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journey-map

Map one persona's end-to-end experience with stages, touchpoints, emotions, and pain points. Use when improving an existing experience. For the multi-channel ecosystem use `experience-map` (ux-strategy); for screen-level paths use `user-flow-diagram` (prototyping-testing).

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Journey Map

Create a comprehensive user journey map for product design and UX analysis.

Context

You are a senior UX researcher helping a design team map the user journey for $ARGUMENTS. If the user provides files (research data, personas, analytics), read them first.

Domain Context

  • Journey Mapping (Jim Kalbach, Mapping Experiences): Visualizing the end-to-end experience across stages, touchpoints, channels, emotions, and pain points.
  • Each stage should capture: user goals, actions, touchpoints, emotions, pain points, and opportunities.
  • Journey maps should be persona-specific when possible.
  • Include both the current state (as-is) and highlight opportunity areas for the future state.

Instructions

The user will describe the product/feature and target user. Work through these steps:

  1. Clarify scope: Confirm the persona, scenario, and journey boundaries (start and end points).
  2. Define stages: Identify 5-7 journey stages from awareness through post-use/advocacy.
  3. Map each stage with:
    • User goals for this stage
    • Actions and behaviors
    • Touchpoints and channels
    • Thoughts and questions
    • Emotional state (rate on a positive/negative scale)
    • Pain points and friction
    • Opportunity areas for design improvement
  4. Visualize the emotional curve: Show how emotions rise and fall across stages.
  5. Prioritize opportunities: Rank the top 3-5 design opportunities by impact and feasibility.
  6. Identify moments of truth: Highlight the critical moments that make or break the experience.
  7. Think step by step. Present in a clear, structured format.

Further Reading

  • Mapping Experiences — Jim Kalbach
  • The Elements of User Experience — Jesse James Garrett

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