---
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."
---

## 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)


---
Source attribution: phuryn
Original project: https://github.com/phuryn/pm-skills/blob/07b34f64ee828df08953f505b7f747aef85ae7c6/pm-market-research/skills/customer-journey-map/SKILL.md
License: MIT
License information: https://opensource.org/license/mit
Original upstream instructions; downloaded from Dave AI.

## Upstream license notice

MIT License

Copyright (c) 2026 Pawel Huryn

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.



# Dave AI resource metadata

Creator / publisher: phuryn
Original project: https://github.com/phuryn/pm-skills/blob/07b34f64ee828df08953f505b7f747aef85ae7c6/pm-market-research/skills/customer-journey-map/SKILL.md
Attribution basis: Source repository record

Fields of work: Design, Marketing, Product Management, Customer Support
Roles: Customer Experience, Growth Marketer, Marketing Analyst, Product Manager, UX Designer
Specialties: Cross Platform
Tools: Figjam, Miro
Country applicability: Country not specified
Classification basis: Source catalog labels
Instruction SHA-256: 656c0e16318b3b24870065a8eabb8a116b72e47c167472836ce76ea97ec5c75e