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)Analyze A/B test results with statistical significance, sample size validation, confidence intervals, and ship/extend/stop recommendations. Use when evaluating experiment results, checking if a test reached significance, interpreting split test data, or deciding whether to ship a variant.
Analyze and prioritize a list of feature requests by theme, strategic alignment, impact, effort, and risk. Use when reviewing customer feature requests, triaging a backlog, or making prioritization decisions.
Generate an Ansoff Matrix analysis mapping growth strategies across market penetration, market development, product development, and diversification. Use when considering growth options, planning market expansion, or evaluating strategic growth paths.
Identify the first beachhead market segment for a product launch. Evaluates segments against burning pain, willingness to pay, winnable market share, and referral potential. Use when choosing a first market, targeting an initial customer segment, or planning market entry strategy.
Design experiments to test assumptions for an existing product — prototypes, A/B tests, spikes, and other low-effort validation methods. Use when validating assumptions, testing feature ideas cheaply, or planning product experiments.
Design lean startup experiments (pretotypes) for a new product. Creates XYZ hypotheses and suggests low-effort validation methods like landing pages, explainer videos, and pre-orders. Use when validating a new product idea, creating pretotypes, or testing market demand.
Brainstorm product ideas for an existing product using multi-perspective ideation from PM, Designer, and Engineer viewpoints. Use when generating new feature ideas, brainstorming solutions for an identified opportunity, or ideating with a product trio.
Brainstorm feature ideas for a new product in initial discovery from PM, Designer, and Engineer perspectives. Use when starting product discovery for a new product, exploring features for a startup idea, or doing initial ideation.