What is a customer journey map?

A structured visualization of the end-to-end customer experience from awareness to advocacy, detailing stages, touchpoints, actions, thoughts, emotions, pain points, and opportunities.

What data should I collect to build it?

Interviews, transcripts, surveys, analytics, support tickets, and existing journey maps to inform persona, stages, touchpoints, and pain points.

How should I share and act on the map?

Present the table and key moments to stakeholders, then prioritize improvements by impact on conversion/retention and plan quick wins versus deeper investments; visualize in collaborative tools like Miro or FigJam.

customer-journey-map

Scanned

npx machina-cli add skill phuryn/pm-skills/customer-journey-map --openclaw

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SKILL.md

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Customer Journey Map

Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, and improvement opportunities at each stage.

Context

You are creating a customer journey map for $ARGUMENTS.

If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.

Instructions

Define the persona: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.

Map the journey stages (adapt to the product):

Stage	Description
Awareness	How do they first learn about the product?
Consideration	What do they evaluate? What alternatives do they compare?
Acquisition	How do they sign up or purchase?
Onboarding	First experience with the product — time to value
Engagement	Regular usage — building habits
Retention	What keeps them coming back? What might cause churn?
Advocacy	When and why do they recommend the product to others?

For each stage, document:
- Touchpoints: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
- User actions: What they do at this stage
- Thoughts & questions: What's on their mind ("Is this worth my time?" "How do I...?")
- Emotions: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
- Pain points: Friction, confusion, drop-off risks
- Opportunities: How to improve the experience at this point
Identify critical moments:
- Aha moment: When the user first experiences core value
- Moments of truth: Decision points where they commit or abandon
- Churn triggers: Where users most commonly drop off
Create the journey map table:

Stage Touchpoint User Action Emotion Pain Point Opportunity
Recommend prioritized improvements:
- Which pain points have the highest impact on conversion or retention?
- What quick wins can improve the experience immediately?
- What requires deeper investment but has the biggest payoff?

Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.

Source

git clone https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/customer-journey-map/SKILL.mdView on GitHub

Overview

This skill guides you to map the full customer experience from awareness to advocacy, capturing emotions, pain points, and improvement opportunities at each stage. It emphasizes defining a specific persona with a JTBD and documenting touchpoints, actions, and moments that drive value.

How This Skill Works

Define a persona with a JTBD, map stages from Awareness to Advocacy, and for each stage record touchpoints, user actions, thoughts, emotions, pain points, and opportunities. Identify critical moments (Aha moments, moments of truth, churn triggers) and compile a structured journey map table with Stage, Touchpoint, User Action, Emotion, Pain Point, and Opportunity. Conclude with prioritized improvements and recommend visual maps in tools like Miro or FigJam.

When to Use It

Mapping the end-to-end customer experience from awareness through advocacy
Identifying friction points and churn risks across stages
Improving onboarding and time-to-value for new users
Visualizing the user journey to align stakeholders
Prioritizing improvements based on impact to conversion or retention

Quick Start

Step 1: Define a specific persona with a JTBD
Step 2: Map stages (Awareness → Advocacy) and list touchpoints for each
Step 3: Populate the table with User Action, Thoughts, Emotions, Pain Points, and Opportunities; identify Aha, truth, and churn moments

Best Practices

Define a specific persona with a clear JTBD for realism
Use real data (interview transcripts, analytics, support tickets) to inform stages and pain points
Document every stage with touchpoints, user actions, thoughts, emotions, pain points, and opportunities
Identify critical moments: Aha moments, moments of truth, churn triggers
Create the journey map table and plan quick wins and deeper investments for improvements

Example Use Cases

SaaS onboarding journey mapping to reduce time-to-first-value
E-commerce customer journey from discovery to post-purchase advocacy
Mobile app onboarding flow to increase activation and retention
B2B enterprise buying journey highlighting decision points and risk points
Support-to-renewal journey showing friction points and uplift opportunities

Frequently Asked Questions

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