What’s new at TheyDo: The small things that matter most with Memie Huang
A recap of our latest webinar, highlighting our newest UX refinements and the debut of Ask TheyDo
When something in a product feels “off,” even for a split second, you notice it. You might ignore it or find a workaround, but it still slows you down.
In our latest webinar, Memie Huang, Design Team Lead at TheyDo, unpacks how the team spots and resolves these everyday usability issues through the Small, Mighty Improvements initiative.
“Every time we run into a small inconsistency, it’s a moment of friction,” Memie explains. “Those are opportunities to make the product feel better in the hands of our users.”
Whether you're mapping insights, reviewing opportunities, or guiding teams toward the right decisions, this webinar offers practical examples and a clear look at what’s ahead.
Because the design team uses TheyDo in the same workflows customers rely on, they feel friction firsthand. That makes them the first to spot where things can be smoother and where small improvements can make a meaningful difference.
“We’re uploading research, reviewing insights, and prioritizing opportunities. We feel the same bumps our customers feel,” Memie explains. “Quality and the definition of quality isn’t owned by design. It isn’t purely owned by CX or service design, or product. It is a collective thing that we all contribute to.”
To bring that mindset into daily work, the team uses two simple but powerful processes:
1. A Slack workflow to capture small issues as they happen
Anyone at TheyDo can flag tiny inconsistencies: a misaligned button, a missing label, an extra click, or a customer-requested tweak. These observations flow into a shared pipeline so nothing gets lost.
2. A core flow audit of the entire experience
Design and engineering step back to review the flows customers use most: creating, linking, viewing, and editing building blocks. They combine:
UX heuristics
Visual consistency checks
Drop-off and engagement data
Customer feedback patterns
Screenshots of every major state
This gives the team a shared understanding of where improvements will create the most immediate value.
Small but mighty improvements
Using TheyDo every day means the design team constantly spots the tiny moments of friction that slow work down. Each time they notice something, a missing label, an extra click, a clunky flow, they add it to a shared backlog. Then, once a quarter, the team runs a focused Small, Mighty Improvements initiative to clear out the most impactful items.
In September, that quarterly sprint resulted in 43 improvements shipped across the product. “These aren’t flashy features,” Memie says. “The best ones are the ones you barely notice because they finally work the way they should.” Here are a few of the fixes she highlights in the demo:
Open the building block library in-line
Open the library directly within your mapping flow; fewer clicks, smoother work.
Solution delivery dates visible in tables
Delivery dates now appear where you expect them, making it easier to track progress across the triple diamond.
Bilateral linking between opportunities and solutions
Linking works in both directions again, making navigation and storytelling clearer.
Bulk editing for metrics and nested journeys
A high-impact fix that saves teams significant time during cleanup and alignment work.
Custom color controls in the metrics matrix
Adjust axes and card colors to tell stronger prioritization stories. Individually, each update is small—and that’s the point. Together, they make TheyDo noticeably smoother, clearer, and more intuitive to use every day.
Looking ahead: Design shaping what’s next
Rich journeys can be hard to navigate. Memie addresses this challenge head-on because she sees it across teams using TheyDo. When someone lands on a journey they didn’t create (especially one filled with insights, metrics, and opportunities), it’s not always clear where to focus.
The same pain points surface again and again:
Journeys hold a lot of information, making it difficult to see what matters most
Insights live inside TheyDo, but the “story” often gets rebuilt manually in slides
Teams learn similar things in parallel but struggle to share across silos
Reporting and prioritization involve too much manual effort
“We have customers who spend hours or even days creating presentations about what’s happening in their journeys,” Memie shares. “The knowledge is in TheyDo, but extracting and communicating it is still too manual.” So the design team turns the problem around and asks a bigger question:
How can we help people engage with journey data in a way that’s clearer, faster, and more focused on impact?
From this question, the next step became obvious.
Meet Ask TheyDo
Ask TheyDo is a new AI-powered assistant that helps teams explore their journey data more naturally. Instead of digging through journeys, filtering insights, or searching for the right buried detail, you can simply ask a question and get a clear, structured answer in seconds.
Ask TheyDo can:
Summarize full journeys
Highlight key pains, opportunities, and themes
Explain business impact
Drill into specific topics (“Tell me everything about self-service bag drop”)
Interpret metrics and trends
Surface research gaps
Explore nested journeys
Share journey management best practices
Cite the exact sources it uses
Ask TheyDo pulls together insights, opportunities, and metrics on the fly, producing accurate summaries with links and reasoning built in. It’s fast, direct, and grounded in the data you already maintain in TheyDo.
“This isn’t meant to replace your judgment,” Memie emphasizes. “It’s a collaborator that helps you get quick answers so you can focus on what really matters.”
Q&A highlights
The session wrapped with a lively Q&A, where attendees dug deeper into how Ask TheyDo works today and what’s coming next. Memie shared more about the roadmap, upcoming improvements to reporting and storytelling, and how the team is thinking about future capabilities like learning, memory, and automated updates to journey data. Participants also contributed new ideas for Small, Mighty Improvements, many of which the team added to the backlog for upcoming quarterly sprints.
Shaping what comes next
This webinar shows how small UX refinements can add up to a noticeably smoother product experience and how design is already shaping the next chapter of TheyDo.
“We want to make your everyday experience with TheyDo smoother, clearer, and more intuitive,” Memie says. “And with Ask TheyDo, we’re exploring new ways to help you focus on impact.”