customer-journey-map
Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey.
Works with
---
name: customer-journey-map
description: Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey.
license: MIT
---
## 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.
2. **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? |
3. **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
4. **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
5. **Create the journey map table**:
| Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity |
|---|---|---|---|---|---|
6. **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.
---
### Further Reading
- [User Journey Mapping 101](https://www.productcompass.pm/p/user-journey-mapping-101)
- [Funnel Analysis 101: How to Track and Optimize Your User Journey](https://www.productcompass.pm/p/funnel-analysis)
- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)More Project Management skills
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