
Erik Roscam Abbing / Zilver Innovation & Mike Clark

Design How Your Enterprise Invests in Design
Chris Potts / Corporate Strategist

How do you think? Modelling our own modelling
Tom Graves / Principal, Tetradian Consulting
11:15 – 12:00

Conference Sessions

Transforming a Product-Centric Firm Into a Customer & Design-Led Services Firm
Melis Senova and Hugh Evans / FromHereOn

Design to align to different cultural contexts
Eva Pika and Marcel Münch / Service Innovation Labs
12:00 – 13:15 Lunch
13:15 – 14:00

Conference Sessions

The Trivento Transition: How Trivento realigned to intrapreneurship
Rijk van Vulpen and Joost Lommers / Trivento

Benefits & techniques of problem framing
Rupert Platz

Master Classes

Design Thinking Pocketsize: Management education of tomorrow
Marion Fröhlich and Thomas Thomé

Enterprise Design in practice
Benjamin Falke, Milan Guenther and Dennis Middeke / eda.c

Agile EA: cherry-picking joining Business Architecture and SCRUM
Eskil Swende / IRM Sweden
14:00 – 14:45

Conference Sessions

Mercedes AMG and SAP: An innovation journey
Moritz Gekeler / SAP

Architectural Governance for Alignment
Dr. Michael Poulin / Clingstone
14:45 – 15:15 Break
15:15 – 16:00

Conference Sessions

Projects as a lever for enterprise design
Niels Rishede Terkelsen / Danish Ministry of Higher Education and Science

Generative Design and the Enterprise
Nicolas Enjalbert / discretise!

Master Classes

Closing gaps with the Jobs-to-be-done-framework
Thomas Hütter and Anja Riedelsheimer / HERE

Learning from Art for Better Outcomes in Business and Society
Dirk Dobiéy / Age of Artists

Shifting enterprise mindset: innovation is a matter of culture, not technology
Claudio Vandi and Gayatri Korhalkar / Numa
16:00 – 16:45

Conference sessions

Aligning Freedoms; Designing Frames
Philip Hellyer / Philip & Finch

Empowering BBVA with a 360º work experience
Borja Tamames and Juliane Trummer / MORMEDI

16:45 – 17:30 Keynote
Why Designers are Getting a Seat at the Table
Philippe van Caenegem
17:30 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

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