Run the entire innovation process from insight to implementation on journeys.
TheyDo has been designed with a tried and tested innovation workflow in mind: the Triple Diamond approach. This guide describes the core steps and processes of the triple diamond and how customer journey management ties everything together.
The Triple Diamond in short
The Triple Diamond originates from service design thinking and describes how customer-centric innovation takes place. It consists of 3 main parts:
● Problem discovery: Identifying the core problems to solve, by researching the current customer experience.
● Solution discovery: Defining how to address the core problems, by using idea generation and validation.
● Development: Implementing the prioritized Solutions and measuring their impact.
Each phase is represented by a diamond shape, emphasizing the need for divergent and convergent thinking at different stages.
⬥⬦⬦ Problem discovery
● Discover journeys: doing customer research to create deep insight into customer experience and the problems people encounter. Customer journeys, journey frameworks, and personas are excellent tools to describe the customer experience.
● Define opportunities: using the insights gathered in the ‘Discover’ phase to define the core problems or challenges to solve – opportunities, and then prioritizing them to select the most impactful ones.
Problem Discovery Guide
Want to learn how TheyDo enables Problem Discovery with journey management? Check out the full guide.
⬦⬥⬦ Solution Discovery
● Ideate solutions: thinking up solutions (or bringing in existing ideas) to the selected opportunities, and prioritizing them to select the most impactful ones.
● Validate solutions: whether small in-person validations of a prototype or running experiments live on a digital platform – get feedback to understand what works and what doesn’t.
Solution Discovery Guide
Want to learn how TheyDo enables Solution Discovery with journey management? Check out the full guide.
⬦⬦⬥ Solution Development
● Design & development: handing the selected solution concepts over to the product teams in order to design, build and validate further.
● Rollout & deliver: Ship and measure impact on the customer experience (and loop back new insights into the journeys!)
As you can see, the core processes and deliverables used in the Triple Diamond are all covered by TheyDo’s core features: journey frameworks, journeys, personas, opportunities, solutions, and integrations with product management tools like Jira or Azure DevOps.
Solution Development Guide
Want to learn how TheyDo enables the Solution Development stage with journey management? Check out the full guide.
What if my own process looks nothing like the Triple Diamond?
Every organization uses different language, deliverables, and process variations when it comes to customer-centric innovation. Therefore you might not recognize, at first, how TheyDo can support your way of working. Here are some common synonyms you might recognize:
● Customer journey: Process map, service blueprint, sales funnel
● Journey framework: Customer lifecycle, product/service ecosystem
● Opportunity: How Might We (HMW), Value statement, problem definition, problem fit, bold move, initiative
● Solution: Idea, concept, epic, feature, solution fit
● Prioritization: Selection, scoring, 3 lenses of innovation, value/effort evaluation
● Journey management: Customer Lifecycle Management (CLM)
What about lean and agile?
TheyDo’s Triple Diamond doesn’t replace lean or agile; it precedes them and fits them like a glove. The Triple Diamond process makes sure you understand customer problems and pick the best solutions to solve them. Lean and agile then take over to make sure those solutions are built, validated, and iterated efficiently.
● Triple Diamond (TheyDo): understand customer problems and pick the most impactful solutions to solve them.
● Lean: validate and iterate those solutions using experiments and customer feedback.
● Agile: build those solutions in the most efficient way possible.