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The Journey Management Playbook

A practical series on journey management, produced in partnership with Service Design Show. Two seasons covering the full arc: from implementing journey management in your organization to making the business case for it at the leadership level.

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Season 2

Building the business case for journey management — calculating the real cost of bad CX, proving ROI, and getting executive buy-in. Across four episodes, Marc Fonteijn and TheyDo co-founder Martin Palamarz deliver a specific toolkit or framework you can use immediately.

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Season 1

A step-by-step foundation for journey management, covering the full arc from defining a business challenge to measuring and communicating impact. Each episode, Marc Fonteijn and TheyDo's Tingting Lin build on the last — moving through grounding journeys in data, identifying opportunities, and embedding journey management into existing workflows.

EP01: Defining the business challenge

In this episode, we focus on defining a clear business challenge—the crucial first step in journey management that ensures your CX efforts drive real, measurable outcomes.

EP02: Ground your journeys in evidence, not guesswork

In this episode, we’re focusing on how to combine quantitative metrics and qualitative insights to turn static maps into live journeys—and make smarter decisions with more confidence.

EP03: From data to structure: AI sensemaking for your journeys

In this episode, we focus on moving from raw data to structured journeys by collaborating with AI to build journeys that are grounded in evidence and shaped by your expertise.

EP04: Validating your journeys for action 

In Episode 4, we focus on a critical but often overlooked part of the journey-building process: verifying and tagging insights to ensure they drive meaningful action.

EP05: Structuring journeys that drive action

In Episode 5, we explore the power of simplification in journey work, not as a reduction, but as a refinement. It’s about distilling your journey to the essential elements that drive action.

EP06: Learn the 2 key building blocks that turn your journey insights into action

In Episode 6, we tackle the critical "so what?" question. You've mapped the experience and verified insights. Now, how do you turn that work into tangible business results?

EP07: How to integrate Journey Management with your existing workflows

You've defined your business challenge, gathered data, generated journeys with AI, verified insights, structured your map, and identified opportunities and solutions. But after you've mapped the journey, what happens Monday morning?

EP08: Vertical storytelling: How it translates empathy to business value

In Episode 8, we tackle one of the biggest blockers to CX impact: the communication gap. You’ve done the journey work, identified opportunities, and implemented solutions. But can you explain the impact in a way that drives decisions?