Journey Management: an emerging practice that’s changing the way we lead

It’s safe to say that by now, Journey Mapping is familiar territory for many organisations.

Yet what actually happens to Journey Maps and Service Blueprints once the project or workshop ends? The hours of synthesis, the pain points, and the hard-won customer insights are often archived in hidden folders or left on walls as wallpaper, rarely referred to in daily decisions. They become static relics as the organisation moves on.

Journey Management is an emerging global management practice that turns static maps into a dynamic information system that acts as the backbone of operational and strategic decision-making.

But how does an organisation make the shift from static maps to an active management practice? Join MDT for this exciting panel of speakers who talk about how they are developing and scaling their Journey Management practice.

What you'll hear:

✨ The Global State of Journey Management 2026: Which organisations are investing in Journey Management around the world, the reasons why and a case for Strategic Service Design as a leadership capability

✨ Creating a living management information system: The challenges associated with building a living information system, going from static to dynamic maps

✨ Scaling practices across the organisation: What leaders are required to do to scale this practice across different teams effectively

✨ Case studies from practitioners: Key lessons from practitioners as they formalise and scale their practice.

📌 The details:

• Date: Thursday 17th September
• Host: Melbourne Design Thinking Meetup x Natural Velocity Innovation Centre
• Refreshments included: Pizza and fizz!

Our Speakers:

Anna Yip
Design Leader | Co-Author of This is Journey Management (the book) and Lead Researcher of The Global State of Journey Management Study 2026

Anna is the co-author of This is Journey Management (the book) and lead researcher of The Global State of Journey Management Study 2026. Over the last 10 months, she has led a global study on how Journey Management practices have been rapidly evolving and are changing the way managers lead in complex and dynamic environments. This study is the largest global study on Journey Management to date and is the cornerstone of the upcoming book, This is Journey Management.

Anna Lectures Strategic Customer Experience (CX) at RMIT, consults with organisations and coaches practitioners on advancing their management capabilities. In her spare time, she’s the organiser of Journey Management Monthly Australia and co-organiser of Melbourne Design Thinkers.

David Mulholland
Associate Director of Service Experience & Design | University of Melbourne

David Mulholland has spent over 14 years turning complex, tangled service ecosystems into intuitive, human-centred experiences. Spanning UX, CX, and Service Design, his career is built on bridging the gap between lofty strategic visions and the reality of how things actually work on the ground.
As the Associate Director of Service Experience & Design within the Enterprise Services Group (ESG) at the University of Melbourne. He heads a multidisciplinary team of User Research & Insights, Service, Digital, and AI Experience Designers. Together, they don't just design screens; they architect end-to-end service blueprints that connect the student experience, improve and automate mundane staff processes, and weave apps, AI experiences, and cross-channel strategies into one cohesive university journey.

By translating deep insights into scalable journey systems, David consistently drives tangible results, boosting student engagement, improving staff experience, and unlocking new operational efficiencies. When he isn't mapping complex user journeys or mentoring his team, he brings that same methodical creativity to his downtime, exploring agentic AI tools and vibe coding to bring his own digital side-projects to life.

Keirice Farley
Customer Experience Design Chapter Lead / 7/11

Keirice Farley is a creative problem solver, design and customer experience leader working at the intersection of strategy, systems thinking, and human-centred design. She leads enterprise experience design across complex, omni-channel environments, helping organisations reduce friction, improve decision quality, and deliver sustainable value at scale.

Keirice is known for translating abstract design and CX concepts into practical leadership frameworks that resonate with executives, operators, and product teams alike. Her work focuses on uncovering ‘experience debt’, the hidden cost of compromised decisions. Then helping organisations pay it down through better judgment, governance, and accountability.
In her spare time, Keirice takes Korean Language classes, watches Real Housewives (for research purposes 😉), enjoys coffee shop hopping and reads books that improve her craft.