Free Lesson

Journey Mapping as a Strategic Superpower

Hosted by Frank Spillers

Tue, Jul 7, 2026

4:00 PM UTC (30 minutes)

Virtual (Zoom)

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Journey Mapping- Deep Dive Lab
Frank Spillers
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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.

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.

Previously at

Nike
Intel
Capital One
Microsoft
See all products from Frank Spillers UX Inner Circle

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