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Severin the Service Designer

With Milan Guenther
  • Webinar
  • February 8, 2023,4pm Berlin, Paris (CET)
  • Online

A Service Designer's journey to delivering breakthrough experiences through impact on the enterprise

Severin is an ambitious and experienced designer. And when Intersection Railways called for a major overhaul of a part of their product and service portfolio, they set out for making an impact. Severin brought together all the stakeholders, they set an ambitious goal to significantly shift the customer’s experience, and with their team they researched, prototyped and mapped out a better future journey.

But then it fell apart. That reorganisation messed up the responsibilities. Many customer insights turned out to be just assumptions. The IT change was too hard, the regulations were too constraining. And their stakeholders were not that convinced after all. What just happened?

Design at scale is hard. In this session, Milan will show how Severin reengages his co-creators to tackle the true scope of the change required, including organisation, operations, and ecosystem partners. Using a set of recurring patterns and a set of maps, they open the conversation to the target Enterprise Design: what we can do, where to go next, and what to change to get there. And ultimately, how to deliver on their ambitious vision for a better service.

You will learn:

  • How to reveal the links: map out how your enterprise pursues its purpose, the capabilities it relies on to deliver, and the experience outcomes it enables for customers and others
  • Have the right conversations: how to create clarity when developing product strategy, business transformation or investment options, collaboratively and visually
  • How to draw your enterprise on a napkin: learn how to establish a business geography to facilitate joint wayfinding between stakeholders

Get the slides as pdf!


Milan Guenther
Milan Guenther President
Intersection Group

Milan is president of Intersection Group and a co-founder of Enterprise Design Associates. 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, ThoughtWorks, 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 key contributor to EDGY, an Open Source tool for co-creating better enterprises, adopted by organisations around the globe.

Watch the recording

Watch Milan telling the story of Severin the Service Designer!