Creating your first TheyDo journey

Creating your first TheyDo journey

Learn how to make a journey you can manage.

The magic of journey management is revealed when you are able to link your features, content, processes and teams to the customer journey. TheyDo journeys let you create lanes for every part of your business so everything is connected in the context of the customer experience.

In this guide we will go over:

Creating a journey outline

When you hit ‘New Journey’ in TheyDo, the first thing you’ll see are a few templates from which to choose. In this guide we’ll start from scratch, but once you get the hang of it you can peruse our guide about using and creating custom templates.

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

  • Phases: the distinct stages a customer goes through completing her goal.
  • Steps: a way to divide a phase into smaller pieces and show the collection of actions, thoughts and things customers do.
  • Lanes: the different layers of content you can use to structure information within your journey.

What goal are your customers trying to achieve and why is it necessary? Answering these questions will reveal what your journey is about. The best journey titles are made by capturing your customer’s goal in their own words. 

Creating a journey outline

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 these settings act as filters in the journey overview, making it easy to show the difference between ‘as-is’ and ‘to-be’. Additionally, every journey has an owner so everyone in your organization knows who’s working on what

Journey scope: Where should your journey start and end?

Before we start defining the lanes and the type of information you want to put in the journey, a nice place to start is the width of the journey itself. The easiest way to think about a journey is to define it as the step-by-step process that a person completes (nearly) in one go.

  • A bad example is the customer lifecycle journey which spans many interactions over a long period of time. 
  • A good example is ‘I’m signing up for the service’. Usually this is a journey that people start and finish without interruptions. By making your journeys small and manageable, you can later link them together in a bigger framework. But more on that later.

Anatomy of a TheyDo journey

We get asked a lot about the anatomy of a TheyDo journey, and the answer is not as straightforward as you might think. While the basic structure is similar in all journeys – the steps following the customer and his behavior, and then lane by lane adding layers of data before adding the business lanes (like features, services and processes) below – it’s the type of content that sets a good journey apart from a great one.

While the best journeys vary in depth and width, let’s take a stab at what great looks like.

Three parts of a customer journey

Great journeys come in three parts. The top part is about the step-by-step customer experience. This is then followed by the existing Solutions you have in place such as the features, content and services, that you offer to support that journey. To finish it off, there is one lane that holds all of the opportunities together.

See a demo journey live in action

Now, let’s walk through each part (made of lanes) of a great customer journey.

Adding lane by lane, you can use the Purple + button to add any lane type and drag it to it’s right place.

Creating the top part: the customer and their experience

The top part is where the customer experience lives.

  1. Add a persona lane Once you have identified what a journey is about, you want to define the customer on that journey. While steps can be generic, it’s the persona (a.k.a. need-based profile of a group of customers) who are the actors in the journey. Their experience can vary greatly at every step of the way.
  2. Add the mood graph Based on the feelings and thoughts people have at every step, you use the personas to define what they experience. The values for every step translate into a graph that is easy to scan for frustrations and delightful moments. This is a key element of a readable journey.
  3. Add Pains & gains – using a quote lane is the easiest way to add more customer insights, where red = pain and green = gain. You can store any valuable insight from your research right below the personas. This is especially useful as the persona summarizes the experience, or where the quotes underpin their feelings.

Adding the middle part: the front stage

All solutions, like features, services and content mapped onto every step. 

  1. Add a Solutions lane – Some organizations add a single solution lane for all of their features, content and services; others split these up into different lanes.




    By the way, in TheyDo each solution is represented as a card in the journey – but has its own canvas. Opening up a card allows you to set properties like owners so that they get notified about changes, organize solutions by type and status, and sync everything to your project management related epics in tools like Jira.

    TheyDo keeps track of where solutions are linked to the steps in any journey. Ultimately this allows anyone in the organization to answer the question: Where does my [fill in the blank] impact the customer experience?

Tip: it’s easy to extend the journey as a service blueprint by adding the typical Front-stage, Back-stage, actions and processes as separate lanes, all drawing from the solutions repository.

Adding the Bottom part: the backstage interactions your teams and processes run

The things the customer doesn’t see: processes, data capture, and backstage actions.

  1. Backstage Again using the Solutions lane type, you could add a third level of detail to every journey by showing which things your company does – from employee actions to automated processes that get initiated. Simply add a lane for each of these backstage business-type layers.

And the final part: the opportunity lane

TheyDo lets you capture these customer pain points by turning them into business opportunities. Using the opportunity lane, you can create new opportunities at every step of a journey. Once you get the hang of this, it is easy to see how one opportunity can be related to many steps in different journeys. It’s the opportunity lane that allows you to make those connections.

  1. Using the opportunity lane Now that your journey is showing the customer experience and exactly what your company does to support it, chances are you have already identified problems you want to solve.



TheyDo takes these opportunities from all journeys into one place, so you can start grouping them together and tying them back to your goals. If you want to learn more about structuring all the Solutions and Opportunities you create along the way, head over to this repository creation guide.

Expanding into a framework

You now have the tools to set up your first TheyDo journey and make connections between the customer experience and your business solutions. You’re now ready to start building out your journey ecosystem, and perhaps structuring all journeys into a framework.


Continue exploring

If you're just starting out using TheyDo, start here to experience the journey management workflow for yourself.

With Personas, you create lively descriptions of the most important customer types. This guide explains how to create them in TheyDo.

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