Architecting a Journey Management Practice

advanced ux topics,Buy-in and Collaboration,case studies,Design Operations,Design Process,journey mapping,Managing UX Teams,omnichannel,researchops,service design,Strategy,user-centered design,ux vision
• Topics:
Design Process
• Design Process
• Managing UX Teams
• Strategy

Discover how real businesses tackle the challenge of designing journey experiences within siloed organizations. We were given a behind-the-scenes look into how trailblazing organizations built their journey-centric design practice through strategic resource structuring and collaborative crossfunctional journey-design operations.  

This prescriptive guide to developing a journey-centric design practice includes operational models, strategic frameworks, and two in-depth case studies illustrating how two organizations retooled their design operations. These insights can be applied within organizations of any size and industry.

Move beyond journey maps and manage journeys like products — with an end-to-end strategy and operational approach that transcends multiple product teams.

Get Answers to These Questions

• What is a journey-centric design and management practice, and why is it important?
• What frameworks are used, and what steps do companies take to build a practice?
• Are new or journey-focused roles required to implement journey design and management?
• How does a journey-centric design practice impact product teams and product owners?
• How do you prioritize journey design opportunities and projects that impact various product teams?
• How are journey design initiatives financed when they require resources from multiple departments and teams?
• What challenges and pitfalls exist when establishing a journey-centric strategy, and how can I overcome them?

Who Should Read It

• UX practitioners, service designers, and design operations specialists who want to scale design operations beyond siloed digital products to address end-to-end customer experiences
• Product owners and product managers who see the need for an overarching experience design strategy that enables collaboration across product teams
• Customer experience and customer success teams who want a blueprint for turning insights into action through journey-optimization efforts grounded in human-centered design and execution facilitated across the organization
• Executives and design leaders who know that journey experiences are critical to business outcomes but face the challenge of siloed structures that inhibit journey-centric design collaboration
• UX or CX strategists and consultants looking to upskill and guide their clients toward experience design operations that deliver more data-driven and innovative design solutions

Available Formats

This 127-page publication will be delivered in two formats:

• PDF: Quickly open, download, or print.
• Ebook: Easy to read on your device. Learn how to set up an ebook (instructions are included with each purchase).

What Readers Are Saying

"Kim Flaherty and Patty Caya deliver a compelling argument for why breaking free from siloed, product-centric design is essential in today’s digital landscape, where fragmented customer experiences undermine both satisfaction and business success. They convincingly demonstrate why adopting journey-centric design empowers organizations to ignite crossfunctional collaboration, while strategically aligning with business goals. The report offers a strategic framework for organizations to optimize customer experiences and drive business success in today’s digital landscape.

- Greg Parrott, X-Mentor: The Business Impact of Design