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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.

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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):

    StageDescription
    AwarenessHow do they first learn about the product?
    ConsiderationWhat do they evaluate? What alternatives do they compare?
    AcquisitionHow do they sign up or purchase?
    OnboardingFirst experience with the product — time to value
    EngagementRegular usage — building habits
    RetentionWhat keeps them coming back? What might cause churn?
    AdvocacyWhen 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:

    StageTouchpointUser ActionEmotionPain PointOpportunity
  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

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