This is the 2014 edition of INTERSECTION conference. To learn more about our upcoming event go to

The role of design in economy and society is shifting. We see disciplines such as Service and Interaction Design moving beyond individual services and their digital components, to tackle experiences between enterprises and their audiences.

Enterprises and entrepreneurship are everywhere, playing a vital role in our lives. They are ubiquitous in the mass of organisations of all sizes we are in touch with as consumers, employees, investors, or in other roles.

This event is about designing the new enterprise, making it less awkward and more humane. We will explore how to design enterprise-wide brand experiences, social organisations, and digital businesses. To do this, design practitioners, consultants and architects combine methods and models from Service and Experience Design, Information and Enterprise Architecture, Systems and Design Thinking, to drive innovation and transform complex enterprise ecosystems.

Following the success of our 2012 book Intersection about Strategic Design in such environments, this conference aims to bring together enterprises, practitioners and experts from a large variety of relevant fields. We’ll spend together two days exchanging on innovation and transformation by design, with inspiring keynotes, practical case studies and intense Master Classes.

Organising team: eda.c, UX Paris, and friends
Benjamin Falke, Sylvie Daumal, Grandin Donovan, Milan Guenther, Dennis Middeke, Louis‑Jean Teitelbaum, Claudio Vandi

Learn more about INTERSECTION by Milan Guenther ➔


Our lineup of speakers features practitioners, managers and experts across a wide range of fields and professions related to Strategic Enterprise Design, from leading organisations and design consultancies. Case studies to be presented include SAP, Carphone Warehouse, Gjensidige Insurance and the United Nations.


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

We are looking for practical case studies around the themes of innovation and transformation 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?

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 15, 2014. All accepted presenters will be able to attend the event free of charge.


Tuesday, April 15 2014
19:30 Warm-up drinks
Location: The Laptop, Paris XIX
Wednesday, April 16 2014
8:30 – 9:30 Registration
9:30 – 10:00 Designing the New Enterprise
Conference Welcome
Milan Guenther / Partner, eda.c
10:00 – 10:45 Social Enterprise by Design
Dion Hinchcliffe / CSO, Adjuvi
10:45 – 11:00 Tea & Coffee Break
11:00 – 11:45 Sex or Marriage: growing User Experience into the organisation
Agnieszka Szóstek, UX Consultant & Coach, Play Telecom

Master Class by Livework and the Business Architecture Guild:
Bringing Service Design to life with Business Architecture
Facilitated by Mike Clark, Mike Rosen, Melvin Brand Flu
11:45 – 12:30 Connected World: Redesigning an Enterprise
Philip Hellyer / Enterprise Architecture Lead, Carphone Warehouse Group
12:30 – 14:00 Lunch
14:00 – 14:45 SAP Partner Experience
Dirk Dobiéy / VP Knowledge and Enablement Solutions, SAP
Master Class by the Design Management Institute:
Design Thinking meets Systems Thinking
Facilitated by Anne Landréat, Sally Bean and Thomas Thome  
14:45 – 15:30 Extreme Customer Orientation: Gjensidige Insurance
Marzia Aricò / Business Designer, Livework

15:30 – 15:45 Tea & Coffee Break
15:45 – 16:30 Designing Branded Enterprise Experiences
Erik Roscam Abbing / Founder, Zilver innovation
19:00 Conference Apéro
Thursday, April 17 2014
10:00 – 10:45 Transforming Enterprises at the Age of Experience
Anne Asensio, Vice President Design, Dassault Systèmes
10:45 – 11:00 Tea & Coffee Break
11:00 – 11:45 Modelling an Enterprise Ecosystem for Digital Strategy
Craig Duncan, United Nations Office for Disaster Risk Reduction (UNISDR)

Milan Guenther, Partner, eda.c
Master Class by IxDA Paris and IRM Sweden:
Interaction Design and Lean Business Processes
Facilitated by Bartosz Balewski and Eskil Swende
11:45 – 12:30 Design & Co-Innovation with SAP's customers
Marion Fröhlich, Strategic Design Consultant, SAP
12:30 – 14:00 Lunch
14:00 – 14:45 User journeys in complex mobility spaces: from user behaviour to strategy at Aéroports de Paris
Alessandro Catania / Research Director, Attoma
Master Class by eda.c and friends:
The Enterprise Design Framework in practice
Facilitated by Benjamin Falke, Milan Guenther, Dennis Middeke
14:45 – 15:30 The Experiential Revolution
designing an innovative model of enterprise growth
Christophe Rebours / CEO, InProcess Group
15:30 – 15:45 Tea & Coffee Break
15:45 – 16:30 Enterprise Design meets Enterprise Investment
Chris Potts / Corporate Strategist, Dominic Barrow
16:30 – 16:45 Conference Close
Milan Guenther / Partner, eda.c
Claudio Vandi / Program Manager, NUMA & Silicon Experience


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 French Authorities' website for details.



39 rue du Caire
75002 Paris

Intersection Conference

Designed as a place of synergies and open networking, NUMA is a new innovation hub, startup accelerator and coworking space, located in the Sentier quarter in the heart of Paris. INTERSECTION conference will be taking place in NUMA's conference venue on the 4th floor. Our four Master Classes will be held in the CREATE space on the 7th floor.

NUMA Paris
39 rue du Caire
75002 Paris

Phone: +33 (0)1 40 13 64 49

Métro: Sentier, Réaumur-Sébastopol

WarmUp Drinks Location: The Laptop

The Laptop
6 rue Arthur Rozier
75019 Paris

Phone: +33 (0)1 77 16 65 24

Métro: Jourdain, Place des Fêtes, Botzaris

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