Katrine Ly

Katrine Ly is Partner and Journey Management Specialist at DAY21, a Copenhagen-based digital agency specialising in research, strategy and design.

With more than 10 years' experience across UX, service design and digital strategy, Katrine began her career designing interactive installations for museums and festivals before moving into digital agencies. She has spent the past eight years helping organisations create better customer experiences, from strategy to execution.

Throughout her career, customer journeys have been central to her work - from initial research to defining clear directions for change. As her work gradually evolved from designing digital products to improving organisational processes and strategy, specialising in journey management became a natural next step.

For the past four years, Katrine has helped organisations establish and embed journey management in practice. Through her work, she has learned that journey management only succeeds when journeys become more than a framework and a hierarchy of maps to be managed. Real change happens when people across the organisation use journey insights and outcomes to shape the way they work, collaborate, prioritize and make decisions.

From her experience, journey management should be designed around the organisation, not the other way around.