PairUp on journey management

This is a summary of the SDN Netherlands chapter online event that was held on February 25, 2025

The PairUps are a series of virtual meetups organized by the SDN Netherlands Chapter, where we invite two leaders in the service design field and pair them up—one from the Netherlands and one from elsewhere. Together, they discuss an interesting topic related to service design.

This time, the topic was Journey Management, featuring two outstanding experts: Megs Armour and Radoslav Gulekov.


Megs is spearheading the design, deployment, and scaling of Lloyd’s Banking Group’s Journey Management discipline. She has led the design of their CX hierarchy and frameworks, their in-house journey atlas, as well as the roll out of their journey management software – determining how it delivers business and customer value.


Rado has been at the cradle of journey management at Randstad, and has been designing and operationalizing customer journeys for over 6 years. Today, together with his CX colleagues, the use of AI and a lot of perseverance he is busy bridging the global Voice of the Customer program and the journey management framework.


Megs and Rado shared their journeys and the winding path toward embedding journey management in their respective companies. They discussed the barriers they encountered, the factors that facilitated the process, and the essential elements required to implement such a system. The conversation also covered stakeholders, roles, ownership, and the different stages of the process.


Niels Corsten hosted the online event, facilitating the discussion and audience Q&A.

Related Headlines

SDN Chapters Meet, Mingle & Make an Impact – See You at SDGC25!

Meet, Mingle & Make an Impact – See You at SDGC25!

Join us at SDGC25 in Dallas and online, this October 15–17. In-person and virtual tickets are available - your invitation to connect, share ideas, and explore service design's impact on business.

Continue reading
SDN Chapters AI nei Servizi: proattività e personalizzazione

AI nei Servizi: proattività e personalizzazione

Per anni i servizi hanno funzionato “a chiamata”: il cliente ha un problema, contatta l’azienda, l’azienda risponde. È un modello reattivo, spesso lento, costoso e poco coerente. L’intelligenza artificiale ribalta questo schema. Grazie alla capacità di analizzare grandi quantità di dati in tempo reale, l’AI permette ai fornitori di servizi di anticipare i bisogni, intervenire prima che il cliente debba chiedere aiuto e modellare l’interazione sul singolo individuo, non sulla “media” dei clienti.

Continue reading
SDN Chapters Highlights from the webinar "Everyday Service Design" with Leili Mirzakhalili

Highlights from the webinar "Everyday Service Design" with Leili Mirzakhalili

We are excited to share the entire recording, recommended resources and the fill transcript of this event with Freelance Service Designer Leili Mirzakhalili.

Continue reading
SDN Global News Service Design Award 2025: The Finalists

Service Design Award 2025: The Finalists

The Service Design Network is thrilled to reveal the Service Design Award 2025 finalists! These projects represent the very best in service design worldwide — pushing boundaries, creating impact, and inspiring change. Now it’s your turn to join the celebration: cast your vote in the Public Choice Award and help spotlight your favourite project!

Continue reading