Master Journey Management
– A practical two-days course
Many organisations invest significant resources in improving customer experience, yet struggle to see the impact. The challenge is often not a lack of insights, but turning those insights into coordinated action across the organisation.
This two-day course teaches you how to establish and embed journey management as an organisational operating discipline, making customer insights part of everyday decisions and improvements that create measurable impact for both customers and the business.
The course is highly practical. Between the two course days, you’ll apply what you’ve learned in your daily work and reflect on what it means within your organisational context. You’ll bring those experiences back into day 2, giving you a concrete starting point for building a journey management practice that works in your organisation
The course is designed for people responsible for improving customer experiences, products, services or organisational performance, including:
Mid-level managers
CX professionals
Business developers
Service designers
Project managers and owners
Product managers and owners
Hosts:
Katrine Ly
Service Design,
Partner
Dr. Tingting Lin
Expert in data-driven
journey management
Part 1:
February 8th, 2027, 09:00-16:00
Part 2:
February 15th, 2027, 09:00-16:00
Location:
DAY21, Havnegade 23, 3., Copenhagen
Price:
DKK 5.000 excl. VAT
Seats:
Max. 25 participants
Language:
English
Date & Time: February 8th and 15th, 2027 from 09:00 to 16:00
Location: Havnegade 23, 3rd floor, 1058 Copenhagen K
Course overview
The course is structured around five essential pillars of journey management.
For day 1, we establish the foundation and explore how customer and operational knowledge, insights and data can create a shared view of the journey experience. You’ll apply the methods in your own organisation before returning for day 2, where we focus on governance, execution and business impact.
Day 1: Build your foundation
Introduction to journey management
We’ll introduce journey management as an operating discipline: What it is, why organisations are adopting it and how it can complement existing organisational structures; whether you work in a product-led, service-driven or more traditional organisation.
1 of 5: Define your journey landscape
You’ll learn how to…
Build a journey portfolio that represents your organisation
Connect relevant data and metrics to your journeys
Identify the journeys that matter most strategically
Define where to start with journey management
2 of 5: Build your evidence foundation
You’ll learn how to…
Build a journey context that reflects your organisational reality
Connect qualitative and quantitative data to the journey
Move from assumptions and gut feelings to concrete evidence
Keep journeys continuously informed as new evidence emerges
3 of 5: Understand friction and identify opportunities
You’ll learn how to…
Use AI to analyse large amounts of customer feedback and behavioural data
Bring different sources of customer evidence into a shared journey context
Combine AI-powered analysis with human judgement
Understand friction across the end-to-end experience
Translate evidence into meaningful opportunities for improvement
Define scope and identify ownership for action
Day 2: Build your operating model and demonstrate impact
4 of 5: Embed journey management into your operations
You’ll learn how to…
Embed journey insights into existing teams and ways of working
Move from insights and opportunities to prioritisation and execution
Establish meaningful cross-functional ownership
Connect journey management with existing product, project and business processes
Establish governance on an operational level
5 of 5: Measure impact and evolve your practice
You’ll learn how to…
Connect customer outcomes with business performance
Assess the potential value and ROI of journey initiatives
Build stronger business cases for larger improvements
Measure the impact of improvements over time
Scale journey management across more journeys and parts of the organisation
Evolve your governance as the practice matures
Establish governance across all levels; operational, tactical and strategic
Meet your instructors
Learn from people who work with journey management in practice.
This is not a course built around theory alone. You’ll be guided by two practitioners who work with organisations to establish, operate and evolve journey management in very different organisational contexts.
Dr. Tingting Lin
Internationally recognised expert in data-driven journey management, AI-powered insight generation and organisational transformation.
Tingting is the former Principal Journey Management Coach at TheyDo, where she guided more than 50 enterprise organisations in scaling their journey management practices.
Her experience also spans in-house leadership roles driving digital experience at Ponsse and global CX strategy at Qvantel. Today, she runs her own company, helping enterprises combine AI, customer evidence and organisational decision-making.
Katrine Ly
Partner and Journey Management Specialist at DAY21
Katrine helps organisations establish and embed journey management in practice.
Her work focuses particularly on the organisational side of journey management: turning customer evidence into priorities, creating ownership across organisational boundaries and making journey management an adaptable capability rather than a one-off mapping project.
She works with business developers, project owners, product teams and service designers to connect customer journeys with everyday decision-making and execution — from operational improvements to strategic priorities.
Special Guest: An enterprise journey management case
You’ll also meet a leading Danish organisation and hear what journey management looks like from the inside.
Rather than presenting a polished success story, they’ll share the realities of establishing the practice: what worked, what didn’t, where they met organisational resistance, and what they learned along the way.
What is included
Your ticket for 5.000 DKK includes:
Two full days of expert-led facilitation and interactive workshop sessions.
Practical templates & toolkits that you can implement in your own organization the very next day.
Exercises based on your own organisational context between Day 1 and Day 2
Exclusive networking with a small, selected group of peer business developers, CX leads, product managers and service designers.
Full catering: Delicious breakfast, lunch, afternoon snacks and extremely good coffee throughout both days at DAY21's beautiful offices in Havnegade.
Secure your seat today
To ensure high interactivity and quality, we have a strict limit of 25 participants.
Seats are filled on a first-come, first-served basis.
Frequently asked questions
Why does journey management matter?
Most organisations already have customer insights, product teams, CX initiatives and improvement projects. The challenge is often not a lack of knowledge or ideas – it is connecting them across organisational boundaries.
Journey management creates a shared customer context for deciding what matters, where to act and how different teams contribute to the same customer outcome. Done well, it helps organisations move from isolated improvements towards coordinated execution.
We’re already a product-led organisation. Is journey management still relevant?
Yes. Product management and journey management solve different problems.
Product teams help organisations zoom in: Improving products, features and services within a defined area of ownership. Journey management helps organisations zoom out and understand what customers are ultimately trying to achieve across products, channels and teams.
Journey management does not need to replace your product operating model. It can provide the cross-functional customer perspective that helps product teams understand where their work contributes to a larger experience.
Do we need a dedicated journey management team?
No. Journey management does not necessarily require a new team or organisational structure.
In many organisations, the most effective starting point is to work through existing teams, roles, meetings and decision-making processes. During the course, we’ll explore different operating models and help you consider what makes sense within your organisation.
Do I need previous experience with journey mapping?
No. Some familiarity with customer experience, product development, service design or organisational development is useful, but you do not need to be an experienced journey mapper.
The course is less about learning how to draw journey maps and more about learning how to use journeys as an ongoing management and decision-making tool.
Do I need a journey management platform?
No. The principles and methods taught in the course are platform-independent.
We will discuss how technology and journey management platforms can support a mature practice – and show you different platforms in action – but the focus is on establishing the right foundations, behaviours, governance and ways of working first.
