"Enterprises need to change their way from fixing their being to intentionally designing their becoming"
— Wolfgang Goebl
"Broken customer relationships, silos and misalignment, disengaged employees, lack of purpose, operations failures, overpromising and underdelivering brands, lack of trust, power play and politics, complicated systems... are symptoms of bad Enterprise Design. In turn, any great product, service or experience relies on an enterprise designed to deliver."
— Milan Guenther
Enterprise Design connects customer-centric business, product and service development to the enterprise transformation required to deliver. And no, this is not about running another Design Thinking workshop or learning a huge Enterprise Architecture framework by heart. Instead, this cohort-based course will teach you how to use a combined design and architecture approach to give shape to enterprises. Done in a holistic and systemic fashion, Enterprise Design can help you deal with challenges of innovation and transformation. It acts as the glue between Customer Experience, your Organisation/Product Design and underlying Business Architecture. Applying Enterprise Design practice to your challenges will enable you and your team to tackle the complexity that makes ambitious endeavours so ambitious – and worthy of applying your collective intelligence and creativity.
Does this sound familiar to you? The process architect ignored your well-researched customer journey map. The executive couldn't relate to your strategic product roadmap. The organisation designer failed to see the impact of that messed up application architecture you found. EDGY is here to help: introducing a simple but powerful visual language everybody can understand and relate to, EDGY enables designers, architects and change makers to co-design a coherent enterprise by identifying the most impactful perspectives and translating between them. Well-defined, reusable Enterprise Elements turn a complex enterprise into a set of interconnected parts, ready to be designed, mapped and transformed.
Meet your instructors, your fellow students and discover the course materials.
Week 1: Getting started with EDGY
What is Enterprise Design? How to recognise a well-designed enterprise? Learn how to use EDGY, the Enterprise Design Facets and Enterprise Elements to co-create better futures, frame challenges and scope initiatives.
Week 2: Enterprise Identity
Learn how to work with purpose, and to engage your leadership and teams. Build a purpose portfolio to clarify your enterprise's strategy and intent and design for organisational performance, and make it actionable in your Organisation and Brand.
Week 3: Enterprise Architecture
Learn how to work with the operational reality of the enterprise and translate ambitious ideas into execution. Spot and map out capabilities to inform Organisation and Product design.
Week 4: Enterprise Experience
Learn how to apply a customer and human-centric approach to enterprise change. Identify the Top Tasks of customers and other important people, and shift the enterprise Product and Brand portfolio to be useful to them.
Conclude the course, validate and celebrate your achievements and obtain your certificate.
9am-10am CEST | Thursday May 11
The first Tuesday. Get started with the materials and meet your instructors and other students virtually!
4 Live course sessions
9am-10:30am CEST | Tuesdays
Mandatory course sessions are scheduled on Tuesdays to allow for people from European and Asian-Pacific time zones to attend.
4 Practice workshops
9am-10:30am CEST | Thursdays
Optional live work sessions to get a deep dive into important EDGY elements and practice working with Enterprise Design boards.
Pre-work / homework
3-4 hours per week
About 60-90 minutes of video content and quizzes per week. Refine your work with feedback from your instructor and fellow students in your own time.
Closing and outlook
9am-10:30am CEST | Tuesday June 13
Wrap up on the final Tuesday, collect feedback, prepare for validation and celebrate!
Learning objectives of this course: work with Enterprise Design Facets, Enterprise Elements and Relationships to:
(1) Frame challenges and scope meaningful change.
(2) Co-design with a simple visual language for everyone.
(3) Inform strategy with identity, intent and agency.
(4) Use human insights to spot opportunities to make a difference.
(5) Implement capabilities needed to deliver at scale.
This course is for you if you want to make enterprise change happen at scale. We are looking for a first cohort of motivated individuals that want to aim beyond their immediate brief, scope or job. Attending an Intersection Academy course requires curiosity to apply unfamiliar perspectives, respect for adjacent disciplines with divergent viewpoints, and openness to combine today's disjunct elements to develop a holistic approach. Ideally, you'll come with a challenge in your current setting and are willing to learn – and unlearn – in a hands-on group setting.
You might call yourself a Product or Service Designer, Product Owner or Agile Coach, Business or Enterprise Architect, Business Analyst or Solution Architect – the common challenge we all share is to positively impact our organisations by:
Wolfgang Goebl is the founder and President of the Intersection Group, and a lateral thinker and visionary with a passion for challenging state-of-the-practice concepts from new and exciting viewpoints. He’s been working in the field of Enterprise Architecture Management (EAM) in several large companies in Austria for fourteen years now. He is a recognized speaker at various EAM conferences and author of several publications in journals in Germany and Austria.
Milan’s work is about design applied to the enterprise level. He is president of Intersection Group and a co-founder of Enterprise Design Associates. Milan works with enterprises of all shapes and sizes to bring entrepreneurship to life: designing brands, products and organisations, operations and systems, to make enterprises actually deliver and be useful to people. His first book Intersection introduces this Enterprise Design approach, and he has been co-organising the Intersection conference series since 2014. He is co-author of Enterprise Design Patterns, key contributor to EDGY, and teaches design for innovation and transformation at Telecom Paris and Sciences Po Paris.
Participation fee: € 950 per participant Intersection Group is a registered not for profit association under Austrian law and therefore exempt from Value Added Tax (VAT). This course requires committing 5-7 hours time per week. Participation in Tuesday live sessions is expected, Thursday sessions are optional but recommended.
Introduction to the EDGY language
The Customer-Driven Enterprise
Capability Maps: The Next Generation
Design Driven Goal Portfolios