Join us at the Design Hub for a relaxed start to the day. Grab a coffee, reconnect with fellow attendees, and get ready for what’s ahead.

Welcome to day 2 of Beyond the Map, your journey to discover what lies beyond starts here.

Overview coming soon.

This interactive session invites critical reflection on Barcelona Design Week’s binding theme of Creative Resilience. The aim is to formulate three big groups of questions that are key for the design process that engages resilience. In many design settings, resilience is cast by default as a desirable specification. In the practice of service design, resilience is often used as a measure of success. We keep using that words ‘resilience' but does it really mean what we think it means?

BDW’s curator Alessandro Manetti, designer, artist and activist Mushon Zer-Aviv, and critical futures scholar Maya Van Leemput take a step back to ask what needs to be resilient? What does not? What threats do we see that resilience might be measured against? And what images of the future do we measure against? Plain and simple, what do you want to see in the future and what not? What might break and what not? And what is worth salvaging from the present?

You, the audience, will be asked to actively think with the panel throughout the conversation. Together we list the questions that matter.

Take a moment to refuel with a warm drink and light refreshments. Catch up with fellow attendees before diving into the next round of sessions.

What does it take to build journey management that actually drives change in complex B2B environments? At KPN, the answer starts with a strong foundation—clear structures, shared definitions, and the right mindset across teams. But setting the stage is only the beginning.

In this joint talk, Gitta Mors (Manager Customer Centricity B2B at KPN) and Lucy Stuyfzand (Senior Service Designer and Journey Management Lead at Essense) share how they’re building the connective tissue between insight and action. Together, they’ll explore the tipping point between getting organized and getting traction: when to move from governance to activation, and how to translate structure into momentum.

You’ll hear the story of a current B2B customer journey that’s actively being improved. The team will show how they’re combining three types of insight—quantitative behavior, open feedback, and qualitative research—and using AI to make sense of it all. From aligning internal stakeholders to acting on customer needs, this is a real-world look at how journey management becomes a business capability.

This session is for teams setting up or scaling journey practices, especially in complex B2B environments. If you’re wondering when structure becomes impact, and how to bridge that gap, this one’s for you.

How do you scale design in a legacy-heavy, highly regulated environment, and move from delivering solutions to shaping strategy? At Rabobank, we’ve grown a design team of over 100 professionals and built design maturity not as a destination, but as a continuous journey. This case study talk shares how we’re embedding service design across the organisation, not just as a practice but as a mindset; transforming how teams collaborate, how policies are shaped, and how human complexity is addressed through systems thinking. From employee experience to backend tooling, we show how a journey-first approach is helping us reimagine the inner workings of the bank.

We’ll also share how we work with product teams to shift from product thinking to lifecycle thinking; supporting farmers, entrepreneurs, and consumers through services that meet real human needs. Through real-world case studies, you’ll hear what it takes to drive customer-centricity in large-scale financial services, influence across silos, and make design matter in places where regulation, risk, and legacy systems are the norm. This session is for designers, strategists, and design leaders working in complex or regulated settings—anyone curious about building strategic design capability that scales, sticks, and transforms.

How do you turn journey maps into more than just pictures on a wall—and use them to drive alignment, prioritization, and impact across the business?

At CHG Healthcare, journey management is helping teams work smarter, not harder. In this candid case study, Dan Sullivan (Director of Journey Management) and Brian Reed (VP of Experience Design) share how their team brought product, marketing, and operational teams together around a shared view of the customer experience—and how that alignment translated into faster decisions, better focus, and measurable results.

You’ll get a behind-the-scenes look at how CHG built a fully immersive journey exhibit that inspired action at every level of the organization. From tackling service fragmentation to accelerating time-to-value for internal teams, they’ll share the early wins and hard lessons of embedding journey thinking into a fast-paced, high-stakes business.

This session is for anyone working to bridge insight and execution: whether you’re building new capability, looking to scale CX across departments, or trying to make the case for journey management in a business that’s already stretched thin. Expect practical advice, honest reflections, and a clear-eyed view of what it really takes to move from insight to impact.

We are encountering transformation at a pace we have never witnessed before. In this new context, we all need to embrace our leadership skills in new ways, consistently reflect on our approach and methods, while deliberately remaining connected to regenerative principles. This talk expands on the conference theme 'Beyond the Map' to discover how purpose-driven leadership helps us to navigate the ongoing rise in complexity and unpredictability. Grounded in her own long-standing leadership journey, Birgit Geiberger shares lessons learned and thoughtful perspectives. You will explore the psychology of power, how it shapes what we decide and do, and why empathy is essential for leadership that creates impact for positive change.

Through a systems mindset, practicing humility, empowering others, purpose-driven leadership becomes our compass. It is keeping us humane as we tackle global challenges and discover new opportunities to create a lasting positive change with our work. Designers are uniquely equipped to lead toward a more sustainable and humane future, fostering a paradigm shift, in which growth is redefined towards regeneration.

In large organizations, mapping customer experience is no longer enough. To ensure readiness to scale a Journey Management practice, a new hybrid role is emerging: the Journey Operations Lead. Equal parts service designer, product thinker, and business translator, this role brings clarity, accountability, and structure to an increasingly complex function.

In this session, Grace de Athayde, Customer Journey Operations Lead at Pfizer, shares how she’s shaping this role to unify teams, retain knowledge, and move from output to outcome. Drawing on her experience leading journey management efforts at different enterprise organizations, with different setups (including Product-led and in-house agency models), Grace unpacks what her perspectives on the role—from stakeholder alignment and experience governance to AI-supported insight extraction and business reporting.

Whether you’re just starting out or scaling a mature practice, this session offers a practical outlook on embedding the journey ops function into your organization.

Key takeaways

• The Journey Ops role. How this emerging role bridges strategy and execution, combining service design, technology and business thinking and reflections on how the role can significantly change depending on the organizational context.

• How to turn territories into neighborhoods. Explore bottom-up change management elements to drive momentum in enabling teams to adopt Journey Management.

• Explore a 3-step process to enable journey management. How AI structured insight practices are can help enterprise organizations retain and socialize critical knowledge, foster cross-functional alignment, and measure what matters.

In a world of constant disruption, future-fitting is essential for even the most solid business areas. At The LEGO Group, future-fitting is not just a strategic necessity, it’s part of how they build enduring value across generations. Learn from two leaders at LEGO how to innovate with both business reality and futures in mind. The speakers will showcase the way their team applies futurology in their franchise innovation, building resilient, relevant, and responsible business strategies alongside tangible play experience.

You will explore how The LEGO Group innovates with an audience-first approach. You’ll learn how they future-fit their play experiences in a changing world. The talk will also include practical examples of how to apply future and audience insights. Expect inspiration, grounded methods, and a generous look into how future-fit thinking meets creative execution inside a beloved global brand.

Refuel with lunch on the terrace and take the chance to connect with others in a more informal setting.

Whether delivered by governments, non-profits or private providers, many services form part of the social infrastructure people rely on. They require thoughtful, inclusive design to ensure they remain accessible as people's needs evolve. And on top of that, services for the public remain central to democracy, social justice, and social cohesion. Digital-first and digital-only services provided for citizens, which means all of us, present new challenges for anyone involved, from technology teams to civil servants, from service leaders to policymakers – and above all, service designers.

One challenge that is currently overlooked is the transient nature of digital inclusion and its impact on lifelong access to essential services, particularly those related to complex moments like birth, education, work, and health. This lecture introduces the concept of digital offboarding, illustrates its potential impact on an ageing population, and proposes new approaches to design for lifelong equitable access to essential, life event–based services.

For who

• Anyone interested in guarding and generating public value.

• Anyone developing and securing lifelong public-facing, society-wide services: service designers, service leaders, policymakers, researchers, educators, professionals, students.

Key takeaways

• Learn what makes digital inclusion transient.

• Get to know real stories.

• Gain insights into how digital offboarding happens.

• Explore ways to design for digital offboarding.

Many organisations have created customer journeys in the hundreds if not thousands. But what happens with them once they have served their initial purpose? Often they are single-use and soon forgotten, but they could also be of lasting value and form a foundational knowledge layer that can be tapped into again and again. This requires rigour in recording and documenting the journeys and agility in analysis from different perspectives, e.g. business strategy, product development, marketing, design and societal values. In this workshop we will present how one can record and document such re-usable journeys, and together we will explore and try out different analysis approaches to keep drawing knowledge from your journeys.

The first part of the workshop will focus on how to collect and document journeys that are meant to be reusable, based on a case study project Stby did in 6 countries around the world, creating 60 journeys of podcast creators for a global streaming media company that needed foundational research to support business strategy, product development, marketing and design decisions for the long term. Workshop participants will be able to compare this to their own approaches. In the second part of the workshop participants will explore how these journeys can keep giving over time, answering questions that different parts of the business or organisation has. The journeys from the first part will be used as material to work with.

For who

• Researchers, research opps and research managers.

• Strategists, product designers, UX designers, service designers, marketeers.

Key takeaways

• How to record and document customer journeys for multiple use over time.

• How to keep analysing customer journeys over time, from different perspectives.

In this futures design workshop, you will be introduced to the Future Screenshots methodology and acquire new design tools to imagine both futures to prefer and to prevent, to map their potential, and to expose critical opportunities for design action. This methodology has been developed and used in various contexts: design management, urban development, public policy, and in the context of the Israeli/Palestinian co-resistance and co-liberation struggle.

For this workshop, we will use climate change as a case study. While climate models provide crucial signals, they do not provide a map for us to draft a path forward. Climate urgency and climate determinism too often sound alarmingly the same. The workshop addresses this gap by equipping participants with tools to explore alternative futures and uncover actionable opportunities. Yes, even in the climate context.

For who

The futures-enthusiasts, the methodology-curious, the climate anxious, and the design-for-change type

Key takeaways

Broad collaborative perspective on (climate) futures worth promoting or preventing, key concepts in futures thinking, hands-on experience in rapid-futuring, introduction to the Future Screenshots methodology.

Making real progress in sustainable aviation calls for more than smart ideas. It requires a shared direction and coordinated action. In this hands-on workshop, we’ll explore how a clear, flexible strategy helps organisations make better choices, connect the dots, and keep moving. Using the case of KLM’s Sustainability, Strategy & Transformation team, we’ll look at how strategic focus supports the transition to a more sustainable aviation sector.

You’ll work alongside experts from KLM, The Ocean Cleanup, and Specto Consulting as we dive into the real work behind strategic change. In this interactive setting, we’ll apply a proven methodology for co-creating strategy that helps teams align, make better decisions, and stay focused. No abstract models, but a hands-on experience grounded in a real case. Our AI assistant CHIP will support both facilitators and participants by helping to structure the conversation without getting in the way.

For who

Design leaders who want to play a meaningful role in shaping business strategy, and who care about keeping both human and planet perspectives in sight. Ideal for those curious about how AI can support decision making in a way that enhances, rather than replaces, team dynamics.

Key takeaways

• See why a clear and actionable strategy is essential for enabling environmental sustainability, both now and in the long run.

• Discover how AI can support teams in strategic decision making, without taking over.

• Experience a structured, flexible approach to co-creating strategy in a real-life case.

Journey management holds the promise of transformation, but its value doesn’t come from tools or maps alone. To create enduring/lasting change, organizations must weave journey practices into the systems, relationships, and decision-making that drive day-to-day work.

In this hands-on workshop, we'll build on our talk/we'll explore how integration really happens in organizations. We’ll identify the touchpoints where journey management can connect with existing practices, strengthen partnerships across functions, and drive continuous learning that leads to measurable outcomes.

For who

CX leaders, product managers, and service design leaders ready to move toward embedding practices that create lasting business value.

Key takeaways

• A broadened view of how journey management integrates beyond mapping into strategy, operations, and governance.

• Tools to spot integration points and tailor practices to your organization’s needs.

• Practical methods to demonstrate impact, secure stakeholder support, and sustain momentum.