In this article, we explain how you can create and manage content in your journey. We will define how lanes work, explain each lane and how to use it and show you how you can filter and sort lanes.
In this article, we will focus on Lanes specifically, but it's good to quickly recap the basic structure of a journey:
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.
💡 For the purpose of this article, we use the linear editor. You can apply the same principles in the circular editor, where each step consists of the same lanes.
Fixed vs Flexible lanes
Ultimately, all the content in a journey is organised in steps and Lanes, spanning across phases. Lanes in TheyDo come in two forms: fixed and flexible. Each journey starts with 4 fixed lanes and you can add and remove new lanes anytime.
Let's start with the 4 fixed lanes, every TheyDo journey is made of:
As explained above, the phases define the overall structure of a journey. Each phase consists of one or more steps.
The emotional experience is based on the persona actions (see the persona lane below). TheyDo visualises the emotional journey in two ways: aggregated (the average of all persona actions below) and individual (generating the called empathy arc based on each persona). Use the toggle icon in the topbar to switch views.
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
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. In TheyDo we believe need-based Personas are the right way to define groups of people that share the same mindset. In the persona lane, you can add one or multiple personas to show what they experience in their journey.
Part of working customer-centric is showing the opportunities in any given journey, as a layer on top of the journey. Because Opportunity management is a detailed workflow this lane shows you which Opportunity a step is connected to. Making, managing and connecting Opportunities happens in the Opportunity panel (use the lightning icon in the sidebar menu)
From here on, you can add as many lanes with information as you want. Use the purple "Add Lane" button between lanes to add a new lane. TheyDo offers the following lane types:
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. You can also use this lane to upload 'evidence' like photo's to show others what customers experience in this step.
6. External links
Have a research report with extensive findings? Or simply want to link to a certain page in your flow? Or connect a data source that lives in your big data platform? 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. What have you observed people do? Or what do you want your team or other stakeholders to know about this step? This is the place where you leave your observations for others to see.
What have you heard people say? Did your customer support team have a bucket of valuable insights you might want to include in the journey? 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.
An idea: we see teams make multiple quote lanes in the same journey, to organise quotes from different personas.
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.
Do you make service design blueprints or simply want to connect the operational side of the business to your journeys? Using two solution lanes (one for front-stage and one for back-stage processes help to show you how your customer interacts with your company).
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. Tags are also useful to visually show touchpoints across the journey. PS: a touchpoint lane with channels is in the works.
Did you know you can use the same lane type multiple times? Simply use the purple plus button to "Add lane" in between any other lane, or at the bottom of your last lane.
If you hover over the Lane title, you will see 3 dots. Use this menu to click on 'Change label'.
Filter, sort & collapse lanes
When you are presenting your journey to others, or you simply want to focus on a specific lane or part of the journey, it can be useful to use the journey filters.
Use the filter icon on the top right of the screen to hide one or multiple lanes.
You can simply drag & drop the flexible lanes to reorder them. Note that the fixed lanes are, well.. fixed.
Some lanes can be filled with a lot of content. We have seen Quote lanes with dozens of quotes on each step. Using the collapse lane feature helps you to keep an overview of your content, while not hiding everything completely. Use the arrow key next to the lane title to collapse and expand.
If you hover over the Lane title, you will see 3 dots. Use this menu to click on 'Delete Lane'. Note that is action removes all the content in this lane for every step.
🚨 This action cannot be undone.