Journeys that change decisions | Rosie Walker-Jones, JourneyOps Stockholm 2026

Rosie Walker-Jones has 20 years of experience in service design, UX and UI. She recently started as Manager of Journey Management at Autodesk, focusing on architecture, engineering and construction. Before Autodesk she spent five years at Kaluza, an energy billing SaaS scaleup, where she built and led a journey management practice with four full-time staff. This talk follows how that practice grew and how journeys came to shape real business decisions. The first challenge was that Kaluza couldn't see itself. Knowledge was spread across around 12,000 boards and hundreds of Confluence pages. Teams couldn't see dependencies, build times were unpredictable and there was costly rework. Sales relied on product and engineering to explain what had been built. Rosie ring-fenced time and ran 42 cross-functional workshops to agree on what actually existed. People who had built the product together had very different views of it. The result was a capability map drawn like a London Underground map. For the first time, product, engineering, finance and sales shared one view of the platform. The next challenge was selling the platform. The team reframed the journeys around the energy retailer's lifecycle and jobs to be done, not around Kaluza's internal structure. Sales could then organise conversations around the outcomes retailers cared about. Those journeys, printed out and written on in meetings, helped secure a deal worth a hundred million with the Australian energy retailer AGL. Winning the deal meant delivering it. Kaluza had to rebuild its billing pipeline to scale globally, with seven scrum teams and a tight deadline. Rosie joined the leadership team of the first value stream. There, journeys were used for the delivery roadmap, demos, feedback, sign off and measurement. The practice grew to 450 journeys in Smaply, organised in three levels: customer journeys, retailer journeys and Kaluza platform journeys. Each level supports a different kind of decision. With about 5 million customers on the platform, a wrong bill could mean fines in the millions for retailers. Having the right context at the right level really mattered. Rosie's advice is to map and manage only what is critical, and not everything at once. To scale without the journey team being in every room, they created a contribution model with templates, taxonomies and training. Some of the biggest sceptics became the strongest contributors after going through journey management training. When architecture became the next source of confusion, the team linked journeys to C4 architecture diagrams and an adapted SIPOC model. That cut the time for cross-team planning sessions by 80%. AGL later based its own journey-led restructuring on the same journey model. Rosie closes with what she is exploring at Autodesk: using journey context as guardrails for AI agents. That means deciding when an agent should act, when a human needs to be involved, and whether an outcome is worth its cost. Her test for any journey management practice is to ask what decisions would change if your journey maps disappeared tomorrow. If the answer is none, you have built expensive diagrams, not a practice. Recorded at JourneyOps Stockholm on 30 September 2026. This was Rosie's third JourneyOps event, travelling over from the UK, and it was great to finally have her on stage. Chapters 00:00 Introduction 01:40 About Rosie 03:15 Complex and complicated decisions 04:50 Journey management is a team sport 05:25 The challenge at Kaluza 07:10 Agreeing on what had been built 08:15 A tube map of capabilities 09:45 Reframing journeys to sell the platform 11:25 From mapping to management 12:00 Journeys in a value stream 13:40 450 journeys and a journey hierarchy 16:40 Map only what is critical 17:10 Following a meter read to a bill 20:30 Support journeys and roadmap decisions 22:30 A contribution model for scaling 24:30 Connecting journeys with architecture 26:30 How AGL used the journey model 27:35 Journey context for AI agents 29:10 The real test of a journey management practice About JourneyOps JourneyOps is a global community for journey management practitioners. Want to keep the conversation going with Rosie and other practitioners? Join the JourneyOps Circle: www.journey-ops.com #JourneyManagement #CustomerExperience #ServiceDesign #CX #JourneyOps