28-30 April, 2015
Berlin, Germany
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, 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.
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Design Thinking to Design Driven: A Software Company's Rebirth
Joseph O’Sullivan
Design Director, Intuit |
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Keynote: Change Catalyst– Building a Design Enterprise
Eric Quint
Chief Design Officer, 3M
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Fast Forward Towards a Renewed Culture
Anne Landréat
Transformation Consultant and Facilitator |
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Fast Forward Towards a New Culture
Mark Adams
Vice President Corporate Projects, Toyota Motor Europe
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Keynote: Designing for Trust
Gerry McGovern
Founder and CEO, Customer CareWords |
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Aligning for Collaborative Innovation
Layla Keramat
Creative Director, frog |
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Master Class: Closing gaps with the Jobs-to-be-done-framework
Thomas Hütter
Systems Designer, HERE Germany
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Opening Session
Ulrich Weinberg
Director, School of Design Thinking
Hasso-Plattner-Institute |
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Keynote: Sharing and Learning Across Global Teams
Rob Huber
Deputy CTO/VP, Innovation,
Faurecia xWorks
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Keynote: Sharing and Learning Across Global Teams
Andreas Wlasak
VP, Industrial Design
Faurecia
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Workshop: Lean & Agile– Get Relevant Results Quickly
Robert Stulle
Partner, edenspiekermann_
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Workshop: Lean & Agile– Get Relevant Results Quickly
Steven Cook
Partner, edenspiekermann_
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Master Class: How Do You Think? Modeling Our Own Modelling
Tom Graves
Principal, Tetradian Consulting
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Conference Session: Align with customers, business and organisation
Nuria Solsona Caba
Livework
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Workshop: Creating Change for Effective Alignment
Panel Moderator: Enterprise Design Management
Ellen Solomon
Emeritus CEO, Strategic Change
MSOD (Organization Development)
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Master Class: Closing gaps with the Jobs-to-be-done-framework
Anja Riedelsheimer
User Experience Designer, HERE Germany
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Panel Keynote: Enterprise Design Management for Better Business
Outcomes
Chris Potts
Corporate Strategist, Dominic Barrow, Author: FruITion, RecrEAtion, & DefrICtion
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Panel Moderator: Enterprise Design Management
Milan Guenther
Partner, eda.c
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Panel Session: Enterprise Design Management
Niels Rishede Terkelsen
Enterprise Architect, Danish Ministry of Higher Education and Science
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Panel Session: Enterprise Design Management
Malin Oreback
Director, Design Strategy, Veryday
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Panel Session: Enterprise Design Management
Peter Bogaards
C/UX evangelist, editor and coach, Informaat
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Panel Session: Enterprise Design Management
Marc C. Lange
Product Strategy & UX Expert, Founder, Google Head Expert
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Master Class: Branded Enterprise Experiences
Panel Session: Enterprise Design Management
Erik Roscam Abbing
Founder, Zilver Innovation / Author of Brand Driven Innovation
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Master Class: Branded Enterprise Experiences
Mike Clark
Business Designer and Architect
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Conference Session: Transforming a Product-Centric Firm Into a Customer & Design-Led Services Firm
Melis Senova
Co-founder and Chief Service Designer, FromHereOn
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Conference Session: Transforming a Product-Centric Firm Into a Customer & Design-Led Services Firm
Hugh Evans
Co-founder and CEO, FromHereOn
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Workshop: Leadership for New and Emerging Design Managers
Carole Bilson
President, DMI
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Workshop: Leadership for New and Emerging Design Managers
Brian Gillespie
Design Management Consultant
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Conference Session: Empowering BBVA with a 360º Work Experience
Jaime Moreno
CEO, Service Innovation Labs
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Conference Session: Empowering BBVA with a 360º Work Experience
Juliane Trummer
Insights & Strategy Director, MORMEDI
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Workshop: Branded Interactions– Designing Digital Brand Experiences
Marco Spies
Managing Partner, think moto
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Conference Session:
Generative Design and the Enterprise
Nicolas Enjalbert
Founder, discretise!
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Iain Aitchison
Director, Plan
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Sabine Junginger
Fellow, Hertie School of Governance & Visiting Professor, Macromedia University of Applied Sciences
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Jan-Erik Baars
Head of Design Management, International Hochschule Luzern Design & Kunst
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Nihan Altug
M.Sc.Student in Strategic Product Design, TU Delft & SI Labs GmbH
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Benjamin Schulz
CEO, Service Innovation Labs
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Workshop: FuturEd – Envisioning the Design Programme of the Future
Ferdy Gilsing
Sr. Manager Design Strategy & Innovation, Philips Design
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Conference Session:
Aligning Freedoms; Designing Frames
Philip Hellyer
Enterprise Architecture Consultant, Philip & Finch
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Master Class: Learning from Art for Better Outcomes in Business and Society
Dirk Dobiéy
Age of Artists
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Conference Session:
Mercedes AMG and SAP: An Innovation Journey
Moritz Gekeler
Design Strategist, SAP
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Conference Session: The Trivento Transition: How Trivento Realigned to Intrapreneurship
Joost Lommers
Enterprise Designer, Trivento
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Conference Session: The Trivento Transition: How Trivento Realigned to Intrapreneurship
Rijk van Vulpen
Enterprise Designer, Trivento
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Conference Session: Architectural Governance for Alignment
Dr. Michael Poulin
Head of Enterprise Architecture, Clingstone
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Master Class: Design Thinking Pocketsize: Management Education of Tomorrow
Marion Fröhlich
Strategic Design Consultant, SAP
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Master Class: Design Thinking Pocketsize: Management Education of Tomorrow
Thomas Thomé
User Experience Design Specialist, SAP
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Conference Session: Benefits & Techniques of Problem Framing
Rupert Platz
User Experience Designer / Information Architect, Freelance
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Conference Session: Agile EA: Cherry-Picking Joining Business Architecture and SCRUM
Eskil Swende
IRM Sweden
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Conference Session: Design to Align to Different Cultural Contexts
Eva Pika
Service Designer, Service Innovation Labs
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Conference Session: Design to Align to Different Cultural Contexts
Marcel Münch
Business Designer, Service Innovation Labs
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Shifting enterprise mindset: innovation is a matter of culture, not technology
Claudio Vandi
Programs Director, Numa
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Shifting enterprise mindset: innovation is a matter of culture, not technology
Gayatri Korhalkar
Service Designer, Numa
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Master Class: Enterprise Design in Practice
Benjamin Falke
Partner, eda.c
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Master Class: Enterprise Design in Practice
Dennis Middeke
Partner, eda.c
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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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