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dmi:DMCEurope + INTERSECTION'15 Conference

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28-30 April, 2015

Berlin, Germany

The Conference



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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, strategic Enterprise Design, Design Thinking, and Design Management were discussed. We explored how to Design to Align the disciplines involved to add value across the enterprise in organizations of any scale.

The Flickr photostream can be found here.

Read conversations under hashtag #Design to Align.


Design Thinking to Design Driven: A Software Company's Rebirth Joseph O’Sullivan Design Director, Intuit	Keynote: Change Catalyst– Building a Design Enterprise Eric Quint Chief Design Officer, 3M	Fast Forward Towards a Renewed Culture Anne Landréat Transformation Consultant and Facilitator	Fast Forward Towards a New Culture Mark Adams Vice President Corporate Projects, Toyota Motor Europe


Keynote: Designing for Trust Gerry McGovern Founder and CEO, Customer CareWords	Aligning for Collaborative Innovation Layla Keramat Creative Director, frog	Master Class: Closing gaps with the Jobs-to-be-done-framework Thomas Hütter Systems Designer, HERE Germany	Opening Session Ulrich Weinberg Director, School of Design Thinking Hasso-Plattner-Institute


Keynote: Sharing and Learning Across Global Teams Rob Huber Deputy CTO/VP, Innovation, Faurecia xWorks	Keynote: Sharing and Learning Across Global Teams Andreas Wlasak VP, Industrial Design Faurecia	Workshop: Lean & Agile– Get Relevant Results Quickly Robert Stulle Partner, edenspiekermann_	Workshop: Lean & Agile– Get Relevant Results Quickly Steven Cook Partner, edenspiekermann_


Master Class: How Do You Think? Modeling Our Own Modelling Tom Graves Principal, Tetradian Consulting	Conference Session: Align with customers, business and organisation Nuria Solsona Caba Livework	Workshop: Creating Change for Effective Alignment Panel Moderator: Enterprise Design Management Ellen Solomon Emeritus CEO, Strategic Change MSOD (Organization Development)	Master Class: Closing gaps with the Jobs-to-be-done-framework Anja Riedelsheimer User Experience Designer, HERE Germany


Panel Keynote: Enterprise Design Management for Better Business Outcomes Chris Potts Corporate Strategist, Dominic Barrow, Author: FruITion, RecrEAtion, & DefrICtion	Panel Moderator: Enterprise Design Management Milan Guenther Partner, eda.c	Panel Session: Enterprise Design Management Niels Rishede Terkelsen Enterprise Architect, Danish Ministry of Higher Education and Science	Panel Session: Enterprise Design Management Malin Oreback Director, Design Strategy, Veryday


Panel Session: Enterprise Design Management Peter Bogaards C/UX evangelist, editor and coach, Informaat	Panel Session: Enterprise Design Management Marc C. Lange Product Strategy & UX Expert, Founder, Google Head Expert	Master Class: Branded Enterprise Experiences Panel Session: Enterprise Design Management Erik Roscam Abbing Founder, Zilver Innovation / Author of Brand Driven Innovation	Master Class: Branded Enterprise Experiences Mike Clark Business Designer and Architect


Conference Session: Transforming a Product-Centric Firm Into a Customer & Design-Led Services Firm Melis Senova Co-founder and Chief Service Designer, FromHereOn	Conference Session: Transforming a Product-Centric Firm Into a Customer & Design-Led Services Firm Hugh Evans Co-founder and CEO, FromHereOn	Workshop: Leadership for New and Emerging Design Managers Carole Bilson President, DMI	Workshop: Leadership for New and Emerging Design Managers Brian Gillespie Design Management Consultant


Conference Session: Empowering BBVA with a 360º Work Experience Jaime Moreno CEO, Service Innovation Labs	Conference Session: Empowering BBVA with a 360º Work Experience Juliane Trummer Insights & Strategy Director, MORMEDI	Workshop: Branded Interactions– Designing Digital Brand Experiences Marco Spies Managing Partner, think moto	Conference Session: Generative Design and the Enterprise Nicolas Enjalbert Founder, discretise!


Workshop: FuturEd – Envisioning the Design Programme of the Future Iain Aitchison Director, Plan	Workshop: FuturEd – Envisioning the Design Programme of the Future Sabine Junginger Fellow, Hertie School of Governance & Visiting Professor, Macromedia University of Applied Sciences	Workshop: FuturEd – Envisioning the Design Programme of the Future Jan-Erik Baars Head of Design Management, International Hochschule Luzern Design & Kunst	Workshop: FuturEd – Envisioning the Design Programme of the Future Nihan Altug M.Sc.Student in Strategic Product Design, TU Delft & SI Labs GmbH


Workshop: FuturEd – Envisioning the Design Programme of the Future Benjamin Schulz CEO, Service Innovation Labs	Workshop: FuturEd – Envisioning the Design Programme of the Future Ferdy Gilsing Sr. Manager Design Strategy & Innovation, Philips Design	Conference Session: Aligning Freedoms; Designing Frames Philip Hellyer Enterprise Architecture Consultant, Philip & Finch	Master Class: Learning from Art for Better Outcomes in Business and Society Dirk Dobiéy Age of Artists


Conference Session: Mercedes AMG and SAP: An Innovation Journey Moritz Gekeler Design Strategist, SAP	Conference Session: The Trivento Transition: How Trivento Realigned to Intrapreneurship Joost Lommers Enterprise Designer, Trivento	Conference Session: The Trivento Transition: How Trivento Realigned to Intrapreneurship Rijk van Vulpen Enterprise Designer, Trivento	Conference Session: Architectural Governance for Alignment Dr. Michael Poulin Head of Enterprise Architecture, Clingstone


Master Class: Design Thinking Pocketsize: Management Education of Tomorrow Marion Fröhlich Strategic Design Consultant, SAP	Master Class: Design Thinking Pocketsize: Management Education of Tomorrow Thomas Thomé User Experience Design Specialist, SAP	Conference Session: Benefits & Techniques of Problem Framing Rupert Platz User Experience Designer / Information Architect, Freelance	Conference Session: Agile EA: Cherry-Picking Joining Business Architecture and SCRUM Eskil Swende IRM Sweden


Conference Session: Design to Align to Different Cultural Contexts Eva Pika Service Designer, Service Innovation Labs	Conference Session: Design to Align to Different Cultural Contexts Marcel Münch Business Designer, Service Innovation Labs	Shifting enterprise mindset: innovation is a matter of culture, not technology Claudio Vandi Programs Director, Numa	Shifting enterprise mindset: innovation is a matter of culture, not technology Gayatri Korhalkar Service Designer, Numa


Master Class: Enterprise Design in Practice Benjamin Falke Partner, eda.c	Master Class: Enterprise Design in Practice Dennis Middeke Partner, eda.c

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.

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