Shreya Dhawan

Breaking Silos with Journeys: How to Align Teams Around What Really Matters

Many organizations still struggle to adopt and effectively communicate the value of customer journey frameworks, let alone implement journey management practices, especially in influencing product decisions. In this session, we will show how to use journeys as a living framework that drives alignment, prioritization, and decision-making across product, design, research, and engineering. Grounded in real-world examples, we'll explore how journey-based thinking unlocks clarity in different contexts, and how it helps teams make better decisions together — from using journey health data and metrics to monitor and improve customer outcomes to aligning frontstage and backstage journeys with products and Jobs to Be Done to spark innovation. For each example, we'll walk through the challenge, what the journey view revealed, how it was used to align teams across functions, and the key learnings you can take back to your own context. You'll leave with practical steps to bring journey-based thinking into your team's practice, including how to start small, who to involve, and the common pitfalls to avoid so that journeys become a shared framework that drives better decision-making.