Pm-skills 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.
git clone https://github.com/phuryn/pm-skills
T=$(mktemp -d) && git clone --depth=1 https://github.com/phuryn/pm-skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/pm-market-research/skills/customer-journey-map" ~/.claude/skills/phuryn-pm-skills-customer-journey-map && rm -rf "$T"
pm-market-research/skills/customer-journey-map/SKILL.mdCustomer 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
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Define the persona: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.
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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
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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
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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.