Customer Journey Map

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

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

1. 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? |

1. 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

1. 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

1. Create the journey map table:

| Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity | |---|---|---|---|---|---|

1. 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.

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Further Reading

• User Journey Mapping 101
• Funnel Analysis 101: How to Track and Optimize Your User Journey
• Market Research: Advanced Techniques
• User Interviews: The Ultimate Guide to Research Interviews

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: phuryn
• Source: phuryn/pm-skills
• License: MIT
• Homepage: https://www.productcompass.pm/p/pm-skills-2-red-team-ship

Install and usage instructions live in the source repository linked above.