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Problem discovery with journeys

Triple Diamond Service Design

Use journeys to turn customer problems into opportunities for the business.

Turning customer problems into business opportunities is the focus of the problem discovery stage of the Triple Diamond workflow. In this guide, we’ll give a detailed example of how to put TheyDo to work. Need a quick refresher on the Journey Management workflow? We cover the entire workflow here.

We’ll cover how TheyDo helps to:

  1. Select the right journey

  2. Identify Opportunities in a journey

  3. Prioritize Opportunities across journeys

  4. Manage the stakeholder meeting to make a decision

  5. FAQ

⬦⬦ Problem discovery with TheyDo

Go from journey to well-defined opportunity in 4 steps.

Problem Discovery Workflow

1. Select or create a journey

  • With the goal for your project in mind, start by defining which journey(s) to focus on. Go to the framework, where you will identify the journeys to work on.

  • If the journey doesn’t exist, then first create the journey.


Pro tip: creating a separate board where you add only the journeys that cover your project helps to get a quick overview of the journeys you need to work in.

2. In the journey, identify opportunities

  • In every TheyDo journey you’ll find an Opportunity lane. This is the place where you can capture opportunities.

  • For every step where there are problems or frustrations, or things simply don’t go effortless for the customer: create an opportunity


  • You can add as many opportunities as you need.

  • If you want to learn more on how to create, rank and group opportunities, check out this guide.

3. Using the opportunity matrix to prioritize

All Opportuinities

  • Go to TheyDo home, and in the purple bar navigate to Opportunities

  • Using the filters to select the journey(s) you are working on

  • Go to views and hit ‘Matrix‘ to see all opportunities on the customer and business value axis.

  • If you have added an effort score (for the estimated solution effort) you can also switch views to see the effort vs. combined value

  • The matrix will reveal how the opportunities score, making it easy for you to have a conversation with your stakeholders

Co-founder Martin Palamarz gives a short refresher course on going through the triple diamond using Journey Management in order to scale service design practices.

4. Holding the stakeholder meeting

Ever struggled to use a messy Miro board as a stakeholder presentation for showing how the most important opportunities impact the customer journeys? That ends with TheyDo.

  • Depending on the knowledge and maturity of the group you are presenting to, there are 2 places we see teams start the presentation:

  • On the framework level: start with the story around the customer experience, drill down to a chapter of the lifecycle, open the journey and show the Opportunity in its context. This works great when your stakeholders know TheyDo and understand the framework. You can quickly zoom in and out of the framework, providing full context for the opportunity at every level of the journey framework.

  • In the Opportunity repository: To do this right, teams use groups to cluster the opportunities that the meeting is about. This isolates opportunities and allows you to toggle between the matrix views to start comparing the opportunities. This is great for stakeholders who are interested in the insights you have, but don’t expect every detail of all journeys to be presented.

With the opportunity defined you are now ready for the next stage: solution discovery.

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