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Intersection 25 in Brussels

Untangling the Mess, Together!
  • Conference
  • September 17–19, 2025, 09:00-17:30
  • Brussels-Ixelles, Belgium

Intersection 25 in Brussels

This is the world's leading conference on Enterprise Design. Our 11th edition brings us to Brussels!

We share one challenge: To design and build enterprises that are more purposeful, useful and successful. We are thrilled to invite you to 3 days of inspiring talks, cases and workshops in Brussels.

11th Edition: "Untangling the Mess, Together!"

Enterprises are complex. They span multiple systems, perspectives, and layers—often leading to tangled structures, misaligned strategies, and fragmented experiences. At Intersection 25, we come together to unravel this complexity.

For over a decade, Intersection has been the leading conference on strategic Enterprise Design. We've brought together practitioners in Enterprise Design and Architecture, Service and Information Design to tackle real-world challenges. We co-created EDGY, an Open Source toolkit to support their work with enterprises.

Now, as we launch our 11th edition in Brussels, we focus on untangling the mess—helping enterprises navigate their complexities, inside and outside, and shape more coherent, connected, and purposeful futures.

Topics

  • Decision-Making in Complexity – How do we enable faster, better joint decisions across silos, organisations and ecosystems?
  • Making Enterprise Information AI-Ready – What does it take to structure, govern, architect and design information to enable machine learning applications?
  • Cross-Enterprise Experiences – How can we design seamless interactions across organisations, products, platforms, and channels?
  • Language, Mental Models & Visualisation – How do we create clarity, consistent terminology and shared understanding for alignment and action?
  • Organisation & Ecosystem Complexity – What strategies help enterprises thrive in interconnected and evolving environments?

Join us in Brussels and let’s untangle the mess, together.

In collaboration with the International Institute for Information Design (IIID), the Global Association of Enterprise Architects and the Interaction Design Association Brussels (IxDA Brussels).

Interested in supporting in our event? Explore our Sponsoring Opportunities.

Past editions:
Paris 2014 / Berlin 2015 / Copenhagen 2016 / Barcelona 2017 / Prague 2018 / Lisbon 2019 / Virtual 2020 / Stockholm 2022 / Vienna 2023 / Rome 2024

Speakers

Abby Covert
Abby Covert Chief Sensemaker
The Sensemakers Club

Abby Covert is an information architect, writer and community organiser with two decades of experience helping people make sense of messes. In addition to being an active mentor to those new to sensemaking, she has also served the design community as President of the Information Architecture Institute. Her passion is writing for, speaking to, and teaching people who are bravely facing or feeling stuck on messes made of information and people Abby is the Chief Sensemaker at The Sensemakers Club, where she curates daily peer-led discussions on topics such as information, governance, change, leadership, knowledge management, and ethics. Learn more about her thinking at: https://www.howtomakesenseofanymess.com/

Marzia Aricò
Marzia Aricò Strategic Design Leader, Consultant, Author
Marzia Studio

Marzia Aricò is a strategic design leader, organisational consultant, executive coach, keynote speaker, and author of the book Design Leadership Chronicles. She helps organisations reorient around their customers by shifting mindsets, evolving cultures, and embedding design-led practices at every level of leadership. Her work blends deep organisational insight with design as a catalyst for transformation. Marzia holds a PhD in Organisational Studies and has partnered with companies like adidas, JPMorgan Chase, Xero, and Gucci to embed design strategically and support change from within. Her approach is rooted in real-world complexity, bridging design and business to help teams thrive through uncertainty. She writes about design, leadership and organisational change on her Substack, Design Mavericks.

Giulio Frigieri
Giulio Frigieri AI Governance, Design Leadership
Independent

Giulio Frigieri has over twenty years’ experience at the intersection of data, systems and ethics. Trained as a Human Geographer, he built a career in information and service design, creative digital strategy, and AI governance. His work spans award-winning data journalism at The Guardian and innovation initiatives with the UN Environment Programme, Human Rights Watch, Merck, Virgin Unite, GSK, Accenture Song and Nesta Foundation. As a PhD candidate and independent researcher, Giulio explores how design, understood as mapping and governance, can bridge the principle–implementation gap in AI systems. This builds on his experience helping organisations operationalise Responsible AI and manage complex transformations. A board member of the Italian Coalition for Civil Liberties and Rights (CILD) and an active participant in global responsible innovation networks, he applies a systems-thinking approach that blends strategic insight with ethical depth, shaping more resilient and values-driven futures.

Guro Røberg
Guro Røberg Product Coach
Telenor

As Product Coach Guro is driving transformation in Telenor to shift into a product oriented organisation. After 10 years in leadership positions of 4 consultancies (ÆRA, EY Doberman, Designit, Netlife), she's been leading change processes and projects for international clients across industries and sectors. Using dialogue as technology, she's launched a (non digital) talk show series that investigates why organisations are so weird and how we as individuals can thrive at work.

Wolfgang Goebl
Wolfgang Goebl President
Intersection Group

Wolfgang Goebl is the founder and President of the Intersection Group and an Enterprise Design Coach and IT Enterprise Architect at Austrian Power Grid. He is one of the authors of the book “Enterprise Design Patterns” and the EDGY language for collaborative Enterprise Design (www.enterprise.design).

Milan Guenther
Milan Guenther President
Intersection Group

Milan is president of Intersection Group, and a co-founder of the consultancy Enterprise Design Associates and Teamenu, a digital workplace SAAS business. 12 years back, Milan launched a social software startup and designed a patented innovation for commercial flight decks. Today he works with enterprises of all shapes and sizes, to make them deliver, and useful to people. He's been working with enterprises like Google, SAP, Toyota, the OECD and the UN. His first book Intersection introduces this Enterprise Design approach, and he is co-organising the Intersection conference series since 2014. He is co-author of the book Enterprise Design Patterns and curator of EDGY, an Open Source tool for co-creating better enterprises, adopted by organisations around the globe.

Scott Ambler
Scott Ambler Core Team Member
Intersection Group

Scott is Consulting Methodologist at Ambysoft and Advisory Board Member at Intersection Group. Scott led the evolution of the Disciplined Agile (DA) tool kit up to its integration into the Project Management Institute, and is an international keynote speaker. Scott is the (co)-creator of the Disciplined Agile (DA) tool kit as well as the Agile Modeling (AM) and Agile Data (AD) methodologies. He is the (co-)author of several books, including Choose Your WoW!, An Executive’s Guide to the Disciplined Agile Framework, Refactoring Databases, Agile Modeling, Agile Database Techniques, and The Object Primer 3rd Edition.

Giuseppe Attoma
Giuseppe Attoma Founder
Attomalab

After moving to Paris, Giuseppe Attoma became a pioneer in Service Design, Information Design, and User Experience Design in France. Through his agency, Attoma, he has addressed complex challenges in mobility, urban infrastructure, the energy transition, and the manufacturing and IT sectors. With over 25 years of international design experience, he now works as a Strategic Design Consultant, leading missions that span the design, structuring, and evaluation of complex service systems.

Marion Boberg
Marion Boberg CX Strategist
Orange Business

Marion Boberg is a CX strategist and experience design consultant with over a decade of experience helping organisations drive customer-centric transformation. At Orange Business, she leads CX consulting and offer strategy, focusing on journey orchestration, data-driven operations, and aligning customer experience with business outcomes. Marion’s work bridges strategy, design, and technology—guiding companies to scale CX through governance, shared language, and measurable impact. She regularly speaks on journey frameworks, operationalization, and cross-functional collaboration.

Helgi Björgvinsson
Helgi Björgvinsson Head of Community Development at Intersection
Intersection Group

Helgi Björgvinsson is a senior Enterprise Architect with more than 15 years of experience working with architecture, strategy, leadership, and change in complex organisational environments across both the public and private sectors.
He has been actively involved with the Intersection Group for over five years and has been a member of its core group for more than two. Helgi is the principal author of the EDGY Enterprise Scan, where he focuses on helping organisations surface misalignment early, create shared understanding, and design change based on a holistic view of the enterprise.

Josselin Citron
Josselin Citron Co-founder and CPO
omyn

As omyn's Chief Product Officer, Josselin Citron transforms healthcare complexity into intuitive experiences through agile methodologies. His extensive background in digital transformation and product leadership enables him to bridge clinical expertise with people-centric design. Drawing on his mastery of value creation processes, Josselin has architected omyn's AI product that reduces cognitive burden for healthcare professionals while ensuring data integrity. His vision for seamless patient-city-hospital cooperation drives our privacy-first Edge-AI architecture, skillfully balancing technological innovation with real-world healthcare needs to make complex environments comprehensible for all stakeholders.

Rudi Claes
Rudi Claes Enterprise Architect
INNOCOM

I am a senior enterprise and solution architect and also a respected trainer/coach. • Creating Pragmatic SAFe Solution Intent with Sparx Enterprise Architect (2021) • SAFe Agile Architecture Toolkit for Sparx (EAGS, 2020) • Practical BI Modeling with EA4BI (EAGS, 2018) • EA4BI Workshop (Sparx EA User Group London, 2018) • EA @ Jan De Nul (Sparx EA User Group Brussels, 2017) • EA4BI Workshop (Sparx EA User Group Brussels, 2017)

Stuart Curran
Stuart Curran Principal Consultant
Thoughtworks

Stuart is an experienced strategic design consultant driven by curiousity, with a creative and original thinking style, comfortable in unknown or ambiguous situations and happiest when coming up with new concepts and ideas. Stuart likes to dig deep into the inner workings of organisations, systems and people seeking insights for the creation of new products and services, operational improvements or CX innovation.

Jean-Sébastien Daigle
Jean-Sébastien Daigle Founder
&friends

Jean-Sébastien's path from a graphic designer to UX designer to enterprise designer is filled with diverse and enriching experiences. With his skills in workshop facilitation, he helped his client to better understand the situation and choose a path forward. Since 2019, he has been an integral part of the Intersection Group, where he leads the development of workshops for the organization. Jean-Sébastien frequently shares his insights on the essential qualities of a designer in various conferences and mentoring sessions. His expertise in enterprise design and commitment to many design communities are evident in his role as a partner at &friends, a consulting firm in Canada.

Simon Field
Simon Field Senior Enterprise Architect
Ardoq

A qualified IT and Insurance professional, Simon led a research team creating award-winning e-business technologies at IBM’s Zurich Research Lab from 1996 until 2003, where he also oversaw IBM’s European Insurance Research Center. He has since served as CTO of the UK’s Office for National Statistics, subsequently leading EA teams at Emirates, Admiral Group and the Bank of England. He spent five years as a Senior Executive Partner at Gartner advising business leaders in the Gulf region.

Lorena García Girón
Lorena García Girón Founder / Innovation & Design Consultant
Sidéral

Lorena García Girón is the Founder of Sidéral, a Montreal based Consultancy that enables creativity and innovation within international organizations through impactful Design and Strategic Communication. Her 18+ year expertise spans visual communication, branding, and content strategy, ensuring the delivery of meaningful and effective solutions. With a background that defies a single well-defined box, Lorena thrives on translating missions into brands and services that promote diversity, inclusion, and sustainable development. Her interdisciplinary approach, combining Human-Centered Design with a multicultural vision and critical thinking, fosters positive organizational change. She regularly shares her insights at international conferences and within diverse creative communities, emphasizing the power of design-led processes to create sustainable and innovative solutions.

Daniel Gona
Daniel Gona Strategy Coach
independent

Daniel is a design thinker who became educated economist and systemic coach ending up in the world of management consulting. After working in digital communication and ict research, co-founding startups, driving strategy consulting practices and managing new work teams Daniel focusses on activating enterprises to do more with less, moving swiftly from idea to action to secure sustainable growth.

Carole-Ann Labrie
Carole-Ann Labrie General Director
Capitale Numérique

Carole-Ann Labrie is the co-founder and general director of Capitale Numérique, a non-profit organization based in Quebec City. She played a pivotal role in continuing the legacy of Québec numérique by organizing major digital events such as Interface – Québec and Rendez-vous numérique, which succeeded the Web à Québec and Semaine numériQC events. Her leadership focuses on fostering collaboration and innovation within the digital community.

Enrico Maset
Enrico Maset Founder & Advisor
Enrico Maset Ventures

As a Strategy Lead specializing in Foresight, Innovation, and Sustainability, I bring decades of experience navigating complex business environments. I also engage in educational activities, teaching at multiple universities and business schools, fostering strategic thinking and innovation. My approach combines strategic foresight with practical implementation, focusing on organizational design for adaptability and future-readiness.

Matt Mansell
Matt Mansell Founder & Director
Teleologic Consulting

Matt is a strategic transformation specialist. He has led enterprise transformation, primarily in the public sector, across New Zealand and Australia, using Enterprise Design, Cynefin, and, more recently EDGY and Estuarine Mapping. At heart Matt is motivated by improving people's lives. By working to make the system of work better he aims to get better outcomes for all people involved in the organisation, from leaders, to staff, to customers and stakeholders.

Pierre Édouard Martial
Pierre Édouard Martial Project Manager
ENSCi - les Ateliers

Pierre-Édouard Martial is a brand and innovation consultant with 15 years of experience in creative and luxury industries. Currently completing a Master’s degree in Innovation by Design at ENSCI Les Ateliers, he explores how information design and creative ecosystems can unlock new pathways for collective intelligence and innovation.

Alok Nandi
Alok Nandi Founder
Architempo

Alok b. Nandi is busy with innovation, strategy and entrepreneurship, powered by narrative and design tools. His professional experiences cover a range of entrepreneurial activities (intrapreneurship, spin-off, creative industries) and advisory roles, including brand/advertising and communication (P&G – Procter & Gamble, EC pan-europeans campaigns), film production, exhibition design and new media in publishing (Casterman – publisher of a.o. Tintin, Groupe Flammarion). He is dealing with storytelling in multiple media, space and technologies, from high-tech interactive installations to low-tech mise-en-scène. Speaker at international conferences and events, incl. PechaKucha Tokyo, TEDx Flanders, IxDA, Cumulus, WDO, SDN. Invited lecturer in multiple institutions, Alok Nandi is professor of Innovation & Design at Institut Lyfe, hospitality-culinary school in Lyon, co-founded by chef Paul Bocuse, 3* Michelin. He has founded PechaKucha Brussels, and he co-initiated the P-R-E series, Practitioners meeting Researchers meeting Educators, organised by Cumulus Association and IxDA.

Anthony Régent
Anthony Régent Leader ecosystem/platform design
onepoint

Anthony is an experience strategist and ecosystem/platform designer, with a university background in biology (neurosciences) and marketing. He has worked for more than 12 years in digital, marketing, communication, and experience design to improve the interrelationship that individuals have with products, services, brands/companies, or ecosystems within the same total experience. Inspired and passionate about living worlds, technology as "Technium" and complexity sciences, Anthony mixes systems thinking and combinatorial innovation in the metadesign of responsible and sustainable organizations. He is sensitive to the anthropocenic impact of design on the symbiotic relationship between humanity and its habitable environment. Anthony works as a Leader at onepoint to guide companies in the architecture of their technologically catalyzed transformation. He helps them reinvent themselves in the era of ecosystems and platforms to create new business models with a positive footprint.

Mathieu Roy
Mathieu Roy Innovation Facilitator, Founder of STOIX
STOIX

Based in Montreal (Canada), Matt’s career path has never been straightforward …by design! From his transition of ROI specialist in Finance (MBA, CFA) to Product Manager focused on UX in the tech industry, his reputation for edgy roles and innovation projects always thrived him to work on all facets and intersections. He notably built agile capabilities as first Product Owner for a global branding agency, crafted identity growth strategies for an award-winning tech startup, and led from idea to launch the creation of a digital twin platform for an industry-leading 3D studio. A major turning point actually, given his discovery of EDGY to solve vicious circles at that time. This led him to the foundation of STOIX: a consulting firm in Enterprise Design facilitation as a means to [co]create virtuous circles of meaning, impact and sustainable growth.

Sacha Roger
Sacha Roger Co-founder and CTO
omyn

As omyn's co-founder and CTO, Sacha Roger pioneers semantic web technologies with privacy-first AI. He transforms healthcare complexity into structured knowledge systems that bridge clinical and technological domains, optimizing ambulatory care while reducing inefficiencies. Committed to open-source collaboration and ethical AI, he's established omyn as a trusted partner for healthcare institutions seeking simplified patient-city-hospital cooperation.

Kaine Ugwu
Kaine Ugwu Senior Enterprise Architect
Adobe

Kaine Ugwu is a strategist helping leaders design foresight-driven enterprises. He holds an MSc in Enterprise IT Architecture, is a Certified Business Architect, Open CA Master Enterprise Architect, Thinkers360 Top 10 IT Strategist, and member of The Global Association of Enterprise Architects and Association of Professional Futurists.

Stewart Uyeda
Stewart Uyeda Enterprise Architect
Loyola Marymount University

Enterprise Designer and Design Thinker with a proven track record of driving impactful, inclusive, and transformative technological initiatives at the University of Southern California and Loyola Marymount University.

Rijk van Vulpen
Rijk van Vulpen Ecosystem Architect
Dutch Ministery of Justice

All-round and experienced enterprise architect. Driven by making strategic impact for society. I like adressing wicked problems with big ideas. I mobilize people to make those ideas a reality. Currently working at the Dutch ministry of justice untangling complexity with respect to family and youth safety and care challenges. Blogging in dutch at https://enterprisedesigners.nl.

Adam Walls
Adam Walls Senior Enterprise Architect
Ardoq

Strategic business architect with 20+ years' experience in enterprise architecture, systems thinking, and transformation. Expert in VSM, TRIZ, and AI-enabled design. Senior EA at Ardoq, delivering tools for M&A and digital ecosystems. Advised HSBC, PWC, AIG, Reuters. Co-author, speaker (LSE), and led a national burnout prevention program using systems thinking. Helps leaders navigate complexity with clarity and coherence.

Maggie Walsh
Maggie Walsh Principal Product Lead
Autotrader UK

Maggie Walsh is Principal Product Lead at Auto Trader UK, leading a customer experience initiative working with a team of technologist, designers and operational experts to deliver quality interactions, conversations and experiences between consumer, customers and our AT colleagues through the use of new technologies and best practices in designing for serviceability. Maggie is passionate about applying lean principles and user-centred design to create innovative and impactful solutions. Maggie has successfully led transformations to agile ways of working, coached and mentored outcome-driven product teams, and facilitated strategy and research activities with diverse stakeholders.

Get your ticket now!

Student registration is available for currently enrolled students or currently unemployed, and requires sending us a document as proof of status. Intersection Group is a Not for Profit Association under Austrian law and exempt from collecting Value Added Tax (VAT).

By participating in our event you agree to abide by the Code of Conduct for Intersection Group events.

Program

Thursday, September 11, 2025

Tuesday, September 16, 2025

  • Warmup Evening
    Join us and say hi
    Brewdog Brussels
    Putterie 20
    1000 Bruxelles, Belgium

Wednesday, September 17, 2025

Thursday, September 18, 2025

Friday, September 19, 2025

Location

Free University of Brussels

 
Free University of Brussels
Pleinlaan 2 / Bd de la Plaine 2
1050 Brussels-Ixelles
Belgium

Conference Venue: VUB Building I

Open in Google Maps
Campus Map (PDF)

Free University of Brussels
Free University of Brussels

Videos

Watch videos from 10 years of Intersection Conference

The Hum: Patterns of Decentralised Organisation
Richard D. Barlett and Natalia Lombardo at X18 in Prague

Z9Works: Sustainable Enterprise Design
Maria Zenina and Mila Dymchenko at X24 in Rome

OECD: Creating sustainable global impact in international development orgs
Angela Hanson and Tomomi Sasaki at X23 in Vienna

Building Better Worlds
Cennydd Bowles at X19 in Lisbon

&friends: Easy to use, hard to master. How to navigate EDGY.
Jean-Sébastien Daigle at X24 in Rome

Shopify: Designing Systems for Human Impact
Hayley Hughes at Intersection 20 (virtual)

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