Adding journeys to your Journey Framework

Adding journeys to your Journey Framework

Learn how to add journeys to a journey framework.

After your framework has been set up, it’s time to bring in the journeys. In this guide we cover:

Finding the right board to map your journey to

First of all, you have to find the right board in the framework to add your journey to. To do this, go to the framework overview, and click on the three dots in the top right corner of the screen to show an overview of all the stages under every board. This will give you a first impression of where your journey might fit in a journey board.

How to add journeys to a board

To add new or existing journeys to a board, follow these steps:

  1. On a board, hover over the place where you want your journey to start.
  2. Click ‘Add journey’ and select the journey you want to add from the menu.
  3. If you want to create a new journey, type the new journey name in the menu, and hit Add journey. You can also select if you want to create this new journey from a template or not.
  4. Your journey is automatically added to the stage you selected.

TheyDo’s CX lead Kaspar Kazil takes you through the most used templates: Basic Customer Journey, Service Blueprint, and many more.

Journeys can be linked to any board

Journeys exist in a separate journey repository. When you add them to a board they are only ‘linked’ there. Therefore you can add the same journey multiple times in the same board, across multiple boards, or even across multiple frameworks. When you remove a journey from a board, it isn’t deleted from the journey repository – it is only ‘unlinked’ from that specific board. Deleting journeys can only be done in the journey repository.

It can be very useful to be able to add a single journey multiple times across your boards. For example, you might have a B2B and a B2C framework where some journeys in both frameworks are actually the same. Instead of manually having to duplicate these journey to both frameworks, you can simply add the same journey to both frameworks. This makes sure you don’t have to do double admin when those journeys change.

Using journey cards to understand journey contents

When you add a journey to a board, they are added as journey cards. These show you basic information about journeys at a glance.

The phases in a journey are represented by the colored lines on top of a journey card. Hover over those lines to see the names of the phases in a journey. The average experience per phase is represented using the colors on top of the journey card:

  • Green indicates a journey phase scores above 1.
  • Yellow indicates a journey phase scores between -1 and 1.
  • Red indicates a journey phase scores below -1.

The phase lines gives you a quick visual indication of the phases in your journeys, and how they are performing. If you spot a journey with many red phases in it, that could be worth a further inspection.

How to drag journeys across multiple board stages

When you start adding journeys to your journey board, you might find that the phases in your journey overlap with multiple stages in your framework. In that case, you can drag your a journey across multiple stages, and indicate how the phases in your journey should be distributed across the stages the journey overlaps with.

For example, the journey in the visual above has the phases ‘I get triggered’, ‘I am aware and start looking’, and ‘I find something I like’. It’s obvious that those three journey phases each correspond to one of three board stages, and therefore should be distributed across them.

To drag journeys across stages, do the following:

  1. Hover over the coloured lines at the top of a journey card to see what phases the journey contains.
  2. Compare those journey phases to the board stages.
  3. Using the purple side handles of a journey card, drag the journey over the stages it overlaps with.
  4. Double-click on the right side handle of a journey to automatically distribute the phases across the board stages.
  5. To manually distribute phases across stages, have a look here.

Tip: We recommend making a single macro journey per board that overlaps with all stages, and multiple micro journeys that go in more detail on specific flows. To read more about this, have a look at our guide on micro and macro journeys.

How to manually distribute journey phases across board stages

You can also manually indicate how phases should be mapped across your journey stages. To do this:

  1. Hover over a journey and click on ‘map phases to stages’ in the menu.
  2. Use the arrows to move phases between the stages the journey overlaps with.
  3. Use the toggle buttons to disable journey phases that don’t overlap with any stages in a board.

How to disable journey phases that are not relevant in a board

It can happen that journey phases only partly overlap with the stages in a journey board. When that is the case, you can disable the phases in the journey that are not relevant in the board. To disable phases that are not relevant in a board:

  1. Click on ‘map phases to stages’
  2. Click on the toggle button behind journey phases to disable the phases that do not overlap with any stages in a board.

For example, the journey in the visual above has the phases ‘I get triggered’, ‘I purchase’, and ‘I setup my device’. When you look at the stages in the board, you see that ‘I get triggered’ is not relevant in the board, while the other two phases are. To make this clear, you can disable ‘I get triggered’ and distribute the remaining phases across the stages as you normally would.

How to map a single journey across multiple boards or frameworks

When a journey partly overlaps with multiple boards or frameworks, you can use a combination of the techniques above to map a journey across multiple stages in multiple boards:

  1. Add the journey to the multiple boards it overlaps with
  2. Use a combination of dragging journeys across stages, mapping phases to stages, and disabling/enabling journey phases to map each phase of your journey to the stages in the boards they overlap with.

For example, the journey in the visual above has the phases ‘I get triggered’, ‘I purchase’, and ‘I setup my device’. The ‘I get triggered’ phase has been mapped to the ‘I get triggered’ stage in the ‘Awareness’ board, while the remaining two phases have been mapped to the ‘I purchase’ and ‘I setup my device’ stages in the ‘Purchase’ board.


What if my journey doesn’t fit anywhere on a framework?

You should be able to fit all of your journeys somewhere in your framework. If you find a journey that you can’t place, first see if you can redefine your journey in such a way that it does fit with the framework. This might involve renaming the phases in your board, splitting up your journey, or distributing your journey across multiple boards and stages. If that doesn’t work, it might mean that your framework needs an iteration by redefining or adding stages and boards in it. Adding journeys to a framework is often a good test to see if the framework covers everything

What if I don’t have any journeys mapped yet?

If you don’t have any journeys mapped yet, the framework provides an excellent starting point to decide which parts of your customer lifecycle you want to explore in more detail first. Are there any journey boards or stages where you know that improvements can be made? Start mapping journeys there.

Tip: We recommend not picking more than three new journeys to start out. ‘Completing’ your journey framework with journeys for every stage is an ongoing process: start where it’s most needed.

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