How EA Unified Product, Design and Ops with Experience-Led Roadmaps

Electronic Arts transformed its product-centric roadmaps into experience journeys with the Experience Atlas, a measurement and orchestration framework aligning design, research, data science and operations. In this session, Andra Bond shares how “evolution mapping” helped EA coordinate across teams, unblock delivery and elevate customer experiences in identity, loyalty and support. Expect candid insights, real examples and actionable frameworks you can apply in your own organisation.
Key Learnings:

• Mapping an end-to-end Experience Atlas and defining measurable journey start and stop points
• Running evolution mapping sessions that align design, product and operations on shared outcomes
• Building cross-functional measurement models linking experience KPIs to business goals
• Preparing operations and resources in parallel with product delivery to prevent launch friction