Bridge the gaps with Milky Way enterprise maps You brought together all the stakeholders, you set an ambitious goal to shift your business, and you triggered a significant change process. But then it fell apart. That reorganisation messed up the responsibilities. The customer insights turned out to be just assumptions. The IT applications were too hard to change, and the regulations were too constraining. And your stakeholders were not that convinced after all. What just happened? In this session, Annika and Wolfgang will show you a mapping technique for facilitating enterprise-level change by design. Based on an overarching model of Enterprise Design Facets and Elements, a Milky Way map captures the value cycle of the enterprise as a system. If used as a true anchor model, it opens up the conversation on your Enterprise Design: what you can do, where to go next, and what to change to get there. Key takeaways How to draw your enterprise on a napkin: learn - how to establish a business geography to facilitate joint wayfinding between stakeholders 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 Stories, insights and lessons learned from a variety of engagements at the intersection between business architecture, organisation and experience design

1. Webinar
Bridging the gaps with a
Milky Way Enterprise Map
Annika Klyver
Wolfgang Goebl

2. We help people create better enterprises.
INTERSECTION GROUP

3. Intersection Group is a Non Profit Association
Community
and Events
Events for a global
community of thinkers
and practitioners
EDGY: a language for
Enterprise Design
An open source language
to tackle key enterprise
challenges by design
Learning and
Publications
Books, certified courses
and digital tools delivered
with our partners

5. What are we really talking about?

7. I come from
Fiumicino near
Rome in Italy.
What about other mental models?

8. We all start from the same model!

9. Can we create a shared map of our enterprise?

10. Find a value flow

11. “Start with why”
Simon Sinek

12. Your enterprise on a napkin

13. Enterprise
Design
Facets
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?

14. Your enterprise on a napkin

15. Milky Way base map

16. A reason why an enterprise
exists and what people
pursue and believe in.
Purpose

17. Purpose

18. Milky Way base map
Purpose

19. What people want to
achieve and get done
(with our help).
Task
Visit a loved one

20. Task board

21. Milky Way base map
Purpose
Tasks

22. What we are able to do by
orchestrating people and
assets.
Capability
Track Maintenance

23. Customer Interaction
Passenger Services
Passenger
Information
Sell Tickets
Train
Restaurant
Night Services
Conciergerie Night Services
Train Operations
Train Scheduling
Optimise
Capacities
Route Planning
Train
Scheduling
Run Trains
Clean and
Prepare
Drive Train
Shunting
Energy Mgmt. Train Routing
Night Trains
Luggage
Furnishing
Railway Infrastructure Management
Planning
EU
Coordination
Strategic
Planning
Budgeting
Resource Management
Building & Maintaining
Project
Management
Construction
Site Planning
Stations
Tracks
Powerlines
Powerplants
Machines
Material
Crew
Procurement
Logistics
Asset
Accounting
Change
Enterprise
Design
IT Change
Product
Management
Strategic
Management
Research &
Development
Innovation
Investment
Customer and
Market Analytics
Support
HR
IT Operations
Legal
Compliance
Finance
Executive
Management
Facility
Management
Risk
Management
Marketing &
Communication
Railway
Signaling
Control Railway
Switches
Billing and
Booking
Operate
Powerplant
Distribute
Energy
Trade Energy

24. Milky Way base map
Purpose
Capabilities
Tasks

25. What is a map?
Simon Wardley

26. Milky Way base configuration and geographical dimensions
Investors
Suppliers
Prospects
Customers
Operations
Strategy
Making and sourcing Delivery and learning
Identity
Why do we exist, who are
we, what matters to us?
Architecture
How are we operating and
what are we capable of
achieving?
Experience
What is our role in
people’s lives?
Outside
Inside

27. Experience Focus
Milky Way

28. Architecture Focus
Milky Way

29. Adding IT Assets

30. Adding key
IT Integrations

31. Overlaying
Organisation

32. Overlaying
Budget

33. Tracing a process
and applications

34. Product Delivery

35. Geolocating
prototypes

36. Overview of transformation ambition
Today 2025
2023
Focus on the Customer
experience during the
journey.
Broaden the focus on the
Customer experience to
before the journey. Start to
improve the internal processes
to better support the new
experience
Keep focus on the whole
Customer experience and
improve the internal processes
to better support the new
experience

37. So does this idea fit 2021?
Improve the
Recruitment
Processes

38. Example Application from Scania

42. Customers / Users
Making them visible
See their perspective &
experience
Think of them as we
design
Sense make the out-side
& in dynamic

43. Find new ways of working

44. The flow of Value Creation
- you don’t need a map if you stay where/as you are
There is more than one backlog.
Depending on capability area,
product connection, etc the items
on the backlog is assigned to the
relevant teams
The teams work with
the changes and
deliver as often as
possible to the
users/customers to
generate both value
and feedback

45. The original
Milky Way

46. Intersection Group is a Non Profit Association
Community
and Events
Events for a global
community of thinkers
and practitioners
EDGY: a language for
Enterprise Design
An open source language
to tackle key enterprise
challenges by design
Learning and
Publications
Books, certified courses
and digital tools delivered
with our partners

47. March 29, 2023

48. enterprisedesignpatterns.com
Patterns
Journey to impact
Behaviour patterns
Practice patterns
Creations patterns

50. https://intersection.group/events/?archive=false
Upcoming Webinars

52. Thank you!
Annika Klyver
annika@intersection.group
Wolfgang Göbl
wolfgang@intersection.group
intersection.group

53. Patterns
How to use the Milky Way enterprise map
● Adapt the value flow to your enterprise: seek for a stable, recurring cycle to base on
● Navigate the Facets: start from the most familiar territory, then venture into adjacent areas
● Use the geography: place related items close to each other, or close to the edges of the rings
● Place shared capabilities, entrepreneurial vision, management and change in the bottom sector
● Combine the map with more specific maps to dive into a specific Facet, or Facet combination
● Use the Facet colours to establish the different viewpoints and clarify the context of your model
● Use your own colour palette and iconography to communicate your messages visually
● Use overlays to add additional Facets, Intersections, Elements or metrics and visualise them
● Support people’s learning journey when using the map by gradually introducing more detail
● Make the question your map tries to answer explicit and place it onto the map
● Talk about the content and the story behind your map rather than the visualisation or structure
● Don’t just capture the mess: make maps that ask questions, trigger actions and change
...to be continued

54. intersection.group
enterprisedesign.io
themilkywayacademy.com
Pattern Book enterprisedesignpatterns.com
Intersection Book intersectionbook.com
Starter Kit Preview i-g.at/kit4
Intersection Conference intersectionconf.com
Video archive on YouTube i-g.at/x
Webinar recordings i-g.at/rec
Join the conversation:
Slack i-g.at/slack
INTERSECTION GROUP