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Dept x Digital City Festival

Masterclass: Tackling Complex B2B Customer Journey Mapping


B2B commerce can be a complex process. In fact, 77% of B2B buyers recently described their latest purchase as “very complex” or “challenging” in a Gartner survey. Customer journey mapping is a critical step for businesses looking to improve the buyer journey and increase conversions.

In this masterclass, Dept’s Lead UX Designer, Phil Williams, will share his three-step solution and provide you with the tools and insight you need to undertake complex journey mapping to help you develop your digital roadmap.

Grab your free Digital City Festival pass and join us at 11:45am on Thursday 15th April.


Phil Williams

With over 15 years’ experience in UX and design working with clients including Triumph Motorcycles, Ascot Racecourse, Omron and Fujitsu, Phil is an expert in creating intuitive user journeys, using UX/UI techniques, without sacrificing design. Phil is not only a true believer in the User Centered Design process, but also in Human Centered Design; behaviour, psychology, IA and hierarchy all play a part in making good designs, and Phil is an advocate for ensuring that every pixel is delivered with purpose and reason.