Aki Sirawongprasert
Service Design Practice Lead at Lloyds Banking Group
With over 15 years’ experience spanning strategy, innovation, marketing, and business design, Aki leads the Service Design practice at one of the UK’s largest digital banks, where she guides a powerhouse community of 100+ service designers. Her current focus is on shaping the future evolution of service design and leading a bold transformation in journey management at scale.
Aki’s career bridges disciplines and industries – from political campaigning and diplomatic affairs to customer-centric design and organisational change. Her academic foundation in Politics and International Studies informs a systems-thinking approach, grounded in curiosity about people, institutions, and how they evolve.
With an international background across Bangkok, Singapore, and London, Aki brings a distinctly inclusive and multicultural lens to her work. She actively coaches service designers in storytelling, strategic influence, and creative leadership—championing service design as a business-critical capability.
She lives in London with her husband, two young children, and no dogs (yet).
Aki Sirawongprasert
Service Design Practice Lead at Lloyds Banking Group
With over 15 years’ experience spanning strategy, innovation, marketing, and business design, Aki leads the Service Design practice at one of the UK’s largest digital banks, where she guides a powerhouse community of 100+ service designers. Her current focus is on shaping the future evolution of service design and leading a bold transformation in journey management at scale.
Aki’s career bridges disciplines and industries – from political campaigning and diplomatic affairs to customer-centric design and organisational change. Her academic foundation in Politics and International Studies informs a systems-thinking approach, grounded in curiosity about people, institutions, and how they evolve.
With an international background across Bangkok, Singapore, and London, Aki brings a distinctly inclusive and multicultural lens to her work. She actively coaches service designers in storytelling, strategic influence, and creative leadership—championing service design as a business-critical capability.
She lives in London with her husband, two young children, and no dogs (yet).
Sessions
Scaling a journey management movement
Scaling journey management is no small feat, especially for a 300-year-old institution serving nearly half the UK population. So how do you lead a movement that sticks, inspires adoption, and drives impact at pace?In this talk, Aki Sirawongprasert shares how to mobilise hundreds of change-makers in days, secure executive buy-in and sidestep common traps that slow progress. You’ll hear how service designers act as invisible glue and change pioneers - breaking down silos and navigating complexity.
Scaling journey management requires strategic thinking, persuasive storytelling and bold creative leadership. We’ll explore how to define your influence strategy, pitch with empathy and use creative service design techniques to spark excitement and build momentum.
Expect practical tools and guidance on how to:
Build flexibility into your journey frameworks to adapt and scale with organisational complexity
Design immersive games and experiences that engage C-suite and senior executives
Run hands-on bootcamps that boost confidence and grow service design champions across your organisation
Use card sorting and self-quizzes to unite cross-functional teams and spark collaboration
Key takeaways
Discover how empathy and human connection are powerful qualities for leading change
Learn to storytell and pitch journey management as a business imperative – not a nice-to-have
Understand how to build a community of cheerleaders and change agents to sustain momentum
Master the art of balancing precision with big picture vision and clarity
You’ll leave with practical tips, creative tools and hard-won lessons that inspire and empower you – whether you’re just getting started or scaling journey management across your organisation.
Journeys & ecosystems
Design leadership