Free Lesson
Journey Mapping as a Strategic Superpower
30 min
Jul 7, 2026 12:00 PM
Virtual (Zoom)
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
Previously at
