Drowning in journey data? Let AI map your customer insights in minutes—here’s how

    journey-ai

    You’ve got interviews, surveys, transcripts, and feedback logs—piles of raw data that should make your journey maps smarter. But who has time to sift through spreadsheets and sticky notes, manually code quotes, and spend days (or even weeks!) turning insights into something usable?

    Your favorite new research robot does. Meet Journey AI.

    It can do five days of work in ten minutes.

    Marc Fonteijn of the Service Design Show recently teamed up with Justas Petronis, Product Manager at TheyDo, to show exactly how Journey AI transforms your workflow. No fluff. No hypotheticals. Just a real-world case, using real data from Marc’s own community of service designers.

    Want to see it in action? Watch the complete guide here

    Just here for the highlights? Read on—we’ve got the key takeaways and tips you can use right now.

    Here’s how Journey AI works (and why it saves you days)

    Whether you're a service designer, UX researcher, or product lead, if you’re working with qualitative data, Journey AI gives you a faster, smarter way to map insights.

    It works with the inputs you already have—survey results, interview transcripts, support logs—and turns them into real, usable journey maps, complete with insights, quotes, and scores that help you prioritize what matters most.

    Here’s what that looks like in action:

    Here’s how it works (and why it saves you days)

    Whether you're a service designer, UX researcher, or product lead, if you’re working with qualitative data, Journey AI gives you a faster, smarter way to map insights.

    It works with the inputs you already have—survey results, interview transcripts, support logs—and turns them into real, usable journey maps, complete with insights, quotes, and scores that help you prioritize what matters most.

    1. You can map a journey in minutes, starting with raw transcripts and surveys

    Justas Petronis posed the question: “How long would it take you to analyze 18 interviews and a full survey?” Then he answered it: “Days. With Journey AI? Less than 10 minutes.” Forget manual tagging and post-it walls. Upload your files, specify the data type, and Journey AI starts extracting meaningful quotes—what TheyDo calls snippets—complete with sentiment scores and journey step suggestions.

    Timestamp: 00:09:17

    2. AI gets you started, but you stay in control

    AI suggests new journey steps, insights, and supporting quotes—but you approve what goes in. Edit, rewrite, or remove anything. You’re the researcher; AI’s just your assistant.

    “AI does the heavy lifting. But you, the researcher, remain in the driver’s seat,” Justas explained.

    Timestamp: 00:24:27

    3. Not all insights are created equal, and AI knows it

    Each insight receives a reliability score based on the number of sources that support it, the strength of the sentiment, and the richness of the data (interviews rank higher than survey responses). That means you can filter for high-quality signals, not just volume.

    Timestamp: 00:32:39

    4. You can zoom out to spot patterns across journeys

    After mapping multiple micro journeys, you can merge them into a macro journey. Journey AI helps you spot shared pain points, repeating themes, and opportunities across personas, products, or teams.

    Timestamp: 00:50:02

    5. Your journey evolves—so should your data

    “Even if you’ve manually curated a journey, you can mine new insights without losing control,” Justas explained. Journey AI helps keep well-defined journey maps fresh by staging new insights for review. You decide what to include, and every change is version-tracked.

    Timestamp: 00:47:13

    What people love about using Journey AI

    Beyond the time savings, what really stands out for users is how usable the tool feels. You don’t need to be an AI expert or CX scientist to get value from it—it meets you where you are and makes the research easier, faster, and more scalable.

    Here’s what users (and Marc) called out:

    •  It respects your templates

    Already have a structure you like? Journey AI won’t bulldoze it. It works with your existing journey map layout—phases, steps, formatting—and suggests new content that fits into what you’ve already built.

    • Privacy is baked in

    You can upload real customer data with confidence. Everything stays securely in the platform, with strict privacy controls. No need to anonymize or use third-party tools.

    •  Nothing is lost in translation

    Every insight is traceable—click a card to view the original snippet and its source. Whether you need to double-check the quote or build a case with your team, the source is always just one click away.

    •  You can score insights and filter out noise

    Not all feedback is equally helpful. Journey AI gives you the option to score pain points, needs, and ideas based on evidence and sentiment strength, so your team focuses on what matters most. “It’s like affinity mapping with a 10X brain,” enthused Marc.

    Ready to put Journey AI to work?

    If you’ve got raw data but no time (and who doesn’t these days?), Journey AI is the research assistant you needed yesterday.

    Whether you're mapping from scratch or enriching existing journeys, it makes the hard part easier, faster, and a whole lot smarter.

    Ready to save yourself a week’s worth of work?

    Try Journey AI in TheyDo or watch the complete guide below to see it in action.

    Watch by topic in the demo