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Journey Mapping as a Strategic Superpower

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Journey Mapping as a Strategic Superpower

What you’ll learn

Recognize 3 different journey map types. Understand the differences between current-state, future-state, and backward journey maps.

Identify when journey mapping is appropriate. Know which map type to use based on the problem being explored.

Explain why journey mapping matters. Understand how journey maps reveal experience gaps, operational friction, and opportunities for improvement.

Why this topic matters

The Problem? Your org is likely structured around vertical silos: Departments, channels, policies, or squads… But users experience products & services across a journey. e.g. A a patient seeking care or a customer resolving a billing issue. To understand fully, a view of pain across time (a journey) is needed.

Date: 07 Jul 2026
Time:

09:00 am PDT

12:00 pm EDT

05:00 pm BST

06:00 pm CEST

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Who You will Learn From

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Frank Spillers

Founder - UX Inner Circle

Frank Spillers, MS, founded the UX Inner Circle in 2020 to support senior practitioners facing complex challenges. The community exists to sharpen thinking, increase your confidence, and pressure-test real decisions. It’s built for people doing the work, not just talking about it. Frank founded an award-winning UX and Service Design consultancy (Experience Dynamics) and now leads UX and Service Design at numerous organisations, including the UK Government Digital Service. He has worked with and led teams to deliver hundreds of products and services over several decades. His work spans government, enterprise platforms, nonprofits, and global brands. He brings 25+ years as a senior UX and Service Design leader. His focus areas include Inclusive Design, accessibility, emotion-led design, cross-cultural UX, VR/AR, and UX leadership. His work has directly increased conversion by 88% and revenue by 300% for organizations including Nike, Microsoft, Intel, Capital One, Global Disability Rights Now!, the World Bank, and the City of New York.