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Journey Templates

Learn how the default templates in TheyDo can help you standardise your way of working.

TheyDo comes with a set of default journey templates to help you get started, and also allows you to create your own. Journey templates help you to standardize the way your teams work, by ensuring their journeys start from the same basic outline. This guide gives an overview of the templates that come pre-loaded with TheyDo.



TheyDo’s CX lead Kaspar Kazil shows you the advantages of a customer lifecycle template.

What are Journey Templates?

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A Journey Template is like the skeleton of a customer journey. It contains a pre-defined lane structure and phases, that can be used as a starting point for mapping insights, solutions, and more. Using journey templates helps you to:

●    Get up to speed fast. Using a pre-defined template makes sure you can start mapping insights right away, without having to worry about how to structure your journey.

●    Standardize your way of working. When you create standardized templates for your teams, you make sure everyone uses the same basic elements when they map journeys. This helps to improve understanding and collaboration, while also making sure that your teams capture what needs to be captured.

Default Journey Templates

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To help you get started, TheyDo comes pre-loaded with several default templates. All templates include a pre-defined lane structure and phases, as well as pre-filled examples. The Default Journey Templates include:







“Walk us through how we can effectively create these journeys and the fact you’ve helped solve this problem by creating a tool that brings everyone together to understand the overarching journey and all the journeys within a customer’s experience.”

“Talking about the roles we have, when you are a product manager you have alot of stakeholders to manage and deadlines to meet, but the user experience designers want to endlessly figure what the customer needs next and make sure the products they design are meeting those needs. So there are a lot of different perspectives, so mapping out the journey is a common practice and it’s done in many different ways, but mapping isn’t then endgame.”

Basic Customer Journey

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Use this template to map out your first customer journey.

A customer journey map is a visual representation of a customer’s experience. The experience is highlighted in phases and steps, while different lanes describe insights about the experience as well as opportunities and solutions for improving journey steps.

Click here for a filled-in example, or here for more information on the buildup of a basic customer journey.

Macro journey (or Customer Lifecycle)

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Use this template to create a high-level journey (such as a customer lifecycle or macro journey)

This template can be used to create a high-level overview of a customer’s experience across a journey board or even the full lifecycle. This helps you to think about the big chunks of customer experience first, before you make smaller journeys to dig deeper.

Tip: In general we would advise to use our journey framework feature to build a customer lifecycle, but feel free to discover what way of working works best for you.

Click here for a filled-in example, or here for more information on how to map customer lifecycles.

Service Blueprint

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Use this template to map the internal actions, processes, and people needed to support a customer journey.

A service blueprint provides insight into how the customer experience of your organization is created, by highlighting the supporting processes necessary to make it possible. Service blueprints are often created once you’ve reached a conclusion about what a future journey might look like, and it’s time to map out how to support the new steps.

A service blueprint always includes several lanes that explain the customer actions, front stage actions, back stage actions, and supporting processes.

Example: Suppose your organization is a restaurant. Then on your service blueprint you will find guest dining (the customer experience), the interaction with the waiter (the front stage), the cook in the kitchen (the back stage) and the purchasing at the wholesaler (supporting processes). You’ll see that everything is connected and affects the dining experience.

Click here for a filled-in example, and here for an in-depth guide on creating service blueprints.

Marketing funnel

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Use this template to organize marketing content and solutions throughout a marketing funnel.

The marketing funnel visualizes the process of turning leads into customers, as understood from a marketing (and sales) perspective. The templates list the most common funnel phases, with several common channels listed as steps per phase. Write down customer insights, list marketing content, and create opportunities and solutions for future improvements of these channels per funnel phase. Choose from two variations:

●    Click here for a B2C example (including business-oriented channels).

●    Click here for a B2B example (including customer-oriented channels).

Job-to-be-done timeline

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Use this template to structure insights using the JTBD interview method:

The Jobs-to-be-done (JTBD) Timeline is a specific way to visualize the purchasing journey of customers. It’s a variation of the basic customer journey pre-defined with the phases used in the JTBD framework. Use it if you are familiar with this methodology – otherwise, we recommend starting from ‘scratch’ with the basic customer journey template.

Click here for a filled-in example.

User Story Map

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Use this template to plan all the features of a new product or service.

Story mapping doesn’t simply describe features, but uses the user story format to describe the key interactions a user can have with a service or product. This format — As a [type of user], I want to [action] so that [benefit] — can be helpful in thinking about product interactions from a user’s perspective.

Example: As a casual chef, I want to get healthy recipe ideas on a daily basis, so that I can cook healthy meals every day without having to plan too much.

User stories are then ordered using phases, steps and lanes. Using phases and steps, the experience is divided into broader activities (phases), and more detailed tasks (steps), roughly in the order in which the user would perform the task. Using lanes, user stories are ordered by the different planned releases. The first Minimum Viable Product (MVP) lane describes the user stories that can be implemented in a first, barebones release that still creates value for users. The other lanes indicate following releases, and include user stories that are not essential for creating value at first; the nice-to-have features.

Click here for a filled-in example.

Strategic Roadmap

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Use this template to plan when solutions can be expected to go live on a timeline.

A strategic roadmap can be used to map goals and deliverables (opportunities or solutions) on a timeline. This timeline creates an overview of when planned solutions can be expected to go live.

Click here for a filled-in example.