This is Journey Management

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  Customer-Grounded, Decision-Made: Scaling Journey Management at Zurich Insurance, with Martina Francella 16.09.2026 41นาที

  Get started with Journey Management with this short introduction course. It's FREE.________________________________________________________________Martina Francella joined Zurich Insurance as an intern four and a half years ago. Today she is a senior service designer at the group's corporate center in Zurich, and one of the people behind a journey management program now running in 17 countries with more than 120 active users across APAC, LATAM and EMEA.In this episode of This is Journey Management, Marc Stickdorn asks her how it happened. The honest answer is that most of the early assumptions were wrong. The first six months were spent working out what journey management even was. Picking a taxonomy, a platform, and a shared vocabulary took a year. The three pilot countries turned into four when one joined on its own.The turning point was a meeting with a C-level underwriter. Martina put a KPI-rich map in front of him and got back: "This is lots of useful information, but so what?" She went back with three lanes, stages, customer actions, and the documents sent to the customer, and for the first time the business could see every document going out from every ops team. They made a decision. Two weeks later, they asked to see the map again, this time with pain points and service levels. Demand for the artifact grew with the decisions it enabled.Martina also covers how budget was unlocked in the UK through Consumer Duty compliance, why she breaks the service blueprint rules when the audience needs her to, how Zurich co-created its journey atlas with the countries, and the uncomfortable lesson of hiring senior service designers into roles that turned out to be ops work.Her three tips for getting started:find the receptive team with decision-making powerstart small in both information and scope put the map in front of people right away rather than polishing a draft.LinksMartina’s family olive oil business: https://casaleselvapiana.com/Smaply: https://www.smaply.com/FCA Consumer Duty: https://www.smaply.com/blog/fca-consumer-duty-journey-mapThis is Service Design Doing: https://www.thisisservicedesigndoing.com/________________________________________________________________LinksMarc's Journey Management training: https://www.thisisjourneymanagement.com/Marc's Journey Management software: https://www.smaply.comMarc on LinkedIn: linkedin.com/in/stickdornMarc's and Gerry's short self-paced free intro course to Journey Management: https://www.thisishcd.com/courses/introduction-to-journey-management________________________________________________________________CreditsProduced by This is PodcastingClick here to watch a video of this episode.
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  30 Years of Service Design: The Artifacts and the Stories, with Birgit Mager 10.09.2026 38นาที

  Get started with Journey Management with this short introduction course. It's FREE.________________________________________________________________Birgit Mager became the world's first professor of service design in 1995. Now retired, she has been clearing out her office and finding 30 years of artifacts along the way. In this episode, she walks Marc through them: the first German book on service design, a Siemens board game designed in an Austrian ski hut, and the Lufthansa storyboards presented on 10 September 2001. Along the way, she traces the discipline from framing to expansion to business value, digitalisation and AI, and explains why she still sees service designers as behaviour architects first.Marc is speaking at the Service Design Global Conference in Frankfurt on 29 October, where Smaply has a booth and two workshops. Details, and 10% off any SDGC26 ticket with the code SMAPLY2026, are at https://www.smaply.com/eventsLinksService Design Global Conference 2026, Frankfurt/Germany, 28-30 October 2026:https://www.servicedesignglobalconference.com/Service Design Network:https://service-design-network.org/Touchpoint – The Journey of Service Design:https://service-design-network.org/touchpoint_journalSDN case study library:https://service-design-network.org/case_studiesThis is Service Design Doing:https://www.thisisservicedesigndoing.com/________________________________________________________________LinksMarc's Journey Management training: https://www.thisisjourneymanagement.com/Marc's Journey Management software: https://www.smaply.comMarc on LinkedIn: linkedin.com/in/stickdornMarc's and Gerry's short self-paced free intro course to Journey Management: https://www.thisishcd.com/courses/introduction-to-journey-management________________________________________________________________CreditsProduced by This is PodcastingClick here to watch a video of this episode.
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  Trailer: This is Journey Management 31.08.2026 2นาที

  I started a podcast a few years ago, and then life happened and it stopped. I'm back, with a new one. This is Journey Management is about the few organisations that get past the one-off project and build something that lasts. Here's who's coming, and what they're going to show you.Many organisations say they're customer-centric. They do one service design project. Some maps, some personas, a few workshops. And then it stops.Teams have to beg for budget for the next project. Creative spaces become museums of journey maps. Projects end up as disconnected puzzle pieces.Only a few organisations really manage to set up an operating system for customer experience. That's the whole show.In this trailer, I introduce the first guests and what each of them is bringing:Esa Nettamo, founder of JourneyOps, on the five levels of journey maturity, and why buying the tool first is the most expensive mistake you can make.Neil Williams, Cathay Pacific, on bringing journey management into an airline. His rule: you don't hand people a garden, you landscape it first.Fanny Giordano, VELUX, who is remarkably honest about getting the process wrong twice before she got it right.Adam StJohn Lawrence, WorkPlayExperience, on facilitation, and on the language we use when designers work with management.Adrienne Tan, co-founder and CEO of Brainmates in Sydney, on what happens when journeys meet product management, and why your backlog and your roadmap should be the same list.Birgit Mager, the world's first professor of service design, going back through the history of this field. Including the artefacts.Practitioners and experts, showing their work. Examples and models, not slogans. No fluff, no pitch. Just honest stories about the work.Episodes are coming soon. Follow now to be first in line.