How EA Moved from Shipping Features to Shaping Journeys

Electronic Arts is working to shift from product-centric roadmaps to more experience-led journeys. In this session, Andra Bond and Olivia Lucas will share how tools like the Experience Atlas and evolution mapping help their team keep the customer at the center of the work, create shared understanding across teams, and carry that alignment through delivery.
They will walk through how EA frames broad business asks in terms of real customer needs, uses journey-level signals to better understand problem spaces, and turns future-state visions into complete iterative solutions that can actually be built across multiple teams. The session will offer practical examples and honest lessons from working in a large, complex organization where clarity, coordination, and value can easily get lost.

Key Learnings

• Frame problems faster by grounding broad business requests in real customer needs
• Understand the role of journey-level signals in shaping and sizing problem spaces
• See how EA moves from future-state vision to iterative, complete solutions
• Learn how to preserve value creation across multiple teams during delivery