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 Milan 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
Milan Guenther

2. We help people create better* enterprises.
* those that pursue a clear purpose,
are useful for people and their lives,
perform and deliver on their promises.
INTERSECTION GROUP

3. Upcoming
events

5. What are we really talking about?

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

11. We all start from the same model!

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

13. Find the value flow

14. “Start with why”
Simon Sinek

15. Your enterprise on a napkin

16. 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?

17. Enterprise
Design
Scope
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. Your enterprise on a napkin

19. What maps and models are you making?
Vote at i-g.at/vote

20. Milky Way base map

21. JR East

22. Your enterprise on a napkin

23. Why?
Identity
JR East
Seamless
mobility
Bring people
together
Pursue
ultimate
safety levels
Build a shared
infrastructure
Provide new
data-driven
services

24. Milky Way base map
Purpose

25. What?
Experience
Mapping Experiences

26. What?
Experience
Destination
offerings
Support
Planning
tools
Ticket
Look up
routes &
times
Research &
Planning
Shopping Booking
Post-Booking,
Pre-Travel
Travel Post Travel
Research
hotels
Talk with
friends
Review
fares
Pay
Trouble-
shoot
Get tickets
Get to
station
Get on
train
Change
trains
Claim
refund
Share
Consider
destinations
Mapping Experiences

27. Milky Way base map
Purpose
Tasks

28. How?
Architecture
railengineer.co.uk

29. How?
Architecture
Customer
relationship
Station
operations
Train
operations
Train
scheduling
Maintenance
Innovation
Energy
management
Product
design
Analytics &
intelligence
Cost
optimization
railengineer.co.uk

30. How?
Architecture
Handle claims
Batch Activities in Process Modeling and Execution
Paper by Luise Pufahl and Mathias Weske

31. How?
Architecture

32. Milky Way base map
Purpose
Capabilities
Tasks

33. What is a map?
Simon Wardley

34. 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

35. Enterprise
Design
Scope
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?

36. Elements
Brand Product
Organisation
Story
Purpose
Process
Capability
Journey
Task
Outcome
Activity
Structure
Elements of the EDGY modelling
language based on the FBS Ontology
Channel
Asset
Content

37. EDGY Elements
Used to map enterprise elements and relations, trace
their interplay, and express a future design.
Product
something our enterprise makes and offers
Journey
people’s activities when interacting with our enterprise
Task
what people want to achieve with our help
Channel
people’s context, environment or means of access
Brand
our name and what it stands for
Purpose
what our enterprise pursues and believes in
Story
a shared narrative about our enterprise
Content
Messages and pieces of communication
Organisation
a team or group of people working together
Capability
what our enterprise can do and achieve
Process
related activities our enterprise carries out
Asset
A piece of equipment, software, or infrastructure

38. Experience Focus
Milky Way

39. Architecture Focus
Milky Way

40. Adding IT Assets

41. Adding key
IT Integrations

42. Overlaying
Organisation

43. Overlaying
Budget

44. Tracing a process
and applications

45. Product Delivery

46. Geolocating
prototypes

47. 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

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

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

53. Find new ways of working

54. The flow of Value Creation
- you don’t need a map if you staying 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

55. The original
Milky Way

56. Visualisation continuum

57. Models and maps
The Milky Way
Enterprise Map
Operating Model
Application Map
Capability Map
Process Map
Experience Map
Journey Map
Job/Task Map
Organisation Model
Stakeholder Map
Product Portfolio
Service Blueprint
User Stories
Business Model
Value Proposition
Domain Model
Vision, Purpose
and Mission
Storytelling
Brand Architecture
Brand Persona
Ecosystem Map
Change portfolio
Impact map
Persona

58. Map

59. Intersection Group is a Non Profit Association
Approach
and Toolkit
An open source set of
tools to do Enterprise
Design for key challenges
Community
and Events
A global community of
practitioners and thinkers:
join us on Slack!
Learning and
Knowledge
Content, courses and
digital tools delivered by
our partners

60. 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

61. 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