Journey framework zoom levels

Overview

TheyDo's journey framework is built around nested journeys — a hierarchy that lets you move between a high-level view of the entire customer experience and a detailed look at specific interactions. Each level of the framework serves a different purpose and audience, so the right level of detail is always available to the right person.

The three zoom levels

A journey framework can have as many levels as needed, but most frameworks start with three.

Level 0: The lifecycle journey

The lifecycle journey sits at the top of the framework. It represents the full end-to-end customer experience, from first contact to long-term relationship.

It's designed as a dashboard overview — useful for leadership and stakeholders who need a birds-eye view of the entire experience without diving into the details. It typically includes:

• Storytelling images that set the context
• Essential KPIs and high-level metrics
• A summary of key building blocks across the journey

Best for: Management, executives, and anyone who needs a strategic overview.

Level 1: Macro journeys

Macro journeys provide a high-level view of a specific stage or experience within the lifecycle. They're the operational layer of the framework — detailed enough to make decisions, but not so granular that they get lost in individual interactions.

A macro journey typically includes:

• Images and an Experience Graph
• Key insights, opportunities, and solutions relevant to that stage
• Metrics that track progress and success

Best for: Customer Experience Leads and Product Managers who are tracking progress and shaping strategy for a specific area of the experience.

Level 2: Micro journeys

Micro journeys zoom in on a specific part of the experience, mapping out the nuances of individual touchpoints and interactions in detail.

They're built for research and design work — helping teams understand exactly what a customer is doing, feeling, and experiencing at a granular level. A micro journey typically includes separate lanes for:

• Customer actions
• Pains and gains
• Supporting insights and research data

Best for: Designers and Researchers who need a deep understanding of a specific interaction to inform decisions.

How the levels connect

Each level builds on the one above it. A lifecycle journey gives context to the macro journeys nested within it, and macro journeys provide the structure for the micro journeys that support them. Together, they make it possible to move seamlessly between strategy and execution — all within the same framework.