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Journey Templates

Journey Templates

Journey templates help you to start every journey with the same outline.

TheyDo comes with a set of default journey templates to help you get started, and also allows you to create your own. Journey templates help you to standardize the way your teams work, by ensuring their journeys start from the same basic outline. This guide explains:

Note that creating and managing templates can only be done by Admins. Contributors can only use the templates.

What are Journey Templates?

A Journey Template is like the skeleton of a customer journey. It contains a pre-defined lane structure and phases, that can be used as a starting point for mapping insights, solutions, and more. Using journey templates helps you to:

  • Get up to speed fast. Using a pre-defined template makes sure you can start mapping insights right away, without having to worry about how to structure your journey.
  • Standardise your way of working. When you create standardised templates for your teams, you make sure everyone uses the same basic elements when they map journeys. This helps to improve understanding and collaboration, while also making sure that your teams capture what needs to be captured.

Default Journey Templates

To help you get started, TheyDo comes pre-loaded with several default templates. All templates include a pre-defined lane structure and phases, as well as pre-filled examples. The Default Journey Templates include:

Basic Customer Journey

Use this template to map out your first customer journey.

A customer journey map is a visual representation of a customer’s experience. The experience is highlighted in phases and steps, while different lanes describe insights about the experience as well as opportunities and solutions for improving journey steps.

Click here for a filled-in example, or here for more information on how to map customer journeys.

Macro journey (or Customer Lifecycle)

Use this template to create a high-level journey (such as a customer lifecycle or macro journey)

This template can be used to create a high-level overview of a customer’s experience across a journey board or even the full lifecycle. This helps you to think about the big chunks of customer experience first, before you make smaller journeys to dig deeper.

Tip: In general we would advise to use our journey framework feature to build a customer lifecycle, but feel free to discover what way of working works best for you.

Click here for a filled-in example, or here for more information on how to map customer lifecycles.

Service Blueprint

Use this template to map the internal actions, processes, and people needed to support a customer journey.

A service blueprint provides insight into how the customer experience of your organization is created, by highlighting the supporting processes necessary to make it possible. Service blueprints are often created once you’ve reached a conclusion about what a future journey might look like, and it’s time to map out how to support the new steps.

A service blueprint always includes several lanes that explain the customer actions, front stage actions, back stage actions, and supporting processes.

Example: Suppose your organization is a restaurant. Then on your service blueprint you will find guest dining (the customer experience), the interaction with the waiter (the front stage), the cook in the kitchen (the back stage) and the purchasing at the wholesaler (supporting processes). You’ll see that everything is connected and affects the dining experience.

Click here for a filled-in example.

Marketing funnel


Use this template to organize marketing content and solutions throughout a marketing funnel.

The marketing funnel visualizes the process of turning leads into customers, as understood from a marketing (and sales) perspective. The templates list the most common funnel phases, with several common channels listed as steps per phase. Write down customer insights, list marketing content, and create opportunities and solutions for future improvements of these channels per funnel phase. Choose from two variations:

  • Click here for a B2C example (including business-oriented channels).
  • Click here for a B2B example (including customer-oriented channels).

Job-to-be-done timeline

Use this template to structure insights using the JTBD interview method:

The Jobs-to-be-done (JTBD) Timeline is a specific way to visualize the purchasing journey of customers. It’s a variation of the basic customer journey pre-defined with the phases used in the JTBD framework. Use it if you are familiar with this methodology – otherwise, we recommend starting from ‘scratch’ with the basic customer journey template.

Click here for a filled-in example.

User Story Map

Use this template to plan all the features of a new product or service.

Story mapping doesn’t simply describe features, but uses the user story format to describe the key interactions a user can have with a service or product. This format — As a [type of user], I want to [action] so that [benefit] — can be helpful in thinking about product interactions from a user’s perspective.

Example: As a casual chef, I want to get healthy recipe ideas on a daily basis, so that I can cook healthy meals every day without having to plan too much.

User stories are then ordered using phases, steps and lanes. Using phases and steps, the experience is divided into broader activities (phases), and more detailed tasks (steps), roughly in the order in which the user would perform the task. Using lanes, user stories are ordered by the different planned releases. The first Minimum Viable Product (MVP) lane describes the user stories that can be implemented in a first, barebones release that still creates value for users. The other lanes indicate following releases, and include user stories that are not essential for creating value at first; the nice-to-have features.

Click here for a filled-in example.

Strategic Roadmap

Use this template to plan when solutions can be expected to go live on a timeline.

A strategic roadmap can be used to map goals and deliverables (opportunities or solutions) on a timeline. This timeline creates an overview of when planned solutions can be expected to go live.

Click here for a filled-in example.

Create and manage your own Journey Templates

You can create a template straight from a journey. TheyDo templates only save the outline of the journey (phases and lanes) but not the content.

  1. Make a New Journey to start
  2. Define the phases and lanes
    Note that they are not saved in a template, just the persona lane gets added.
  3. Define the phases of the template
  4. Adding the lanes
    In the journey editor, you can add the different lanes you want to include in the template.
  • Lane type
    For each lane, choose the *lane type* and *rename the lane* to something you wish to include. Example: Use the Solutions lane to show the marketing content in a journey. Rename it to ‘Marketing content’ so your teams using the template know that this lane is used to add all the different content solutions. More on lane types here.
  • Add descriptions
    You can customize the descriptions for every lane to give your teams instructions on how to use them. Hover over the ‘?’ icon to view your description.
  • Lock lanes
    If you want, you can also Lock lanes so non-Admins cannot remove the lane or change the title or description when using the template.

5. Save the template
When you are ready, click the ••• menu on the top-right and click ‘Save as Template’.

Add a name, description and image to save your template.

Note that because you create Templates from a journey, the journey you use to create a template can be removed after your template is saved.

Edit and manage templates

You can easily change the name, image and description of any template. Do this by going to Settings > Journey Templates where you will find a list of all your organization’s templates. Here, you can also change the order in which the templates appear in the ‘New Journey’ flow and customize it.

Tip: if you want to edit a template, simply create a new journey with this template and make the edits you want. Once you are happy with your updated version, save it as a Template from the top right ••• menu icon. Don’t forget to remove your old template.

Hide the default templates

You can hide the TheyDo templates from your workspace when you only want your own custom templates to be available. You can do this by going to Settings > Journey Templates and toggle off the ‘default templates’ at the bottom of your template list.


Continue exploring

Download two slide decks to help you introduce TheyDo and train others.

This template can be used as a foundation for building a business case for adopting TheyDo within your organization.

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