Mapping journeys as-is, or to be? Let's go! Journeys capture the process of how people (personas) make progress. TheyDo’s flexible interface lets you create journeys of all shapes and sizes.

In this article:

  • Making journeys small and manageable

  • Creating a journey outline

  • Adding details to every step of the journey

  • Capture Opportunities

Making journeys small and manageable

Often, journeys are designed to be complete and spanning across a customer’s lifecycle. We believe you are better off making journeys small. No customer goes through his entire ‘lifecycle’ with your company in one go. Usually the time you can call a persona or company a customer spans many years and can be visualised as a series of smaller journeys over time.

TheyDo ultimately lets you organising multiple journeys into a single system, so you don’t need to worry about the size of any journey when you start. The biggest benefit is you can map journeys now and organise them later.

Journeys in TheyDo come in 2 shapes that both have their own benefits. For the purpose of this article, we’ll start in the circular view and switch to linear halfway through. In TheyDo, you can switch between the two views whenever you want.

1. Create the journey outline

Each journey in TheyDo has a few standard elements that shape the outline of your journey.

1. Journey title

What is the goal your customers are trying to complete and why do they need to do that? Answering these questions will give you an answer to what your journey is about. Capturing the goal your customer has, in their own words make for the best journey titles we see.

2. Personas

Most of the time, the same journey is experienced completely different from one customer to the next. It helps to see how people with different needs complete the same objective. For each of the different types of customers, making a persona helps to visualise the journey through their eyes. You can of course skip adding a persona to your journey, but we recommend to put your customer at the centre of everything they do.

3. Phases

The next step for creating the outline are the phases inside the journey. What are the distinct phases customers go through when completing their goal? TheyDo lets you organise journey steps with phases. Editing them is as easy as drag & drop.

4. Steps

Steps are the flexible components in Journeys. They hold all the insights that are relevant to that step. You can add as many as you like to a phase, drag & drop them and organise them in any way you want. Think of steps as connects that hold information together, and can be added to opportunities.

5. Type & Owner

Last but not least in the journey outline is the journey settings. TheyDo lets you distinguish between current, future and research journeys. This is important because they act as filters in the journey overview. Never was it so easy to show the difference between 'as-is' and 'to-be' Also, all journeys in TheyDo have an owner so anyone in your organisation knows who’s working on what.

Now that you have your journey outline, you have created the framework for all your customer insights, feedback and other data to find its right place. Let's recap the basic structure of a journey in the linear version of the editor once more:

Phases → are the distinct stages a customer goes through completing her goal.

Steps → divide the phase into smaller pieces: the collection of actions, thoughts and things customers do.

Lanes → are the different layers of content you can use to structure information in your journey.

2. Adding details to each step of the journey

Let's move into the linear editor, so you can start adding details to the journey using Lanes. To get a detailed overview of how each lane works, check out this article.

Using the lanes you can now add details to each step of the journey:

1. Phases

As explained above, the phases define the overall structure of a journey. Each phase consists of one or more steps.

2. Mood

The emotional experience is based on the persona actions (see the persona lane below).

3. Steps

This is where the magic happens. The step layer contains each step in the journey. You can use steps as the container for all the insights

4. Personas

The 'Customer Journey' is a term we use to visually show how people (like customers, users, clients, partners, employees or anything in between) act and do.

5. Attachments

Use this lane to upload images. For example, we see a lot of journey designers add an illustration to every step, to visualise a storyboard.

6. External links

Using the link lane helps you to use journeys as a base to find information elsewhere.

7. Observations (a.k.a. comments)

Observations are like comments for journey steps. This is the place where you leave your observations for others to see.


Quotes are representing the voice of the customer, where you can use the colour-coding to quickly add a reference to the feeling people have when they said it.

8. Solutions

A big part of TheyDo is to track the different products, (micro) services, flows and communication you have in place. Solutions exist once and you can connect them across journeys and steps. Read more on managing 'Solutions' here.

9. Tags

Using tags helps to cluster content together. If you tag a Step in a journey, a persona and a solution with the same tag, it will be easy to later on search for this tag and find the respective content.

The same lanes can be managed in the circular view when you view a specific step.

3. Capture opportunities in the journey

Once you have created the whole journey, added all details to each of the steps and feel like you are done, you are ready for the real magic.

TheyDo lets you capture Opportunities. An opportunity can be a problem you want to fix or an insight you want your business to act on. You simply define the opportunity and then connect one or more steps to the opportunity in the journey. This way, TheyDo lets you capture any opportunity from any journey in the customer experience. Also, you can connect one opportunity to steps from any journey.

Basically creating connections between journeys that weren’t visible before! All Opportunities get lifted outside the journey, so you can manage them across journeys.

Bonus: Adding solutions to opportunities

As you can add Solutions to any journey step, you can also add your ideas to opportunities. Use the Solution entity to add your idea. Using the Solution type, you can quickly show how far evolved a potential solution has gone:

New → The solution has not been validated with customers.

Validated → The idea is validated, customers like it.

Rejected → The idea is validated, but customers don't like it.

Live → The solution is available to customers.

Learn more about solutions in this section.

Are you following our 6-step guide to set up TheyDo for success?

Journey Excellence

You are now at step 2, so continue with step 3. If not, start here.

Gain deep customer insight
1. Create Personas for each customer type

2. Map your first few Journeys in TheyDo

Standardise a Journey Framework

3. Start building the Journey Framework

4. Organise your Journeys from step 2 into the big picture

Standardise a Journey Framework

5. Capture Opportunities across journeys

6. Track improvement from idea to solution

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