The Dreaming Tracks: Building an Experience Architecture for Large-Scale Journey Management

In this case study, Alberto and Daniela will share the story of how an entire framework for colleague journey management was developed from scratch at Lloyds Banking Group only to be scrapped — and then saved when organisational changes caught up with the vision behind the project.

This talk will focus on the foundational principles of designing a full architecture combining organisational and experience levels, the communication and expertise pitfalls and gaps that need facing in large corporations, and how to push a component-driven architecture to work with AI in a cohesive manner.

The thesis is that taxonomy is a political act as much as a structural one. Where the levels sit, what things are named, and where journey boundaries fall determine who owns what — which is why stakeholder management across HR, technology, and operations shaped the architecture as much as any design method did. The decisive move was leaving the design bubble: building working alliances with enterprise architecture and process teams, the people who own the systems journeys are actually taking place on.