Journey Mapping as a Strategic Superpower

Free Lesson

Journey Mapping as a Strategic Superpower

Hosted by Frank Spillers

In this video

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. How AI changes Journey Mapping.

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. Further AI changes how you map. Continue below...

You'll learn from

Frank Spillers

Award-winning Design Leader with 25+ years

Founded award-winning Experience Dynamics, a global UX and Service Design consultancy.

Design leader with 25+ years redesigning complex products and services across channels, touchpoints and organisations.

I specialise in inclusive service design and in helping teams identify root causes and implement impactful interventions. I’ve led service design in enterprise, gov and startups end-to-end from problem framing to service blueprints and operational and org change.

I mentor at www.UXInnerCircle.com for brands like Google, Harvard, Accenture, Dell, Mercedes-Benz, Zappos, Netflix and FedEx.

MORE ON HOW AI CHANGES JOURNEY MAPPING:

AI is changing how journey maps are created. It can analyze research, identify patterns, generate drafts, and even suggest future-state improvements in minutes.

Cool, but that's not the real shift.

The real value is knowing what to map, why it matters, and how to turn insights into better services. AI can't replace the judgment needed to interpret human needs, navigate organizational complexity, or build stakeholder alignment.

In this session, you'll learn where AI genuinely adds value, where human expertise remains essential, and how to combine both to create journey maps that influence strategy, not just document experiences.

If you're still using journey maps as static artifacts, you're missing their biggest opportunity. In the AI era, they become living tools for decision-making, service improvement, and organizational change.

Previously at