Journey framework zoom levels
You can create your journey framework in TheyDo through nested journeys. Nested journeys are more detailed journeys that can represent specific stages, phases, or components of the overarching journey, allowing for a more granular view and management of the customer experience. With nested Journeys, you can organize complex content into more bite-sized, manageable units, facilitating a better understanding and analysis of the overall Journey Lifecycle. When you nest Journeys into other Journeys, you can see a summary of those journeys at a glance.
A journey framework can have as many levels as needed, but it typically begins with three levels.
Level 0: the Lifecycle Journey
This is the top level of the journey framework, composed of the end-to-end phases of the total customer experience. It typically contains storytelling images, essential KPIs, and a summary of all key building blocks to quickly understand business and customer impact.
It serves as a dashboard overview that organizes Journeys and provides a birds-eye view for management.
Level 1: Macro Journeys
Macro Journeys provide a high-level overview of a particular experience, which typically contain images, an Experience Graph, and key building blocks for business decisions and progress tracking, such as the most important Insights, Opportunities and Solutions.
They help to understand each stage of the experience, measure success, and develop targeted strategies for improvement. Customer Experience Leads or Product Managers are often interested in the Macro Journey level.
Level 2: Micro Journeys
Micro Journeys provide a granular perspective on specific parts of an experience, zooming in to examine detailed interactions and processes. They delve into the nuances of particular touch points, allow for deep insights, and address specific issues that impact the overall experience.
Typically, Micro Journeys include separate lanes for customer actions, pains, gains, and other relevant insights. They provide a detailed understanding of what a customer experiences.
Micro Journeys provide research data to support business and design decisions, and are typically created and used by Designers or Researchers.