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The 3 zoom levels of a Journey Framework

The 3 zoom levels of a Journey Framework

The 3 layers of journey management uncovered: Framework, Boards, and Journeys.

TheyDo can be used to zoom in and out of a journey framework. As more and more teams start creating journeys, opportunities, and solutions, these different layers help you to keep overview. This guide explains the different hierarchy or ‘zoom’ levels in TheyDo. It covers the following topics:

TheyDo makes it easy to go from all over the place to one place, but before we go into creating a journey framework, it’s good to understand how everything is connected. 

Hierarchy zoom levels in a journey framework

In its simplest form, the hierarchy breaks down the customer experience into three ‘zoom levels’: The framework view, journey boards, and journeys.

Level 0: Framework 

The framework view gives you a birds-eye overview of your full lifecycle, customer experience, and progress being made on opportunities and solutions. Journey frameworks are made up of journey boards, that can each contain any number of new or existing journeys. A well-known example of a framework is the Customer Lifecycle. 

Level 1: Journey boards

Boards are one level down. The boards represent the main ‘chapters’ of your journey framework. You can add any number of journeys to a board, and organize them using stages and lanes. Journey boards help you do several things:

  • Split up your framework into manageable parts: Boards help you to split up your framework into smaller parts. This helps to create overview, and keeps these parts manageable. You can assign separate owners for each journey board.
  • Organize journeys: Boards consist of stages and lanes. These create a structure that you can use to map and organize all your journeys.
  • Collaborate and inspire: Boards provide a single, organized overview of all journeys in your organization. It’s a great place for them to align journeys and get inspired by journeys that are already there, which also helps to prevent double work.
  • Create insight: Journey boards also help you to compare journeys, using the empathy graph and different types of journey filters to create different cross sections. For more on this, have a look at our guide on the topic.


The vertical axis is where you can add your magic. Some organizations choose to segment different journeys into the regions where their company works. An example of this would be giving Asia-Pacific countries and countries in Europe, the Middle East and Africa their own lanes. Other organizations segment journeys by customer type. For instance, existing customers vs new customers. If you want to know more about a few common setups, head over to the Examples of boards guide.

Level 2: Journeys  

Moving another level down, we’re at the customer journey level. In a single customer journey, you follow the footsteps of a customer from A to B, depicting their experience every step of the way. TheyDo uses personas that can be linked to different journeys, so you can create a repository of your customer types. Journeys hold the experience of one or multiple personas. 

Mapping out the features, services and content you provide at every step in the journey helps you to create a very accurate overview of how your entire organization is set up to enable that journey. TheyDo lets you link every solution and  opportunity across every journey, vertically and horizontally. By creating these relations across the customer experience, you are able to see how everything is connected. Powerful stuff, if you ask us!

Go beyond the journey with opportunities and solutions 

Level 3: Opportunities

Opportunities are linked to journeys, which are then linked to boards, which ultimately define the framework. In other words, it’s possible to understand opportunities at every level of the hierarchy and see them surface through journeys. How does it work? One single opportunity can connect to multiple journeys, helping you to keep your journeys small and manageable, as opposed to massive and complex. In this way, you can also create a repository of opportunities that connects everything together.

When creating a framework, it’s useful to think about labeling the different types of opportunities (and perhaps statuses) that fit the language your organization already speaks. Check out the taxonomy guide here.

Level 4: Solutions

Journey-centric organizations are able to create instant alignment around opportunities. But the real question is: who’s going to work on what? The vertical organization thinks in silos, but the journey-centric organization works horizontally.

Marketing, Sales, Product and Process teams all get to sync their roadmap and priorities with the actual customer experience. TheyDo lets you track solutions in line with the opportunities. We even integrate your favorite (agile) project management tools, so statuses in both systems are synced. 


The power of tracking solutions in line with opportunities, which in turn are linked to the customer journeys in the framework, creates an all-encompassing system to manage the customer experience as one.



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