TheyDo hierarchy explained

TheyDo hierarchy explained

The 5 layers of journey management uncovered: Framework, Boards, Journeys, Opportunities and Solutions.

In large organizations, using journeys to create alignment is common practice. However, as more and more teams start creating journeys, opportunities, and solutions, creating a structure to keep overview becomes ever more important. This guide explains how you can use TheyDo to create this structure. 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. 

How a journey-centric hierarchy helps you to manage customer experience

TheyDo is all about helping you to map and manage journeys, and creating a journey hierarchy plays an important role in that. As the number of journeys, opportunities, and solutions increases, the journey hierarchy will help you to do three things:

Keep overview

The framework view provides you with a a birds-eye overview of the full lifecycle with all its journeys, opportunities, and solutions. From this overview, you can easily zoom in to individual journeys, steps and rich insights. It also helps you to identify blind spots; you might realize that your journeys don’t actually cover the full customer lifecycle yet. Covering it is often a long process, but the lifecycle gives you the opportunity to pick your next area to research strategically instead of by gut feel.

Promote collaboration and prevent double work

The lifecycle provides you with a solid structure to keep track of all your journeys. Boards and stages help you to place journeys at the right moment in the lifecycle, while board lanes help you keep track of different journey variations. This helps your teams to connect all their journeys in the right place, which prevents double work and promotes collaboration. Anyone can easily have a look to see what’s already there, use it as inspiration, and add their own insights.

Effective project management

The framework view provides a quick overview of the performance of all your journeys. This in turn helps to pinpoint where improvement is needed most. Furthermore, it also shows the progress being made on any opportunities or solutions within journey boards. This in turn helps you to pinpoint how work is progressing to improve journeys, as well as helping to identify opportunities or solutions to pick up next.

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. In case of a customer lifecycle, the boards represent stages (or episodes) of the customer lifecycle. For example, ‘Becoming a customer’ is a known stage. However, because there are many ways to become a customer, boards allow you to add a more granular structure. On the horizontal axis we see stages over time (i.e. making a shortlist, evaluating options, deciding).

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 4 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.


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.

Ready to build your own framework?

In the framework guide we’ll help you set up a journey framework. First though, get yourself organized by checking out the taxonomy guide to learn how to structure all of your entities.

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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