Marc Stickdorn 'Journey Map Ops: using journey maps as a customer-centric management tool for agile organizations'

Co-Founder & CEO / More than Metrics


Nowadays, organizations run dozens, even hundreds, of agile projects that all impact user, customer, employee, or citizen experiences. Only a few of these projects are innovation or design projects – many of these are changes in SOPs, IT updates, implementing GDPR, and many more. These projects impact experiences but are hardly coordinated. Organizations struggle with managing multiple agile teams and understanding the impact of all their projects on their customer and employee experience.

In his talk, Marc outlines how to use Journey Maps beyond workshops and projects: as a visual management tool. This allows organizations to zoom through different level of customer experience details, view a summary customer and employee pain points, research data, KPIs as well as projects from different parts of the organisation and where these impact customer experience. A system of up-to-date linked journey maps becomes a customer-centric dashboard for your organisation. An underlying governance system allows you to identify overlaps or contradictions between projects, coordinate and prioritise projects according to real customer and employee needs and iteratively bridge organisational silos by establishing a shared tool and perspective.

About Marc

Marc is Co-founder and CEO of ‘More than Metrics’, a growing company creating software for service design, such as ‘Smaply’ and ‘ExperienceFellow’. With a background in strategic management and service design, he helps organizations to sustainably embed service design in their structures, processes, and culture. He developed the approach of Journey Map Ops, a customer-centric management approach for agile organizations using digital journey maps as a visual management tool.

He is editor and author of the award-winning book “This is Service Design Thinking” (2010) and a main author of its sequel “This is Service Design Doing” (2018) and “This is Service Design Methods” (2018). Marc regularly speaks at conferences on service design and entrepreneurship. He teaches service design at universities and gives public and exclusive executive courses. Since many years, he pursues a PhD at the University of Erlangen-Nuremberg in Germany in information systems based on design science in which he developed a new mobile ethnographic research approach. He is almost finished since many years…

Marc lives in Innsbruck/Austria surrounded by the European Alps. If Marc is not working, he loves traveling with his family, enjoys good coffee, and riding his classic motorcycle

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