JourneyOps Stockholm
SEP 24, 2025
STOCKHOLM
Agenda
SEP 24
08:30
Registration & breakfast
09:00
Welcoming words
Esa Nettamo | Co-founder of JourneyOps Community
09:30
Keynote presentations
From Pain Points to Vision: Journey Management as a Strategic Lever for Change
Marc Stickdorn, Founder & CEO at Smaply
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Mapping Dublin's Future - Service Design at Ireland's Largest Local Authority​
Gerry Scullion, Director of Service Design & Design Research at Humana Design
10:30
Coffee & networking break
11:00
Keynote presentations
Shifting the role of CX through Journey Management
Itziar Pobes & Martina Francella, Zurich Insurance
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What If Every Customer's Experience Was Perfectly Orchestrated?
Léo Lejeune, Marion Boberg & Jens Peeters, Orange Business
12:00
Lunch & Interactive Table Sessions
We will have 10 tables each with a specific journey management theme and a host to facilitate the discussion. ​
13:15
Keynote presentations
Customer Insights Community to Guide Journey Development
Harri Nieminen, Stockmann & Ville Österlund, Leanlab​
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Empathy, Alignment, Change - Learnings and Recommendations on Customer Journey Management
Björn Torhall, Senior Service Designer, SEB
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From DesignOps to JourneyOps - Lessons from DesignOps on Driving Customer Centric Change in Large Organisations
Heidi Ettanen, Global DesignOps Lead, H&M
14:45
Coffee & networking break
15:00
Panel discussion | Future of journey management
Jane Vita, Lead Service Designer, Metso
Marc Stickdorn, Founder & CEO, Smaply
​Martina Francella, Senior Service Designer, Zurich Insurance
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16:00
Event closes
The Venue
Holländargatan 17, 111 60 Stockholm
Our venue is centrally located in Stockholm, right next to Drottninggatan and easy to reach whether you're arriving by subway, train, or flight.
By Subway:
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Rådmansgatan – 250 m
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Hötorget – 300 m
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T-Centralen – 500 m
By Train or Arlanda Express:
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Stockholm Central Station – 950 m
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From Arlanda Airport – 38 km
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From Bromma Airport – 8 km
Everything is within walking distance. We recommend using public transportation for the easiest access.
The Speakers
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FEATURED INDUSTRY EXPERTS
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Key note speaker
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Marion Boberg
CX Strategist, Orange Business
Marion is a seasoned CX Leader, with over 15 years of experience in human-centered design. As an Offer Strategy Lead, she specializes in crafting strategic offers that empower clients to achieve their CX ambitions. With a passion for CX management, customer journey operations, and governance, Marion drives impactful transformations in customer experience strategies. At this event, she will delve into the power of customer intelligence, including data and AI, and explore CX governance, providing insights on how to structure around customer journeys for optimal orchestration.
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Marc Stickdorn
Founder & CEO at Smaply | Author of This is Service Design Thinking and This is Service Design Doing
Marc Stickdorn is a passionate advocate for Service Design, Journey Management, and Human-centered Design in general. As the founder and CEO of Smaply, he helped shape the market for journey mapping and management software, pioneering the category in 2012 and setting the standard for how organizations visualize and manage experiences at scale. A leading voice in Journey Management, Marc has been delivering dedicated training on the topic for over a decade, equipping organizations with the mindsets, methods, and tools to embed customer and employee experience (CX/EX) into daily operations. He supports teams in building human-centric information systems that bridge silos and bring coherence to complex service ecosystems. Marc is also the author of the widely acclaimed books This is Service Design Thinking and This is Service Design Doing, both of which are used by professionals and educators around the globe. In addition to writing, he lectures at universities, contributes to academic research, and leads executive programs that help organizations internalize service design as a strategic capability. Based in Innsbruck, Austria, Marc balances life in the Alps with travel, time with his family, and a quest for great coffee. Known for his approachable style and practical expertise, he is a sought-after keynote speaker, advisor, and trainer on all things Service Design and Journey Management.
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Keynote speaker
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Keynote speaker
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Martina Francella
Sr Service Designer, Zurich Insurance Group
Originally from Tuscany, Italy, Martina Francella is a Senior Service Designer at Zurich Insurance Group. With a background that blends a academic foundation in business and economics with a hands-on approach to design, she focuses on connecting the dots between high-level strategy and real-world execution. Her work at Zurich Insurance Group involves leading and scaling Customer Journey Management pilots across multiple countries, where her efforts have been successful in aligning CX improvements with business goals and to secure stakeholder buy-in. On the side, Martina also runs an olive oil business. She is driven by a desire to bring a practical, results-oriented perspective to the field of journey management.
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Itziar Pobes
Principal Service Designer at Zurich Insurance
Itziar is a Principal Service Designer at Zurich Insurance and a course lead at the Service Design College. With over 20 years’ experience in design, she’s worn many hats: running her own consultancy, working in the public sector, and even dabbling in the gaming industry. These days, she’s on a mission to transform the customer experience at a global corporate in the financial sector—her biggest challenge yet (and yes, she still sleeps at night... sometimes). At this event, Itziar will share the real-world lessons of an in-house team rolling out journey ops across markets, all from the headquarters of a proudly decentralized organization.
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Keynote Spearker
Ville Österlund
Founder & CEO, Leanlab
Ville is passionate about helping brands to work more closely with their users. With 20+ years' experience in user insights, he's aided numerous Nordic and global brands such as Finnair, Google, Spotify and Sony to create better Products and Experiences through enhanced user understanding. Before founding Leanlab, Ville was a Partner at a Nordic design/tech agency Digitalist. Prior to that, he ran his own user insights agency operating in Helsinki, London and Singapore.
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Esa Nettamo
Co-founder of JourneyOps & Spark Design
Esa is the founder of JourneyOps Community and Spark Design, a Nordic consultancy helping organisations become truly customer-centric through journey management. With over 20 years of experience in design and innovation, Esa has worked across industries to help teams align around customer needs, break down silos, and turn fragmented experiences into connected journeys. His focus is on helping companies build the internal capabilities, tools, and mindsets needed to manage journeys as core business assets—driving both customer experience and operational efficiency. At the event, Esa will share insights and practical examples from the JourneyOps community and client work, and explore what it really takes to make journey management work in complex organisations.
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Keynote speaker
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Keynote Spearker
Gerry Scullion
Director of Service Design & Design Research at Humana Design
Gerry Scullion is a globally recognised human-centred design practitioner, educator, and founder of Humana Design, a specialist service design practice based in Dublin. He is the creator and host of This is HCD, one of the world’s leading design podcasts, and has worked across government, non-profit, and private sectors to drive ethical, systems-based approaches to service transformation. With over two decades of experience, Gerry is known for his ability to blend strategy with on-the-ground practice—empowering organisations to navigate complexity, improve outcomes, and build meaningful relationships with the people they serve. Beyond consulting, Gerry leads world-class training programmes, builds design capability in public sector teams, and champions accessible, inclusive design. His work is rooted in values of trust, integrity, and sustainability, and he is an active voice in the global design community—mentoring, speaking, and sharing practical tools to help others make change happen. Whether through workshops, podcasts, or community-led initiatives, Gerry is committed to advancing design as a force for good.
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Jens Peeters
CX Architect, Orange Business
Jens is a CX technology enthusiast and strategist with a strong foundation in combining technology with marketing and relationship management. With experience across industries like FMCG, Retail, Banking, Insurance, and Travel, Jens brings practical insights and a reliable track record to advisory roles, helping clients achieve their goals.
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Keynote Spearker
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Léo Lejeune
Data Solutions Architect, Orange Business
Léo Lejeune is an experienced Data Solutions Architect, with over a decade of experience in Modern Data Platforms and Business Intelligence. As Tribe Lead Data Solutions at Orange Business Digital Services, Léo specializes in defining and executing data solutions strategies, advising customers on their data challenges, and crafting technical solutions that meet diverse data needs. His expertise spans across Azure data services, Power BI, and various modern data technologies. At this event, Léo will explain how the transformative power of data and AI in customer experience, exploring how advanced analytics and data governance can drive impactful customer journey operations. He will also provide insights on setting up cloud data platform for optimal orchestration and governance.
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Björn Torhall
Senior Service Designer at SEB
Björn Torhall is an experienced Customer Experience Strategist and Service Designer based in Stockholm, with 15 years in the design and consulting industry before joining SEB in 2023. He has a background in journey management, design leadership, and organizational transformation, helping companies become more customer-centric through service design, strategy implementation, and design thinking. Throughout his career, Björn has led design teams, contributed to management groups, and taught design methodologies in talent programs. Previously employed at Valtech, EY, Itch and Transformator Design.
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Keynote speaker
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Keynote Spearker
Heidi Ettanen
Global DesignOps Lead, H&M
Co-Lead at DesignOps Assembly Sweden
Heidi Ettanen is an experienced design and innovation leader who has helped large organisations scale customer-centric ways of working. With a background in DesignOps, she has built systems that support collaboration, consistency, and impact across teams. In her talk, she shares what journey management can learn from DesignOps—offering practical insights on how to operationalise customer-centricity and drive lasting change.
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Harri Nieminen
Head of Customer Experience & Insights
Harri Nieminen is an experienced customer experience and business development leader with a career spanning multiple industries, from retail to hospitality and services. He has specialized in building customer-centric strategies, transforming feedback into actionable insights, and driving growth through innovative ways of engaging with customers. At Stockmann, Harri leads strategic initiatives to strengthen the customer journey and develop new collaborative models such as Leanlab. In addition to his corporate role, he regularly shares his expertise as a trainer, speaker, and advisor on customer-centric transformation.
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Keynote speaker
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Panellist
Jane Vita
Lead Service Designer, Metso
With over twenty years of experience in design, Jane has developed expertise in a wide range of areas, including visual communication, digital strategy, and innovation. Her academic journey includes a degree in Visual Communication and two Master's, one in Web Design and another in Service Innovation and Design. Jane has now been at Metso for a little more than a year as Lead Service Designer. Before that, she consulted for esteemed companies such as Fjord, Futurice, and Digitalist. This has provided her with opportunities to work with multiple cultures in a diverse range of industries and brands, including Porto Seguro, OP Group, Pacific Blue Cross, Fennia, Nokia, Skype, BBC, Fortum, Volvo, Renault, BMW, Safmarine, Marcopolo, Rovio, YIT, Finning, and Swarovski. In addition to her work, she is also passionate about teaching. She has conducted courses at Aalto on 'Designing Services with Emerging Technologies' and lectured at Laurea for the Master's program on 'Service Design in Digital Context.' At PuCDigital, she taught 'Design Thinking,' focusing on organizational culture transformation.
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Event sponsors
Orange Business is contributing to reliable and successful digital transformation for many organizations. We help organizations innovate in the areas of Cloud, Customer Experience, Digital Workspace and Data & AI. We accomplish this with expertise, state-of-the-art technology, and an innovative mindset.
Leanlab provides a continuous user research platform for fast and agile user discovery and testing. Our mission is to assist CX and UX teams in reducing barriers to user research and embracing more user-centric development processes. Established in 2021, the company operates with teams in both Finland and Sweden, collaborating with Nordic brands like Finnair, If Insurance, and the City of Helsinki. See more at www.leanlab.co
Smaply is the leading platform for journey management – helping teams design, manage, and scale customer experiences across their organization. Built for those who put customers first, Smaply offers powerful tools to visualize journey maps, align teams, and turn insights into action. Create flexible, data-rich maps with steps, KPIs, pain points, and opportunities. Structure journeys into hierarchies, track progress, and prioritize improvements using an intuitive editor and portfolio view. Collaborate in real time, comment directly on journey steps, and assign roles to keep everyone on the same page. Smaply integrates seamlessly with your ecosystem—connect tools like Jira, Miro, and Microsoft 365, and manage live data from sources like Google Analytics. From startups to enterprises, teams use Smaply to turn scattered CX efforts into a centralized, scalable strategy. With ISO 27001:2022, SOC2 compliance, and GDPR readiness, Smaply is secure and enterprise-ready. Developed by the minds behind This is Service Design Thinking, Smaply is built by service designers, for service designers.
Spark Design helps organisations to get started with journey management and ignite their transformation towards customer-centricity. Spark Design is also the owner and orgniser of JourneyOps. www.sparkdesign.io