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dmi:DMCEurope + INTERSECTION'15 Conference
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The Conference




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 influence across disciplines in the Enterprise.

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.



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.


The Schedule:



DAY 1: dmi: Design Management Institute

A series of hands-on workshops that teach Organization 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

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

The Connection

Enterprises of all forms and sizes are facing the challenge of integrating Design as a competency into strategy, management and operational practices. Putting design in organisational structures bears the risk of stifling its creative potential. Without such a deep integration however, Design easily becomes a mere afterthought to product development and business planning.

Design to Align will explore the intersection of Strategic Enterprise Design and Design Management to bring design to a strategic level, making use of high-level design approaches such as User Experience Design, Service Design, Design Thinking and Enterprise Architecture.

We will embrace the complexity of enterprise ecosystems, and explore ways to align the various aspects, views and disciplines involved, making the enterprise the playing field of an integrative and holistic design practice.



What is Strategic Enterprise Design?

Design and creative disciplines are challenged to deliver value to organisations, clients and businesses while making an impact on people's lives and experiences. This means transforming the way businesses work, and realigning the various moving parts of enterprises: ambitious endeavours transforming entire ecosystems.

The complex and volatile nature of such ecosystems quickly becomes overwhelming, with brands, processes, culture, technology or touchpoints being just tiny parts of the puzzle. Looking at them in isolation leads to enterprise awkwardness, the frustrating experiences we have with many brands and organisations we deal with in our lives.

Strategic Enterprise Design is an emerging practice of design that tackles challenges at the level of enterprises, applying a strategic approach looking to reshape enterprise-people relationships. Introduced in Milan Guenther's 2012 book INTERSECTION, an enterprise design approach extends the scope to concerns outside the classic realm of design, looking at every aspect important to a given challenge.

Appreciating the diversity of stakeholders and navigating a set of intertwined concerns, it integrates different subfields of design into a coherent whole, making them mere perspectives on a shared problem space. It leverages universal traits of design thinking and practice such as modelling, iterative prototyping and open-ended inquiry, to generate options for a desired future state which informs strategic decision-making. Spanning the space from Brand Identity and Culture, Experience Design and Enterprise Architecture to tangible creation and delivery, Enterprise Design bridges gaps and aligns towards a common course.

Liberating design from pre-determined results and constrained subfields, Strategic Enterprise Design bridges the gaps to deliver and maximise impact.



What is Design Management?

Design Management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, organisations, communications, environments, systems and brands that enhance our quality of life and provide organizational success.

On a deeper level, Design Management seeks to link design, innovation, technology, management and customers to provide competitive advantage across the triple bottom line: economic, social/cultural, and environmental factors. It is the art and science of empowering design to enhance collaboration and synergy between "design" and "business" to improve design effectiveness.

The scope of design management ranges from the tactical management of corporate design functions and design agencies, including design operations, staff, methods and processes—to the strategic advocacy of design across the organization as a key differentiator and driver of organizational success. It includes the use of design thinking—or using design processes to solve general business problems.

Some examples of professionals that are practicing design management include design department managers, brand managers, creative directors, design directors, heads of design, design strategists, and design researchers, as well as managers and executives responsible for making decisions about how design is used in the organization.

A number of leading international educational institutions have established design management as a respected course of study and research. As leading practitioners of design management and design leadership, DMI members are actively engaged in design thinking and managing industrial design, graphic design, service design, environment design, brand identity, fashion design, interface design, interior design, experience design, architecture and engineering. They work for corporations, design agencies, educational institutions, and government.


more Calendar

10/7/2018 » 10/9/2018
dmi: Design Leadership Conference

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