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Intro to Opportunities

Intro to Opportunities

Opportunities in TheyDo are the linking pin between customer problems in a journey, and the strategic priorities from the business.

Opportunities help you to summarize your insights, focus on the right problem and inspire others to create innovative solutions. They are the linking pin between customer problems in a journey, and the strategic priorities from the business.

In this guide we will introduce Opportunities and help you understand:

Why opportunities are the missing link in your workflow

“If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it”.

Albert Einstein

Clearly defining problems is a key step in any problem-solving challenge. Opportunities help you do this, and more:

  • Summarize your insights: Opportunities force you to reduce a big number of insights in a journey to several key problem areas. This helps you to keep things manageable while also helping you to communicate your most important insights to others.
  • Focus on the right opportunities: The better you define and prioritize a problem, the more likely you are to find a good solution. Opportunities help you articulate problems and identify which ones are crucial to your customers or business. This helps ensure that you create solutions that solve the right problems.
  • Inspire great solutions: Well defined opportunities often spark unexpected solutions to problems. Every opportunity you create is saved in the opportunity repository, and can be used by others in any other journey. Therefore an opportunity you create might help others define their core problems, and the other way around.

Opportunities in the Journey Management workflow

Opportunities form the linking pin between journeys and business priorities. In the innovation process, Opportunities are used to prioritize the right problems before going into defining the solutions.

This is an important step to take; if you jump to solutions straight away without taking a moment to consider the core problems, you risk developing solutions that solve the wrong problems. That means you will miss better opportunities and waste resources in the process.

If you jump to solutions straight away without taking a moment to consider the core problems, you risk developing solutions that solve the wrong problems.

Creating opportunities

You can create opportunities in two ways:

  • In any journey, create an opportunity lane. From there, click in the opportunity lane under any step to add an opportunity to that step.
  • In the opportunity repository, click on ‘create new’ to create a new opportunity. You can then add it to any opportunity lane in any journey.

Defining opportunities

Click on any opportunity card to open the Opportunity canvas. The more detail you add to your opportunities, the more inspiring and useful they will be. Let’s break down each of the elements of an Opportunity and what they do.

Basic properties

These elements help you to define an opportunity and show how things are linked.

  • Title – Give the opportunity a recognizable name
  • Description – adding a description what this opportunity does. How you define your opportunities will have a big impact on their effectiveness. Have a look at our 6 tips for creating inspiring opportunities to learn more.
  • Value score – Score opportunities to help you prioritize the most impactful ones.
  • Solutions – Opportunities spark many solutions, and to keep track of how they are linked you can add any solution to an opportunity. Track solutions and their status from different places in line with the opportunity.
  • Journeys – TheyDo automatically adds journeys linked to journey steps. This gives you an idea of how impactful the opportunity is; the more journeys it is featured in, the more relevant it might be to address.
  • Comments – use these at the bottom to @-mention or comment


These properties are used to connect, filter and view solutions together in the repository. This helps you keep overview and prevents duplicates.

  • Owner – Who is responsible for this Opportuntiy?
  • Status – What is the current status (or synced from your pm tool)
  • Group – What group in the organization or strategic priority is this opportunity linked to?
  • Type – What kind of Opportunity is this
  • Tags – Add global tags you can search for or add to other entities like Personas and Journeys

For more on categorization, have a look at our opportunity and solution taxonomy guide.


There are 2 ways to comment on solutions:

  1. Any comment you make on the solution canvas, the Solution owner gets notified. But you can of course @-mention people so they also get the message.

  2. If you are working on a journey and rather like to comment on the solution in context of a journey, you can add a comment to the card. Note that journey owners get notified, as well as the opportunity owner.

Adding opportunities to journeys

After adding an opportunity to a journey, it is represented as a card in a journey lane.

Opportunity Card

Once you have defined an opportunity, the opportunity will be shown as a card in an opportunity lane.

Opportunity cards show a quick overview of:

  • Title – the Opportunity name
  • Type – in the example above ‘Delight’ is the opportunity type
  • Status – All statuses are color coded and the ‘O’ refers to Open in this case

You can add and opportunity to one or multiple steps in the journeys. This way, you can link multiple steps where the frustration or customer problem stems from, and show everyone in the organization what the opportunity is impacting.

Using the opportunity repository

All opportunities end up in the opportunity repository. You can link any opportunity to any journey, which often comes in handy. Opportunities can often be used across multiple journeys, as the example below demonstrates.

An opportunity such as ‘reducing waiting time’ in an airport can be applicable to multiple journeys such as checking in, going through baggage checks, and waiting in an airport lounge.

The opportunity repository overview shows all the opportunities that have been created across the whole organization. Because the number of opportunities can grow quickly, opportunities can be filtered according to the labels your teams give them. This helps you filter opportunities based on:

  • StatusCurrent status (or synced from your pm tool)
  • GroupSpecific groups in the organization
  • TypeOpportunity type
  • TagsGlobal tags

To ensure your teams are off to a good start when labeling their opportunities, it’s important to create a good labeling taxonomy up front.

Using the opportunity repository

There are several common situations in which the opportunity repository can help you.

  • Present opportunities in presentations or creative workshops. The opportunity overview allows you to easily filter opportunities, so you can easily present opportunities related to specific journeys, domains, or teams.
  • Score and prioritize opportunities. Using the opportunity matrix, you can quickly score and compare opportunities in relation to each other, which helps you to determine which of them to pick up next. More on prioritizing can be read here.
  • Manage opportunity progress. The opportunity repository highlights the status and ownership associated with opportunities, allowing you to easily track what teams are currently focussing on across the organisation, and identifying promising opportunities that might not have been picked up by anyone yet.
  • Visualize an opportunity roadmap. If you have labeled opportunities according to roadmap stages (such as Horizon 1, 2, and 3) you can also use the opportunity overview to filter and group opportunities according to those roadmap steps to get a sense of when they might be picked up.
  • Clean up opportunities. As you create more opportunities across the organization, you might want to periodically review them to make sure they remain mutually exclusive, yet collectively exhaustive (as mentioned above).

If you want to learn more on how to structure properties, have a look at the repository guide.

Prioritizing opportunities

Because all opportunities can get a value, and you know which journeys they are impacting – you can create a beautiful overview of all (or a set of) opportunities in the opportunity repository.

Check out our guide on the problem discovery workflow using Opportunities.


How can I add metrics and live data to my opportunity?

Not yet, but we are well underway bringing your favorite data tools for CX and transactional metrics to TheyDo. Currently the easy way to do this is have data in a dashboard and link the Solution in TheyDo with the URL in your dashboard to view the live data.

How can I prioritize opportunities when they have impact on journeys of many different teams?

We would advise giving opportunities a first ‘preliminary’ score when you define them, just to have a first indication for their value. Then when you’re ready to make a ‘final’ decision on the value of opportunities, gather important stakeholders impacted by the opportunity to do a final prioritization in the opportunity matrix. This way you can score opportunities in relation to each other, while also having the most important perspectives represented. More on this is mentioned in the guide Prioritizing Opportunities.

How can I provide an explanation of how we scored our opportunities?

Use the opportunity description, or the comments to highlight how you reached your scores of opportunities.

What is the best way to define types and groups?

The easiest way to do this is map the status types to the agile / project management tools teams are already familiar with. In the oppportunity repository guide, we’ll talk about this in more detail.

Can I integrate solutions with our product management tool?

Yes, TheyDo offers deep integration with Jira and DevOps. But, you integrate these on the Solutions. To connect the dots, simply add the Solutions you are building that address the opportunity.

Can I change the different properties like Type and Status?

Only admins can set and change the properties themselves. Editors in TheyDo can use and set these to Solutions, but cannot change the properties.

Continue exploring

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