customer-journey-map
# ClaudeWave **customer-journey-map** structures end-to-end customer experience analysis across awareness through advocacy stages, documenting touchpoints, emotions, pain points, and opportunities at each phase. Use this skill when conducting user experience research, identifying friction in onboarding flows, diagnosing churn causes, or communicating customer experience insights to product and design teams using data-driven journey visualizations.
git clone --depth 1 https://github.com/phuryn/pm-skills /tmp/customer-journey-map && cp -r /tmp/customer-journey-map/pm-market-research/skills/customer-journey-map ~/.claude/skills/customer-journey-mapSKILL.md
## 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):
| 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? |
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**:
| Stage | Touchpoint | User Action | Emotion | Pain Point | Opportunity |
|---|---|---|---|---|---|
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.
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### Further Reading
- [User Journey Mapping 101](https://www.productcompass.pm/p/user-journey-mapping-101)
- [Funnel Analysis 101: How to Track and Optimize Your User Journey](https://www.productcompass.pm/p/funnel-analysis)
- [Market Research: Advanced Techniques](https://www.productcompass.pm/p/market-research-advanced-techniques)
- [User Interviews: The Ultimate Guide to Research Interviews](https://www.productcompass.pm/p/interviewing-customers-the-ultimate)The method for finding the gap between what a system is supposed to do and what the code actually does — the class of bug generic scanners miss because they have no model of intent. Defines what counts as documented intent, what counts as implementation evidence, which mismatches matter, and how to avoid hand-wavy findings. Use when auditing AI-built code, reviewing access control against documented permissions, or checking whether a codebase matches its own documentation.
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