Put product experience in context

Go from guesswork to evidence. Map journeys once and see every release in the context of the whole customer experience.

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Get overview of the customer experience

Prioritise the insights that actually move the number, and get stakeholder buy-in for the work ahead — before the sprint is already planned.

Customer journey

Phases

I make my choice

I hand over data

I get confirmation

Steps

Download the app

Enter phone number

Receive a 6-digit code

Insights

I'm happy with my choice

Brand recall seems to do most of the heavy lifting here.

Job to be done

Finally, a bank that fits how I live.

I'm wary of handing over data

Customers feel uneasy sharing a number this early.

Pain

Why do they need my number at all?

It feels quick and safe

A one-time code reads as a security signal, not friction.

Gain

Security matters more than speed to me.

Opportunities

Align your roadmap with the customer journey

Experience quality depends on how well a solution fits the opportunity underneath it. Start reasoning in systems rather than features.

Make pricing legible

HMW 46%

62%

Earn trust earlier

HMW 38%

14%

Guided test drive

HMW 44%

12%

Plain-language price sheet

HMW 52%

48%

Loyalty rebate

HMW 29%

Customer journey Opportunities Solutions Delivery

Manage journeys the way you manage products

Adapt as you learn: keep journeys small and connected rather than sprawling. The strongest product teams run customer experience the way they run a backlog.

Share ownership through journeys

Build a journey once, then reuse it as the blueprint for roadmap trade-offs, quarterly priorities and the alignment conversation nobody enjoys.

@Iris Vandewalle, could you take a look at this step today?

I notice symptoms

JourneysOpportunitiesSolutions

Stages

I search my symptoms

I message my doctor

I try to book a slot

Experience

Insights

New patient

Repeat visit

Referral

Solutions

Compare results across clinics

Self-triage before a visit

Online booking flow

Product hierarchy, journey hierarchy

Create one framework for product experience made of journeys, so teams can map the features, content and processes that hold up any given step.

Journey hierarchies

Journey-led growth 24

Awareness 21

Discovery 13

Purchase 4

Project boards 19

Enable collaboration across journeys

Experience work lands when everyone agrees on what matters and why. Track ownership and close the loop back to the journey, in the open.

@Marek Salo, can you confirm the NPS pull for this stage?

Journey health NPS 72 CSAT 4.3

Insights

Gain

Pain

Quote

Opportunities

Solutions

Collaborate on journeys beyond the whiteboard

Once journeys live in one system, you don't only know who is working on what — you can see what is coming next.

Manage status

Search or create new…

Label

Candidate

Label

Rejected

Cancel Update

Edit status

Candidate

Workflow category

Not started

In progress

Completed

Cancelled

Colour

A single taxonomy

Keep your journey management setup organised by making everyone speak the same language from the start.

Customer journey

Current 3 12 NPS 26

Journey owners

Big or small, every journey has an owner — and owners get told the moment something underneath them changes.

Users

Seats used27

Admins18

Contributors7

Invite new users

Add teammates by email address. A prorated fee applies for each new seat.

rosa@threadway.io

Contributor

Send invitations

Organisation admin

Change billing, settings and all content

Contributor

View and edit workspaces

Viewer

Read everything, change nothing

Invite stakeholders to the party

Manage rights at every level. Invite stakeholders to read along, and teammates to contribute and edit together.

@Carmen Ruiz, thanks for the feedback — will implement.

@Julia Rosich, great work on these designs!

@Pablo Moga, interesting opportunity — let's talk solutions.

@Marek Salo, could you take a look at this one?

Track activity and get notified

Give everyone a read on what changed where. Subscribe to a digest, @mention colleagues, and work asynchronously.

Portrait of Joost Veenhuis — photo by Ben Khatry on Pexels

We want every product team to align its priorities around the customer journey.

marketbird^●

Joost Veenhuis Director of Product Innovation

Join the experience-led transformation

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Value score 81%

Six habits behind well-formed opportunities

NPS metric 46

+5% vs week 47

CSAT metric 32

+3% vs week 47

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