Journey management takes the stage at Beyond the Map 2025

For the first time, journey management steps into the spotlight on a global stage. From October 8–10, leaders from Lufthansa, Lloyds, Pfizer, CHG Healthcare, KPN, PwC, Essense, EnBW, Harmonic Design, and more will gather at Barcelona’s Disseny Hub to show what happens when journeys become the language every organization speaks.

This isn’t an ordinary conference. Beyond the Map 2025 is the first event built around journey management, an eclectic gathering of changemakers and innovators reimagining decision-making, connecting silos with purpose, uniting strategy with empathy, and putting experience at the center of business.

Anchored by keynotes from Lucy Kimbell, Professor of Contemporary Design Practices at Central Saint Martins, University of the Arts London and Ovetta Sampson, founder of Right AI and one of Business Insider’s Top 15 People in Enterprise AI, the program spans three days, with two full days of talks and sessions designed to turn maps into momentum, align teams around what matters most, and prove the real business impact of journeys.

On Thursday, the 10th, there is a masterclass on transitioning from service design to journey management. The Journey Management Masterclass will bring together voices from practice, research, and enterprise: Marc Fonteijn (Founder, Service Design Show), Jochem van der Veer (CEO & Co-Founder, TheyDo), Jens Scharnetzki (Head of Experience Design & Journey Management, EnBW), Florian Wollmer (Autodesk) and Marc Fonteijn will draw on his experience building the Service Design Show and its global community, reflecting on what it takes to make journey management practical and human-centered.

The Journey Management Institute will showcase the work that they have been pioneering to bring a standardised approach to journey management, bringing together vendor perspectives, practitioners, and analysts. Beyond the Map will be your opportunity to engage with the co-founders, Ray Gerber and Mark Smith.

Roger Gagnon and the team from PwC will share the insights from their recent research, and look toward the future of journey management with their keynote: From managing customer journeys to managing their emotions: the next frontier in CX

Join the conversation in the heart of Barcelona, where work and strategy meet creativity and the salty sea.

Here’s just a sample of the talks you won’t want to miss:

Charting a course to strategic alignment — CHG Healthcare

How do you turn journey maps into more than pictures on a wall? At CHG Healthcare, the answer has been to make journey management the backbone of how the business works.

Brian Reed, VP of Experience Design, and Dan Sullivan, Director of Journey Management, will share how they brought product, marketing, and operations together around a single view of the customer. Their solution was an immersive journey exhibit that inspired action at every level of the organization.

By making the customer journey visible and tangible, Reed and Sullivan helped teams connect silos, speed decisions, sharpen priorities, and deliver measurable outcomes.

Their session promises to be refreshingly candid. Expect to hear not only the wins but also the hard lessons of embedding journey thinking inside a fast-paced, high-stakes business. You’ll walk away with practical ideas you can apply in your own organization. 

Making every mile count: Scaling unified journeys through research and insight — Lufthansa Group

When you’re moving millions of passengers across dozens of brands, channels, and touchpoints, consistency is everything, but it’s also the hardest thing to achieve. At Lufthansa Group, journeys have become the backbone of customer experience.

Daniel Hoffman, Lead Service Designer, and Melanie Völkle, Chapter Lead for User Research, will share how the airline’s Digital Hangar is embedding journey management into the core of its operations. From centralizing insights across brands to prioritizing improvements at scale, they’ll show how Lufthansa is keeping customer needs front and center, even within one of Europe’s most complex operational landscapes.

This session promises more than theory. Hoffman and Völkle will walk you through the practical methods their teams are using to align decision-making, balance live data with lived experience, and turn research into impact. For anyone trying to scale journey management in a large organization, their story offers both inspiration and a playbook.

From foundations to impact: Building journey management in B2B — KPN & Essense

Beyond consumer brands, journey management is proving to be a game-changer in B2B too. At KPN, it’s helping one of Europe’s largest telecom providers bring clarity and momentum to complex customer relationships.

Gitta Mors, Manager of Customer Centricity B2B at KPN, and Lucy Stuyfzand, Journey Management Lead at Essense, will share how they’ve built the connective tissue between insight and action. Their approach moves beyond governance and structures to activation.

By combining quantitative behavior, open feedback, and qualitative research — amplified with AI — they’re showing how structure becomes impact. Their case study offers a rare inside look at how journey management matures from theory to business capability in a B2B context, where complexity is the rule, not the exception.

The “third way” of journey management — Harmonic Design

Too often, organizations see journey management as just another tool to organize maps or a platform to store data. But what if it could be something more transformative?

Patrick Quattlebaum, Co-Founder and CEO of Harmonic Design, will challenge the usual frames and introduce what he calls the “third way” of journey management—one where journeys are a vital ingredient for continuous learning and sustainable change.

Drawing on decades of design leadership, Patrick will share how he’s helped organizations forge genuine partnerships across business functions. His talk will reframe how you see journey management and give you a clear path to move it from side project to strategic driver.

Designing for movement: How journey thinking shapes teams, systems, and responsibility — EnBW

In a world where customers, teams, and technologies are constantly in motion, rigid models only slow you down.

Jens Scharnetzki, Head of Experience Design & Journey Management at EnBW, will share how one of Germany’s largest energy providers is using journey thinking to bring clarity to complexity. His approach aligns systems, structures, and roles around real user movement so organizations can adapt, respond, and flow with their customers.

Rather than reinforcing silos, this model encourages cross-functional ownership and balances customer needs with feasibility and business value. You’ll walk away with a practical view of how to replace static frameworks with a more dynamic, journey-led way of working.

Scaling a journey management movement — Lloyds Banking Group

Journey management is more than a framework. It’s a movement. And at Lloyds Banking Group, it’s being scaled across one of the UK’s largest financial institutions.

Aki Sirawongprasert, Service Design Practice Lead at Lloyds, will share how her team mobilized hundreds of change-makers in days, secured executive buy-in, and embedded journey practices deep into the organization.

In this session, Aki will share the tools Lloyds used to accelerate adoption, avoid the traps that stall progress, and build momentum that lasts. For anyone looking to move journey management from a pilot project to an enterprise capability, this talk offers a rare inside look at what it really takes to make the leap.

The rise of the journey ops role — Pfizer

What happens when organizations start taking journey management seriously? They create a new kind of role to lead it.

Grace de Athayde, Customer Journey Operations Lead at Pfizer, will share how she’s shaping the emerging “journey ops” function — a hybrid role that blends service design, product thinking, and business reporting. Her session offers a practical look at how large enterprises can unify teams, retain knowledge, and connect insight to execution.

Drawing on her experience across multiple enterprise setups, Grace will walk through the common challenges and the hidden leverage points for embedding journey ops as a strategic capability. You’ll hear how AI-supported insights, clear governance, and bottom-up activation can help shift teams from outputs to outcomes.

Whether you’re just getting started or scaling fast, this session delivers a playbook for building clarity and momentum at the heart of your journey management practice.

Journey management, front and center

These are just a few of the talks driving the Journey Management track at Beyond the Map, and Barcelona will be buzzing with changemakers rethinking how decisions get made. Don’t sit this one out. Join the conversation, and the movement.

October 8–10, 2025 | Disseny Hub Barcelona

Save your spot today at beyondthemap.com