Journey Maps with Impact: Principles & Practices that Drive Change

Journey maps are rich with insights and potential—but too often, they land with a thud. Initial excitement fades, follow-up actions stall, and the map ends up gathering dust while business-as-usual resumes.

So how can we ensure our maps actually drive change?

In this session, Learn—a US-based UX/CX Researcher, Strategist, and self-proclaimed journey mapping nerd—shares what she’s learned from interviewing 75+ practitioners and stakeholders about the highs, lows, and learnings from real-world journey mapping. Drawing on those conversations and her own extensive experience, Julie will walk through five core principles and best practices for journey maps that deliver lasting impact.

Whether you’re in-house or independent, brand new to journey mapping or a seasoned pro, you’ll leave with an understanding of why journey maps fall short—and what you can do about it.

What You’ll Learn

• How to choose the right type of journey map for your goals — including which elements to include and when to use each format
• How to tailor your journey maps based on who they’re for, what they need to show, and how your team works
• Research methods (both qual and quant) to inform, validate, and strengthen your maps
• Hands-on tactics to make your maps more collaborative, usable, and built to last beyond the workshop wall
• Workshop ideas and facilitation tips to help your team activate and tell compelling stories with your maps
• Key actions to take at every phase — from scoping and stakeholder buy-in to rollout — to ensure your journey mapping work drives real impact

NOTE: This workshop will be recorded, and the recording will be sent to all registrants. All participants who choose to attend the workshop live will be asked to sign a release allowing us to legally distribute the recording. You do not have to attend the live session to receive the recording and reap the benefits from this workshop.

About the facilitator

Julie Francis is a UX/CX Researcher & Strategist. Her research consultancy, BellaVia Research, helps clients including Meta, Google and The Gap with strategy, roadmap prioritisation and innovation. She leads journey mapping engagements, often working alongside in-house research teams to help them uplevel their skills. She also leads strategic / foundational UX Research engagements and helps clients create actionable and long-lasting sets of JTBD and Personas. Julie teaches people how to maximize the impact of their Journey Maps via workshops (Maven), classes (Udemy), and private corporate workshops. Julie returned to independent consulting after a 5-year stint at Meta as Lead Virtual Reality Researcher for Reality Labs.

About the sponsor

Curiosity Tank is a user research consultancy and educational institute based in San Francisco, CA, USA. We conduct research globally and teach aspiring and existing user researchers around the world how to improve their UXR practice at every stage.

Learn more at curiositytank.com and about our founder and CEO, Michele Ronsen, on LinkedIn.

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