Anna Yip
She/Her
Co-author
This is Journey Management (the book)
Anna Yip is a Service Designer, Researcher and Business Leader based in Melbourne, Australia. As a founder of an award-winning Agritourism experiences platform and a Service Design agency, Anna has a proven track record of transforming messy, frustrated and combative services into high-performing, human-centric commercial operations. She thrives on the frontier of new knowledge and is a master of ‘sense-making’ in complex environments. If you spend any time with her outside the office, be prepared to be convinced of two things: that very high mountains are meant to be climbed, and that ‘starters’ are indisputably the best things on any menu.
Talk
Scaling the Connective Tissue: The State of Journey Management 2026
Why are our management approaches failing to orchestrate the very experiences we promise to our customers?
Building on the foundation of the ‘This is’ series and ‘This is Service Design Doing’, authors Marc Stickdorn, Anna Yip, and Sayali Bharambe present the results of their landmark ‘State of Journey Management’ research and next publication, ‘This is Journey Management’. As the most extensive study into this emerging practice, this research synthesises insights from 285+ contributors across 27 countries to address the friction between theory and practice.
While many organisations map journeys, few successfully use them to drive operational and strategic investment decisions. This talk moves beyond static Journey Maps to reveal over 96 activities and tools that define Journey Management as an emerging Management practice. We identify why legacy management approaches, which fail to override the rigidity of silos, are crumbling under the complexities organisations face today. We will demonstrate how Journey Management serves as the 'connective tissue' to unify disparate management practices and bridge the gap between fundamentally different concepts shaping how leaders pursue strategic success. Join us to explore the global state of the field and discover what this emerging, adaptive management practice looks like today and where it is headed tomorrow.
This is a co-presented talk with Marc Stickdorn and Sayali Bharambe.