Companies and other organisations know they need to switch perspective: from inside-out to outside-in, from optimising productivity and operations to understanding their customer's experience and spotting opportunities. Beyond measuring satisfaction or getting creative for new products and services, how to inform our strategic choices by looking at the enterprise from the customer's eye? Modelling customer experience helps organisations change their perspective. But answers don't magically fall out of a map or a persona. Instead, we must facilitate conversations with all relevant co-creators to establish a shared understanding of what really matters to customers – and what that means for our own priorities, activities and desired outcomes as an enterprise. In this webinar, Jim Kalbach and Milan Guenther will show how to use an experience lens to identify customer priorities and needs, and how to collaboratively interpret and map out these insights to create a common understanding. Starting out from strong customer-driven approaches such as Jobs-to-be-Done and Top Task Identification, they will demonstrate how to use align on value created to make the link to key choices in product and service design, business architecture and organisational change.

1. Webinar
Jim Kalbach
Milan Guenther
The customer-driven
enterprise

2. We help people create better enterprises.
INTERSECTION GROUP

3. Jim Kalbach

4. Source: Forrester
CX: Customer Experience
UX: User Experience
UI: User Interface
UI

5. Enterprises appear in
our lives, every day.

6. UX
CX
CX
XX
UX
CX
CX

7. Enterprise
Design
Facets
Product
Organisation
How are we
being perceived?
What are we making
and offering?
How do we work
together as a team?
Brand
Identity Architecture
Experience
Why do we exist,
who are we, what
matters to us?
How are we
operating and what
are we capable of
achieving?
What is our role
in people’s lives?

8. Experience
What matters to people?
What is our role in people’s lives?
What value do we create for people?
Where and when do people interact with us?

9. Experience Elements
Task
what people want to achieve with our help
Journey
people’s activities when interacting with our enterprise
Channel
the environment, context or means of interaction

10. Mapping Experiences

11. Pixabay
Paris, tonight?
Book your bed

12. Mapping Experiences
Tasks
Journeys
Channels
Look up
routes &
times
Research &
Planning
Shopping Booking
Post-Booking,
Pre-Travel
Research
hotels
Talk with
friends
Review
fares
Pay
Trouble-
shoot
Get tickets
Consider
destinations
Web
Print/Mail
Phone
Itinerary
Get help
Check if
tickets
complete
Find the
best price
Add
activities
Add
comfort

13. Top Task Identification
When travelling on a night train, what matters the most to you?
Times and
routes
Book a ticket
Get on the train
(on time)
Plan with
friends
Trip ideas
Fares and rooms
Wifi
Meals
Book a ticket
Claim a refund
Pets
Accessibility
Borders and visa
Discounts
Subscriptions
Payment options
Feedback
Pets
Share with
friends
City Guides
Blogs
INTERSECTION
RAILWAYS

14. Experience
“What matters to people?”

17. Enterprise
Design
Facets
Product
Organisation
How are we
being perceived?
What are we making
and offering?
How do we work
together as a team?
Brand
Identity Architecture
Experience
Why do we exist,
who are we, what
matters to us?
How are we
operating and what
are we capable of
achieving?
What is our role
in people’s lives?

18. EDGY
Elements
Brand Product
Organisation
Story
Purpose
Process
Capability
Journey
Task
Outcome
Activity
Thing
A language based
on the FBS Ontology
Channel
Asset
Content

19. Product
“Something our enterprise makes and offers.”
Product
Portfolio
Passenger
Services
Infrastructure
Services
Freight
Services
Standard
Fares
XGO Special
Fares
Loyalty Cards
XtraX
XCard
Night X
Region X
Euro X

20. Organisation
“How are we working together?”

21. Alignment Diagrams

22. Job Map

23. Product
Organisation
How are we
being perceived?
What are we
making and
offering?
How do we work
together as a team?
Brand
Identity Architecture
Experience
Why do we exist,
who are we, what
matters to us?
How are we
operating and what
are we capable of
achieving?
What is our role
in people’s lives?

24. Service Blueprint
in EDGY

25. Purpose INTERSECTION
RAILWAYS

26. Your enterprise on a napkin

27. Milky Way map
Purpose

28. Milky Way map
Purpose
Tasks

29. Milky Way map
Purpose
Capabilities
Tasks

30. Experience Focus
Milky Way

31. Product Delivery

32. Our community
700+ members on Slack
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Enterprise Designers from various backgrounds:
About 30% Enterprise and Business Architects
About 30% Experience, Service and Business Designers
A diverse group of about 40% other, related profiles:
Business Analysts, Founders and Executives, Innovation or Change
Agents, Operations and Process Designers, Organisation Designers and
Developers, Branding and Marketing Experts, Agilists and Digital/IT
Experts, Product Owners, Industry Experts…

33. Intersection Group is a Non Profit Association
Intersection
Toolkit
An open source set of
tools to do Enterprise
Design for key challenges
Community
and Events
A global community of
skilled practitioners
and thinkers
Digital Tool
Support
Software tools supporting
EDGY, the Milky Way and
other enterprise maps

34. Creating Knowledge Products
Intersection: bridging the
tech-biz-people gap
2012: A primer for holistic
and systemic design at
enterprise scale
A Pattern Language for
Enterprise Design
35 instantly usable patterns
for more impact with your
enterprise design
Training and tools
for practitioners
2022: Content, tools and
courses delivered by
our education partners
Enterprise
Design
Certified

36. You work very hard,
but does it really
make a difference?
Buy the book
www.enterprisedesignpatterns.com

37. Questions?
Join us: i-g.at/slack

38. Pitch
A customer-driven approach to designing better enterprises.
Companies and other organisations know they need to switch perspective: from inside-out to outside-in, from
optimising productivity and operations to understanding their customer's experience and spotting opportunities.
Beyond measuring satisfaction or getting creative for new products and services, how to inform our strategic
choices by looking at the enterprise from the customer's eye?
Modelling customer experience helps organisations change their perspective. But answers don't magically fall
out of a map or a persona. Instead, we must facilitate conversations with all relevant co-creators to establish a
shared understanding of what really matters to customers – and what that means for our own priorities,
activities and desired outcomes as an enterprise
In this webinar, Jim Kalbach and Milan Guenther will show how to use an experience lens to identify customer
priorities and needs, and how to collaboratively interpret and map out these insights to create a common
understanding. Starting out from strong customer-driven approaches such as Jobs-to-be-Done and Top Task
Identification, they will demonstrate how to use alignment on value created to make the link to key choices in
product and service design, business architecture and organisational change.

39. Outline
Format: 3-5’ music, up to 40m dialogue and presentation, 15-20m Q&A
Hello - Jim, Milan, Intros
Framing the topic: outside-in perspective on the enterprise. Listening? What for?
About customer experience. How to best look into and understand those people?
Let’s talk maps and conversations. Persona, Journey, Ex Map, Job Map?
About jobs and tasks. If I have journeys+personas, what are those for?
Okay so CX is important. Do other people in/around us experience stuff too??
What about our architecture? Is this UX/UI? Or can it tell us what to be good at?
Let’s conclude with our identity. Is this about great products? Or is their/our
experience linked to purposes we choose to pursue as a team, as an enterprise?
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