// User and customer journey mapping for experience analysis. Creates journey maps with touchpoints, emotions, pain points, and opportunity identification.
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| name | journey-mapping |
| description | User and customer journey mapping for experience analysis. Creates journey maps with touchpoints, emotions, pain points, and opportunity identification. |
| allowed-tools | Read, Glob, Grep, Task, Skill |
Create user and customer journey maps to understand experiences, identify pain points, and discover improvement opportunities. A human-centered complement to process-focused value stream mapping.
A journey map visualizes a user's experience over time as they accomplish a goal. Unlike process maps (which show what happens), journey maps show how it feels from the user's perspective.
| Element | Definition | Purpose |
|---|---|---|
| Persona | Who is taking the journey | Focus on specific user type |
| Phases | Major stages of the journey | Organize the experience |
| Touchpoints | Interactions with your system | Identify contact points |
| Actions | What the user does | Understand behavior |
| Thoughts | What the user thinks | Understand mindset |
| Emotions | How the user feels | Identify emotional peaks/valleys |
| Pain Points | Friction and frustrations | Target improvements |
| Opportunities | Ways to improve | Prioritize enhancements |
| Type | Scope | When to Use |
|---|---|---|
| Current State | How things are today | Identify problems |
| Future State | Desired experience | Design solutions |
| Day-in-the-Life | Full day across contexts | Understand broader context |
| Service Blueprint | Journey + backstage operations | Design service delivery |
## Journey Definition
**Journey Name:** New Customer Onboarding
**Persona:** Sarah - First-time SaaS Buyer
**Goal:** Successfully adopt the product and get first value
**Trigger:** Signs up for trial
**End State:** Completes first project successfully
**Time Frame:** First 30 days
## Persona: Sarah - First-time SaaS Buyer
**Demographics:**
- Age: 32
- Role: Marketing Manager
- Company: Mid-size B2B
- Tech Savviness: Moderate
**Goals:**
- Streamline team workflows
- Prove ROI to leadership
- Look good to her team
**Frustrations:**
- Limited time to learn new tools
- Past bad experiences with complex software
- Pressure to show quick results
**Quote:** "I need something that works out of the box."
Typical journey phases:
| Domain | Common Phases |
|---|---|
| Purchase | Awareness → Consideration → Decision → Purchase |
| Onboarding | Sign-up → Setup → First Use → Habit Formation |
| Support | Issue → Search → Contact → Resolution → Follow-up |
| Renewal | Review → Evaluate → Negotiate → Renew/Churn |
For each phase:
## Phase: Setup
### Touchpoints
- Welcome email
- Product UI (setup wizard)
- Help documentation
- Onboarding video
### Actions
1. Opens welcome email
2. Clicks "Get Started"
3. Enters company info
4. Invites team members
5. Configures first workspace
## Phase: Setup - Experience
| Step | Thought | Emotion | Intensity |
|------|---------|---------|-----------|
| Opens email | "Let's see if this is worth it" | Curious, skeptical | Neutral |
| Clicks Get Started | "Okay, here we go" | Hopeful | Slightly positive |
| Company info form | "Why so many fields?" | Frustrated | Negative |
| Invites team | "Easy enough" | Relieved | Positive |
| First workspace | "This is actually nice!" | Pleased | Very positive |
## Pain Points - Setup Phase
| Pain Point | Severity | Evidence | Root Cause |
|------------|----------|----------|------------|
| Too many required fields | High | Drop-off data, complaints | Legacy form design |
| Unclear field labels | Medium | Support tickets | Jargon-heavy copy |
| No save-and-continue | High | Abandoned setups | Technical limitation |
| Team invite confusion | Medium | Support volume | Poor UX |
## Opportunities - Setup Phase
| Opportunity | Impact | Effort | Priority |
|-------------|--------|--------|----------|
| Progressive disclosure (fewer upfront fields) | High | Low | 1 |
| Save progress functionality | High | Medium | 2 |
| Contextual help tooltips | Medium | Low | 3 |
| Interactive setup tutorial | Medium | High | 4 |
PHASE: | Awareness | Sign-up | Setup | First Use | Habit
------------|--------------|--------------|--------------|--------------|--------
TOUCHPOINTS | Ads, blog | Landing page | Email, UI | Product | Product
| | pricing page | docs | | email
------------|--------------|--------------|--------------|--------------|--------
ACTIONS | Researches | Compares | Creates | Explores | Daily
| solutions | plans | account | features | usage
------------|--------------|--------------|--------------|--------------|--------
THOUGHTS | "Is there | "Which plan | "This is | "How do I | "This
| a better | is right?" | taking | do X?" | saves
| way?" | | too long" | | time"
------------|--------------|--------------|--------------|--------------|--------
EMOTIONS | 😐 | 🤔 | 😣 | 😕 | 😊
| Neutral | Uncertain | Frustrated | Confused | Happy
------------|--------------|--------------|--------------|--------------|--------
PAIN POINTS | Too many | Pricing | Long form | Feature | None
| options | confusion | No save | discoverability
------------|--------------|--------------|--------------|--------------|--------
OPPORTUN- | Clear | Simpler | Reduce | Better | Celebrate
ITIES | comparisons | pricing | friction | onboarding | wins
Visualize emotional highs and lows:
EMOTION
😊 +2 | ___/
😌 +1 | ___/\ /
😐 0 |____/\__/ \ ___ /
😕 -1 | \ / \__ _/
😣 -2 | \________/ \_/
|--Awareness--|--Sign-up--|--Setup--|--First Use--|--Habit--|
↑
Pain Point: Long form
Moments of Truth are critical interactions that disproportionately impact the overall experience:
| Moment Type | Definition | Example |
|---|---|---|
| Zero Moment of Truth (ZMOT) | Pre-purchase research | Reading reviews |
| First Moment of Truth (FMOT) | Initial encounter | Landing page |
| Second Moment of Truth (SMOT) | Using the product | First workflow |
| Ultimate Moment of Truth (UMOT) | Sharing experience | Referral/review |
## Moments of Truth
| Moment | Phase | Current Experience | Desired Experience |
|--------|-------|-------------------|-------------------|
| FMOT | Landing | Overwhelming options | Clear value prop |
| SMOT | First Use | Confusion, need help | Guided success |
| UMOT | Habit | No celebration | Achievement sharing |
## Journey Map Summary
**Journey:** [Name]
**Persona:** [Name]
**Date:** [ISO date]
**Analyst:** journey-facilitator
### Journey Overview
[2-3 sentence summary of the end-to-end experience]
### Emotional Journey
- **Highest Point:** [Phase] - [Why]
- **Lowest Point:** [Phase] - [Why]
- **Overall Arc:** [Description]
### Critical Pain Points
1. **[Pain Point]** (Phase: [X]) - [Impact and evidence]
2. **[Pain Point]** (Phase: [X]) - [Impact and evidence]
### Top Opportunities
1. **[Opportunity]** - Impact: High, Effort: Low
2. **[Opportunity]** - Impact: High, Effort: Medium
### Moments of Truth
- **Make or Break Moment:** [Description]
- **Current State:** [Assessment]
- **Recommendation:** [Action]
journey_map:
name: "New Customer Onboarding"
version: "1.0"
date: "{ISO-8601-date}"
analyst: "journey-facilitator"
type: current_state
persona:
name: "Sarah"
archetype: "First-time SaaS Buyer"
goals:
- "Get value quickly"
- "Look good to leadership"
frustrations:
- "Limited time"
- "Complex tools"
journey:
goal: "Successfully adopt and get first value"
trigger: "Signs up for trial"
end_state: "Completes first project"
time_frame: "30 days"
phases:
- name: "Awareness"
order: 1
touchpoints:
- channel: "Web"
type: "Blog post"
- channel: "Email"
type: "Marketing email"
actions:
- "Researches solutions"
- "Reads comparison articles"
thoughts:
- "Is there a better way?"
emotions:
overall: neutral
intensity: 0
pain_points: []
opportunities:
- name: "Clear comparison content"
impact: medium
effort: low
- name: "Setup"
order: 3
touchpoints:
- channel: "Email"
type: "Welcome email"
- channel: "Product"
type: "Setup wizard"
actions:
- "Opens welcome email"
- "Starts setup wizard"
- "Enters company info"
thoughts:
- "This is taking too long"
- "Why so many fields?"
emotions:
overall: frustrated
intensity: -2
pain_points:
- description: "Long form with many required fields"
severity: high
evidence: "40% drop-off rate"
- description: "No save-and-continue"
severity: high
evidence: "Support tickets"
opportunities:
- name: "Progressive disclosure"
impact: high
effort: low
- name: "Save progress"
impact: high
effort: medium
moments_of_truth:
- type: "First Moment (FMOT)"
phase: "Sign-up"
current_state: "Overwhelming options"
desired_state: "Clear value proposition"
priority: high
- type: "Second Moment (SMOT)"
phase: "First Use"
current_state: "Confusion, needs help"
desired_state: "Guided success path"
priority: high
summary:
emotion_arc: "Curious → Frustrated → Confused → Satisfied"
highest_point:
phase: "Habit"
reason: "Realizes time savings"
lowest_point:
phase: "Setup"
reason: "Long form, no progress saving"
top_recommendation: "Reduce setup friction through progressive disclosure"
Journey Flow:
journey
title New Customer Onboarding Journey
section Awareness
Reads blog post: 5: Customer
Watches demo video: 4: Customer
section Sign-up
Views pricing: 3: Customer
Selects plan: 4: Customer
section Setup
Fills long form: 2: Customer
Invites team: 4: Customer
section First Use
Explores features: 3: Customer
Completes first task: 5: Customer
section Habit
Daily usage: 5: Customer
Emotion Curve (Mermaid XYChart):
xychart-beta
title "Emotional Journey"
x-axis ["Awareness", "Sign-up", "Setup", "First Use", "Habit"]
y-axis "Emotion" -3 --> 3
line [0, -1, -2, 1, 2]
For comprehensive journey analysis, run parallel persona agents:
| Persona Agent | Perspective | Focus |
|---|---|---|
first-time-user-persona | New to product | Onboarding friction |
power-user-persona | Experienced | Advanced needs |
admin-persona | Management | Configuration, oversight |
support-seeker-persona | Needs help | Support experience |
| Scenario | Use Journey Mapping? |
|---|---|
| UX redesign | Yes - understand current experience |
| Service design | Yes - design end-to-end experience |
| Customer complaints | Yes - find pain points |
| Onboarding optimization | Yes - improve adoption |
| Process improvement | Partial - combine with VSM |
| Technical architecture | No - wrong level of abstraction |
value-stream-mapping - Process efficiency perspectivestakeholder-analysis - Stakeholder needscapability-mapping - Capability touchpointsroot-cause-analysis - Investigate pain point causesprioritization - Prioritize opportunitiesdecision-analysis - Evaluate improvement options