The Leading Conference On
Strategic Enterprise Design

X17 — Enterprise Rebels

This is the 2017 edition of INTERSECTION conference. To learn more about our upcoming event go to

X17 – Enterprise Rebels

The Intersection conference on Strategic Enterprise Design brings together thinkers, doers and leaders with a rich diversity of backgrounds at Canòdrom in Barcelona. This year we invite all enterprise rebels to share their perspectives on making change happen in complex environments, and exchange thinking, approaches and tools.

We are Enterprise and Business Architects, Service and Experience Designers, Brand and Culture Strategists, Systems and Design Thinkers, Transformation Consultants and Business Analysts.

Enterprise Design as an emerging field has become more than the sum of the various contributing disciplines. In our exchanges with peers and when applying and evolving the Enterprise Design Framework, we see a shift from mutual understanding to actionable approaches.

In this fourth edition of Intersection after Paris 2014, Berlin 2015 and Copenhagen 2016, we will shape this shared body of knowledge over the course of two days with an impressive lineup of inspiring talks and intense master classes. Join us as participant, contributor or sponsor!

Who will benefit from attending INTERSECTION17?

  • 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.
  • Enterprise Rebels and Digital Leaders looking to leverage digital touchpoints to shape a better 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.

Organizing team: Enterprise Design Associates and friends
Benjamin Falke, Milan Guenther, Dennis Middeke, Louis‑Jean Teitelbaum

Learn more about the book INTERSECTION by Milan Guenther ➔
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The call for contributions is now closed. Many thanks to everyone who submitted a case study!


Wednesday, September 6 2017
20:00 Warm-up drinks
at 33|45 Bar Carrer de Joaquin Costa, 4
Thursday, September 7 2017
8:30 – 9:30 Registration
9:30 – 10:00

Conference Welcome

Milan Guenther – Partner, EDA
10:00 – 10:45

Keynote: Innovation and Engagement with Business Architecture

Sasha Aganova – Managing Partner, Process Renewal Group
10:45 – 11:00 Tea & Coffee Break
11:00 – 11:45

Enterprise rebels need to outsmart enterprise inertia in IT departments

Joost Lommers – Managing Consultant, Trivento Spark!

Master Class: The Milky Way - A new space for designing and understanding your enterprise

Annika Klyver – Senior Enterprise/Business Architect Consultant, IRM Consult AB
11:45 – 12:30

Nice landing, wrong airport: lessons learnt the hard way in co‐creation

Remco Lenstra – Academic Director Business Design & Innovation, Antwerp Management School
12:30 – 13:15

Creating a hub of digital services to better serve the public and reduce demand

Clémence Debaig – Director, WAE: A Globant company
13:15 – 14:15 Lunch
14:15 – 15:00

Rebels with a cause

Johannes Stock – Principal Consultant & Design Strategist, Futurice

Master Class: Patterns of Strategy

Patrick Hoverstadt – Consultant, Author of "Patterns of Strategy" & "The Fractal Organization"
Lucy Loh – Consultant, Fractal
15:00 – 15:45

“Thanks but no thanks” – finding a role for enterprise design in a world of digital and agile transformation

Richard Barton - Business Designer
15:45 – 16:30

Enterprise Design Tools

Kuno Brodersen – CEO, Qualiware
Yorai Gabriel – Serial Disrupteneur and Educator,
Guro Røberg – Strategic Advisor, Netlife
16:30 – 16:45 Tea & Coffee Break
16:45 – 17:30

Keynote: Amplify your design impact by designing your design operations

Dave Malouf – Director of Product Design, DigitalOcean & Co-founder of Interaction Design Association (IxDA)
18:00 Conference Reception
Canòdrom Terrace
At the event location

Friday, September 8 2017
9:30 – 10:15

Keynote: Autonomy in alignment for decentralised organisations

Aldo de Jong – Partner, Claro Partners
Harry Wilson – Senior Associate, Claro Partners
10:15 – 10:30 Tea & Coffee Break
10:30 – 11:15

Human-centred Design Standards and Enterprise Design - Discovering an unexpected accomplice

Clemens Lutsch – Head of UX Strategy and Branch Manager, Centigrade GmbH

Master Class: Design’s holy grail: The Trojan rabbit

Rick Harlow – Director of Design Strategy, Visualhero Design Co.
11:15 – 12:00

Triggering and sustaining cultural transformation within organizations through digital learning

Caroline Meyer – Digital Learning Manager & Instructional Designer, LearnAssembly
12:00 – 12:45

Enterprise Design at Deutsche Telekom

Alexander Derno – Enterprise 2.0 Communication & Media Specialist, Deutsche Telekom
Dennis Middeke – Partner, EDA
12:45 – 13:45 Lunch
13:45 – 14:30

Enterprise Design @Speed & Scale: Disruptive Vision & Adaptive Architecture

Trishit Sengupta – Chief Architect - Business Change, Wipro Digital

Master Class: Supporting the enterprise rebels

Benjamin Falke – Partner, EDA
Milan Guenther – Partner, EDA
14:30 – 15:15

Humanizing big business

Tobias Haug – Head of Design & Co-Innovation Center, EMEA SAP
15:15 – 16:00

Design-Driven Change: Improving Statoil’s Management System

Magne Frantsen - VP Management System, Statoil
Lillian Olsen – CEO, Halogen
16:00 – 16:15 Tea & Coffee Break
16:15 – 17:00

Keynote: Design as Managed Serendipity

Dave Snowden – Founder and Chief Scientific Officer, Cognitive Edge & Founder and Director of the Centre for Applied Complexity, Bangor University
17:00 – 17:15 Conference Close


We are preparing a limited amount of early bird tickets, student tickets, and regular tickets. If you'd like to do volunteer work at the conference in exchange for a free ticket, please contact us at To obtain a student ticket you have to send us a valid proof of your status to

Businesses from the European Union and some other countries can reclaim the VAT amounts paid on our conference tickets. Please see the regulation for EU businesses for details.

Payment by invoice is available on request, please get in touch with for exchanging invoicing details.

Ticket OptionsPriceVATTotal
Early Bird (Sales end March 31) 450 € 94.50 € 544.50 €
600 € 126 € 726 €
Student 200 € 42 € 242 €


Canòdrom in Barcelona

Canòdrom Parc de Recerca Creativa

Intersection Conference

INTERSECTION17 will be held at Canòdrom in Barcelona.

Canòdrom Barcelona
Canòdrom Parc de Recerca Creativa
c\ Concepció Arenal 165, 08027 Barcelona

Phone: +34 932200093
Canòdrom in Google Maps

300m from L1 Fabra i Puig
400m from R3 R4 R7 F12 Sant Andreu Arenal
600m from L5 Congrés
700m from L4 Llucmajor
900m from L3 Maragall


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