The journey framework we designed for adidas is structured across four levels – from a high-level, end-to-end customer lifecycle all the way to detailed user flows. The various levels make it possible to map all their journeys and to connect them to internal tools, systems and responsible teams. The different levels of detail support various audiences in adidas to design the best consumer experience. From senior leadership to product owners and IT architects. The challenge was to support teams to make the shift from ‘just’ mapping in miro and excel into managing journeys day to day with the use of TheyDo.

Creating the journey framework was a work in progress for many years, teams and departments. Where journey mapping started with ‘unconnected first attempts’ we helped to mature it into a dynamic and integrated library of journeys living in miro. The more the practice was scaled across the company (more journeys, more users, more use cases) the bigger the need for adequate tooling.

After a benchmark and a side by side comparison between 2 promising platforms, a pilot was set up with TheyDo. We translated adidas’ journey taxonomy and levels to global templates in TheyDo. We supported the teams to get most out of the platforms’ options & features and test critical hypotheses in live projects and organisational routines.

We took Adidas on the first steps to move them from semi-static journey mapping towards an integrated journey management practice. There are global standard and reusable templates in place that enable teams to work with an aligned journey taxonomy in TheyDo.

During the pilot key use cases of Journey Management were tested with the use of TheyDo features – from aligned prioritization of CX opportunities across silo’s to journey performance tracking.

We provided initial proof that TheyDo can make a difference to teams, customers and the business. We left the teams empowered with an actionable adoption and phased roll-out plan to continue the TheyDo implementation.