| 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
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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.
Further Reading
