Marc Fonteiijn will host the session with insights from his own expereince of adopting Journey Management at Service Design Show and Community.

Jochem will share how closing the loop, and ensuring that product delivery and execution is important - Designing for Movement – How Journey Thinking Shapes Teams, Systems and Responsibility”

How can organizations stay coherent when everything is in motion – customers, teams, technologies? This talk explores how journey thinking creates clarity in complexity by aligning structures, systems and roles around real user movement. Instead of rigid models, we follow a practical approach: one that lets the journey lead, encourages cross-functional ownership, and balances experience, feasibility and business value. It’s a story of shifting from silos to flow – and from static structures to responsive responsibility.

Martin will discuss - Value of Journeys and working out how to ensuring performance and he will be joined by Aude Jacquemin from Lyreco.

In large organizations, mapping customer experience is no longer enough. To ensure readiness to scale a Journey Management practice, a new hybrid role is emerging: the Journey Operations Lead. Equal parts service designer, product thinker, and business translator, this role brings clarity, accountability, and structure to an increasingly complex function.

In this session, Grace de Athayde, Customer Journey Operations Lead at Pfizer, shares how she’s shaping this role to unify teams, retain knowledge, and move from output to outcome. Drawing on her experience leading journey management efforts at different enterprise organizations, with different setups (including Product-led and in-house agency models), Grace unpacks what her perspectives on the role—from stakeholder alignment and experience governance to AI-supported insight extraction and business reporting.

Whether you’re just starting out or scaling a mature practice, this session offers a practical outlook on embedding the journey ops function into your organization.

Key takeaways

• The Journey Ops role. How this emerging role bridges strategy and execution, combining service design, technology and business thinking and reflections on how the role can significantly change depending on the organizational context.

• How to turn territories into neighborhoods. Explore bottom-up change management elements to drive momentum in enabling teams to adopt Journey Management.

• Explore a 3-step process to enable journey management. How AI structured insight practices are can help enterprise organizations retain and socialize critical knowledge, foster cross-functional alignment, and measure what matters.